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Top 5 B2B Link Building Strategies That Work

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Cross-Channel Engagement Benchmarks for 2022


Similar to building business relationships, effective link-building strategies work. Only that with link-building, you get to improve your website ranking and drive traffic, rather than sign business cheques.

According to 92 percent of marketers, link building will remain an essential ranking factor in five years. Therefore, link building is a continuous and relentless process for any organization seeking online success. But you can’t be successful at link building if you’re using outdated strategies.

So, if you’re looking for a link-building strategy worth your time and effort, this post is for you. 

1. Write High-quality Guest Blogs

You can build brand awareness and backlinks to your website by publishing articles on other websites. 

However, when you write guest blogs, make sure they’re well-written, unique, and not promotional. They should be valuable to the audience you’re targeting. The first step in guest blogging is finding blogs that accept guest posts. You can do this in many ways:

Check out other blogs in your niche (or related niches) and see if they have a “Write for Us”, “Submit a Post” or “Guest Post” link in the navigation or footer.

Alternatively, use Google to search for phrases like:

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  • Your topic + “Write for us.”
  • Your topic + “Guest Blogging Guidelines.”
  • Your topic + “Submit an Article.”

Your results should bring up a page (similar to the image below) with detailed guidelines on how to be a guest writer on that website. 

Additionally, tools like Ahrefs Content Explorer or Buzzsumo can help you find top-performing articles in your niche. Here are a few examples of queries you can use:

  • Buzzsumo: Most Shared Content in [Your Niche]
  • Ahrefs Content Explorer: Top Pages in [Your Niche] 

When writing these blog posts, corroborate bold claims and facts with data and statistics to show your posts are credible, unique, and original.

2. Create Linkable Assets

A linkable asset is any part of your website that can be linked. This could be a blog post, an infographic, a video, or an ebook. Most importantly, it should be something people naturally want to link to.

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If you have nothing on your site that fits this description, create something! It’ll be worth the effort in the long run. Writing a well-crafted piece of content isn’t just about including a relevant keyword, but also creating one that is of high relevance and value to your market and industry.

Examples of link-worthy assets include:

  • How-to articles.
  • Statistics and trends.
  • Original research and studies that benefit your industry.
  • Case studies.
  • Infographics.
  • Evergreen content.

Mashable’s 2010 State of B2B Social Media Marketing infographic still serves as a valuable linkable asset, with blogs like Marketo linking to it years later. 

Image: Mashable

If you need inspiration, try looking at some of the most successful companies in your sector. See what types of content they offer on their websites or blogs. 

You can also turn to Google’s autocomplete tool or AnswerThePublic for ideas about what types of content could be helpful for your audience members. This can serve as a linkable asset for your website.

3. Replace Broken Links

Find broken website links in your industry. Reach out to them to offer a replacement article with a link to one of your high-quality assets. You can use an email finder to find the publisher’s or blog owners’ contact details.

The strategy should center on relevant keyword research. Furthermore, look for opportunities to create valuable content that will provide real value to another website’s audience.

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To replace broken links, you’ll need to find them first. 

Here’s how to do this:

Use an SEO tool like SEMrush Backlink Audit tool to locate broken links. Select “Backlink Audit” to launch the tool and insert your domain. After the audit is complete, navigate to the targeted page tab. You can now see any backlinks that return errors on your website.

Image: SEMrush

Another way to do this is by checking resource pages because they are likely to contain broken links. After all, resource pages are filled with links that are easy to find. Use search operators in Google with relevant keywords relating to your niche:

  • Intitle:resources + “keyword”
  • Inurl: links + “keyword”
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For example, if you were targeting an area about B2B marketing, use search operator with your relevant keyword: [Intitle:resources + “B2B Marketing.”]

Create a spreadsheet with the top ten resource pages you found for that search operator and the relevant keyword combination that you searched. 

After sorting out the list, it’s time to look for broken links on those pages. Use a tool like Check My Links for Chrome to crawl the page and identify broken links for you. Navigate to a page, click the Check My Links icon on your Chrome toolbar, and it will highlight all broken links in red.

Even though it may sound like a lot of work, finding one broken link and replacing it with your own can be an excellent way of boosting your search results and generating traffic to your site.

4. RoundUPS and Listicles

Another popular B2B link-building strategy is to round up a bunch of experts, influencers, or industry thought leaders and ask them all questions. Then, feature their answers in a blog post. 

Why? Because it creates expert, shareable content that is valuable to readers. Furthermore, it allows you to get expert opinions on trending matters from subject experts in your field. Their comments and insights can be a great addition to your article. 

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Source: UnboundB2B

These individuals appreciate the exposure and are likely to share it with their followers and fans, making your roundup more likely to go viral.

Tools like Voila Nobert can help you find emails of thought leaders in your industry. Once you publish your article, email each featured person, letting them know your piece is live. Most will share it with their network, meaning links back to your website from theirs.

5. Social Media Links

B2B companies often use social media platforms like Facebook, LinkedIn, and Twitter to build relationships with their customers.

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However, these platforms are also helpful in attracting more traffic, generating links, and growing sales. The strategy is simple — publish high-quality content on your social media accounts. 

You can get high-value social media links by:

  • Generating valuable content (infographics, photos, videos) for sharing on specific networks.
  • Targeting influencers with the most followers in your industry and sharing your content with them directly (not just to their followers).
  • Establishing relationships with industry influencers through Twitter chats, meetups, or roundups of experts in your niche.
  • Developing content with relevant keywords that appeal to a broad audience and encourage sharing (e.g., lists of tools, interviews, or guides).

HackerEarth, for instance, created a webinar on “how to create an effective social recruiting” on LinkedIn that appeals to a broad audience. An expert in recruiting is interviewed, and his advice is presented. This was an excellent opportunity to add new links and gain exposure through this expert’s network.

Relevant Keyword Infographic Social Media Links on ppchero

Source: HackerEarth LinkedIn 

The more followers you have who share your content, the greater the chances that they’ll post it to their networks. That said, encourage your followers to share your content with other relevant users. Once people share your content, you’ll increase your reach and earn more links.

Wrapping Up

There’s no magic solution for link building. And it isn’t always a simple task. What might work for others in your industry may not work for you.

You must put in the work to figure out what works best with your business. You do not need to be an expert in link building nor know everything about SEO. So, as you build your campaign, remember it’s all about building relationships that you can leverage for valuable backlinks. 

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SEO is a long game, and most campaigns take anywhere from three months to a year before they see any serious results. However, following these five steps will ensure you have the right strategies to succeed with your B2B link-building objectives.





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The Ultimate Guide to Paid Marketing for B2B

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Cross-Channel Engagement Benchmarks for 2022


Paid marketing is an effective way of promoting a business, and the various mediums for paid B2B marketing are Google Marketing, Bing Ads, Facebook Ads, LinkedIn Ads, etc. 

For enterprise B2B companies, paid social and pay-per-click advertising can be challenging. The unfortunate reality is that the buyer journey for these businesses is long, with multiple stakeholders at different points in the process. 

It’s harder to promote B2B than B2C businesses with paid advertising because there needs to be a rock-solid strategy to reap significant results from your ad spend.

Paid B2B marketing strategies have an essential role in this process: here are some tips on implementing them when used by enterprise B2B companies.

Use Display Advertising to Boost Brand Awareness

Before someone can start considering your services, they need to know you. The first step in any decision-making process is finding the supplier – you can do this by utilizing Google’s Display Network and company advertisements in industry publications. 

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This type of digital marketing campaign doesn’t aim at driving leads. Still, you must keep in mind that these campaigns don’t generate direct results such as lead generation, mostly not in the short term if tangible results matter most for other business stakeholders (for example, shareholders).

This campaign aims to get your company’s name in front of as many people as possible. There are some ways you can target the ads, and we would usually recommend using keywords or an affinity audience. 

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Use Google Text Ads to Target Transactional Keywords

Google text ads are the most common form of paid media campaigns for B2B marketers, but they are also one of the most misinterpreted. 

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Transactional keywords, or keywords as they are commonly known, refer to phrases that suggest a level of intent to purchase- words like “solutions,” “software,” and “business” can often be seen at the end. 

For example, when someone searches for marketing software (marketing), their intention is different than if they were searching google on how to do marketing (PPC).

Transactional search phrases have a higher level of intent, so they are the target for text advertisements on places such as Google. Rather than being too broad with their keyword targeting, many companies mistake spending more budget on keywords that attract few search results. 

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However, as long as you don’t spend all your budget on these words without seeing any returns, it won’t matter. You can also use these AI content generators to create compelling ad copies.

Use Organic Keyword Research

The information-focused content on your website should address the broader search terms that are not targeted by your text ads. These searches require a more informative approach than an interactive one, so educating them on blog posts or another form of content is best.

You could also target these broader keywords with an awareness campaign, as I mentioned at the beginning of this article. 

Still, unless you provide educational materials in your ad, it is always better to approach those keywords from an SEO angle rather than trying to advertise for them explicitly.

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Engage in Re-Marketing

Paid ads can still help increase visibility. Many businesses put pay-per-click ads on the first page of search results to target buyers searching for relevant terms. 

For the right price, you can place an ad for your business – a pay-per-click ad – at the top of a search results page, and it will only cost you more money if you don’t place it correctly. 

Regarding advertising, 98% of visitors don’t convert on just one website, so how else would anyone reach these people? The best way is through remarketing advertisements.

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Remarketing ads are digital marketing advertisements that appear specifically for prospects who have already visited your website. They show up on the internet as candidates move around and experience other websites so that they can be top-of-mind.

With all of the data available about customer demographics and browsing habits, these personalized messages allow you to create a hyper-personalized ad experience for every person – with or without an initial visit to your site. 

Just make sure that post-click experiences (the landing page) deliver a message too.

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Include Video Marketing in Your Strategy

Video has become a non-negotiable part of B2B marketing. More and more companies are waking up to the value of video in their campaigns. Videos help you engage prospects and boost lead generation

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Let’s look at the most impactful video formats that you could use within a new or existing B2B marketing campaign.

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  1. Brand Videos – These videos are a subtle way of letting your customers know who you are and what you have to offer. They’re an excellent alternative to formal, overly produced sales pitches. Make sure your personality and company message shine through when creating the video. It would aid if you thought about what makes your company more valuable than your competitors.
  2. Tutorial Videos – A tutorial video is a self-explanatory video that teaches the user something new. Tutorial videos, in a nutshell, take the user through step-by-step instructions on how to complete a specific task.
  3. Testimonial Videos – Testimonial videos are a powerful way to build customer trust. It’s worth the time to collaborate with clients to create original and engaging testimonial videos.
  4. Case Study Videos – Case study videos are a more comprehensive account of your work successes than testimonial videos. They focus on how you improved your client’s business performance and included ROI and conversion rates.

Videos don’t need to be complex for B2B prospects. Connecting with them and demonstrating your value will serve you well.

Concentrate on the overall ROI

Don’t worry about how many of your ads are getting impressions or the cost per click. If you have set up your B2B marketing campaigns rightly, you should measure overall investment instead of the value of leads. 

You may spend $6,000 on one lead worth $50k or even $12k on one lead worth over a million dollars. These can be extreme examples, but what matters when looking at your long-term paid B2B situation measures how much money you invest versus how valuable leads come out and assess.

Increasing your overall return on investment will require you to make efforts and modifications in various areas. Doing this requires being brave with your B2B marketing strategies and abandoning established tactics for newer ones. It’ll also need long-term initiatives. 

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However, all these changes should be worth the time invested if you have the right plan to understand what customers want and effective communication. They are statistics to help track any progress made towards ROI improvement.

Adopt a Customer-Centric Strategy

B2B companies need to adopt a customer-centric strategy to excel in B2B marketing.

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A customer-centric company needs to have more than just good customer service. It should focus on providing positive experiences before and after the sale to drive repeat business, increase loyalty and improve growth.

When you give your customers the focus they deserve and combine this with Customer Relationship Management with the help of CRM tools, you have the key to a wealth of data- giving you an all-encompassing view of each customer. You can then use this information to provide them with more tailored experiences.

To build a customer-centric strategy for B2B marketing, a B2B company should take these actions:

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  • Operationalize customer empathy
  • Hire for customer success
  • Democratize customer data
  • Facilitate direct interaction with customers
  • Connect company culture to customer outcomes
  • Tie compensation to the customer

To achieve customer-centric visions, companies need to have a customer-focused culture.

Wrapping Up

The buyer journey for a B2B company is often long. It can take a little bit to see a return on your paid campaigns, but you’ll likely cover any lost revenue quickly once you do B2B marketing. 

It will help if you consider a couple of things when working on your paid search for a B2B marketing campaign. You need to ask yourself about the customer problems and then choose keywords that match those. 

Consider video marketing to make sure many people are looking at your ad, engage in re-marketing, focus on overall ROI, and adopt a customer-centric strategy correctly.

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