When you stop to think about it, your website is a 24/7 sales rep for your business. So, the primary goal of any B2B website is to attract your ideal customers to your business.

The great thing about online marketing is that it’s relatively cheap and easy. But what you save in money, you will ultimately end up investing in time. To help you, I’ve outline several simple ways that you can drive traffic to your B2B website.

Remember, B2B marketing stands for business to business marketing. This means you are looking for the decision-makers of other companies who may want to use your business’ services or goods. You are not targeting the individual consumer here. That marketing cycle looks different, as individuals are likely to make impulsive purchases, and businesses are likely to take a more calculated approach.

B2B buyers want helpful and information-based content – to push them to buy from you, you need to meet their needs and show them you’re the best.

Get in the SEO Game

Search Engine Optimization (SEO) makes it easier for potential leaders to find you. It’s a critical success factor for incrreasing traffic to your B2B website because more than 80% of ALL prospects start with a web search when they want to buy a product.

Chart showing that more than 80% of all purchases begin with an SEO search.
Two charts showing that more than 80% of all potential purchases start with a web search.

How does it do this, you might ask? Well, by optimizing your website, it will rank higher in search engines like Google and Bing. To get your webpage higher in the search engine page results (SERP) you need to know about your customers, what they are searching for and specifically, what keywords they put into Google to conduct these online searches. 

Be aware that SEO practices are always changing, and recent advances in virtual image searching is liable to change the rules and practices now in place.

Where to start with SEO:

Use Your Blog as Free Advertising

Think of every blog post as a free full-page advertisement for your company, product, or service. Always remember that Google ranks PAGES and not web sites.

Blogs work for you in two ways; they can be used for SEO by placing a few choice keywords within them (beware of ‘keyword stuffing’, this will get you nowhere and might even get your site removed from Google). 

They can also be used to answer questions that current and potential customers are asking. Imagine a blog post that acts as a Q&A for all potential queries and worries, putting your B2B buyers’ minds at ease and showing up high in the SERP. Win win!

But don’t just count on SEO traffic to promote your website. Use social media, your email list and syndicated platforms like Medium and Quora.

Where to start with blogging:

Create Buyer Personas and Create Content for Their Buyer Journey

Before you start creating content, always consider who you want to see it. Consider who the audience of a video, blog, or infographic is, and consider crafting some buyer personas. 

Infographic showing a buyer persona template
Here is an example of a buyer persona template.

Buyer personas help you to streamline your content to appeal to your ideal customer at multiple stages of the purchasing cycle.

Making your content appeal to multiple personas is key to having it shared and read by B2B buyers!

How to create buyer personas for your B2B business:

Use Social Media to Create Buzz and Traffic

Use social media to drive B2B traffic to your site – it’s easy and can be done cheaply or for nothing at all. Either utilise organic social media posts on sites like Instagram and Facebook or pay for advertising so that your posts reach beyond your followers! With the right social media marketing strategy, you can increase brand awareness and visibility, connect with your followers, build a community and of course, drive traffic to your website.

Remember that simply putting up a link might not work as well as you think – you need to learn how to use social media effectively, for example by providing some incentives for people to click on the link to your webpage. What’s more, sites like LinkedIn are definitely better for finding B2B buyers than more casual sites like Facebook.

How to use social media to drive traffic to your site:

Make Driving Traffic to Your B2B Site a Goal

If you want more traffic to your B2B website, you’ll have to make driving traffic a primary goal. Always remember that both new and existing customers will hit the internet first when they want to buy something. Your best chance of getting new customers is to generate more traffic. Use these tips to get started today.