Why creating and maintaining a collection of business broker blogs is better than using pay per click marketing on its own
More and more buy-side and sell-side business transfer agencies and M&A consultancies are using business broker blogs as a way to attract high-quality leads and to cut back on their Google Ads expenditure.
Did you know that “sell my business” is searched for 4,500 times in the UK each month?
And the companies using pay per click advertising to attract visitors using that search term will pay around £12.50 for each clickthrough.
“Sell my business fast” costs around the same per click and this is searched for 200 times a month.
Pay per click is a reliable way to generate new enquiries.
However, by investing in business broker blogs, you can:
- reduce your dependence on pay-per-click greatly over time and
- lower your cost per customer acquisition as blog articles only have to be paid for once in contrast with PPC which requires constant high levels of expenditure.
Our business broker blog service
Creating a library of high-quality, actionable, SEO-optimised articles and blogs for your website results in:
- a much greater level of traffic from decision makers you’re targeting to your website,
- potential clients finding the information they want on your website building trust in your company, its ability, and its credibility,
- opportunities to capture future clients’ details so that you can send them regular emails and they can follow you on social media, and
- a consistent stream of closeable leads delivered to your company.
Find out more
To speak with one of our account managers about creating a blog for your website, please call 0330 010 3495 or you can email us by clicking here.
Which are the best business brokers blogs on the internet at the moment generating the highest numbers of visitors?
There are hundreds of business brokerages in the UK but only a handful are taking advantage of the opportunities offered by the regular production of high-quality, client-centred articles:
It’s these brokers which are being found by buyers and sellers when they’re ready to make a decision to commit.
Although many of the firms above also generate leads from pay per click campaigns and other types of inbound marketing, the high likelihood is that most buyers and sellers, when they’re near the point of decision, constantly land on engaging, informative, and persuasive articles published on these six websites.
These companies also collect email addresses from website visitors meaning that they stay in touch with them every month as subscribers move closer to their final decision on whether they’re going to sell or buy.
Work with More Than Words to put together a content plan for your business broker website which gives your company the opportunity to have the website which buyers and sellers come back to time and time again when they’re about to commit.
How much do transfer agents and M&A consultants pay per online lead?
If you use pay per click advertising to find business owners wanting to take their company to market or for companies on an acquisition trail, you are likely paying hundreds of pounds in fees to get one enquiry.
Not each of these enquiries will turn into business so you may end up spending £1,000+ for each client to whom you can charge your engagement fees.
We’ve dealt with business transfer agents since we formed in 2016.
We know from our clients that one of the most frustrating aspects of running a brokerage is the very high cost per customer acquisition.
The major problem is that the vast majority of people searching for these terms that you’re paying over £10 a time to view your website are very early on in the decision-making process to sell.
Because of this, very few of the clickthroughs you pay for actually turn into leads.
How does building a library of business brokers blogs will mean that your website ranks very highly for the most searched-for terms?
Underneath the adverts when people search for “sell my business” are the “organic” search results.
When someone searching for information on selling or buying a business clicks through to a website listed on the organic search results, they don’t pay Google anything for it.
How do other brokers and consultants achieve such high Google rankings?
It’s part the use of good SEO techniques but it’s mainly because they have a library of informative and well-written business broker blogs about every aspect of selling a business from the seller’s point of view.
When searchers click on these websites, they stay and read these high-quality articles – even if it takes 10 minutes to read them.
They’re making their mind up about whether they’re going to take their company to market or not and, as a result, they are a sponge for information.
They want to know everything they possibly can before they decide on a course of action – whether it’s selling their company or beginning the search for takeover or merger targets.
Actionable, engaging, and SEO-optimised business broker blogs increase the authority of your website and you achieve high rankings as a result
Many of the high-quality articles other agents and consultants upload to their site go straight or near to the top of Google’s rankings because either:
- no-one has yet written an in-depth article about that particular subject or
- the articles they’ve written are better than other articles on the same subject and they have been optimised for Google
What happens as you build up your bank of business broker blogs and you regularly post new content?
Google begins to rank all of your website much higher, including the generic search terms that you may currently being £12.00 or more for per click.
More Than Words plans a library of high-quality, SEO-friendly, reader-engaging business broker blogs for our clients which:
- lifts all of your website and its pages higher in the search rankings and
- drives strong and ready-to-proceed leads to your brokerage on a weekly basis.
Investing in business broker blogs reduce your depedence for leads on pay-per-click adverts
92% of all internet traffic is taken by the companies whose websites and articles appear on the first page of Google search results.
The best way to be found at all parts of the client decision-making process is to answer the important questions they have before they choose which broker or brokers they’re going to call or email for more information.
In addition, by building a library of the highest quality articles on what you do and how you help clients, the value of all the content on your website improves meaning that all pages rank incrementally higher than ever before.
And unlike with PPC, that high rankings last for months or years – it doesn’t just disappear when you stop spending money on it.
Contact us for more information
We’re open during office hours between Monday and Friday.
Please call us, email us, or fill out the contact form and let our business broker marketing team know what you want to achieve over the next 12 months for your business brokerage.
We’re available on 0330 010 3495 or you can email us by clicking here.
We’re based in North Shields town centre if you want to come and visit us. There’s lots of free parking outside and we’re only three minutes’ walk away from North Shields Metro station.