When optimizing a website for real estate seo to be found in the search engines for B2B Lead Generation there are a few things to keep in mind. With the business to business lead generation sales cycle, you are going to need to take into account the fact that you are selling to a different customer. Not only will you be facing one customer, but more than likely you will be selling to different types of customers within the corporation. In 2007, Enquiro put out a study detailing the four major purchasers in the B2B Buying Cycle. These were the User Buyer, The Technical Buyer, the Economic Buyer and the Coach Buyer. Here are the differences between these buyers types:

User Buyer: The user buyer will ultimately use the solution that has to be purchased. The user buyer may discover the need for the solution by highlighting a problem they can’t solve without it. Once the solution is purchased they will be responsible for implementing and using effectively. Optimizing a landing page for the user buyer will require that you research and understanding the terminology and semantics of the the user buyer. This often will differ from the known nomenclature of the the technical buyer or other buyer type. For instance, we had a client that sold maintenance software for a particular industry. The user buyer in this case may be the person that actually drives the truck and performs the maintenance. In this case, “maintenance software” may not be the best title to target for the page. This type of user may be more likely to type “save money on maintenance costs” into the search. Understanding the terminology of your customer is key to finding new customers at an acceptable ROI.

Technical Buyer: The technical buyer usually is called in to help in the B2B sales cycle by another member of the company. They do not usually hold the purse strings and they may not use the product. But they are the most reliable person to scope out the technical specifications and make sure the solution will fit within the parameters of the company infrastructure. The technical buyer is not going to be appealed to with emotional appeals. Nor are they likely to care about the price points of your product or service. Their task is to find the solution that is the best fit for their company. Using the previous example of fleet maintenance software, the technical buyer will most likely search on industry jargon specific to their problem such as “T4 compliant maintenance management platform” for example. If you have a page optimized for this term, then chances are likely that you have earned some points with the technical buyer.

Economic Buyer: The economic buyer has been charged with finding a solution to their problem with a budget in mind. Cost is going to be a very important factor in their purchasing decision. Nevertheless, they don’t want to skimp on quality if they can help it, because they are ultimately still responsible for the success of their purchase. Economic buyers are more likely to add bargain modifiers or qualifiers to their search. So they might add an “affordable” or “Cheap” or even “Free” to their search for “fleet maintenance software”. Can you afford to offer a scaled down version of your product or service for free? If you can, you may be able to draw this buyer in, with the opportunity to upsell later for a feature they simply must have. Advertising prices can be a good way to target the economic buyer if your prices are competitive.

Coach Buyer: The coach buyer may be harder to define. They are usually mentoring another type of buyer and they have an overall stake in the success of the solution. While they may not be the most knowledgeable on the product or solution in question, they are usually business savvy and are going to take into account the User, Technical, Economic and other points of view in their recommendation process. They ultimately are concerned with value. Is your product or service going to return a greater amount of time, energy and money than is being put out? If you think you may be dealing with a coach buyer, a value proposition is likely to do well. Their search would likely add some value modifiers to their search such as “fleet mainetance software to save time and money” or “best fleet maintenance software”.

Depending upon your industry, the percentages of the buyer types that make up your market will obviously fluctuate. But the important thing is to have an SEO strategy that target each buyer type. That will mean more work and creating more pages that are targeted towards the different terminology that these different buyers are likely to use. But if you have service where even low volume traffic terms can have a big impact, then this strategy should work for you.

Start by doing the requisite keyword research. Then try separating out the terms that you think appeal to each B2B buyer type. Create an SEO strategy targeting the top terms in these groups. Those terms will not necessarily be the highest in search volume. Look for terms with less competitive activity and are the most relevant to you service. Then use your web analytics to determine which keywords are bringing in the most relevant traffic by bounce rate and other key metrics.

By clearly defining who your target customers are, you can more accurately develop an SEO strategy to target the terms that these buyer types use. In many cases this will put you ahead of the competition as they will only be targeting one customer type. By thinking differently and targeting different types of B2B buyers, you can pull in business at a lower cost and higher ROI, and be the hero in your company’s next sales meeting.

For more info on real estate seo check out our website at www.realestateseopros.com