6 Measures of Search Engines for the B2B Sector
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6 Measures of Search Engines for the B2B Sector
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Black Pearl Matrix
Strategies for B2B Companies:
- Lead Generation
- Sales funnel
- Account-Based Marketing (ABM)
- Spin Selling
- SEO
- CRM
As digital marketing grows and becomes more common in the daily lives of companies, new ideas arise and, consequently, new needs. And from them, tools emerge to help digital marketing teams achieve the expected results in their strategies.
But what are these tools? Digital marketing tools are free or paid software whose main function is to optimize the work of companies in their marketing campaigns.
Currently, there are already several digital marketing tools available and easily accessible for B2B and B2C companies of all sizes, but in the midst of so many tools, maybe you get scared by the variety of options and don’t know how to choose the ones your business needs.
And then the questions arise: “What are the main digital marketing tools? How to choose the ideal ones for my B2B company?”
The time has come to resolve these doubts! In this article, we separate some of the main digital marketing tools, between paid and free, that can make all the difference for your B2B business.
1- Google Trends
As soon as you access Google Trends, the first thing you read is “See what the world is searching for” and then just enter a term or a subject and Google will go after the data for you in seconds.
Trends in English means “trends” and that’s what Google Trends does, it searches the terms and subjects that are giving what to talk about at the moment and you can delimit the period of time, the regions in the world and in the country and you can also view searches related to your search term or subject.
It’s another great, free tool that can help your marketing team gain important insights, as well as make it easier to create content for your website and social media.
2- Google Search Console
While Google Analytics offers data to understand user behavior on your page, Google Search Console shows how users find it among so many other pages.
That is, Google Search Console is a tool aimed at showing how your website is performing within Google. With it, it is possible to identify how Google sees your titles and uses of keywords and also to understand what type of search people are doing when they find or not your site.
In addition to these and other functions, Search Console even gives security alerts when there is something wrong with your page. And the best: completely free.
Below is a brief summary of each of Google Search Console's features:
2.1 Structured Data
It is a report that serves to identify the data that is structured on your website, and that Google can identify on your page to understand and add rich snippets (search results with optimized information to make them attractive).
Understand structured data as a set of information with a standard structure, for example, sequence of articles that contain author, date, title; or else a list of restaurants with address information, user ratings, prices, etc.
This report is important for analyzing data and the markup errors found on the page.
2.2 Structured Data Marker
For errors found in structured data, this is the tool for you to indicate to Google what each element of your site is, if you have a set of structured information, such as events, articles, products, etc.
2.3 HTML Improvements
This report allows you to identify, as the name implies, the HTML improvements of problems found during Google’s crawl on your site. That’s because, in searches, Google always strives to present unique and exclusive content to search users.
2.4 Links to the Website
There is a possibility that rich snippets will present sitelinks.
3- Bing Webmaster Tools
Bing Webmaster Tools is Bing’s tool, Microsoft’s search engine and the second most used. It can be compared to Google Search Console as it focuses on performance and SEO optimization.
With the features of Bing Webmaster Tools, you will be able to collect data to understand how your site is performing in the Bing search engine on desktop and mobile devices, what should be done to increase page traffic, as well as keyword management, site verification, among other features. This tool also issues security alerts if there are problems with your page.
Bing Webmaster Tools is a free service and an excellent tool for anyone using Bing for their digital marketing campaigns.
4- Also Asked
Another keyword search tool to help with your website SEO strategies is AlsoAsked. Quite simple and intuitive, it can be easily used to also search for questions related to your search.
Understanding the advantages of a certain tool is very important to have an overview and assess whether or not its use is worthwhile. Therefore, check out the main advantages of using AlsoAsked:
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4.1 Understanding User Intent
It’s not possible to know which is the best answer if you don’t know what question about the content is being asked, is it?
Therefore, when analyzing the behavior of the keyword, you can use the keyword as a target and thus, you can make the best content for your user.
4.2 View and Export Data
Data are very important to guide decision-making and facilitate it. Therefore, in addition to viewing the main data about the keywords, you can also export them, thus using the research carried out to your advantage.
4.3 Accessibility
Accessibility is a very important factor that must be considered. In this case, AlsoAsked is positive in this regard, since its use is very simple and intuitive and the data is presented in a versatile way.
In addition, the platform has a free plan for those who have a lower demand for keyword searches and other plans that adapt to greater demands.
Given that, it’s easier to make the decision about using AlsoAsked, right? And it doesn’t end there: in the next topic, we’ll give you tips to create relevant content for your audience, a must-have, right?
Did you know that one of the skills most requested by the job market is knowing how to make decisions? However, to make an assertive decision, you need to develop your critical thinking and the effectiveness of your analyses.
With this, you will be able to become a more consistent and rational professional in your measures.
5- MailChimp
Since 2001 when MailChimp was created, this platform, which was initially focused only on email marketing, ended up evolving and today it already has several other features, such as marketing automation in a single tool.
The most unprepared of users can set up a campaign on the platform. And in fact, this is a great differential for startups and businesses that are starting. In addition, users can start with the free plan, allowing 2,000 registrations and 12,000 shots per month.
MailChimp’s philosophy has always been focused on helping small businesses achieve great results, but being such a complete tool with many interesting features, it ends up being suitable for businesses of all sizes.
MailChimp enters our list of free ones, as it offers a plan with several essential features for free, something very good for B2B companies that are starting in the market. For those who can invest a little more, it is worth checking out the paid plans, as they have great value for money.
6- Google Analytics
With Google Analytics it is possible to carry out a complete analysis and understand the behavior of users within your website or application, being able to track actions, conversions and evaluate the performance of your marketing and content strategy.
Analytics is a platform that works together with Google Ads, Google Search Console, Data Studio and Google Optimize.
This tool has a free version and a paid version (360). The free version is very complete for analyzing any website. The 360 version offers more detailed information for sites with high traffic.
How to Choose the Right Tools for My B2B Company?
Now that we’ve gone through the main digital marketing tools, it’s time to decide which are the best for your B2B company to achieve great results.
It’s great that we have so many tools available, but having such a wide range of options can make it difficult to choose. So here are some tips to help you with your decision.
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Understand Your Company's Needs
What digital marketing strategies does your company want to follow? If the focus is on content marketing, for example, pay more attention to performance and SEO tools. Or if the biggest need today is lead generation and nurturing, check out CRM tools, and so on.
Know How Much Money Can Be Invested
How much can your company spend on tools? Although there are several free tools, the more demanding your business is, the greater the chance that you will need tools that offer more features. It is important to evaluate the different values and plans of each tool and compare with the features offered in each one.
Search and Read Reviews
Before hiring any service, look for reviews on the internet about that particular tool. Knowing the opinion of those who already use or have used it may be the guide you need before making decisions. One of the most important pieces of information is whether the tool is intuitive and easy to use. After all, there is no point in paying a high price for a tool that no one can take full advantage of.
Take Free Trials
Nothing better than testing the efficiency of the tool by using it in practice, right? As you read in this article, most of the tools have free trial periods, which is a great way to find out how they work and if they really deliver everything they promise. A term often used for such features is called “Freemium”.
FAQ – Frequently Asked Questions About Search Engines for the B2B Sector
1. What is the main characteristic of B2B?
The B2B system generally works with companies offering products or services only to other companies — not selling directly to the final consumer. This is the main characteristic of B2B, which differentiates it from B2C business models.
2. What are B2B strategies?
B2B Marketing is the dissemination strategy aimed at companies that sell to other companies. As the purchase process, in these cases, is guided by rationality, disclosure must be made in such a way as to create a relationship with the customer.
3. What are B2B metrics tools?
Metrics should be the starting point for any company to start its strategy plans and actions. They are tools that make it possible to measure, monitor and evaluate your strategic processes in a simple, clear and objective way.
4. How to attract B2B leads?
Invest in Inbound Marketing. Attraction marketing is gaining more and more strength, whether in the B2B or B2C market. Investing in rich materials that will lead potential leads to know your brand and solution is an efficient and inexpensive way to attract new consumers.
5. What are the macro reasons for buying in the B2B market?
Cost-benefit ratio, quality, differentiation and proximity to a long-term vision are the macro reasons that lead people to buy in the B2B market.
Conclusion
Drawing up a strategy based on the resources mentioned throughout the article is essential to attract leads, win customers and build relationships with them.
After all, selling to other companies is a complex process, as decision-making by managers is grounded and generally takes time.
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