How to use B2B search marketing to drive traffic to your partners

Many vendors make the mistake of believing that providing partners with leads and some co-branded collateral is the end of their marketing responsibility. But the fact is that your partners need strong and consistent marketing support in order to sell your products to their network of end-users. One cost-efficient way to provide the support they need is to use B2B search marketing.

They key here is search engine optimization (SEO). The Internet is most end-users’ first source of information about products, and these end-users are using specific search terms to find what they’re looking for. What does this mean for you? Well, it’s often difficult to mandate that partners optimize their sites or pay for pay-per-click (PPC) campaigns. And on the other hand, you may not want to invest in a PPC campaign that drives traffic to partners sites, rather than your own. So what’s the solution?

It’s all in the landing pages for your partners. Much of the time, channel partner landing pages on a vendor’s site contain only contact information and a link, and the design is duplicated for each partner. There isn’t much for search engines to index with this method. Instead, create a unique, optimized landing page for each partner. It should contain not only contact information but also information about geography and that partner’s expertise, and it should use terms that end-users will type into search engines. The time and expense for creating these pages is minimal and one-off, with measurable returns. A bonus: partners that feel supported and, thus, go the extra mile to sell your products.


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