Why is Link-Building Essential For B2B and SaaS Companies?

Orange Marketing
May 24, 2021

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Having a digital marketing strategy is a must in our tech-driven era. But that doesn’t mean every industry or type of business should utilize the same exact techniques.

For B2B companies and SaaS organizations, link-building can be tremendously effective. If you’re looking to increase your site rankings, drive more traffic to your site, and be viewed as an industry leader, you’ll want to consider adding backlink acquisition to your marketing strategy.

The Importance of Link-Building

The premise of link-building is relatively simple. It involves acquiring links to your own site from other websites on the internet. You can think of backlinks as an endorsement or seal of approval from these other websites. If they like your site enough to give you a link, that means they feel you’re a trusted resource.

Any white label SEO marketing agency will tell you that link-building is an integral part of any digital marketing strategy. While on-site optimizations are crucial, you’ll also need to build up your reputation and authority online. Securing backlinks from reputable websites are a great way to show Google that you’re a respected leader in your industry that’s worthy of attention (and improved site rankings).

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For B2B (business-to-business) companies and SaaS (software as a service) organizations, in particular, link-building can be especially beneficial. High-quality backlinks can set your company apart from your competitors and help you reach your target audience more effectively. 

Because you sell your products or services to other businesses, rather than directly to consumers, you may find that link-building is an even more effective strategy for you than other digital marketing techniques (like paid ads, for example). By obtaining reputable backlinks to your site, you’ll attain a richer, more diverse backlink profile that can allow you to outrank your competitors. 

How to Start Building Backlinks

  • Create Valuable Content
    In most cases, website owners aren’t going to grant you a backlink out of the kindness of their hearts. They’ll want something in return. In most cases, this will come in the form of high-quality content. If you agree to write a guest post that’s relevant to both your business and their audience -- or you’ve already developed an awesome resource on your own website that their readers would love -- you’ll be able to offer something of value in exchange for a backlink.

    Being able to provide examples of your work can convince a site owner to publish your unique content or to promote your resources with a backlink.

  • Identify Opportunities
    Remember: not all backlinks are created equal -- and not all backlinks are good backlinks. Some sites are more reputable and more relevant than others. In developing a link-building strategy, you’ll want to put in the effort to identify potential opportunities and discern whether they’re a good match for your business and goals.

    For instance, securing a backlink from a site that’s completely at-odds with your industry, audience, or values isn’t going to help you (especially if it has a low domain rating or very little organic traffic). There are a variety of platforms you can use to find sites within your niche, but you can also contact businesses within your area, current partners or vendors, and bloggers who might share your audience.

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  • Work With a Marketing Firm
    Marketing your business really is a full-time job. Taking on these responsibilities yourself may be disruptive to your operations (not to mention extremely frustrating to deal with). Creating content, identifying opportunities, executing outreach, and negotiating agreements can be time-consuming and may require skills and programs you simply don’t possess.

    Often, it’s better to entrust a professional marketing company to help you with your link-building efforts so you don’t have to make sacrifices in other areas.

Link-building plays an essential role in marketing your B2B or SaaS company. In order to build your backlink profile and overall online visibility, make sure to focus on this area in 2021 and beyond.

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