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Pulling B2B Buyers Through the Funnel with SEM

by President / Founder at Prominent Placement, Inc. on May 10, 2011

  • 1,466 views

How to use Search Engine Optimization (SEO), Pay-Per-Click (PPC) and Analytics to help pull business-to-business prospects through the sales funnel. Developed for Online Marketing Connect's Search ...

How to use Search Engine Optimization (SEO), Pay-Per-Click (PPC) and Analytics to help pull business-to-business prospects through the sales funnel. Developed for Online Marketing Connect's Search Focus Week, May 2011. By Stacy Williams, President, Prominent Placement, Inc.

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  • stacywms Stacy Williams, President / Founder at Prominent Placement, Inc. WANT MORE SEARCH MARKETING INFO? Subscribe to our newsletter: www.prominentplacement.com Subscribe to our blog (email or RSS): www.searchadvisory.net “Like” us on Facebook: www.facebook.com/ProminentPlacement Follow us on Twitter: @ProminentPlcmnt or @StacyWms Follow us on LinkedIn: www.linkedin.com/company/prominent-placement-inc. View other presentation on Slideshare: www.slideshare.net/stacywms Listen to Stacy’s 90 seconds on PPC landing pages: www.ppcmindmeld.com

    (Aaaand...these comments are in backwards order.)
    2 years ago
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  • stacywms Stacy Williams, President / Founder at Prominent Placement, Inc. ACTION ITEMS: 1. Keywords: target all phases of the buy cycle, include pain points & brand. For SEO, avoid industry jargon and keywords that trigger editorial results. 2. Optimize as much content as you can, including different types of content (company documents, videos/photos, blogs, press releases, social media). 3. PPC should have separate ad groups, keywords, ad copy and landing pages for those at the top of the funnel vs. those late in the buy cycle. Filter out consumers where you can. 4. Test PPC on social media sites. 5. Gather data for lead nurturing at every step. 6. Hone analytics as much as you can, including long cookies, conversion attribution, phone call tracking, and pulling web analytics data into your CRM. 2 years ago
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  • stacywms Stacy Williams, President / Founder at Prominent Placement, Inc. SlideShare bungled many of my images (including the orange funnel which is now huge). Here’s the content of the last 2 slides: 2 years ago
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