B to B lead generation
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B2B today is very important if one business wants to make a commercial transaction with another. To do that is important to follow various steps that are here easily listed and explained. Search engine marketing and promotion, Web 2.0 promotion, how to create the right content, picking the best order for a particular media buy and others aspects are touched here.
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B to B lead generation
- 1. B to B Lead Generation MARCO MASU NODARI NAZGAIDZE
- 2. Content • Picking the best order for a particular media buy • Search engine marketing • Search engine optimization • Web 2.0 promotions • Where and how do you get great content
- 3. Picking the best offer for a particular media buy • Targeted VS broad audience – The audience is already very targeted – Broad audience, not entirely qualified (website) • The attention hump – Audience is already looking for you – If not, wave your arms! Picking the best order
- 4. Search engine marketing • Size of marketing budget SEO spending • Enables you to guess the stage a buyer is in: – Early stage “CRM” – Middle stage “CRM for manufacturing” – Later stage “Siebel CRM for manufacturing” Picking the best order Search engine marketing
- 5. B to B SEM budget percentages – 1,2 M 28% 30% 4.50% 15% 0% 5% 10% 15% 20% 25% 30% 35% Online as share of total PPC as share of online SEO as share of online Ratio of SEO to PPC Picking the best order Search engine marketing
- 6. Basic types of search engine marketing • SEO – organic listings, natural listings, free listings • PPC/Paid Search – Google AdWords, Yahoo Directory Listings • Vertical Search Engines & Directories – Business.com • Contextual ads – Google AdSense, Yahoo Publisher Network Picking the best order Search engine marketing
- 7. Search engine optimization • Hire an agency or consultant for a baseline site review and an ongoing maintenance proposal – Two agencies: PPC VS SEO • If needed, re-engineer the site’s construction for SEO purposes – Add relevant content and keywords so spiders find it more easily Picking the best order Search engine marketing Search engine optimization
- 8. SEO lift after 6 months of optimization Agency VS In-House 50% 50% 105% 69% 0% 20% 40% 60% 80% 100% 120% SEO AGENCY (ESTIMATE OF CLIENTS AVERAGE LIFT) IN-HOUSE (ESTIMATE OF SIX MONTHS LIFT) Picking the best order Search engine marketing Search engine optimization
- 9. Web tips for b-to-b marketers - If you tested a Web 2.0 tactic once in the past and it didn’t work, don’t assume your results will be true for the rest of history. You need to test major tactics annually. For example, if you tried a podcast and it didn’t work two years ago, that doesn’t mean it won’t be winner now. - Just because your brand is bleeding-edge, it doesn’t mean your marketing has to be. Your marketing copy can say bleeding-edge things – but via traditional, proven media. - Ask your PR firm or communications experts to continually watch and evaluate Web 2.0 media (Wikipedia, blogs, message boards, etc.), so you can be aware of what people say and think about your brand. Picking the best order Search engine marketing Search engine optimization Web 2.0 promotions
- 10. Web tips for b-to-b marketers (continued) - Given the fact that many executives rely on mobile devices rather than on PCs for primary email communications, if you believe mobile to be Web 2.0, definitely pay attention to this. - On web 2.0 There are self-proclaimed experts whose opinions your prospects may often take more seriously than those of the press and your own marketing materials. You can’t use traditional PR methods to influence them. They need to be handled with respect, building one-to-one relationships and inviting them to your user conferences. Picking the best order Search engine marketing Search engine optimization Web 2.0 promotions
- 11. B-TO-B WEB 2.0 VIDEOS Tip #1. Create a YouTube channel to organize your videos; the channel pages should include: - A description of the content creator – in this case, your business; - A range of communication options, including the ability for users to email you, subscribe to your channel or share videos with friends ; - The channel’s history on YouTube, including creation date, total number of videos added and most recent video; - Hotlinks to all videos uploaded by that member Picking the best order Search engine marketing Search engine optimization Web 2.0 promotions
- 12. B-TO-B WEB 2.0 VIDEOS (continued) - Tip #2. - Make videos with high production values. - B-to-B videos should employ high-quality, professional techniques to reflect your brand and convey authority. - They also include animated charts, graphics and other images to help illustrate key data points as the presenter describes them, to “make the information come alive”. Picking the best order Search engine marketing Search engine optimization Web 2.0 promotions
- 13. Where & how do you get great content? • By “content” we mean any material that is informational in nature and not explicitly a sales advertisement for your product or service. Content could be in the format of a white paper, a YouTube video, an event speech, newsletter article, a press release, etc. It might contain factual information about your product, your happy customers, your thought leadership or it might be about your prospect – how-to tips, industry trends and data. Picking the best order Search engine marketing Search engine optimization Web 2.0 promotions Where & how do you get great content
- 14. Where & how do you get great content? (continued) • Content has to appeal to its audience’s needs and desires. Most marketers ignore or discount this critical fact. Most marketers’ content initiatives are driven by their own internal needs not by what the prospects care about Picking the best order Search engine marketing Search engine optimization Web 2.0 promotions Where & how do you get great content
- 15. Picking the best order Search engine marketing Search engine optimization Web 2.0 promotions Where & how do you get great content 0 50 100 150 200 250 300 Interview with top executive on state of industry Interview with top analyst on state of industry Case study on how a company used a product to learn something new Top 10 list of ways to improve business How-to-guide for using a product/service to better advantage New research on some aspect of your industry Case study on how a company used a product to improve a business process End users Marketers What’s the #1 most interesting content?
- 16. IT’S ALWAYS ABOUT THEM (NOT YOU) People are by nature self-centered. Prospects don’t care about you; they care about themselves. Picking the best order Search engine marketing Search engine optimization Web 2.0 promotions Where & how do you get great content
- 17. - Safety – keep your job, keep your company safe in a risky time, safeguard your department, avoid looking foolish, pick the most careful course of action, peer-vetted, proven, time-tested. - Ease – make your job easier, save time, reduce stress, how-to, assistance, help, quick-and-easy, simplify. - Greed – salary increases/bonuses, wealth, profits, rewards, more of something, stockpiling. Picking the best order Search engine marketing Search engine optimization Web 2.0 promotions Where & how do you get great content Content becomes must-read (or must-view) by appealing one of these top-five job related emotions
- 18. Content becomes must-read (or must-view) by appealing one of these top-five job related emotions (continued) - Power – power to convince a boss or committee to agree with you; power to get your budget passed; powerful insights that can change one’s direction for the better. - Ego – knowing or proving you are better than other people; being recognized as outstanding in the company of your peers. Picking the best order Search engine marketing Search engine optimization Web 2.0 promotions Where & how do you get great content
- 19. Thank You!
Editor's Notes
- In order to capture all the leads you deserve, you need to have multiple offers all out in the same marketplace at the same time. It’s a bit like fishing – you need to bait your hook with different worms and lures for different sorts of fish. By nature of media buy is the audience already very targeted so you can predict what sort of offer is best for them. Pick the offer they are most likely to say yes. Is the audience qualified but broad in that they may be a wide variety of points in the sales cycle or in the decision making tree? Display a buffet of options so they can self select. Is the audience broad and not entirely qualified? (website where a segment of readers is perfect for your offering but the rest are not. Make a targeted offer most likely to appeal to just the qualified names on that list. The offer should be of limited appeal because non-qualified respondents only cost you more money in the long run. If the audience is looking for you (website, social media) you have their attention. You just have to fulfill their needs. If they do not look for you but are involved in something else (reading an article), you have to wave your arms creatively in order to get attention. Competitive intelligence can be a big help for the attention lump. If you review the ads your competitors place in the same media, you’ll probably notice that most look and sound pretty much alike. You can get incredible response lift by simply differentiating your message ( in a manner that suits brand dignity and making your creative stand out.
- It is worth noting that as the size of your total marketing budget goes down, SEO spend as a percent of budget more than doubles while PPC can often hold fairly steady. It’s because for many companies/websites SEO is fixed cost unless you decide to launch into a radically different marketplace or product offering and need a lot of new pages optimized for new keywords. Search marketing is a huge boon to vertical B to B marketers because at long last you can reach hard to find prospects at the precise point when they are looking for info about your product category. Plus you can guess at what stage a buyer is in by what search terms they use. Early stage search: may use term “CRM”, slightly more considered search: “CRM for manufacturing”, later stage search: “Siebel CRM for manufacturing”
- SEO – organic listings, natural listings, free listings Pros: no cost, top ranked listings get 90% of clicks Cons: can take 4-6 months to see impact, hard to control PPC/Paid Search – Google AdWords, Yahoo Directory Listings Pros: control rank/position, can beat competitors by auction, fast results Cons: if you stop paying you are invisible, less trustworthy Vertical Search Engines & Directories – Business.com Pros: high conversion rate, rank high in paid and organic spots Cons: more work, Few SEM agencies can handle well, pricing not easy Contextual ads – Google AdSense, Yahoo Publisher Network Pros: easy turn on/off, good for branding, extends your reach Cons: prospects not actively looking for you, requires different strategy than ppc campaigns, less precisely targeted by subject matter
- Hire an agency or consultant for a baseline site review and an ongoing maintenance proposal. Even if you do not outsource to a specialist and your in-house SEO staffers are average you’ll se a double-digit total traffic lift to your site. However if you hire an outside specialist which is full-time optimization expert, your lift may be in the triple digits. Many marketers hire two different agencies for PPC VS SEO and make sure two teams play well together. If needed, re-engineer the site’s construction for SEO purposes. In addition to adding relevant content to your site that’s both open-access and keyword loaded you may have to change the way the current content is posted so spiders can find it more easily. Key- this is not a short term strategy. Getting ranked might take six months or longer. The longer the microsite or blog is live and the more content and inbound links gather over time, the more search engines will take it seriously.
- Search marketing is a huge boon to vertical B to B marketers because at long last you can reach hard to find prospects a the precise point when they are looking for info about your product category. Plus you can guess at what stage a buyer is in by what search terms they use. Early stage search: may use term “CRM”, slightly more considered search: “CRM for manufacturing”, later stage search: “Siebel CRM for manufacturing”