Like the difference between fast food and gourmet restaurants, SEO for businesses selling to other businesses (B to B) is more than adding value with a mindless up-sell that plays from the same analogy “Do you want fries with that?”. B to B SEO must be thoughtful, pertinent, expert and on-going on a different level. One that requires more experience and deeper focus. Content editing, creation and link-building for the business buyer requires a thorough understanding of often technical information at the core of technical/industrial company offerings – which is why so many B to B marketers either a) forgo essential search engine optimizing altogether, b) try to do it themselves.
Forgoing a concerted SEO effort may not hinder a highly specialized marketer. We have actually advised such clients that what they have cannot be cost-effectively improved upon. However, you’re leaving money on the table if competitors are nipping at your heels and you are not pursuing an aggressive SEO strategy.
Most B to B marketers then have two choices. DIY SEO can work if you have a skilled communicator, writer, image editor, website editor, social (& other media) maven dedicated to the task. Larger B to B companies can justify a dedicated house-SEO function or department. Smaller companies are hard-pressed to justify even a part time SEO position. And tacking SEO duty onto other staff functions is asking for tepid results.
How to outsource B to B SEO
Specialized B to B Marketing Services firms are out there! We may be outnumbered 100 to 1, but we are available and affordable. We are builders & champions of an industrial or technical client’s value proposition, producing brand-building content everywhere it matters. We have experience asking the “dumb” questions that enable us to craft written and visual content, while augmenting a client’s capabilities. But, like any relationship, an SEO client must be prepared to:
- Assess a fit – Can we work together?
- Share marketing goals, strategy
- Core dump – impart vital product/service information
- Develop an SEO blueprint
- Be available for questions, reviews, media opportunities
Content is king, and so is target market distribution. We create, search optimize and place: posts, press releases, articles, white papers, videos, broadcast spots. These can be re-purposed for whatever media channels your customers favor: social media, websites & website blogs, tweets and other sharing forums. We can help customize a Content Marketing strategy that best works for you.