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31 Oct 2018

How to promote your B2B website

Learn six ways to promote a B2B website

When it comes to the B2B market, your website is an essential part of your lead generation strategy. If your current website isn’t up to scratch, you may be considering a website redesign to kick it into gear again. However, there’s more to a B2B website than just looking slick. Your website isn’t effective if it can’t be found. There are some ways you can promote your website and start attracting leads including:

  1. Search engine optimisation
  2. Blogging
  3. Video marketing
  4. Social media marketing
  5. Paid advertising
  6. Press releases

Read the rest of the blog to find out how you can use each of these ways to successfully promote your B2B website and start generating more and high-quality leads.

Search engine optimisation

Search engine optimisation (SEO) is probably the first and most important point. In order for your website to be found, it needs to be optimised for search engines. The best way to do this is to make sure your website is customer-centric by aiming to provide the solutions to your prospects’ pains and challenges. So, if a number of your prospects are searching for “what is inbound marketing”, then use this information to create a page all about what inbound marketing is and answer the question being asked. You can even go one step further and create a pillar page that answers multiple sub-topics around the main “inbound marketing” topic. This way you’ll be providing a prospect with a whole heap of information in one place, without them having to go back to the search engines to find out more.

Blogging

Once you’ve figured out your SEO strategy you can use it to understand what your prospects are searching for online. Then you can begin writing blogs that actually resonate with your prospects. How? Write content that is centred around your buyers’ pains and challenges and use that content as an aim to solve them. More B2B buyers are looking for credible content and thought leadership from businesses, so use this as an opportunity to churn out great quality content on a regular basis that both Google and your prospects will love.

Video marketing

Videos are a still a hot topic in the marketing space and are becoming increasingly popular in the B2B space. There is so much that you can use video marketing for, for instance, you can create videos that showcase your products and/or services, promote webinars that your company will be hosting and encourage people to sign up to watch. You can start a podcast in which you invite guests to discuss new disruptions in your industry - and so on. Any one of these formats can be used to help promote your website on different platforms. There are dedicated platforms that can host videos such as YouTube and even dedicated platforms for podcasts.


Free eBook: Learn how to design your B2B website for lead generation in six  steps


Social media marketing

Social media marketing is a great tool to find out where your buyers hang out online. You can use tools such as HubSpot or Awario to monitor social media platforms and see what kind of conversations potential buyers are having. It will also allow you to create new audiences by sharing your own content and third-party frequently on these platforms, building up your credibility and authority. This way, you’ll encourage more visitors to your website and have a better chance at engaging with and nurturing them into quality leads.

Paid advertising

As well as making sure your website is optimised for SEO (which is a longer, organic process to gain traction), we recommend launching a PPC ad campaign to help drive more relevant traffic to your site. You can experiment with Google AdWords, LinkedIn advertising, Facebook Ads and even promoted tweets on Twitter and Instagram posts. Paid ads can offer great insight to see how well a targeted ad performs using certain keywords or phrases and then you can optimise and tweak it to get the best results. Once you’ve nailed down a great advert, you can take what you’ve learned and apply it to your SEO strategy.

Press releases

Promoting your brand within your industry is always a great way to get people to visit your website, especially if you can get a link to your website in a press release. Not only will that link count towards your offsite SEO, but it will provide people who read the press release with a direct link to visit your website. Even if you don’t manage to get a link, people are still likely to consider searching for your company to see what you’re all about after having seen a press release. Press releases are a great way to showcase the success of your business as well as demonstrate thought leadership within your market.

Conclusion

It’s not enough to just design and build a B2B website, for it to only sit there and wait for the organic traffic to start slowly creeping in. You need to be able to take charge and help the traffic along by using some of the tips we’ve explained above. The more time you can offer in your promotional activities on social media, SEO, blog writing and more - you’ll start seeing the ROI much quicker as you’ll be helping to speed up your website’s lead generation efforts.

If you’re looking for more tips on how you can make sure your website is optimised to its fullest, download our free eBook and learn how you can increase your leads by 30% by using our six-step approach.

Download 6 Steps to Designing a B2B Website for Lead Generation

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Topics: Website Design

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