10 Ways Search Marketing for B2B is Different...and How to Maximize Results
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10 Ways Search Marketing for B2B is Different...and How to Maximize Results

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B2B marketers have unique challenges, ranging from a long sales cycle with multiple "touches" to being in a complex space with rapidly evolving language and keywords. Stacy Williams' presentation......

B2B marketers have unique challenges, ranging from a long sales cycle with multiple "touches" to being in a complex space with rapidly evolving language and keywords. Stacy Williams' presentation to B2BCamp Atlanta shows how B2B marketers can best leverage search engine marketing (both SEO and paid search).

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  • 1. 10 Ways Search Marketing for B2B is Different …and How to Maximize Results B2B Camp Atlanta January 19, 2013www.prominentplacement.com blog: www.searchadvisory.net @ProminentPlcmnt
  • 2. Prominent Placement, Inc: Who We Are A full-service search engine marketing agency  Search Engine Optimization (SEO)  Paid Search Advertising (Pay-Per-Click)  Usability  AnalyticsAbout PPI About Stacy Williams• 12 years old • CEO & Founder of PPI• Atlanta-based; handle clients • Doing SEO since 1998 nationwide • Recently named “Search Engine• Primarily B2B clients Marketer of the Year ” by the• Focus on lead generation Technology Association of Georgia• Superior account service • Currently President of SEMPO• Winner of AMY Awards & “Best Atlanta (Search Engine Marketing Places to Work” Professional Organization)
  • 3. #1: Leads Not Sales Long sales cycle; many steps in funnel  Focus on lead generation & data capture  Set long cookies in analytics  Do math on value of a conversion Value of a conversion = % of conversions that become customers X average lifetime value of a customer  Note that conversions may not equal leads – look at quality of conversions  Use “invisible fields” to track leads to sales
  • 4. Example of “Invisible Fields” This data can be automatically imported into your CRM, allowing you to tie search marketing efforts directly to customers and revenue.
  • 5. #2: Phone Call Conversions Complex sales mean phone calls, not just form fills  Phone call tracking dynamically changes the phone number on the website depending on how the visitor got there Type in URL directly & see this: Click on a Google organic listing & see this: Click on a Google paid listing & see this:
  • 6. Why Including Calls Is Critical Case study: B2B client in niche construction market • After SEM efforts: handful of online forms • Call tracking showed this: 29% Online forms Phone calls 71% • Increased paid search CPCs ~25% • Doubled leads
  • 7. #3: Multiple “Touches” Many website visits before conversion  Multi-Channel Funnels in Google Analytics (under “Conversions”)
  • 8. #4: Partners & Resellers SEO: • If you’re the mothership, you’ll likely outrank partners. Be glad they’re taking up room in the SERPs too (rather than competitors) • If you’re the reseller, optimize the heck out of your website; focus on your niche & added value Paid Search: avoid competition & bidding wars • If you’re the mothership, lay down rules • If you’re the reseller, focus on your niche & added value
  • 9. #4: Partners & Resellers Paid Search: • Test messaging & share learnings with channel partners
  • 10. #5: Limited Universe of Prospects No mass market here!  Hard to find them? Then make sure they can find you online  Easy to find them? Then use SEM in conjunction with direct outreach  Remarketing can keep your message in front of prospects
  • 11. Example of Remarketing4.4% conversion rate
  • 12. #6: Keywords Too Broad or Niche How are prospects searching? • Exact description may have low search volume: • open source digital asset management • open source collaboration software • open source enterprise content management • Descriptions with higher search volume may be too broad: • document sharing • document management • record storage • project collaboration
  • 13. #6: Keywords Too Broad or Niche Paid Search Solutions: • Consider including both (& try to find the “in-betweeners”) • Watch low search volume keywords & pause them if quality scores slip • Use “modified broad match” on more general keywords with lots of negative keywords. Watch what converts • Also use descriptive ad copy & landing pages to turn away consumers • Consider including pricing in ads (fewer clicks, but more qualified) • Watch seasonality (“disaster recovery” during hurricane season) • Test on paid search before doing SEO
  • 14. #6: Keywords Too Broad or Niche SEO Solutions: • Latent Semantic Indexing (LSI) • Use similar words in close proximity to support key themes and cast a wider net • Condense complicated explanations into easily digested ones • Focus less on keywords and more on relevance – put yourself in your target audience’s shoes • If few people are searching for your solution, target keywords related to the problem too: • PCI compliance solutions • credit card machine hacked
  • 15. #7: Keywords EvolveMany B2B spaces change rapidly• Keyword research is never done• Add emerging keywords to paid search campaigns to test• Creating a new category or new terminology? • No one will be searching for it at first • Use PR & other marketing to establish new terms • Don’t give up on old terms – paid search, optimize less important pages • Own the new terms once they gain traction: • ipad document management • mobile ecm
  • 16. #8: Few Offers or PromotionsEncourage conversions• Traditional B2B “offers”: White papers, webinars, demos, free trials, newsletter signups, ebooks, case studies, request for quote• Be creative, be brief, test • Tools, “How To” Guides, One- Sheets specific to industry, Videos, Gartner Magic Quadrant• Easy, enticing, short forms
  • 17. #9: Social Media is Low Priority Works hand-in-hand with search • SEO: • Optimize profiles & posts – take up more room in SERPs • Build in links pointing back to main site • Encourage votes, shares, likes, +1s • Paid Search: • Highly targeted to interests, industries, job titles
  • 18. #10: Many Stakeholders Focused onQuarterly Results Provide the data that each stakeholder needs • Detailed reports with M-O-M & Y-O-Y for the number-crunchers • High level overview with analysis for the executive team Correlate sales with appropriate quarter • Know the length of the sales cycle • Account for the lag
  • 19. Questions? More info about us:  prominentplacement.com  Blog & newsletters: searchadvisory.net  facebook.com/prominentplacement  linkedin.com/company/prominent-placement-inc.  youtube.com/user/ProminentPlacement  @ProminentPlcmnt Keep in touch with me: • linkedin.com/in/stacyswilliams • @StacyWms