When generating leads, B2B businesses continually face conflicting challenges.
Are you a B2B business?
If so, choose between Search Engine Optimization techniques and Pay-Per-Click advertising.
Both offer good value for money. They drive traffic and increase conversions. However, their approach is different.
Understand how they differ. This will help you make an informed decision on which among the two is better for your business.
Which Is Better?
Which is better among the two – SEO & Paid Ads?
The main difference lies in their traffic sources – Organic and Paid Traffic
ORGANIC TRAFFIC
It relates to visitors who find through non-paid search results your website.
By harnessing the power of search engine optimization techniques, you can ensure your website for specific keywords appears at the top of search engine results. They lead to more organic clicks and drive traffic. Over time, organic traffic is more stable and reliable.
- Trust and credibility. Most users trust organic results. They see them as more trustworthy and relevant.
- Sustainability. With the right SEO strategies, organic rankings can last for long. Once your website ranks high, it will attract traffic continually without additional costs.
- Cost-effectiveness. SEO consumes time as well as investment upfront. On other hand, organic traffic is free. Once your site achieves high ranking, you can enjoy benefits for an extended period without needing to make ongoing payments.
PAID TRAFFIC
It indicates visitors who click on paid ads. Paid ads like Google Ads or Social Media Ads.
Using PPC, you can target specific keywords and audience segments. They help to if properly executed drive immediate traffic to your site.
- Immediate results. Paid Ads unlike SEO which can take months or even years to deliver results, delivers immediate results. It can almost immediately drive traffic flow to your website.
- Scalability. PPC campaigns can be scaled with ease by merely increasing your ad budget. This will drive lead generation efforts quickly.
- Targeting precision. You can avail granular targeting options. This allows you to narrow down your audience as per factors like location, demographics, etc.
Overall, although PPC can deliver quick website visibility, it comes at the expense of ongoing costs. Once the payment for ads is stopped, your site traffic will also decline. Organic traffic in comparison continues to fuel traffic-flow without additional spend.
Search Engine Optimization Techniques For B2b Lead Generation
Search engine optimization techniques carry enormous power. They drive organic traffic to your website.
B2B businesses should constantly maintain an effective SEO strategy. The focus must be on attracting high-quality leads.
Keyword Research & Optimization
They lay the foundation for a successful SEO strategy.
- Identify relevant keywords. They should be keywords that your audience is searching for. Long-tail keywords for B2B businesses are a better choice as they target users closer to the point of conversion.
- Ensure your target keywords are throughout your website strategically placed. This includes even in Meta Titles, Descriptions, Headers, and Body Copy. They allow Google to understand your content. This in turn will improve site ranking higher for those keywords.
High-quality Content Marketing Strategies
For B2B companies, Content Marketing is critical. The focus should be on creating quality, and meaningful content that engage your audience and addresses their pain points.
Some good content formats include Blog Posts, eBooks, White Papers, etc.
By ensuring quality content that educates and engages your audience, your brand can position itself as an authority in its line of industry. This leads to increased audience trust and conversions.
Backlink Building
Backlinks play an important role in website ranking.
High-class backlinks from credible sites will significantly
- Improve your website’s authority.
- Help your website rank higher for competitive keywords.
To garner effective backlinks,
- Use strategies like Influencer Outreach or Guest Posting. Else you can offer valuable resources that other sites would want to link to.
Website Optimization For User-experience (UX)
Quality user-experience is essential.
Ensure your website is mobile-friendly. They should also be fast-loading, and easy to navigate.
High-quality experience will
- Improve your website ranking.
- Encourage visitors to stay on your website longer. This increases the chances of better lead generation.
Local SEO Optimization
Local SEO is a critical SEO strategy component.
By optimizing for local searches your website and content using location—based keywords and registering with Google My Business your business, you can
- Attract leads from your local area.
- Improve in local search results your website’s visibility.
Paid Ads For B2b Lead Generation – Best Practices
Paid Ads can drive quick leads. But they require a proper strategy to achieve higher ROI.
To generate leads use the following best practices.
Conduct In-depth Keyword Research
In Paid Ads, keyword research is critical. It is the bedrock of successful PPC campaigns.
Target the right keywords. This will ensure your audience get to see your ads. To choose the right keywords,
- Use Google Keyword Planner or other keyword research tools. They help identify industry-related keywords that are high-conversion and incorporated later into your ad copy.
Create Compelling Ad Copy
Your ad copy should ideally grab user’s attention and get them to click.
To make it happen,
- Write compact, attention-grabbing headlines and descriptions. They help to better highlight your USPs and CTAs.
- Ensure your landing pages are aligned with your ads. They help to improve the experience and conversion rate.
Use Landing Pages That Convert
Landing page is vital. They play a critical role in converting ad traffic to leads.
For effective results, they should
- Have powerful CTA with a lead capture form and impressive messaging that speak to the user’s needs.
- Be optimized for lead generation.
When paid ads are clicked, they should be diverted to the landing page relevant to the ad.
Monitor And Optimize Campaigns
Paid Ads campaign requires consistent monitoring and optimization.
- Track your campaigns with Google Ads or other analytics tools. They help to understand which ads are doing well and which require adjustments.
- Test regularly different variations of the ads. Through A/B Testing. They improve click-through rates (CTR) as well as conversion rates (CR).
Leverage Retargeting
Retargeting is a robust paid ad strategy.
Using it, you can target users who have earlier visited your website but did not convert. By displaying ads to users already familiar with your brand, you can succeed in converting them into leads.
You can try retargeting through Google Ads and Social Media platforms like Linkedin and Facebook.
Conclusion
When it comes to generating for your B2B business leads, SEO and Paid Advertising have their own brand of merits
Your selection decision finally depends on your business goals, resources, budget, and timeline.
In many situations, combining both remains the best approach. This way, you run SEM campaigns targeting immediate traffic and at the same time, leverage search engine optimization techniques to maximize your chances of garnering for your B2B business high-class leads.
A mix of search engine optimization techniques, pay-per-click advertising strategies, and content marketing strategies will help to drive quality leads. This will eventually drive your business growth.
Leading digital marketing agency, OptMum Digital offers a comprehensive array of SEO and PPC solutions with effective strategies to drive consistent website ranking improvement.
