When it comes to digital strategy, put your B2C hat on

Your potential customers, after all, are themselves consumers. They’re people who more and more turn to Google with life’s big questions. “How many ounces are in a quart?” “What year did Point Break come out?” “Where’s the closest Starbucks?” They’re people who are trained, conditioned and overly willing to entrust Google with the big answers. And this sort of behavior spills over to their work life too. Whether it’s research, taking in industry news, or connecting with colleagues, a significant part of their day is spent online. Their buying decisions can also start online. A customer is not going to make a decision based on a Google search alone, but it can definitely plant a seed or start a conversation.

It’s all about visibility. If your customers are spending a large part of their day online, you should be there to greet them. Here are a few things you can do to get better visibility today.

1) Google Adwords. Not only will you drive more traffic to your site, you’ll also gain insight about your customers’ behavior. With built-in Adwords tools, you’ll be able to observe, track and learn from the keywords and phrases that are driving people to your site.

2) SEO. Take your learnings from Adwords and optimize your website content. If you’ve found that customers are biting at particular keywords, make sure those are reflected in your site content and meta tags – appropriately of course. It’s all about considering the sort of language customers use to find your products and utilizing it. Better search results will lead to more and better qualified traffic to your site.

3) Pursue thought leadership opportunities. Share your industry knowledge in the form of webinars, case studies and white papers. This will not only help maintain your visibility, but also affirm your place as a thought leader in your industry. If the content’s relevant, customers will appreciate your perspective and the fact that it isn’t a “sell.”

These steps will help put you in front of new customers. You’ll start showing up in their Google searches, they’ll start checking out your site, and then they’ll notice that you’re hosting thoughtful webinars with their favorite trade pubs. I can’t promise that your phone will ring at that point, but hey… it’s a start.

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