When we’re working with Business to Business companies, we think about site conversions differently. While the goal is to generate sales for the items our client manufactures, our B2B clients are selling to the seller of their goods, rather than the end user. As their agency, our job is to help them generate interest and measure the effectiveness of their marketing. We use a few tactics to achieve this effectiveness.

Exit Links

Watching the traffic on your site and how it leaves you can be extremely telling.  If the volume of exit links is disproportionate to your sales experience in any way, you should dig to better understand why that’s happening. It could be a sign of shifting consumer sentiment around one of your retailers, or evidence of pricing inconsistencies. Whatever the reason, take action to fully understand.

Keyword Research

Search is not a “set it and forget it” campaign option. With the shift from traditional to voice search, changes in the search space are changing more rapidly than ever. Just performing a brainstorming exercise around what alternate words could be used to describe the same product can make all the difference. In the case study below, our client bid on keywords that the industry used to describe a product. With 10 minutes of research, we discovered an alternative that better reflected how the public searched for those goods—at 3 times the search volume.

Optimizations

Tap the breaks periodically to determine if your spend is generating the sales you require in a given area. If you track product types separately, this will be a simple task.  One of our clients made changes to their manufacturing plans based on the ability to convert certain categories.

All of these examples are exemplified in the case study collection below. Learn from our experiences as you plan your own B2B strategies.