Be Authoritative, Not Noisy: B2B Marketing Mistakes

The B2B space is competitive and by default, that makes it noisy. What do we mean by “noisy,” though?

It’s marketing that demands attention without delivering substance—websites that look slick but never get found because they lack SEO optimization, technical jargon that impresses peers but alienates audiences, and countless blog posts that say nothing new.

Why B2B Leaders Need Marketing Partners

Few B2B leaders build authority without outside help from an experienced marketing partner. Here’s why:

• Expertise Blindness: While businesses have deep industry expertise, they sometimes overlook how their customers actually think, behave, and communicate in everyday situations. 
• The Proximity Problem: The closer you are to your products and services, the harder it is to view them through the customer lens.
• Jargon Dependency: While your team is comfortable with the technical language that naturally flows through your industry, what about your audience? If you're making your audience do a Google search, you're creating barriers that will potentially alienate them.
• Technology Deficiencies: You can shout from the top of your digital mountain. But without an SEO team, you’re yelling into the void. No one will hear what you have to say unless your website and content are SEO-optimized.

The limitations of marketing your own business are clear. But how does a digital marketing partner like WISE help you transition from making noise to becoming authoritative?

Rising Above the Noise: 3 Pillars of B2B Authority

While this is by no means a comprehensive list, here are the three effective ways to build authority.

Pillar I: Speak Your Customers’ Language (Not Your Own)

Many business owners fight hard to write their own content rather than hand it over to an experienced copywriter. And we understand the impulse: No one knows your business like you do. This is especially true in technical spaces and niche markets unfamiliar to outside parties.

The problem, though, isn’t your expertise—it’s the language you're using to reach prospects. When accountants write for other accountants and financial advisors write for other financial advisors, they use language that is common to them and completely foreign to audiences.

The Solution:

Effective B2B communication doesn’t necessarily mean “dumbing down” your expertise. It simply means translating it into your customers’ language without sacrificing substance.

Unfortunately, accomplishing this is tricky when you live and breathe your industry: You’re too close to see the language barriers you’re creating.

This is where an agency like WISE comes into play. Our copywriters don’t have your industry expertise—ironically, that’s one of several factors that qualify them to write your content.

• Instead of outlining technical processes, we talk about how your products and services alleviate customer pain points.
• Instead of industry jargon, we use the exact terms your customers use when searching for solutions.
• Instead of focusing on features, we emphasize outcomes that resonate with decision-makers.
• Instead of overwhelming readers with text walls, we break content into bite-sized chunks, format it with appropriate headings, and include compelling CTAs prospects actually click on.

Pillar II: Appear In Spaces Where Decisions Are Made

We’ve seen companies tank their budgets on a shiny new website built for looks. And as beautiful as those websites were, the only thing rolling through were tumbleweeds, not click-happy customers. A sleek website without SEO optimization is like having a $20K billboard in the Sahara desert.

Unfortunately, many B2B businesses are so focused on aesthetics that they overlook the most critical places where authority is either established or undermined:

• The Google Knowledge Graph: a giant database that stores information taken from websites, databases, and public information sources.
• Google’s “Snippets” feature: another feature that provides information summaries at the top of search results.
• Local searches: location-based queries where nearby customers find businesses when searching for services "near me."

The Solution:

Building digital authority requires strategic positioning across your entire digital ecosystem. This is where technical SEO expertise is critical—and not just for rankings, but for establishing your business in the Google knowledge system.

That’s what our team does:

• We structure your data to ensure Google understands who you are, what you offer, and why you are authoritative.
• We increase the odds of you appearing in the Google Knowledge Graph—a giant database that stores information taken from websites, databases, and information sources. This makes you discoverable to both users and algorithms.
• We help you appear in enhanced search results like Google’s “Snippets” feature, which gives users a tidy summary of your content at the top of search results.
• We optimize your Google Business profile and build keyword-rich pages that target users in your region—local people who actively search for the products and services you offer.

Without structured data and the guidance of an SEO expert, none of this is possible. You are essentially invisible to prospects actively searching for your solutions.

Pillar III: Protect & Enhance Your Digital Reputation

Online review strategies often fall to the bottom of a long list of priorities. This is a common mistake, especially when you consider the stats:

• A one-star Yelp rating jump can boost revenue by 5-9%
• Positive customer testimonials can increase conversion rates by 34%

On the other hand, a single negative review can derail months of authority-building efforts. Unfortunately, many B2B businesses take a passive approach to reputation management—reacting only when problems arise, rather than proactively shaping their digital footprint.

The Solution:

While a lack of positive online reviews can hurt your business, negative ones can destroy it. By some estimates, a single negative review can cost your business up to 30 customers. To protect your digital reputation, our team:

• Removes negative or defamatory reviews from platforms like Google, Glassdoor, and Facebook, where we maintain a nearly 100% success rate.
• Equips you with the resources to ask customers for reviews and receive positive responses nearly 70% of the time.
• Strategically places testimonials on your website, which can boost conversions by over 30%

Amplify Your Authority By WISING Up Your Digital Marketing Strategy

Ready to stop making noise and start building authority? This is why WISE Digital Partners exists. Our award-winning team brings the expertise, strategic vision, and technical capabilities you need to transform your B2B marketing from forgettable to authoritative. If you're ready to take the next step, contact us!