With the speed at which the digital space (and its rules) change, it’s crucial for businesses, especially B2B companies, to stay ahead of the curve. The question is, what’s next for your digital business? How can you leverage current SEO practices, SEM, and paid social media to grow your business?
Fact is your digital marketing efforts are only as good as they stand by the current rules, and your market’s online behavior. To get a baseline of what that means today, let’s check out the current algorithm’s primary criteria, specific channels, strategies and thought leadership you need to succeed.
Understanding Google’s Algorithm: SGE and E-E-A-T
Google’s algorithm, a complex and ever-changing entity, has a significant impact on the any brand potential for digital marketing performance. Today, the two most critical components of this algorithm are Searcher Goal Evaluation (SGE) and Experience, Expertise, Authoritativeness, and Trustworthiness (E-E-A-T). Understanding these elements is crucial for any digital marketing company aiming to improve a website’s visibility and drive more viable traffic.
Searcher Goal Evaluation (SGE)
SGE is a concept that revolves around understanding the intent behind a user’s search query. Google’s algorithm aims to provide the most relevant results based on what it believes the user is trying to achieve with their search. This means that the content on your website should be tailored to meet these searcher goals.
To comply with SGE, it’s essential to conduct thorough keyword research to understand what your target audience is searching for and why. The content should then be created or adjusted to answer these queries effectively. For example, provide detailed product information, answering common questions, or offering helpful guides and tutorials.
Experience, Expertise, Authoritativeness, and Trustworthiness (E-E-A-T)
E-E-A-T is another vital factor that Google’s algorithm considers when ranking websites. It evaluates the overall quality of the content, the expertise of the author, the authoritativeness of the website on the topic, and the trustworthiness of the site.
Enhance your website’s E-E-A-T:
- Experience: Ensure your website offers a positive user experience. This includes having a user-friendly design, easy navigation, and high-quality, engaging content.
- Expertise: The content should be created by knowledgeable and experienced individuals in the field. Credentials, qualifications, or proven experience in the area can enhance perceived expertise.
- Authoritativeness: Your website should become a go-to resource for the topic at hand. This can be achieved by providing comprehensive, in-depth content and earning high-quality backlinks from reputable sites.
- Trustworthiness: Make sure your website appears reliable and trustworthy. This involves having clear and accessible privacy policies, secure connections (HTTPS), and positive user reviews or testimonials.
B2B Social Media Marketing Channels Per Industry
Different industries have unique needs and audiences, which is why they leverage different social media channels for their B2B marketing strategies. Here are some commonly used channels:
- LinkedIn: Known as the professional network, LinkedIn is often the go-to platform for B2B marketers. It’s particularly effective for industries like technology, finance, and professional services where decision-makers and influencers spend time.
- Twitter: Industries such as news and media, marketing, and technology often use Twitter due to its real-time nature and wide reach.
- Facebook: While more B2C-focused, Facebook’s vast user base makes it a viable option for B2B as well, especially for industries like marketing, legal, retail, and health.
- Instagram: B2B companies in visually driven industries like design, travel, or fashion can leverage Instagram to showcase their work and engage with their audience.
- YouTube: For industries that rely heavily on demos or tutorials, like software or education, YouTube can be an effective channel.
Leveraging SEM (Google, Bing or Yahoo Ads) and Paid Social Media
Search Engine Marketing (SEM) and paid social media are powerful tools for building brand awareness and driving engagement. Here’s how brands can leverage them:
- Targeting Specific Demographics and Keywords: By using SEM and paid social media, brands can target specific demographics and keywords, reaching a broader audience and educating them about their services.
- Diversification: Brands should diversify their investment between different platforms and tactics to get the response they seek. This approach ensures they don’t put all their eggs in one basket and can reach their audience wherever they are online.
- Paid Social Media Advertising: Brands can use paid social media advertising to display content to a targeted audience interested in their product or service. This can significantly increase brand visibility and customer engagement.
- SEM: SEM is reactive media, otherwise known and Paid Search or Pay-Per-Click (PPC) advertising, meaning someone is actively looking for something, and the advertiser meets them with the related ad. This high intent for faster conversion makes SEM a powerful tool for driving leads and conversions.
Remember, the key to successful B2B social media marketing is understanding your audience and choosing the right mix of channels and tactics to reach them.
Account Based Marketing
Account-based marketing is a strategic approach that coordinates personalized marketing and sales efforts to open doors and deepen engagement for specific accounts. LinkedIn, with its professional focus, is an excellent platform for B2B marketing. Similarly, email marketing allows for personalized communication with potential clients. These channels can be used to nurture leads and convert them into customers.
Thought Leadership as a Baseline for Content Strategy
Thought leadership should be the foundation of your content strategy. By providing valuable, expert content, you build trust with your audience. This trust is crucial for any agency for SEO or B2B marketing company. It positions your brand as an authority in your field, making potential customers more likely to choose you over your competitors.
The future of your digital business depends on your ability to adapt to changing trends and leverage the tools at your disposal. Whether it’s understanding Google’s algorithm, leveraging SEM and paid social media, utilizing account-based marketing, or establishing thought leadership, each strategy plays a crucial role in driving your business success. Remember, the goal is not just to survive but to thrive in the digital landscape. Stay abreast of the changes in the space, while keeping a firm eye on the competition and market. A proactive, holistic digital agency partner can provide support to your team in these efforts.
B2B Directories
For companies looking for lead sources, digital directories provide a viable source to lead generation and a traceable source of offsite SEO traction. Our listing on DesignRush has been very effective in driving leads for our firm.
