The Challenges of B2B Search Marketing

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Key challenges of search engine marketing strategy and tactics for B2B companies include: stringing all of the measurement and tracking tools together to really determine ROI and optimization of content for all search types. This presentation comes from SMX West and provides case studies on B2B Search Engine Marketing focused on SEO.

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The Challenges of B2B Search Marketing

  1. 1. The B2B Search Marketing Challenge SMX West Barbara C. Coll CEO WebMama.com Inc.
  2. 2. Challenge #1 In a Word: Optimization Optimization of Search Campaigns Based on Sales
  3. 3. <ul><li>- IT </li></ul><ul><li>Web </li></ul><ul><li>Producers - Internet Marketing </li></ul>- Campaigns - Internet Marketing - Corporate Marketing - The Sales Force - Executive Management
  4. 4. - Traffic Analysis Packages - Pardot - Eloqua - SugarCRM - SalesForce.com
  5. 5. Challenge #2 In the Same Word: Optimization Optimization of Content
  6. 6. WebMama Methodology Never Leave it Up to the Search Engines Tell them which are the most important pages and words on the site
  7. 7. VMware Content for all Searchers
  8. 8. Content for Education <ul><li>For initial researchers </li></ul><ul><li>Category ownership </li></ul><ul><li>Broad information seekers </li></ul><ul><li>Category / industry keywords </li></ul>
  9. 11. Virtualization has its own directory and multiple sections covering ‘what, why and who’
  10. 12. Content for Product Space <ul><li>For comparison shoppers </li></ul><ul><li>For familiars of the industry </li></ul><ul><li>Very qualified for follow-up </li></ul><ul><li>Product related (non-brand) keywords </li></ul>
  11. 14. Video Content on YouTube about Virtual Machines. Found through search and on the VMware YouTube channel.
  12. 15. Content for Brand Product Names <ul><li>For serious leads </li></ul><ul><li>For current users (upgrade, cross-sell) </li></ul><ul><li>For new groups in current customer base </li></ul><ul><li>For people who know what they want </li></ul><ul><li>Product related keywords with brand </li></ul>
  13. 17. Keyword Linking from External Elements
  14. 18. <a href=&quot;http://www.verisign.com/ssl-certificate/…………… ABOUT SSL CERTIFICATES</a>
  15. 21. Vonage What to do about popular misspellings that Google doesn’t recognize?
  16. 23. HP Using Competitive Keywords
  17. 24. Goal <ul><li>Appealing content </li></ul><ul><li>Use competitor’s brands words legally and where relevant </li></ul><ul><li>Search Visibility </li></ul>
  18. 28. Summary <ul><li>B2B requires companies to develop content to educate web searchers about the industry category </li></ul><ul><li>B2B companies can talk about competitors </li></ul><ul><li>B2B requires companies to be visible under keywords that do not instantly convert </li></ul>
  19. 29. Thank you. Dominate the Search Results Barbara Coll CEO, WebMama.com @webmama blog.webmama.com [email_address]

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