Relevance is something abstract and difficult to achieve, because it is often based on assumptions that are not validated. In this sense, validating the relevance of content is a key marketing objective.
Prospects are looking for relevance throughout their Discovery process, so we must generate content that meets that expectation.
He who tries to do too much does little: we must choose which battles we want to compete in by generating relevance.
Once you have found your category to build relevance, start generating content and be the greatest exponent of that category.
What does it depend on if your company appears in Google search results?
From 2 factors:
Relevance
Amount of content
What does relevance depend on?
Relevance depends primarily on the type of search and the possibilities we have to help that prospect with valuable information and content.
There are 3 types of commercial search in Search Engines. They are named according to the stage of the search process according to the funnel (or sales funnel):
ToFu (Top of the Funnel): is the initial stage, the upper part of the funnel.
At this stage, relevance is given by having content on a category or topic (In the case of Pragmática, it would be content of the type: what is Lead Generation, how lead generation is done, good lead generation practices, etc.)
MoFu (Middle of the Funnel); is the intermediate stage of the funnel.
Relevant content for MoFu is content that addresses the client's problem. (In our case, lack of leads, poorly qualified leads, the leads I get are not enough, I need leads from large companies)
BoFU (Bottom of the Funnel) is the most advanced stage of the funnel.
The relevance of this type of content is given because it responds to queries specific to a decision phase (Example: “I am looking for a b2b lead generation marketing agency”)
How to be relevant at every stage of the funnel
We must have a strategy for BoFu, another for MoFu, and one for ToFu.
And plan our content for each of them.
We must define a topic and give it a special approach depending on each stage.
For example:
Topic: B2B Lead Generation
Relevant content on ToFu:
What is lead generation?
What is b2b lead generation
what is a lead
lead generation techniques
lead generation on linkedin
lead generation on google
lead generation on tik tok
Relevant content on MoFu:
what is lead generation for
“I have leads but they are not qualified”
“I have a hard time getting good quality leads”
What percentage of leads should be converted into sales?
Relevant content for BoFu:
agency specialized in lead generation
special agency in b2b lead generation
I am looking for leads for an IT company
Lead generation for consultative sales
In summary:
To be relevant, associate yourself with a search category and look for variations of that category. Then create different content that addresses the topic from different angles and preferably can be consumed in different formats.
How to choose the category in which to position yourself
Positioning should always be associated with a category: talking about positioning in generic terms is a big trap, because it can lead you to lose focus.
On the other hand, if you say: “I want to position myself to appear first in any search related to Lead Generation”, then you are anchored to a category.
Then that category will have its derivations:
B2B lead generation
lead generation agencies
lead generation good practices
lead generation tools
lead generation services
Lead generation on LinkedIn
Lead generation on Google
Lead generation on Tik Tok
To choose the right category, you will need to do a little research among your malaysian numbers customers and prospects to find out which keywords they use as a bridge to find the services or products your company offers.
Remember that a category is a keyword and as such it is a key, a bridge that connects you with a potential client in the search engine. You must carefully select the categories in which you should position yourself.
So, once you have your list of categories, how do you get your B2B business to appear on Google?
Interview your customers and find out what they search for on Google when they search
Ask your salespeople what their prospects tell them when they reach out to them, how they found them, what they were searching for on Google.
Create a blog and post content every week (several times a week if possible) that talks about those topics that arose in your research.