Marketing Strategy Blog

The Stratabeat Playbook: 4 Ways to Drive Major Traffic Increases for Your B2B Website

How to Drive Traffic to Your Website

The math’s supposed to be simple, right?

Develop your marketing plan, and then increase traffic to your B2B website.

If you’ve tried this only to wrestle with an endless plateau of traffic, you know it’s rarely that easy. Driving more traffic is an art, blending strategy with creativity.
What works? What makes sure traffic isn’t just a one-off spike and is, instead, more consistent?

Using Stratabeat’s traffic-driving playbook, we boosted one client’s organic traffic by 7,235.7% in three years, increased another’s monthly traffic by over 100,000 within a few years, and grew a new blog from zero to an $88,000 monthly organic traffic value in just 14 months.

How? Let’s dig into the data and identify the most effective levers for driving website traffic growth like these examples.

1. Drive Traffic with Content That Cuts Through the Noise

Focus on creating impactful, high-value content that informs, inspires, and motivates your audience to connect. Here’s how:

Implement Creative, Lateral Thinking

Applying lateral thinking and being creative is one of the most powerful strategies for improving your marketing performance and increasing web traffic and leads.
But what does this even mean?

This means approaching your marketing with fresh, unconventional perspectives. It’s about thinking outside the box and coming up with creative solutions that aren’t immediately obvious.

So, how do you apply it?

Start by re-evaluating your audience’s needs and interests from a fresh viewpoint. Ask yourself how to present information in a way that hasn’t been done before. For example, use new content formats, like storytelling through augmented reality experiences or raising conversation-starters in a podcast format.

Cutting through the noise requires a proactive approach, even in crowded industries. Take Perlu, an influencer marketing network, as an example. While they weren’t the first in their market, they carved out their space with a fresh approach. We created a comprehensive B2B content strategy for them filled with helpful articles, knowledge-packed newsletters, and a podcast stacked with guests from market-leading brands such as Lyft, Sephora, Edelman, Kroger, Converse, and Coty.

We did things differently than their competitors, cut through the market’s noise, and expanded to over 20,000 active users within two years.

Through lateral thinking, you’re able to create unique, non-obvious, and differentiated content, giving you a competitive edge.

Tom Shapiro, CEO, Stratabeat

Another approach is to find unique angles or untapped topics that resonate with your audience but remain unexplored. Coin new terms or phrases, create relatable characters, or use humorous anecdotes to inject creativity into your content.

You can also cross-pollinate from different industries or fields. What works well in one area might be revolutionary in another. Borrow storytelling techniques from film to create more engaging blog posts, or use gamification strategies from video games to make interactive content.

Finally, experiment. The beauty of lateral thinking is that it often leads to trial and error. Not every idea will be a hit, but the process of trying out unconventional methods often leads to breakthroughs in how you engage with your audience.

Develop a Content Strategy NOT a Content Plan

Developing a content strategy is fundamentally different from creating a content plan, yet many marketers often confuse the two.

A content plan is more about the logistics — a schedule of what to post, when, and where. It focuses on the execution details, like topics, formats, and publishing dates. However, this is not a strategy.

A content strategy is about the why and how of your content. It defines the goals, audience, and key messages your content should convey. It’s a comprehensive approach that aligns your content with your brand’s objectives and audience needs.

Surprisingly, only 40% of B2B marketers have a documented content marketing strategy, which might explain why many struggle to see tangible results from their content efforts.

a pie graph showing the percentage of B2B marketers with a content marketing strategy

Start by setting specific, measurable goals for what you want your content to achieve. What will “winning” look like? Are you looking to increase brand awareness, generate leads, or establish thought leadership?

Then, deeply research your target audience. What are their pain points, interests, and behaviors? Tailor your content to address their specific needs and questions, creating a more personalized and effective experience.

How will your content stand out? How will it be different? How will it move your audience to action?

Lastly, not all content works well on every platform. Determine where your audience spends their time and focus on those channels.

We’re just skimming the surface here, but you get the gist: a content strategy is a holistic, thoughtful approach that goes beyond just posting content.

Build an Authoritative Blog

Focus on producing high-quality, in-depth content. Building an authoritative B2B blog is about providing value and establishing trust with your audience with a mix of evergreen and experimental topics.

For example, we created a first-of-its-kind blog for iRobot, a robotics company.

The blog thrived by featuring interviews with industry influencers and collaborating on video content, which added credibility and variety. It also included practical blog content like tips and tricks, how-to guides, and product comparisons. These types of high-quality content cater to the audience’s need for information and decision-making support.

Within just 14 months from launch, we escalated organic visits to a monthly traffic value of $87,867. The key? A strategic and diverse content approach. A well-planned and diversified content strategy increases a blog’s authority and traffic.

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Write High-Concept Headers

In content, headers are your make-or-break moment. With only 20% of people venturing past the headline, your headers need to pack a serious punch.
So, what’s the secret sauce? Ditch the vague and the mundane. Your headers should scream value, clarity, and a hint of intrigue. They need to grab your readers by the lapels and say, “This is exactly what you need to know!”

Consider the difference: “SaaS Pricing Strategies Demystified” might sound informative, but it’s lukewarm at best. Now, amp it up to “Unlocking SaaS Wealth: 3X Your Revenue with Ninja Pricing Tactics.” This header directly promises substantial value and targets a specific audience segment, making it far more likely to draw readers in.
Such headers turn a casual glance into genuine interest.

Create a Targeted B2B Email Campaign

Creating a targeted email marketing campaign that caters to the diverse roles within your B2B buying group is an effective way to drive clicks to your website. These emails should be clear, concise, and provide resources (on your website) that offer value and inspire clicks.

Why email? Because building a relationship with B2B buyers takes time and multiple touchpoints before making a decision.

B2B buying groups have, on average, six to eight decision-makers. Each decision-maker, whether Initiators, Users, Buyers, Deciders, or Gatekeepers, has a unique perspective and set of needs.

Create a matrix like this one from Zapier to categorize what each group does, what their values are, and what content you can target them with.

matrix for b2b buying centers to use email targeting

Once you have this matrix, segment your email list. Group your subscribers not just by company or industry, but according to these specific buyer personas to address each group’s unique interests and needs.

Lastly, plan your campaign around customer journey stages. Delivering content based on where they are on their journey ensures pin-thin precision in addressing their needs.

For example, early-stage content for Initiators might focus on industry trends and introductory product information, while later-stage content for Deciders could emphasize ROI and case studies.

This targeted approach, guided by a deep understanding of the buyer personas and their respective stages in the buying journey, transforms your email campaign from a broad scattergun strategy to a sharply focused, highly effective tool for B2B engagement and conversion.

2. Use Neuroscience Principles to Evoke an Emotional Response

Using neuroscience principles in marketing, especially emotional marketing, is about creating an intimate connection with your audience.

Our brain has two main areas: the limbic system (emotional core) and the neocortex (logical outer brain). The limbic system processes information rapidly and instinctively, comprising the ‘reptilian brain’ (basic functions) and ‘mammalian brain’ (emotions). In contrast, the neocortex, a more recent evolutionary development, handles logic, language, and emotional control.

diagram of the evolution of the human brain

Emotional responses, originating from the limbic system, often override logical thinking. This is why emotional marketing is so powerful — it speaks directly to the limbic system.

Emotions often bypass the neocortex, triggering immediate reactions. For example, an unexpected loud noise might cause instant fear, processed by the limbic system before the neocortex rationalizes it. This ’emotional short-circuiting’ explains why logic alone often fails to persuade or change opinions rooted in emotion.

The neuroscientist Antonio Damasio found that human decision-making is rooted in emotions. We make decisions based on emotions, and then our brains rationalize the decisions. If your marketing is not evoking an emotional response, then it will be more difficult mentally for your audience to take action and click through to your website.

Emotional marketing taps into emotions like happiness, fear, surprise, or even sadness to create a memorable impact. This approach increases brand recall and loyalty.

For example, happiness evokes a sense of belonging and community to make your brand feel more like a friend. Fear, used cautiously, creates a sense of urgency or need for protection, while surprise breaks the monotony to make your message stand out.

It’s important to recognize that both positive and negative emotional reactions are inevitable in buyer behavior. Understanding the core emotions driving buying behavior — fear, guilt, pride, greed, and love — is vital.

The key is to understand your audience well enough to know which emotions resonate. Using a metaphor like “navigating the stormy seas of business” for a risk management service can evoke a sense of challenge and adventure.

Weaving it together with storytelling is a powerful way to evoke emotions. A well-crafted story transports the audience and makes them feel connected to your brand on a personal level. A story about overcoming obstacles can instill a sense of triumph and relate to perseverance in business.

Color psychology also plays a significant role. For example, blue can evoke trust and security, making it ideal for finance or healthcare brands. Red, symbolizing excitement and passion, can be effective for brands looking to convey energy and urgency.

Key emotional triggers include:

  • Happiness: Use positive stories and warm colors to create a sense of community, making your brand feel like a friend
  • Fear: Apply cautiously to create urgency or the need for protection, like in cybersecurity ads that highlight data risks
  • Surprise: Break the monotony with unexpected visuals or plot twists in your narratives

These elements, when used thoughtfully, move and inspire your audience, rather than just inform. People may forget what you said, but they won’t forget how you made them feel.

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3. Win at Google with SEO

Traffic starts with search engine optimization (SEO) and the driving force behind that is search intent. It’s about getting into the minds of your audience, understanding exactly what they’re searching for, and then delivering it on a silver platter.

Master Semantic Search

This is where we start — turning into the why behind the search queries. It’s the difference between attracting random clicks and drawing in visitors who stick around because you’re offering exactly what they’re looking for.

Say your audience types in “Android” — are they tech enthusiasts or sci-fi fans? Knowing this shapes content that hits the mark. From there, you can incorporate semantic keywords to add context and depth to your primary keywords. For example, if you’re talking about “SEO techniques,” weave in related terms like “content marketing” or “link building.”

Use tools like Semrush, Ahrefs, Clearscope, and Keywords Everywhere for additional keyword research and insights. Find those related queries that let you tap into more specific, intent-driven searches.

Organize Content Into Topic Clusters

Winning SEO efforts are built on your site’s authority around topics. Create content that covers every angle of a topic, not just because it’s thorough, but because it aligns with what your audience is seeking. It ensures your site is seen as the go-to resource because you have the knowledge to back it up.

These pillar pages target a broad spectrum of related keywords, setting the groundwork for more in-depth exploration. Cluster pages then branch out from each pillar, diving deeper into specific subtopics. This interconnectedness enhances the user journey.

Leverage People Also Ask

Capitalizing on Google’s “People Also Ask” (PAA) questions in the SERP is a strategic move, as 41% of all search results feature it. This section is a goldmine for capturing incremental real estate in the SERP, not to mention for understanding user queries and shaping your content around those queries.

But manually reviewing these can be cumbersome, as only four questions are visible at first glance until you open the accordion for deeper insights. Fortunately, you can use tools like thruuu, Answer Socrates, and Answer the Public to find more questions related to that topic.

Optimize for Google Discover

Optimizing for Google Discover can be a powerful traffic driver, offering a unique form of content discovery similar to a social media newsfeed. The key is to focus on high-quality, standout images for each post, as visually compelling graphics significantly increase the likelihood of clicks and wider visibility.

In addition to eye-catching images, you need to make sure your content is fresh — most Discover traffic peaks the day a post goes live. Incorporate original, well-designed images, charts, and graphs to make your content more engaging.

And remember, the more Google SERP real estate you take up, the more likely it’ll be for potential customers to click on your site.

An effective approach to increase your organic site traffic is to fully capitalize on ‘striking-distance keywords,’ such as those phrases for which you currently rank in positions 4-25 in Google. It’s faster and easier to push these keywords higher in Google than, say, to target a topical area where your current rankings are not as strong.

Sagar Shukla, SEO Analyst, Stratabeat

4. Build Authority and Credibility to Drive Traffic

It’s about more than just having great content; it’s about becoming a trusted source in your industry. This section will guide you through strategies to establish your brand as an authority.

Attract Backlinks from Reputable Third Parties

Backlinks, links from other websites to yours, act like digital votes of confidence that tell search engines your content is valuable and credible. This is why they’re considered a confirmed ranking factor.

But it’s not just about quantity — the quality of backlinks matters a lot. Backlinks from random, spammy websites will do more harm than good. Instead, focus on high-quality links.

An effective approach to high-quality link building is to create content that’s so captivating or so valuable that your audience naturally links to it—even without any outreach. For example, if you produce content based on original research or if you offer a free online tool. We call this “passive link building.”

Another approach is through partnerships. Form strategic partnerships with complementary companies that target similar audiences. For example, entering into referral partnerships can drive organic traffic and leads. Refer leads to complementary companies when their additional services would benefit your audience.

Beyond referral traffic, collaborate on content creation. Participate in webinars, podcasts, and blog interviews. Improve your guest posting strategy and get some bylines on reputable websites. Guest blogging exposes new audiences and positions you as an industry expert.

Stratabeat partners with the web hosting company WP Engine. (Disclosure: We use WP Engine for many of the websites we build. It’s no secret that we love them and think they’re awesome.)

We’ve been a featured presenter on five different WP Engine webinars because of our great relationship. WP Engine has over 185,000 customers, so this allows us to not only provide them with new knowledge to power their websites (genuinely helping WP Engine’s customers), but also get us in front of thousands of new audience members who might not know about us.

Another great way to get backlinks is by being a podcast guest. Appearing as a guest allows you to build your thought leadership and provide a link of your choosing. Use these appearances as an opportunity to give listeners a reason to visit your website.

Gather Original Research

Research reports are detailed studies that provide insights into a specific area, often involving original data or analysis. They offer unique, authoritative content that can position your brand as an industry thought leader.

According to the Content Marketing Institute (CMI), 46% of marketers say that research reports produce the best results.

a pie graph showing the percentage of B2B marketers with a content marketing strategy

To create impactful research reports, start by identifying a relevant and under-explored topic in your industry. Conduct thorough research, including surveys or data analysis, to gather new insights. Present your findings clearly, with compelling visuals like charts or infographics. Plus, ensure your report is accessible and avoid overly complex language.

Providing fresh perspectives and valuable information can increase your brand’s credibility and attract leads.

A great way to cut through all the noise, attract media attention, secure backlinks, and drive traffic to your site is through original research. It not only helps you produce unique value for your audience, but it’s also proven to increase leads for your business.

Alexis Trammell, Chief Growth Officer, Stratabeat

Use Research Reports as Lead Magnets

Lead magnets are valuable resources offered for free to potential customers in exchange for their contact information, typically an email address. Use your research reports as lead magnets to attract leads and nurture customer relationships. Other examples of lead magnets include:

  • Ebooks
  • Whitepapers
  • Free trials or demos
  • Checklists
  • Templates
  • Webinars
  • Tools

Lead magnets allow you to build a database of potential leads. At Stratabeat, we created many lead magnets for Terakeet, a marketing agency, including downloadable research reports and other documents.

We produced over 160 pages of content for the client’s website. The impact was massive: these lead magnets attracted more than 55,000 page views.

These resources drive organic traffic and establish your brand as a trusted name in your industry.

Partner with Relevant Influencers

B2B influencer marketing involves collaborating with industry leaders and experts who can sway the opinions and decisions of your target business audience. There are four types of B2B influencers:

  • Thought leaders: These are the well-known, respected figures in your industry who shape opinions and trends with their insights and expertise.
  • Niche experts: Specialists in specific areas of your industry, they offer in-depth knowledge and hold sway within particular segments of your market.
  • Practitioners: These are professionals actively working in the field, whose real-world experience and practical advice resonate strongly with peers and potential customers.
  • Internal influencers: Employees or leaders within your own company who have built a strong personal brand and can advocate for your products or services.

Ensure the influencer’s audience matches your target audience. It’s not just about the size of their following, but how relevant their audience is to your business. In this case, high engagement rates often matter more than follower count. An influencer with a smaller, more engaged audience is more impactful than one with many passive followers.

Plus, the influencer should be knowledgeable and respected in your industry. Their credibility ensures your audience is getting something great.

Create a Podcast

Great podcasts attract leads and act as gateways for all the other content you create and distribute. Build a podcast that inspires your audience to take action—one where they leave with tangible advice.

Pro tip: Take a page from Stratabeat’s playbook for Perlu and invite reputable guests from your industry.

For the influencer marketing platform Perlu, Stratabeat attracted professionals from leading brands like Lyft, Converse, and Sephora as guests.

screenshot of perlu podcast list on apple podcasts

Guests add credibility to your podcast plus you can also access the guest’s audience to expand your listener base.

Guests can be industry experts, thought leaders, or even satisfied customers who can share their experiences and insights.

When creating your podcast, focus on delivering value. Be consistent in your publishing schedule to build a loyal listener base. Promote your podcast across multiple channels—social media, your website, and email newsletters.

A successful podcast builds a community around your brand and establishes yourself as a go-to resource in your field.

Get Louder on LinkedIn

Empowering your team to amplify your brand on LinkedIn is a powerful strategy for organic reach. Instead of solely relying on a corporate account, imagine having a network of employees actively engaging and sharing content about the topics that your audience cares about. Not only does this amplify your brand’s presence, it also creates direct pathways for their networks to visit your website.

We’ve found that individuals tend to receive up to 3X more engagement on LinkedIn than corporate accounts. Imagine the impact when your team starts sharing, engaging, and sparking discussions. It’s like having a small army of advocates, all amplifying your brand’s presence.

To implement this strategy effectively:

  • Educate your team: Conduct workshops on personal branding and the power of LinkedIn. Equip them with knowledge on how to engage effectively on the platform.
  • Provide content toolkits: Make it easy for employees by providing ready-to-share content that aligns with your brand messaging.
  • Encourage authentic sharing: Authentic posts about work experiences or professional insights tend to resonate more with audiences.
  • Recognize contributions: Acknowledge and reward active brand advocates within your team to encourage ongoing participation.

By fostering an environment of employee advocacy, you’re humanizing your brand. Each post shared, and each interaction made adds a layer of authenticity that corporate messaging can’t replicate alone. It’s about leveraging your team’s trust and networks to extend your reach and deepen your impact.

Cut Through the Noise

Connect with your audience more effectively and engage with them more deeply. Start the Conversation!