Moving Beyond Paid Promos: SEO Strategies for B2B Influencer Content
B2B brands have finally realized the power of influencer marketing. However, most B2B organizations rely exclusively on paid influencer promos. While paid promotions are certainly a good tool for expanding your reach and acquiring leads, you can’t sleep on the power of SEO for B2B influencer content.
By weaving SEO into your influencer strategy, you can get more bang for your buck and increase your odds of winning new accounts. Here’s everything you need to know.
Achieving synergy between SEO and B2B influencer content
SEO is about being visible to those who are looking for what you offer. It’s a means of aligning your content and keywords with the search intent of prospective clients.
Conversely, influencer content is about leveraging credibility and reach to expand your digital presence. By combining the two, you can significantly boost visibility in search results while also establishing trust and authority in your industry.
3 ways to get more out of influencer partnerships
When it comes to integrating SEO into your B2B influencer partnerships, there is no single strategy. Instead, you need to use a multifaceted approach that focuses on the basics of SEO and some general content best practices. There are three specific things you should do.
1. Start with keyword research
Before you embark on your influencer collaboration, it’s crucial to understand what your target audience is searching for. This is where keyword research comes into play. Tools like Google’s Keyword Planner, SEMrush, or Ahrefs can help you identify the keywords that your potential clients are using.
Look for keywords that are relevant to your industry, but also pay attention to the intent behind them. Are your potential clients searching for information, a solution to a specific business challenge, or a unique product? Tailoring your content to these different types of intent will make it more impactful.
2. Make your message resonate
Once you’ve picked your keywords, you need to weave them into your influencer content. But remember, the key is subtlety. Keyword stuffing sticks out like a sore thumb in written content. It’ll be even more obvious (and obnoxious) in influencer posts and videos.
Therefore, you need to use keywords strategically. Here are a few tips:
- Optimize Titles and Descriptions: Make sure titles and descriptions are compelling and include your target keywords
- Quality Content is King: Prioritize content quality over everything else
- Incorporate Keywords Naturally: Use keywords naturally or not at all
- Leverage Multimedia: Videos, images, and infographics can enhance the user experience
Be diligent when deciding when and how to use keywords in your influencer content. While you need good keyword saturation, don’t sacrifice content flow or quality to cram in a few extra phrases.
3. Choose the right channels
Not all platforms are created equal when it comes to B2B influencer marketing. LinkedIn, for instance, is a goldmine for B2B content, whereas Instagram or TikTok might be more suitable for B2C. Consider where your audience spends their time and tailor your platform strategy accordingly.
In addition to LinkedIn, you can use channels like other websites and podcasts. Guest blogs on reputable sites can boost your reach and help you connect with new audiences. Podcasts and webinars give you a chance to dive into complex topics and connect with your audience on a deeper level.
When working with influencers, you’ve got to track everything. You’ll rarely enjoy overnight success with SEO-centric B2B promos unless you are lucky enough to have a video or podcast clip go viral.
Instead, you’ll have to play the long game. This means measuring performance over time, making minor adjustments to optimize your strategy, and then assessing the results. If something works, do more of it. If a change you implement hurts your visibility, walk it back.
Make the most of B2B influencers with SEO
As you can see, SEO influencer marketing strategies can provide a lot of value to your organization. However, you may also have to endure a lot of trial and error as you work on perfecting your B2B influencer strategy.
The good news is that you can soften your learning curve by teaming up with a leading partnership marketing firm like Acceleration Partners. At AP, we’ll connect you with B2B influencers who understand the nuances of your industry and provide you with a winning strategy.
Download our complimentary guide on building strong B2B influencer partnerships to learn more.
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