We’ve written in the past about some of the ways you can approach a b2b marketing audit on your business's digital presence.
While it’s true that this industry is changing faster than you can say SEO optimized, many of the recommendations in that article still ring true today. Read on as we take a look at how to approach a b2b digital marketing audit and highlight some actionable steps to make your digital platforms work harder.
Is your website performing well for traffic and conversions?
Before you can action any changes on your website, you’ll want to understand where you’re sitting currently. That’s where Google Analytics comes in. Once you have your website set up with Google Analytics, you have an absolute goldmine of data about your website visitors – both customers and leads – at your fingertips. With some much information at your disposal, it’s easy to become overwhelmed and do nothing with it. Don’t fall into this trap. Below, we summarize some of the major insights you can get from Google Analytics and explain why you need them
This is one to watch! Even if your site is getting large amounts of traffic, a high bounce rate means something is getting lost in translation. While the industry standard for bounce rates varies by business type, a good bounce rate benchmark to aim for is 41-55%.
If your bounce rate is higher, there are a few steps you can take to bring it back down. First, try to look at the bounce rate page by page. If the rate is only high on certain pages of your site, compare these to pages with a lower bounce rate and see where you can improve. If all pages have a high bounce rate, consider reworking your copy and breaking it up with engaging images and video. Also, tweak your CTA’s to ensure they are as compelling as possible.
This one may seem like a no-brainer, but it’s something a lot of B2B marketers and business owners overlook. In addition to giving you insights on how many people are visiting your site, Google Analytics can tell you how many people are being directed to your site from each source.
Say you are running ads on Facebook and have also engaged an influencer to promote your brand. Google Analytics will tell you how many hits came from each source and will help you inform your marketing activities moving forward.
Mobile vs. Desktop
This is a battle for many business owners. With all signs pointing to a more mobile-centric future, is it worth designing websites with this in mind at the risk of alienating more old school desktop users? Google Analytics will let you know for sure! By breaking down your site traffic by device, Analytics helps you satisfy the majority of your visitors. Regardless of which direction you take, it’s worth noting that Google has reportedly taken a “mobile first” approach, meaning that non-optimized sites may rank lower in search listings.
Now that you know who’s visiting your website, you can use this info to optimize your site to achieve the best results.
Is Your Website Optimized for SEO?
With the world of digital marketing changing so quickly, it’s hard to know whether SEO is just another buzzword or something to be taken seriously. In a nutshell, optimizing your website for SEO means taking the steps to make your site searchable by Google and other search engines, thereby increasing the chances that you will appear higher in organic search results. Sounds good, right? Let’s take a look at some of the best ways you can make your b2b website SEO friendly.
Your on-page SEO refers to the elements on your site that effect where you appear in search results. This process begins with effective keyword research and filters down to proper page structure and metadata.
Start by ensuring you are using a high-traffic keyword in your page title, URL slug, and subheadings. Google typically likes pages with a high word count. While 1600 words seems to be the sweet spot for SEO, take a look at the sites that are ranking highly for your chosen keyword/s and emulate their word count. Ensuring you are consistent with alt tags and other metadata is also important to help Google accurately crawl your page.
The strength of your website in search results is about more than what’s happening on your own site. The pages linking through to your site are also a valuable way of boosting your search engine ranking.
Ever heard of backlinks? This is the practice of encouraging links to your site from other pages with a high domain authority. By linking to your page, you benefit from this high authority and gain credibility as well as a higher ranking on Google.
Page load time
Page load time is one of the most important factors to consider when optimizing your site. In addition to frustrating your visitors and boosting your bounce rate, slow page load time can ruin your Google ranking. Google offers this handy tool to check your page load time and offer recommendations.
Is Your Website Optimized for Conversions?
There is a misconception among some business owners that optimizing your website for SEO and for conversions are two different ballgames. While it may have been true in the past that some SEO practices like keyword stuffing came at the expense of the user experience, SEO has continued to evolve to consider the user experience. In fact, good SEO can actually help boost conversions by directing the right people to your site. Below we’ve rounded up some simple, effective ways to optimize your website for conversions.
Boost your visuals
Graphics are your friend. Nothing kills a website experience quicker than an overload of text. By breaking up the copy on your page with well-chosen images and engaging video, your visitors are more likely to hang around for longer and convert.
Use strong CTA’s
It’s time to get creative. If you really want to capture those email addresses or achieve online sales, inject a little of your brand personality into your calls to action. If you’re linking through to a course that you’re promising will add value to your customers, instead of a tired, old “see more,” switch it up with “show me the money!”
Create a sense of urgency
One thing the highest converting sites have in common is that they have succeeded in creating a sense of urgency among their site visitors. Whether you are offering discounts, an offer or a downloadable white paper, make it for a limited time only and watch those leads roll in.
Is your LinkedIn page sending high quality leads to your website?
While LinkedIn is a great platform for all businesses, it’s an especially powerful lead generation tool for B2B brands. Here are a few simple ways you can ensure both your business profile and your team’s individual profiles are optimized to generate leads
Complete your profiles
Optimizing both your company page and your team’s personal profiles to encourage connections is the first step to generating leads on LinkedIn. Ensure that you have up-to-date information including your business name and roles as well as your team’s professional headlines (the bio that appears at the top of their profile.)
Target decision makers
When either reaching out to users on LinkedIn or setting up targeting for paid ads, make sure you are getting detailed with the job titles. Remember, just because someone works at the business you want to target, it doesn’t mean they have the power to make decisions.
So now you’ve done all the hard work to drive traffic to your website, you’ve probably noticed that you have more visitors than conversions. While it’s easy to get discouraged, it’s important to remember that this happens to every business. The fact of the matter is, not every web visitor is going to convert on their first visit to your website.
While it’s true that some of your traffic is probably mistaken clicks and people you will never hear from again, some of that traffic (maybe a hefty chunk of it) are potential new customers that just need a little push.
Allow us to introduce you to your new secret weapon… Remarketing ads! Think of these as a sneaky way to make sure your brand stays front of mind for your leads. Both Google and Facebook offer pixels you can add to your site to track this traffic so you can then hit them with personalized messaging to guide them back to your site. Consider using an offer linking through to a specially tailored landing page to get them over the line.