Differences Between B2B Finance and B2C

avatar

Posted by Brett Romero - 15 March, 2019

4 B2B Marketing Strategies & Tactics to Boost Any Business

Building a ranking article in 2019 means knowing how to leverage search rankings. There are plenty of blog writing strategies that will help optimize an article’s wording and structure for more clicks.

But what about when it comes to b2b marketing strategies for new content? Marketing a high-ranking article takes a comprehensive SEO skill set - it will involve link building, targeted email campaigns, a strong social media presence, and distribution informed by a well-researched target demographic.

If all of these factors aren’t working in unison to lift the profile of a blog, then chances of reaching the top of Google’s rankings are significantly reduced. Simply put, competition is too dense to risk having a squeaky cog somewhere in your SEO marketing machinery.

  1. Smart Link Building
  2. Targeted Email Campaigns
  3. Social Media Presence
  4. Skyscraper Technique

1. Smart Link Building

When you’re putting together the body of your content, you will naturally be looking for opportunities to include outbound links that increase your authority and writing quality.

marketing strategies
 

Many SEO marketers make the mistake of going too far all-in with their link building approach. If you’re throwing the kitchen sink as part of your link building strategy, you are bound to include some low-quality links that reduce your chances of climbing up search rankings.

Remember, Google always favors quality over quantity - so if you’re writing content in a low-traffic subject area, think twice before including a high-traffic link that only barely relates to your subject.

A moderate amount of relevant, high-quality links (regardless of traffic level) is highly preferable to a high amount of semi-relevant links that are a mixed bag in terms of quality. Read deeper into high-quality link strategies for a more comprehensive understanding.

 

2. Targeted Email Campaigns

Everybody checks their email. There’s simply no way around the time that we all spend on a daily basis sifting through our messages - regardless of industry, it’s the way things work. The point here is - with so many emails flying around, you need to do the extra work that will make your pitch campaign catch an editor’s eye and prompt them to dive deeper.

To boost chances for an opportunity even more, take time to build a comprehensive list of potential publishers and editors. While automated pitch campaigns are great for getting the word out, personalized emails will give you a much higher chance of a hit. 

target audience

 

If you want to get more results and get them faster, then this is a crucial step of the process. A website with a solid publishing rotation will be far more likely to get back to you quickly compared to another that hasn’t put up an article in a couple months.

Once you’ve set your parameters and launched your email campaign, create a system for organizing your opportunities. Separate the paid from the unpaid posts, the high-traffic from the low-traffic, the immediate opportunities from those that take longer. Some publishers are very gung-ho, ready to slap your material up on their site as long as it meets a word limit requirement. Others might not be as committal - maybe they’re more strict about their writing guidelines, or they have a full blog post schedule for the next few weeks.

Regardless, by logging all of these responses appropriately, you will have an organized clientele list to reference for future opportunities. Being more specific and disciplined in your email campaign will bring higher likelihood of earning a valuable connection.

3. Social Media Presence

How many of your blog posts over the past few years have included an accompanying Facebook share or Twitter mention? If the answer isn’t almost all of them, then you really haven’t established the adequate social media presence.

Many businesses/publications will take social media for granted when they shouldn’t. It doesn’t take more than a Facebook share to circulate an article in a group of hundreds or thousands of people.

Sure maybe only a handful will read or share your content, but that handful has just boosted the profile of your work regardless. It doesn’t take “going viral” to see a sizable boost in traffic, any boost in visibility should be a welcome one. Google says that social media shares are not a direct ranking factor - for example, a link from Facebook or Twitter won’t be valued the same as another authoritative site with high traffic. But, the correlation between a strong social media presence and high traffic numbers is impossible to ignore.

Take this 2016 infographic by CognitiveSEO for example. It depicts the top 10 traffic generating sites, and the respective interactions (shares, likes, comments) that each site received. 

social media presence

 

There’s a clear correlation between site position and the amount of social media activity - this suggests that despite not being a ranking factor, social media activity does seem to reflect traffic generation.

4. Skyscraper Technique

If you want an article to compete with high-ranking competition, you’ll need to study that competition inside and out to see exactly what worked for them.

Maybe it was the length of their content, maybe it was the linking strategy, or perhaps it was clever use of infographics -- most likely, it’s a combination of these factors that puts an article into high ranking territory.

Simply enough, you’re going to have to beat those content creators at their own game if you want to boost the profile of your content in a measurable way. It’s called the Skyscraper Technique because you’re building content upon what has already proven to rank.

b2b marketing content

 

For example, let’s say you’re writing about the best methods for delivering a business presentation. You will want to reference content that has already ranked for this category, and keep in mind ways that you can expand on the topic in new and interesting ways. It should go something like this:

  • Research relevant competition and note the content that ranks (business presentation tips and strategies that are popular/established)
  • See what makes it stand out (use of infographics, writing voice, formatting style, etc.)
  • Search for new, up-to-date information to include in your new article
  • Correct/update any misinformation

After completing these steps, there should be a clear roadmap in front of you for putting together a strong article. The content that you’re studying is like a nice, tall building. You are tasked to build a couple more floors and turn that tall building into a skyscraper. 

Click here for a more in-depth look at SEO strategies like the Skyscraper Technique that will help your content stand out amongst the competition. 

Summary


What are B2B Marketing Strategies?

  1. Smart Link Building
  2. Targeted Email Campaigns
  3. Social Media Presence
  4. Skyscraper Technique

New call-to-action

Topics: Sales & Marketing, B2B Marketing

Recent Posts

Brett Romero
March 15, 2019
John Aaron
March 14, 2019
Kayleigh Alexandra
March 13, 2019
Sheejo George
March 12, 2019