如何用SEO在B2B买家购买决策历程的各阶段影响到买家

Why align content marketing to the buyer’s journey?

为什么要按买家购买决策历程图做内容营销？

Among other benefits, mapping marketing activities to the buyer’s journey has proven to increase upsell and cross-sell opportunities by 80 percent.

不提其它益处，最为突出的是，根据买家购买决策历程图所作出的营销活动，已被证实可以提高追加销售和交叉销售80%。

And that’s because the buyer’s journey has changed. The internet puts all of the info directly into buyers’ hands, which has shifted most of the traditional buyer’s journey into marketing’s territory.

这是因为买家的购买历程已经变化了。由于互联网将所有的信息直接地呈现在购买者面前，所以导致买家购买传统决策历程中的本由销售人员影响的绝大部份转到了受营销动作所影响的领域了。

Now, 77 percent of B2B purchasers won’t even speak to a salesperson until they’ve done their own research first, and they might be performing as much as 90 percent of the journey on their own. The question for marketers, then, becomes, Are those buyers consistently finding your brand along their journey?

如今，有77%的B2B买家在自己做完调查作之前，根本不会去与销售人员接触，有可能高达90%的购买决策历程是他们独自完成的。因而，营销人员要关注的问题就变成了“买家在整个购买决策过程中能持续地发现你的品牌么？”

Because if they’re not finding your company, they’re finding your competitors. Talking to prospects throughout the buyer’s journey means defining the path, discovering how prospects are navigating it online, creating content that finds them when they want it and adjusting with the market.

因为如果他们不能找到你们公司，他们就会找到你的竟争对手。在买家整个购买决策历程中同潜在买家对话，意味着去定义购买路径，去发现潜在买家们的在线行程是怎样的，去创建在任何他们需要的时候就能找到的内容，并根据市场情况作出调整。

1.1 Define and understand the buyer‘s journey

定义和理解买家的购买历程

We all know what a basic buyer’s journey looks like, but mapping marketing activities to that journey means digging in and uncovering some specific details about the journeys that your unique buyer personas are taking. The buyer’s journey for someone investing in a tech platform, for example, might be very different from the buyer’s journey for someone hiring a logistics partner.

我们都知道买家的基本购买历程大概是怎样的，但是根据这个历程图来定制营销活动却意味着要去深挖，要去发现特定画像下的买家所采取的一些特定的细节动作。例如，一个寻找专业技术平台的买家的购买历程，与一个寻找物流合作商的买家的购买历程很可能会大不一样。

When defining the specifics of your audience’s unique buyer’s journey (and there may be more than one if you are targeting different personas within the purchasing team), ask yourself and your team:

在定义你的受众的独特购买决策历程（当你考虑买家的不同的用户画像时，有可能不止一种）时，你必须问自己和你的团队以下问题：

• What problems are buyers becoming aware of?

  买家正意识到哪些问题？

• Is internal or external pressure driving them to find a solution?

  有没有内容或外部的压力迫使他们去寻找解决方案？

• How are they exploring solutions?

  他们是如何寻求解决方案的？

• What type of content do they desire and respond to?

  他们渴望获取或倾向于响应什么样的内容？

• What are the most important factors as they compare vendors (pricing, customer support, reviews or something else)?

  他们比较供应商时最重要的因素是什么（价格、客户支持、评论或是其它）？

What problems are buyers becoming aware of?

买家正意识到哪些问题？

Is internal or external pressure driving them to find a solution?

有没有内容或外部的压力迫使他们去寻找解决方案？

How are they exploring solutions?

他们是如何寻求解决方案的？

What type of content do they desire and respond to?

他们渴望获取或倾向于响应什么样的内容？

What are the most important factors as they compare vendors (pricing, customer support, reviews or something else)?

他们比较供应商时最重要的因素是什么（价格、客户支持、评论或是其它）？

Answering these questions as specifically as possible for your audience will help you create a solid foundation from which to optimize content.

尽可能详细具体地回答以上问题将有助于你为优化内容打下一个坚实的基础。

2.2 Uncover unique insights with keyword and user intent research

通过关键词和用户的搜索意图分析来发现独特的洞察

With detailed buyers’ journeys in hand, the next step is understanding how your audience navigates that journey online—specifically via search engines because they are definitely using search engines. 71 percent of B2B decision-makers start the decision making process with a general web search.

当你了解了买家购买决策历程的详尽信息，接下来的一个步骤就是了解你的受众是如何在线实施这一历程的------尤其是通过搜索引擎，因为他们绝对是要用到搜索引擎的。71%的B2B买家的决策过程是从网络搜索开始的。

And traditional keyword research is no longer enough. People use Google to ask questions, and working with Google’s algorithms to get your content to your audience requires marketers to understand the questions behind the keywords.

传统的关键词搜索已经不够了。人们会向Google问问题，因而顺应Google算法将你的内容推送到你的受众面前，就要求网站运营者们理解隐藏在搜索关键词后面的问题。

Google has defined four micro-moments that describe most search queries:

Google定义了如下四个“微时刻”来描述绝大多数的搜索词条：

User intent starts by understanding which micro-moment is happening with each target keyword. Google your keywords and see what organic results Google provides. Those 10 links can tell you:

对于用户意图的理解，从理解每一个搜索关键词代表着用户处于哪一个微时刻开始。搜索一下你的关键词，看看Google会给你怎样的自然排名结果，这10条搜索结果会告诉你以下信息：

• what content your audience is looking for. A definition of a term? A product? A free trial? A list of steps?

  你的受众在寻找什么样的内容。是一个名词的定义？一个产品？一次免费试用？一个操作步骤？

• what type of content they prefer. Lots of videos means they watch the videos.Lots of infographics means they download infographics.

  他们喜欢什么类型的内容。有很多视频内容则意味着他们喜欢看视频。有很多图表则意味着他们喜欢下载图表。

• where they are in the buyer’s journey. Definitions are at the beginning. Pricing sheets are at the end.

  他们处于购买决策历程的什么阶段？名词的定义意味着处在最开始阶段。价格表则意味着处于最后阶段。

• who on the purchasing team you should be talking to. If you get big-picture content, the C-suite is probably using those terms. If you get detailed, technical instructions, the influencers who are actually doing the work are using those keywords.

  你需要同采购团队中的谁直接交流。如果结果中是全局性的内容，说明是高层管理者会使用这些搜索。如果你得到细节性的内容、技术性指导内容，那么是从事具体工作的影响力者在使用这些关键词。

what content your audience is looking for. A definition of a term? A product? A free trial? A list of steps?

你的受众在寻找什么样的内容。是一个名词的定义？一个产品？一次免费试用？一个操作步骤？

what type of content they prefer. Lots of videos means they watch the videos.Lots of infographics means they download infographics.

他们喜欢什么类型的内容。有很多视频内容则意味着他们喜欢看视频。有很多图表则意味着他们喜欢下载图表。

where they are in the buyer’s journey. Definitions are at the beginning. Pricing sheets are at the end.

他们处于购买决策历程的什么阶段？名词的定义意味着处在最开始阶段。价格表则意味着处于最后阶段。

who on the purchasing team you should be talking to. If you get big-picture content, the C-suite is probably using those terms. If you get detailed, technical instructions, the influencers who are actually doing the work are using those keywords.

你需要同采购团队中的谁直接交流。如果结果中是全局性的内容，说明是高层管理者会使用这些搜索。如果你得到细节性的内容、技术性指导内容，那么是从事具体工作的影响力者在使用这些关键词。

A Google search for “content management,” for example, produces a definition in the featured snippet, several other “what is” suggestions and a whole page of organic listings for content that defines the term:

以Google搜索“内容管理”为例。在精选片段中有一个名词定义，有几条“什么是”的建议搜索，其它内容全部都是解释这个词的：

If your company produces content management software, then, you know that when your audience searches this term they are looking for a clear definition. They don’t need flashy content features, they’re at the beginning of the buyer’s journey, and they’re probably managers or executives. Use user intent insights to map your keyword to buyer journeys.

如果你们公司是开发内容管理软件的，根据这个你会知道用这个词来搜索的用户是想找到一个清晰的定义，他们不需要一些华而不实的内容，他们处于购买历程的最开始阶段，而且他们有可能是公司的经理或高管。要根据这些对于用户意图的洞察在买家购买决策历程来布局你的关键词。

All of these insights will help you create content that meets the right personas at the right stage of their journeys.

所有的这些洞察都将会帮助你在购买历程的正确阶段创建出符合正确的画像用户的需求的内容。

3. 3 Create content for every stage in the journey

为购买决策历程的不同阶段创建不同内容

It’s time to create some content — or optimize existing assets if adequate content already exists.

是时候创建内容，或者说优化已有的内容了，如果你有足够的内容储备的话。

First, review existing content against new user intent insights, and figure out where you do and do not have content that meets (or tries to meet) the user’s need. If a keyword has a strong Buy intent, do you have a sales/product page? If a keyword has a strong How or Do intent, do you have helpful resources? If the answer is no, it’s easy to start prioritizing.

首先，基于你所洞见到的用户意图来审核现有的内容，找出哪些内容是满足（或试图满足）用户需求的哪些没有。如果一个关键词代表着很强的购买意图，你有没有一个对应的销售/产品页面？如果一个关键词代表着很强的想要知道如何做的意图，你有没有帮助信息？如果这些答案是No，就很容易开始调整侧重了。

Additionally, consider whether the content:

此外，考虑内容是否：

• is using your audience’s preferred format.

  使用了受众喜欢的格式

• is better than the content already ranking well.

  比已有排名的内容更好

• speaks to the right audience segment.

  针对了正确的细分受众

• includes an appropriate CTA for the buyer and journey stage.

  包含了在买家购买历程中合适的商品交易顾问内容

• performs well on mobile devices.

  在移动设备有好的浏览体验

is using your audience’s preferred format.

使用了受众喜欢的格式

is better than the content already ranking well.

比已有排名的内容更好

speaks to the right audience segment.

针对了正确的细分受众

includes an appropriate CTA for the buyer and journey stage.

包含了在买家购买历程中合适的商品交易顾问内容

performs well on mobile devices.

在移动设备有好的浏览体验

Optimize content you have that is already on the right track. It’s much easier and faster than starting from scratch.

优化现有的优秀的内容，比从零开始做内容要容易得多。

Finally, create content to fill in the gaps where you don’t have anything that answers the question/pain point for a keyword/user intent combo.

最后，创建内容以填补你未能响应某个关键词/用户意图的问题/痛点的空缺。

You might find yourself with a long list of content that needs optimizing and/or creating — which is great! Don’t rush through the process, though, and create low-quality content. Prioritize the work, and develop a reasonable content calendar to keep the project moving.

你可能找到了一个很长的需要优化或创建的内容的清单，这太棒了！不要急于求成而做出低质量的内容。把工作细节排出优先顺序，建立一个能顺利推进此项工作的时间表。

4.4 Measure and adjust

测评和调整

As with any SEO and content marketing strategy, of course, keep monitoring engagement and conversions to make sure you’re getting the most out of your efforts. Look for signs of engagement (or lack of):

在任何SEO和内容营销策略中，保持对用户参与度和转化的监控是确保你取得最大回报的方法。你要找出用户参与度（或缺少）的迹像：

• CTAs. If CTAs are being ignored, content isn’t connecting.

  商品交易顾问信息。如果商品交易顾问信息缺失，内容与用户是没有连接的

• Forms. If prospects land on pages with gated content but don’t fill out forms, then content isn’t chieving marketing goals.

  表格。如果潜在顾客通过门控内容进入页面但并没有填写表格，那么该内容是没有达成营销目标的。

CTAs. If CTAs are being ignored, content isn’t connecting.

商品交易顾问信息。如果商品交易顾问信息缺失，内容与用户是没有连接的

Forms. If prospects land on pages with gated content but don’t fill out forms, then content isn’t chieving marketing goals.

表格。如果潜在顾客通过门控内容进入页面但并没有填写表格，那么该内容是没有达成营销目标的。

Other standard SEO metrics can also help determine how the strategy is performing before sales start increasing:

其它一些标准SEO要素也可以帮助你判定你的内容策略在销售增长前的表现如何：

• Organic ranking. If your content is climbing in organic search, it means your content is getting better.

  自然排名。如果你的内容自然排名在上升，说明内容在变好。

• Click-through rate (CTR). Increasing CTR means you’ve successfully targeted your users’ needs and pain points.

  点击率（CTR）。持续增长的CTR意味着你已成功命中了用户的需求和痛点。

• Time on site. Longer time on the site hopefully means users are engaging with your content, but it’s not a perfect measurement.

  网站停留时间。在网站上停留的时间越长有望意味着用户与你的内容有更好的参与，但这并不是一个完美的判定标准。

• Bounce rate. Consider the content before you determine if a high bounce rate is good or bad. It’s traditionally considered a bad sign, but if your content is just providing a definition, it’s probably okay. Or if you’re consistently publishing blog posts, it’s probably okay if users bounce out of each one.

  跳出率。在评价一个高的跳出率是好还是坏之前，先看内容。传统意义上，高的跳出率都被视为一个不好的信号，但是如果你的内容只是为了给一个名词定义，跳出率高可能是没有问题的。或者你只是为了推一篇文章，用户一个接一个跳出可能也没什么问题。

• Total visitors/pageviews. If it’s consistent and/or increasing, you’re attracting better leads.

  总访问量/PV。如果表现平稳或在增长，那么你正在获取更好的leads。

Organic ranking. If your content is climbing in organic search, it means your content is getting better.

自然排名。如果你的内容自然排名在上升，说明内容在变好。

Click-through rate (CTR). Increasing CTR means you’ve successfully targeted your users’ needs and pain points.

点击率（CTR）。持续增长的CTR意味着你已成功命中了用户的需求和痛点。

Time on site. Longer time on the site hopefully means users are engaging with your content, but it’s not a perfect measurement.

网站停留时间。在网站上停留的时间越长有望意味着用户与你的内容有更好的参与，但这并不是一个完美的判定标准。

Bounce rate. Consider the content before you determine if a high bounce rate is good or bad. It’s traditionally considered a bad sign, but if your content is just providing a definition, it’s probably okay. Or if you’re consistently publishing blog posts, it’s probably okay if users bounce out of each one.

跳出率。在评价一个高的跳出率是好还是坏之前，先看内容。传统意义上，高的跳出率都被视为一个不好的信号，但是如果你的内容只是为了给一个名词定义，跳出率高可能是没有问题的。或者你只是为了推一篇文章，用户一个接一个跳出可能也没什么问题。

Total visitors/pageviews. If it’s consistent and/or increasing, you’re attracting better leads.

总访问量/PV。如果表现平稳或在增长，那么你正在获取更好的leads。

If something isn’t working — if an organic listing isn’t getting clicks or a form isn’t getting filled out — test some other options. Rewrite the title and meta deion that appears in search results. Shorten the form and change the color of the button. If small changes don’t seem to help, reevaluate your user intent research and make sure you are answering your audience’s questions better than the competition.

如果有哪一项表现不好----如果自然排名不能获取点击或者表格不被填写----那么测试一下其它的项目。重新编写出现在搜索结果中的标题和meta描述，缩短表格或改变按扭的颜色。如果这些改变不起作用，那就要重新评估用户意图研究，并确保你能比竟争者更好地响应受众的问题。

These metrics demonstrate signals of a larger problem relating to your content not working.

这些要素展示了与内容表现糟糕相关的更大的问题的迹象。

Using SEO to influence B2B buyers at every stage

利用SEO在购买历程的各个阶段影响B2B买家

A company that fails to acknowledge how the buyer’s journey connects with content creation is ultimately wasting time and missing out on potential customers. Aligning SEO, content marketing and the buyer’s journey, however, is the secret to creating a brand voice and presence that nurtures leads through their own buyer journeys.

公司如果未能意识到买家购买历程是如何与内容创建发生关系的，最终将是浪费时间并丢失潜在客户。将SEO、内容营销同购买历程有机结合起来，是品牌发声和展示的秘诀，也是在买家独特的购买历程中能产生leads的秘诀。

Define your buyer’s journey, uncover insights through keyword and user intent research, then create content for each step. When you go in to measure your efforts, you’ll find that the metrics speak for themselves.

定义买家的购买历程，洞见关键词背后的用户意图，然后为每个不同阶段创建内容。当你再去评估这些工作的时候，你会发现这些要素会自己良性运转起来。

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