Google's Hummingbird update has confirmed one thing: buyer behaviour is changing. So how can you give your company the best chance of being found online? Here are our tips to attract and convert b2b sales leads. For more info, download our free guide: http://hub.am/1lOI4Ch

1. TIP!
TIP!
TIP!
TIP!
TIP!
TIP!
Life After Hummingbird:
r
TIP!

2. Why do customers
visit your website?
Most likely it’s because
they have a problem they are
trying to solve, and they are
looking to your business
for help.

3. But since late 2013,
millions of websites
have seen a drop in
traffic.
(A whopping 90% of
searches have been affected.)

4. But shhhh, it’s ok.
Buyer behaviour
is changing, so
Google has too.

5. Research has shown us
over and over again that
just about every B2B
purchase starts with
a search online

6. Instead of consulting a
sales rep, they’ll simply
ask Google.
(This has led to their
biggest update in 12 years.)

7. With Hummingbird,
is trying to get better at listening and understanding
the meaning behind what users are looking for.
Google Search
I’m Feeling Lucky

8. Unfortunately, this
means what USED to
drive prospects to your
website may no longer be
getting you results.

9. Boring Content
Keyword Stuffing
Article Distribution
Duplicate Content
Link Swapping
Static Websites

10. Inbound methodology
is now fundamental
for attracting and
converting leads.

11. In general, you can
boost your lead generation
by offering prospects
high‑quality content that
is relevant, engaging and
addresses the problems
they’re searching for...

12. Wait... huh?
Don’t worry
We’ve put together
7 quick tips to get you on your way
with (W)INbound sales

13. 1
Consider your
sales goals:

14. Fill your toolkit with
content to nurture
prospects through
to purchase.
(Think along the lines of attract,
convert, retain.)

15. Understand
your customer
cust-om-er
(noun) a person who purchases goods
or services from another; buyer; patron.
2

16. Your collateral should aim
to address their challenges.
?
?
!
What are you helping
them solve?
Why do customers
need your product?
Consider asking
some existing
customers, or lurk
relevant LinkedIn
Groups.

17. 3
Think
about
language.

18. Hummingbird is geared for people, not robots.
BE CLEAR.
Consider alternative phrases that describe
what you do and that people actually use.
Avoid jargon-y content where you can.

19. 4
Go beyond
the b
log.

20. Content can take any
form, whether it’s a
SHORT VIDEO CASE STUDY INFOGRAPHIC
A GUIDE

22. 5
#GetSocial

23. Get your content in front
of the right people.
Who knows, it may go viral!
Good luck
becoming as
viral as me...

24. Hummingbird looks
for social proof that
your content is
good quality.
Be strategic. Find out where your prospects
spend their time online, and engage with them there.

25. Keep Regular
Keep Regular
Keep Regular
Keep Regular
Keep Regular
6

26. There’s
a direct
correlation
between how
often you post
new content (such
as blogs), the quality of
your search results and the
amount of traffic and leads.

27. Set regular
regular
regular
regular
regular
regular
regular posting schedules
and ensure you have the
resources to follow through.

28. Don’t
give up
if you don’t see immediate results.
Blogging has a compounding effect
and requires commitment.

29. 7
Convert
your traffic

30. Once you’ve gone through
the effort of creating great,
compelling content, you need to
give your prospects a clear path
through the funnel to purchase.

31. Use
Calls to action (CTAs)
to promote an offer, demo, or
even just more information to help
them move to the next step.

32. BONUS TIP
Don’t be dull.
Informative content doesn’t have to be dry!
Be relevant, informative and engaging and
Hummingbird will reward you with traffic.

33. Want more tips on attracting
and converting leads online?
Check out our free guide on B2B lead
generation for a complete list of tips
and advice!