Why SEO Is So Important for Promo Distributors
Search engine optimization, commonly referred to as SEO, is the process of improving your website’s chances of showing up on the top results when your ideal clients search for your products and services.
In today’s connected world, we have been trained to find any information we might be interested in immediately just by typing a question on our phone browser. From the list of options that result from the search, studies show we will only consider the results listed on page 1, and hardly ever will check page 2.
- 75% of people never scroll past the first page of search engines.
This also applies to buyers of promotional products, proven by the tens of thousands of search terms typed into Google’s search bars on a daily basis.
This means that if you want to be in the game, you must appear on page 1 for the right search terms. If you don’t, you are literally invisible to your ideal clients.
B2B Buyers Who are Searching Online Are Ready to Buy
When buyers contact a provider, they have an immediate need and have already done their due diligence. So they’re ready to take the next step.
- 89% of B2B researchers gather information about potential purchases through the internet - Google
- Before interacting with a website, the average B2B buyer conducts 12 different online searches - Google
- B2B buyers typically consume between three and seven pieces of content before speaking with a salesperson
Improve Your Chances
If you’re looking to grow your distributor business, SEO plays a critical role. It’s not a quick fix and it does take time, but much like when you want to grow a garden, it pays big dividends. And if done right, the SEO juice you build doesn’t go away.
A few things you can do to get started:
Add Content to Your Website
Content is king. You’ve heard it before. But not just any content—it must be relevant to your target audience, answer their questions and address their concerns. It must also be original and optimized for the search engines to find it.
Make Sure Your Site Loads Fast
Google favors sites that provide a good customer experience, and load time is a key factor. Test your site for loading speed on a regular basis
Create a Google My Business Profile
Google My Business is one of the most underutilized platforms by promotional products distributors. It’s easy to set up and manage and can increase your online visibility and SEO.
And it’s free!
Make Sure Your Site Works Well on Mobile
It is safe to say that most B2B buyers are researching vendors during business hours and therefore on their desktop. However, many times they will start their search on their phone, especially if they're coming from social media. It is important that your site provides a good experience. Check it yourself from time to time.
- 50% of B2B search queries are made on smartphones
- Over 90% of B2B users say they’re likely to buy again from the same vendor if they have a superior mobile experience. Only 50% will buy again if they report a poor mobile experience.
The internet has radically changed the promotional products business. Having an SEO marketing strategy is necessary to build your brand and authority and online footprint so you can attract business on a consistent basis.
If you feel out of the loop regarding SEO, start by educating yourself. Take advantage of the free educational digital marketing resources, specific for the distributor business, available on our website.
This article was first published in Action Marketing blog. For more marketing articles, free webinars and guides specific to the promo business, visit the Resources section of ActionMarketingCo.com.
Gloria Lafont is a mother, grandmother and business owner. Throughout her business career she has started, bought and sold a dozen businesses in the branding and marketing field, including a distributor company. She’s currently president of Action Marketing Co., founded in 2007. Her company focuses on helping distributors increase visibility, generate awareness and drive traffic so they can connect with more of their ideal clients and generate more leads and sales.
Gloria is a big fan and supporter of education and the cultural arts, volunteering her time and donating marketing support over the years to help various organizations grow in membership and revenue. She also enjoys the South Florida lifestyle mix of business, beaches and arts.