“My business is B2B. How important should my website and SEO be in my marketing and sales mix?”
That’s a question I was asked recently on LinkedIn so I thought I’d share my answer here.
Your website is effectively your shop window – your opportunity to demonstrate what you do, the value you provide and entice your potential customers to contact you. It’s also a vehicle for your potential customers to find you in the first place. In the old days, you might have looked through the Yellow Pages or similar; now you go to Google.
So, whether you have a B2C business or a B2B business, your website is very important.
And since your website is unlikely to ever be visible in Google (and other search engines) without SEO, it follows that SEO should be very important too.
But before you invest heavily in your website and SEO consider this.
Whatever marketing you undertake, it must be relevant to your target audience. Otherwise, what’s the point? So, when planning your website and SEO activity, it’s essential to think about your target audience and their behaviour.
Are your prospect customers typically searching online for the business you provide? If you have a slightly unusual offering or provide a high-value service, this might not be something that potential customers are actively Googling to find. If that’s the case (do your research), avoid spending large sums of money and time chasing low search volumes as it won’t deliver a sufficient return.
And while you’re thinking about the behaviour of your target customers, consider if there are alternative marketing activities that will generate a higher return on investment. You should aim to allocate your budget where it is most likely to produce results.
Regardless, of how your potential customers find you they’ll probably check out your website for validation, so your website must be the shop window you want it to be. It doesn’t have to be all bells and whistles, but it must be up to date, on-brand and easy to navigate.
How much you invest in SEO will depend on how competitive your market place is and how vital it is that your website ranks highly for your key search terms.
So, to conclude, my answer is “Your website and SEO are important but depending on the nature of your business, they’re not the be-all and end-all.”
If you’d like some help on where to focus your marketing efforts, please get in touch.
Image credit: Pixabay