Which One Is Best For Your Industrial B2B Company?
The first thing that comes to mind when we think about digital marketing is website traffic. Most of the B2B digital marketing agencies constantly work for traffic generation. The traffic your website receives daily can make a lot of difference to your company’s identity, brand image, and sales conversions. The two most prominent ways for improving your website traffic are Search Engine Optimization and Pay Per Click.
This article will discuss both SEO and PPC’s pros and applications and which one is better for your Industrial B2B company.
What is SEO?
Search Engine Optimization is all about your website ranking on a search engine page, like Google, Bing, Yahoo, etc. You get more traffics to your website when your website is ranked on the top search results. SEO helps in improving a website’s search engine rankings.
SEO works on Google algorithms where it constantly looks for websites with high-quality, original, and descriptive content for a particular search query, a.k.a. keyword.
Have you ever heard of slow and steady wins the race? That’s SEO for you. SEO requires constant and consistent work on your website, like regularly updated blogs, keyword-rich content, optimized web pages, landing pages, etc. SEO does not start delivering results over-night. Even if it takes time and effort, but the results are worth it!
What is PPC?
Pay Per Click is just like a television or print ad but much more scalable. PPC is creating an advertisement by bidding for a particular keyword related to your business. Your ad is visible as a top result on the search engine whenever people search for that keyword.
These ads are called “Pay Per Click”, as you (advertiser) have to pay each time someone clicks on the ad.
PPC is a great way to attract traffic to your website faster. With PPC, you can attract more audience to your website or landing pages, and your sales team or B2B Digital Marketing Agency can help you convert those visitors into qualified leads.
PPC, unlike SEO, gives you faster results, but as soon as you stop advertising, the website traffic might fall.
The Pros of SEO and PPC
To help you further understand SEO and PPC, we have created a list of pros of SEO and PPC.
When To Use What?
When to use PPC
When You Want Immediate Results:
You can use PPC when you want to increase your website traffic immediately. PPC starts showing results very quickly. Once the ad campaign is approved, ads begin to display at the top of your keyword’s search engine results.
New product launches, offers, discounts, webinars, contests, etc., are some of the occasions when PPC is perfect for your business.
Many times, industrial products can be time-sensitive. Some products are in demand in a particular season, or sometimes sales are higher for a specific quarter of the year.
To tap those demands, you can run PPC ads during particular periods to generate more leads.
In situations when you are in a saturated market, and the competitors are aggressively trying to capture the market share, PPC is one way to make yourself stand out and gather more attention.
However, you will still have to work hard to nurture the leads, but PPC can generate more leads, and your website will appear above the competitors’ in search engine results.
When to use SEO
When You Want Consistent Results:
To build consistent traffic to your website, SEO is the best way. Even though SEO takes a lot of time and is not as fast as PPC, it is good to look for consistent and sustainable website traffic.
Unlike B2C products, industrial products are complicated, and therefore you need to sell your products and educate your potential customers. You can educate about your products’ pros and cons, usage, industrial trends, how your products and services can help them solve their pain-points, and many more. PPC can help to a certain extent to build awareness, but leads will get converted if they are ready to buy.
You need to constantly add educational blogs, videos, case studies, etc., to slowly and gradually build your target customers’ trust.
Just like Rome wasn’t built in a day, it takes consistent efforts to increase your brand’s value.SEO helps you to constantly improve your website and provide more and more value to your customers.
Eventually, your website’s conversion ratio depends on the amount of targeted traffic; it can generate.
So which one to choose, SEO or PPC?
The answer is you do not have to choose one. SEO and PPC can work hand in hand. When you need immediate website traffic, you can run PPC ads, and at the same time, you can keep working on SEO to support those ads. PPC will help bring your potential leads to your website, and SEO will help in engaging them.
Therefore, you first need to define your business goals and then work accordingly.
Dijitale helps companies create digital marketing strategies for their business to help them get new customers for their industrial B2B company.