It’s no secret that B2B marketing is different than B2C. The sales cycle is longer, there are multiple stakeholders involved, and it’s usually more expensive. To market effectively, you need to create content that helps, educates, and informs your clientele. The best way to do that is to identify the keywords that matter most to them, and build out content accordingly.
So B2B is a little bit different than you would see in your normal B2C types of marketing, right? The sales cycle or the length of time it takes to actually make a purchasing decision is usually a lot longer than you would see just buying something off Amazon, right? It’s going to take multiple stakeholders. Individuals are going to be involved in that process. It’s going to be usually a lot more expensive.
So in order to do that, they’re going to want to be informed about their decision. They’re going to have to look up content and information across the web to help inform that decision and make sure that they’re doing the right thing for their own business. So in order to do that, we have to create content that helps, educates, and informs these users, and the way to do that is finding keywords that matter and building content around them.
1. Gather seed list
So when we’re developing keyword research for our own clientele, the first thing that we do is gather a seed list. So usually we’ll talk with our client contact and speak to them about what they care about. But it also helps to get a few other stakeholders involved, right, so the product marketing team or the sales team, individuals that will eventually want to use that information for their clients, and talk with them about what they care about, what do they want to show up for, what’s important to them.
That will sort of help frame the conversation you want to be having and give you an understanding or an idea of where eventually you want to take this keyword research. It shouldn’t be very long. It’s a seed list. It should eventually grow, right?
2. Review your content
So once you’ve done that and you have a baseline understanding of where you want to go, the next thing you can do is review the content that you have on your own website, and that can start with your homepage.