We're offering B2B services in a niche market that has very low search volume. Therefore SEO strategy & PPC weren't effective. Right now, we're heavily depending on Facebook Group & Linkedin Group to promote our contents (articles & ebooks). However, the traffic isn't good enough. Can you give some advice to overcome this situation?
Being a B2B service provider myself I am in the exact same shoes. The general search volume for my main service is very low but the problem can be circumvented by going back to your Marketing persona.
There may be more than just one marketing persona.
And each marketing persona will have a number of different pain points you can focus on.
These pain points will form the basis of your pillar pages. Using the so-called skyscraper method, you can search for content that deals with these pain points in a bit more in-depth kind of way, then go back to the drawing board and do something much much better and more informative.
Next, you dissect the pillar page content into sub-topic clusters that will mean the basis of your supporting articles.
The supporting articles will each point to the pillar page via an internal link.
By having say 5 pillar pages and a min of 20 supporting articles for each pillar page you will start seeing increased traffic volumes and if done correctly, more qualified leads as well.
That's how I would approach it but you would need quite a bit of preliminary research and process in order to put your inbound/content production into overdrive and work towards results.
Reach out for a call should you need more clarification.
Surprised PPC wasn't good. What did you try and how long? Did you use things the target market already likes, such as magazines or public figures, as a starting point?
One of the most powerful things you can concentrate on as a marketer is bringing around the prospect to your point of view. I do a lot of this with my clients: the prospect arrives with curiosity but does not know what "the thing" is, why it matters, or how they could use it. An educational course entertains and explains, and often gets used as a revenue generator. The product/service is positioned as essential to the prospect. Then the offer is made. Much better conversion rates.
Articles and ebooks require people to read. Many don't like reading (I do, but I'm in the minority.) What are you doing with video as a marketing tool?
Have you asked in your group what the members would say if explaining the idea to a friend? What the biggest problem it solves for them is? Getting the target market to explain in their own words what's up...and then using those exact same words in your copy...works wonders on marketing material. Unfortunately, most business owners and product creators have The Curse of Knowledge and believe the reasons *they* would use or buy the thing are the reasons everyone else would. Not the case.
Are you sure you're explaining your services properly? Unless these are big corporations, many business owners don't truly understand what they need and why. Great visuals with proper and prominent text needs to invite them to HAVE to learn more.
With B2B your overall strategy should be to include all the different channels and make them work together.
1. You already use LinkedIn, but are you sponsoring content in the feed or through direct messaging to your ideal consumers? When you sponsor content you can reach the exact person within any given company you want to pitch your products to.
2. Are you running a re-targeting campaign? When you have low search volume you need to make sure that you maximize conversions from the traffic that you are generating. Consider running a re-targeting campaign combining Google display ads and LinkedIn or display ads and Facebook.
3. Connect your website to Facebook and get audience recommendations to increase your reach. This will give you similar people to advertise to.
4. Your content strategy cannot be ruled out because of low search volume. Your prospects still search for 'other' terms online and finding their variations or LSI terms will give you more volume to target.
Get in touch to learn more!
