Knowing the difference between your B2C and B2B customers empowers you to make SEO decisions that target the right clients.
Your SEO strategy depends entirely on the type of marketing you’re focusing on B2B or B2C. B2C sales put the products directly into the hands of the final user. B2B marketing targets businesses that will use your goods or services to grow their business or serve their client base. While there are some similarities between the two industries, knowing the differences enables you to strategically craft your SEO to edge out over the competition and make more sales.
Below we walk you through the top five differences between B2C and B2B SEO so you can formulate your SEO strategy to hit your targets.
Wide, Complex Sales Funnels
B2B clients constantly research, looking for the best products for their needs and their own clients. On the other hand, B2C shoppers typically have an idea of what they want and spend less time in the research phase of the shopping cycle.
For your B2B SEO strategy, aim to earn visibility at every step of the buying process. Your sales funnel for B2B clients should be wider than the funnel for B2C businesses. The funnel for B2B companies is much more complex. After all, B2B products require more of an investment than B2C products.
Successful B2B SEO strategies target a wide breadth of clients. This earns more awareness and visibility from the very beginning, which every marketer wants.
Specific, Low-Volume Keywords
B2B industries offer niche products and services. As a result, specific keyword optimization is a crucial aspect of any B2B SEO strategy. When you target for specific, low-volume keywords, you’re targeting for high-intent keywords: the kinds of keywords shoppers research when they’re ready to proceed with buying.
B2C SEO, on the other hand, calls for high-volume keywords and high-intent keywords. Consumers often go into the buying cycle with a rough idea of what they want and narrow down their preferences once they’ve conducted research themselves.
Knowing which keywords to incorporate into your SEO requires knowing your audience and conducting frequent keyword research.
Lower Sales Rates
B2C companies, on average, have a higher click-to-sale rate than most B2B companies. B2C products require less financial investment, and customers don’t spend as much time researching B2C goods. In essence, B2C goods are easier to purchase, resulting in higher conversion rates than products from a B2B company.
However, B2B sales yield higher average order values because the price points are much higher than those in the B2C market. To make the most out of each sale, B2B SEO strategists must target niche markets to earn site traffic that results in a purchase. In addition, marketers should create informative, engaging content that brings shoppers to their site and proves that their business has the perfect solution to meet consumers’ needs.
Thought Leadership Expertise
B2B shoppers want to buy products from industry experts. Unlike B2C shoppers who make purchases based on their current preferences and opinions, B2B consumers make long-term decisions that affect their operations.
B2B consumers want to know they’re buying from someone with the confidence and expertise to meet their present needs and provide future support. So, as you build out your SEO strategy, demonstrate authority in your field. Personal branding puts a face to your expertise, cultivating trust among potential buyers early on in their research phase.
Prompt Lead Engagement
B2B buyers invest significant financial resources as well as their time before committing to a product. Complex B2B solutions require a group of multiple buyers. These teams come together with independent research and opinions about products that will meet their needs. These dynamics often make the B2B buying journey difficult or, at the very least, complicated. Personalization in both the sales process and account management is crucial for your success as a B2B seller.
Studies show that 80 percent of B2B buyers expect prompt, real-time communication with the seller. Further research shows that 65 percent of leads will choose another supplier if they don’t provide personal interactions during their buying process. Therefore, your B2B SEO strategy should include customer support that provides personal attention to leads, showing them you care about their business and can meet their needs with personalized solutions and care.
You’ll find many similarities between B2C and B2B companies, but the differences shape how you craft your SEO to target your buyers. Knowing your audience and their specific needs enable you to formulate an SEO strategy that brings in more traffic, informs your buyer, and results in more sales and greater revenue for your B2B operation.