How to Develop a B2B Search Engine and Social Media Marketing Plan

In the B2B world, a lot of companies struggle with how to develop a search engine and social media marketing plan that actually works. The trick is to start building at the point closest to your goal. Your goal being a lead or a sale and the point closest to it, your website. Take a look at the below image and you’ll see that visitors flow from social media properties, search engines, and YouTube (both a social platform and a search engine) to your blog and then to your website.

Okay, not all traffic flows through your blog, but stick with me just for a minute.

Your blog is the lynchpin between your website and everything else – social media and search engines. A few points to consider:

  • Blogging allows you to create expert content – the stuff that customers and prospects value. When done consistently, prospects and customers come to reply on and respect your opinion.
  • Blogging also gives you something to talk about in social media – “Check out this article on developing a B2B search engine and social media marketing plan…” would make a good tweet. Further, you could create a LinkedIn discussion around this same article – “My thoughts on developing a B2B search engine and social media marketing plan. A recipe for success.” And finally, you could post your article to both Facebook and Google+ – How to… you get the idea.
  • Search engines love blogs! Within a blog post you have the opportunity to drift from your corporate speak and use words that customers use when describing their problems or what they believe to be solutions to those problems. This means more search engine traffic for keywords important to your business.
Your first priority is to build a website that converts. Conversions occur when a visitor fills out a form, buys something, or picks up the phone and calls. Since even the worst website has some traffic – yep I do mean non-blog traffic, you need to first apply effort to convert more of your existing visitors.

To boost conversions, perform a traffic and conversion audit. In addition to learning how visitors arrived on your site, you’ll learn what they did after arriving. This process, although time consuming, will allow you to plug big holes in your conversion funnel, keep more visitors on your site, and most importantly increase conversions.

Next, with your site converting at a higher rate, it’s time to start driving traffic. Look to the search engines as your second priority. Why? Your prospects first turn to the search engines to solve their problems – and you want to be the company that helps.

Working your way up the diagram, next you should integrate a blog and start blogging consistently. This will increase search engine traffic.

You’ll notice that YouTube is the fourth step. Your effort here is all about repurposing content. You’ve done the hard part – thinking – and turned those deep thoughts into blog posts. Now take those blog posts and turn them into videos and post them to YouTube. Similar to blog content, search engines love video. It’s much easier to get a video ranked in the search engines than textual content. With a little bit of effort you can really drive a good amount of traffic to your videos.

And as I mentioned above socializing blog content via your social media platforms and activities draws attention to your hard work. Don’t be fooled into thinking that social media is less important than the other steps we’ve discussed, it’s not! It’s listed as the last priority only because you need to build a solid foundation first.

The last and never ending step is to analyze how your entire Internet marketing system is performing and make plans to improve it.

This article has covered a lot of ground. If you need help or want to bounce ideas off someone feel to drop me a line – or 315.732.9281, x11.