Focus on a solid content strategy

• Choose your keywords carefully and make sure they have the right intention –
• B2B addresses fewer people and has a longer sale cycle

   Make sure to match your content with the search intent.

• • What kind of information does your customer want based on what they searched for?

• • Do they want a lot of technical information about how the product works, or is it enough to show how it is used, and how much time/resources they save?

•  Ask the rest of the organization for input.

• • What questions do customer service usually receive? What do your sales representatives usually talk about?  What questions need to be answered in the FAQ?

• Eliminate internal terms that are only understood inside your organization (still quite common)

Educate your customer – don’t be afraid to go up the funnel 

While building a platform to show how your product helps someone else’s business, you are building authority and subject matter expertise (important parts of E-E-A-T). Win-win for everyone! 

• • What information are your customers looking for before knowing what they need? 

• • What are the needs your customers have that make them want your solution/product?
• •  Is there something you can help them understand or teach them that at a later stage will make them choose your solution/product?
    

Consider how your brand appears across all digital touchpoints  

Make sure your organic business profiles (Google Business Profile, Trustpilot, Wikipedia, YouTube, etc.) are updated graphically and informationally.

• It’s easy to forget you set them up at one point and that they exist, but a customer who wants to know more about you will find them easily. 

Respond to negative reviews, but don’t forget to respond to the positive reviews as well.

• How you answer gives a picture of how your company treats its customers