The main objective of Business2Business (B2B) and Business2Consumer (B2C) marketing is to generate traffic, increase sales and improve revenue.

Keep reading to discover the main SEO strategies that will help you in your goal:

1. Objectives of the marketing campaign: In general, the majority of search engine optimization clients have been B2C companies operating in an e-commerce environment. However, as business-to-business marketers recognize the potential of search engine rankings, many organizations are looking for ways to implement an effective B2B search engine optimization strategy. However, you need to understand the critical differences between B2C and B2B SEO and their implications.

B2B companies generally sell intangible technology, software and services, industrial and engineering products, intermediate and bulk products for sale to wholesalers, exporters, etc. Online marketing campaign goals should focus on increasing targeted traffic, increasing sales, increasing online visibility, establishing your business in local search, establishing your business in social media, increasing online reputation through online reputation management and improve SEO.

B2C companies sell more tangible products and services. The goal of your marketing campaign is to get more leads, increase sales, build brand awareness, increase market share, launch new products or services, target new customers, enter new markets, improve relationships with stakeholders stakeholders, improve customer relationships, improve internal communication, and increase profits.

The final goals of the campaign must be SMART: specific, measurable, achievable, realistic and timely. Some examples of B2C are restaurants and retail stores.

2. Keyword Strategies – The starting point of every SEO strategy is keyword research, as keyword research helps you decide which keywords to target.

B2B campaigns typically have industry-specific keywords (to understand the questions your prospects are asking and break them down into search queries) that require intelligence to mine. A B2B SEO campaign requires a lot more keyword intelligence and analysis time to set up. The B2B audience is looking for experience. Searches based on B2B purchases are very specific, such as specifications, features, performance, value, benefit, return on investment, product cost, and operating costs such as maintenance, support, and troubleshooting. In B2B search engine optimization, it’s important to thoroughly understand the search terms your potential customer may be using at different phases of the buying cycle.

In B2C businesses, people already have a firm idea of ​​what they want to buy. They want to find the best source for it. In the first phase of the B2C search, people often use generic terms. There is often less variation in the terms they use. So, B2C campaigns focus on keywords that are used or considered every day, that is, generic and not so complex. In the evaluation stage of the buying cycle, the buyer’s focus shifts from researching potential suppliers to researching specific issues related to the product or service, such as performance, efficiency, maintenance, etc. Just prior to the purchase decision, a final round of searching is likely to ensure confirmation of the buyer’s desired address, and again different search terms may be used.

3. Content Strategy – Content strategy means communicating new information about your company, a new product or feature. In simple words, content meant to present you in a favorable position to generate leads and drive sales.

For B2B, the content strategy is to target an audience of industry experts and professionals who are familiar with your company or product, highlighting its advantages over your competitors. The B2B content strategy should consist of a company blog, industry publications, white papers, LinkedIn groups, landing pages, forums, and communities. Therefore, it is intended to educate a person.

The main strategy for B2C content marketing is to build backlinks and increase rankings. Therefore, it is generally intended for disclosure.

4. Link Building – This is the process of facilitating the creation of links on third party websites that point to your own site and thus increase your web presence.

Consistency in B2B messaging and customer interactions fundamentally means patience. B2B campaigns still focus on conversions, they don’t come easily. B2B SEO campaigns generally tend to generate low volumes of leads as a key performance indicator. The purpose of link building is to generate real, organic, quality traffic to your website and to improve your site’s ranking with Google and other search engines.

B2C campaigns typically focus on quick conversions and wins. Therefore, B2C link building focuses more on sales and revenue per month with sales occurring in shorter sessions, typically single or multi-session visits over days or weeks.

5. Conversion Metrics – It’s the sales lifecycle: length, considered sale vs. short impulse buy

Directing site visitors through an established conversion channel is not applicable in B2B. Therefore, your focus should be on getting visitors to dig deeper for other relevant content that builds trust. Often the main motivator in B2B purchasing decisions is risk or fear of making the wrong decision. Therefore, one of the key goals of B2B search engines after clicking through to your site is to evaluate both your company and your offerings. An average B2B transaction can take between three and 24 months, depending on the product or service being sold and the number of decisions made within the buying process.

Conversion rates in the B2C environment are typically measured as the percentage of organic clicks that resulted in a sale. Detailed analysis goes into the conversion rates. Because the sales funnel in B2C SEO is very narrow and short. It can help to measure the impact of optimization quite easily and immediately. An average B2C transaction can take anywhere from minutes to weeks, with the number of decision makers typically less than 2 people and a much smoother checkout process.

The SEO strategy is crucial for the success of any business. Therefore, a reputable SEO company can help you understand the differences between B2B and B2C SEO campaigns.