If you’re looking to generate more visitors to your B2B website, and your current strategy is focused on paid ad campaigns or social media, then you need to keep reading. A Trademodo survey of B2B seafood companies revealed that many website owners:

1. Only have a website because new customers expect them to have one
2. Don’t have a website that is set up to drive sales
3. Lack a strategy for increasing web traffic that isn’t just based on paid ads or social media

The common theme is that many B2B websites are set up to just provide basic information, rather than specifically driving sales. Furthermore, many believe that visitors will just show up to your website. We’re here to tell you that you have to give them a reason to come, and then make them do it. Here’s 10 free ways to increase traffic to your site that you may not have previously considered.

#1 Content offers

Keep new and existing customers coming back to your site by putting useful content, resources, or tools on your website. This strategy is often referred to as a lead magnet when it requires your customer to input their contact information prior to gaining access. One example for seafood suppliers or wholesalers, is to include a weekly price or inventory list. You might also consider whitepapers, product guides (color, trim, seasonality, etc.), checklists, how-to guides, and more. For more on content offers, click here.

#2 Email lists

Leverage your existing contacts by creating a list of emails, and keep adding to that list. You can use content offers to gather new emails, or simply create a form for your customers to receive updates and special offers by email. Do note that you will need to follow anti-spam rules and regulations depending on the country your customer is in. For more on email marketing, click here.

#3 Website analysis tools

Website analysis tools can give you info on your visitors or where your site needs improvement. Information about your current audience, such as which countries they are from, can help you focus and refine your approach. Fixing technical and performance related issues can also give you a boost on search engines. The best place to get started is with Google Analytics and Google Search Console. Note that you will need to follow their instructions to prove domain ownership.

#4 SEO

Search engine optimization (SEO) is a great way to generate organic traffic from people using search engines like Google. On page SEO refers to using focus keywords to tell Google what your page is about and when it should show up on a potential visitor’s Google search. Technical SEO refers to the structure of your website and how it relates to performance, indexing, and crawlability. Click the following for more on on-page SEO and technical SEO.

#5 Topic expertise

Showing Google you are an expert on a topic helps you rank higher for relevant organic searches. To do this, you will need to create a series of articles that extensively cover a topic and are focused around a pillar page. Let’s say you’re a tuna supplier, you would want to create a longer pillar article about everything you need to know on tuna. You would then create a series of articles that point to this longer pillar article with headlines like: what you need to know about grading tuna, tuna catch and seasonality, what you need to know about mercury levels in tuna, and more. For more on pillar pages, click here.

#6 Backlinks

Backlinks are when links on one website take you to a page on another website. Websites with higher domain authority that link to and reference your site helps tell search engines your site is credible and drive referral traffic. For more on building backlinks, click here.

#7 Directories and local SEO

Create business profiles on free directories or local search platforms like Google or seafood industry sites like the Trademodo directory. These websites typically have higher domain authorities, so having your information and a backlink from them to your website will give you an SEO boost as well as referral traffic. It’s important to make sure that your company name, address, and phone number is the same across your website, social media, and these pages.

#8 QR codes

QR (quick response) codes allow anyone with a smartphone to interact with the information by downloading an app, accessing a website or document, and more. These codes can be printed out and stuck onto your product packaging. Your customers can then scan the code for access to product information, your website, and more. For more on QR code generators, click here.

#9 Guest posts

Guest posting, or guest blogging, is when you publish your content on another website. Sharing your content on a more established website or one with a different target audience is a great way for you to receive referral traffic and establish your reputation as an industry expert. For more on guest posts, click here, or if you’re interested in guest posting on Trademodo, contact us at info@trademodo.com. Do note that some websites charge for guest posting opportunities.

#10 Media Coverage and Public Relations

If something interesting is going on with your company, chances are the media might want to write about it. In our experience, many primary producers like aquaculture farms operate in remote locations where local news outlets are happy to cover stories about their small communities. This is a great way to have a third party validate your company or share your story to a new group of readers. For more on putting together a public relations (PR) strategy, click here.

Click the following link if you’re interested in talking to an expert on B2B marketing for seafood supply chain companies.

If your B2B company made it to 2022 without a website, you’re not alone. In 2021, Trademodo surveyed 130,000 businesses throughout the seafood supply chain and concluded that over 85% of B2B companies operate without a website. When asked why, the most common responses were:

1. There’s no need for a website – We’re too busy to pursue unqualified leads
2. It’s expensive – It’s not worth the investment
3. Lack of knowledge – Owning a website is too complicated

There’s no denying that you’ve survived and even thrived without a website, but here are 10 reasons why it’s finally time to get a website in 2022:

Reason #1: Missed opportunities

A study conducted by Google found that 89% of B2B researchers use the internet during the B2B research process. This means that every time a potential customer goes online and doesn’t find your company, that business goes to your competitors. Since 85% of B2B companies are still operating without a website as of 2021, you have the opportunity to become the leading online competitor that gets considered everytime a B2B buyer goes online.

If you benefit from word of mouth referrals, another point to consider is that a lead is much more likely to become a customer if they have also been pointed to a website. This is especially true when you consider that the typical B2B buying process can be influenced by up to six to ten decision makers. It’s also much easier for key information to be repeatedly accessed through a website than through word of mouth alone.

Reason #2: Customers expect it

Shaking hands and exchanging business cards is no longer enough to convince a customer of your professionalism. Today, seafood trade businesses go above and beyond to attend tradeshows and host events just to make an impression on customers. Your website is the digital equivalent of a business card, brochure, exhibition booth, and so much more.

Not having a website in 2022 is like having a store without any signage indicating which business occupies that space. With 4.9 billion active internet users, it’s more than likely that any potential customer of yours ends up assuming your company either doesn’t exist or that you’re not serious about earning their business if they can’t find you online.

Reason #3: Credibility and first impression

First impressions matter, and a study concluded that websites have 50 milliseconds to make a good first impression on a visitor. This is why having a professionally designed B2B website that is user friendly and mobile responsive can show customers that you’re someone they want to do business with. In fact, 56% of people won’t trust a business without a website and 84% agree that a website makes a business more credible. 

When it comes to referrals, 57% of people say they won’t recommend a business with a poorly designed mobile site. 

The conclusion is that people will make referrals that reflect well on them, and will be much more likely to engage with a company they can trust. If they don’t know you yet, your website is the perfect opportunity to show a customer that they can trust you.

Reason #4: Great return on investment (ROI)

The average small business spends $2,000 to $10,000 USD, plus hosting and maintenance, to build a website. At Trademodo a B2B website costs even less as we’re waiving up front development fees with a one year commitment to our premium hosting and support, if you are a seafood supply chain company. With minimal set up costs and premium hosting for less than $300 a month, having a website costs less than it does to attend a tradeshow or install a sign on your building.

So how does this make you more money? A professionally designed B2B website that has optimized keywords can gain traffic from visitors using search engines for free, just like if a customer saw your company’s sign and walked into your building. When it comes to paid advertising, there’s a reason why digital advertising now makes up more than 60% of all money spent on ads. It’s because of how measurable the results are, and the return on investments (ROI) of over 200%.

Reason #5: Level playing field against competitors

Search engines and paid online advertising gives your company an opportunity to compete on a level playing field against your competitors. Search engines, like Google, rank your websites based on factors like relevance, content quality, usability, and context. This means you compete based on the quality and relevance of your site, and not the size of your company or how much revenue you generate. When it comes to paid advertising, the same opportunities for advertising are available to all businesses. In a pay-per-click (PPC) scenario you will often find yourself bidding for inexpensive keywords that cost an average of $2.69 per click.

Reason #6: Save time and expand reachability

Websites are accessible 24/7 and can provide answers to basic and repetitive questions that your receptionist or operator might be tired of answering. You can easily provide customers with answers to general inquiries like your preferred contact information and location, answers to frequently asked questions, and access to commonly requested files and documents.

Another great way to save time is to automate certain processes. It’s easy to create a form on your website where you can direct people to fill out new customer forms or credit application forms. You can also automate parts of your sales process like scheduling appointments, providing product or service information, and getting customers to subscribe to newsletters or recurring price lists. 

Reason #7: Online store and Direct to Consumer opportunities

Websites set up for billing and e-commerce plugins have made it possible for over 2 billion people to purchase goods or services online. Creating customized features is a straightforward process that can give you the opportunity to showcase your products or services alongside brochures, videos, and tutorials. From there you can create automated billing and checkout processes that allow your customers the option of having a completely contact free experience.

Reason #8: Control the narrative

Since 84% of people trust online reviews, bad reviews and rumors can have a drastic impact on a customer’s perception of your brand. Thankfully, a website can help set things straight by communicating your message vision clearly to prospective customers. You can combat all that negativity by using positive testimonials, case studies, awards, and accolades.

Reason #9: Social media is not enough

Social media can be a great tool for engaging followers and growing influence, however it’s not a replacement for a website if you are a B2B company. Social media platforms are often limited in their functionality and do a terrible job at housing information. 

Having a website also allows you to direct and consolidate traffic from social media to your website. More importantly an advertisement on a single social media platform is often temporary, while that same advertisement pointing to a website gives your customer the ability to return to your website in the future. 

Reason #10: The right time is now

A Trademodo study showed that there are over 40 million monthly searches directly related to specific seafood products. With 85% of your competitors still operating without a website in 2022, you have an incredible opportunity to be the leader by creating your B2B website now.

One important caveat is the role time plays in search engine ranking. It can take months for a search engine to acknowledge your website’s existence, and when ranking similar quality websites, the oldest sites are always favored.

Heard enough?

If you’re ready to talk to someone who specializes in websites for B2B seafood supply chain companies, click here.

If you’re still not convinced check out these other posts about why you need a website:

• Forbes – Why every business needs a website
• Hubspot – Five legitimate reasons your business doesn’t need a website