Below are other articles I've written about search engine marketing, many featuring specific advice for B2B campaigns.
- 5 Reasons for B2B Search Engine Marketing:
Explains why a search marketing presence is necessary for B2B companies. - 3 Reasons to Hire a Search Marketing Consultant:
Three quick and compelling reasons why hiring a search marketing consultant is in your best interest. - B2B Search Marketing Lead Gen Best Practices:
Covers 6 steps to increase the performance of your lead generation campaigns. - 4 Elements of B2B Online Marketing Campaigns:
An overview of 4 possible elements on online marketing for B2B companies, all of which can be achieved through variations on search engine marketing. - B2B Pay Per Click Search Engines:
An article for those ready to add to the mainstays of Google AdWords and Yahoo Search Marketing. Provides a concise list of B2B search engines that should be considered for expansion. - Importance of Negative Keywords:
An often forgotten part of search engine marketing optimization, negative keywords are a great way to limit your exposure and, thus, increase your ROI from qualified prospects. - 4 Ways to Reduce Customer Anxiety:
Details 4 quick things you can do to improve your conversion rates by making your website more appealing, and less anxiety causing, for your prospective customers.
Don't neglect what may be the most relevant (and inexpensive) way to reach prospects at every point in the purchase cycle!
With ever lengthening buying cycles, and growing committees involved in every part of decision making, it's important to find the most effective way to reach your prospective customers. Search engine marketing is just that. And with only 59% of B2B companies using pay per click search engine marketing, it could be just the thing your company is missing.
Top 5 Reasons:
- Effectively compete for your prospect's business
- Limit risk & set your own budget
- Measure, measure, measure
- Pre-qualify to lower costs
- Take advantage of previous investments
Help Your Prospects Find You at Every Point in the Buying Cycle (Instead of Your Competitor)
Chances are, if you do a search on your top product or service, at least one of your competitors will be advertising in that space. If you're going to remain a competitive force in your industry, you must be on your prospect's short lists when researching potential vendors. Search is used at the beginning when people are trying to understand the marketplace & are setting up their provider lists. 65% of B2B buyers use a search engine when they are developing awareness at the beginning of their purchase cycle, so it's important to appear in these results.
Advertising on the content network, also available through search, covers the industry portals and vertical sites that your prospects use to find detailed information and do additional research later in the buying cycle. According to a study by MarketingSherpa & KnowledgeStorm, technology buyers gather almost 75% of their purchasing research online.
No Contracts or Budget Requirements
Unlike other aspects of online marketing, search engines don't require you to spend a certain amount in order to advertise on their network. There are no steep entry fees or long term contracts to sign before starting your campaign. Also, you name the amount you're willing to spend by limiting your maximum cost per click and setting daily budgets. This reduces risk, while setting clear standards for your participation.
Directly Measure Results to Justify Budgets
Have you ever invested thousands of dollars to advertise in a trade magazine, but were never able to measure the results of that spending? Search engine marketing allows you to substantiate your costs by directly correlating spending with leads and ultimately sales. Each individual click and keyword is accountable, and can be adjusted in real time in order to lower risk and increase ROI. Plus, once you've measured the results of your search engine marketing campaign, you'll be able to directly compare your ROI to other marketing opportunities and decide where to scale and devote your budget.
Pre-Qualify Your Prospects (and Lower Your Costs)
Before paying a cent to advertise to them, use your ad copy as a way to pre-qualify who you pay to advertise to. Since search engine marketing is based on a cost per click (CPC) model, you don't have to pay for non-qualified visitors or impressions.
Only want to advertise to C-level execs? Your ad copy can help. Just note that your collateral is for 'decision makers' or mention 'C-level' directly in your ad. Only sell in the US? Not an issue- most search engines allow you to geo-target or use geo-modified keywords to eliminate international traffic. Once you quit paying for the traffic that won't convert anyway, you'll see your ROI skyrocket.
You're Already Halfway There
You've already invested in your website and marketing collateral, so why not put them to use. If prospects are searching for what your company offers, it would be a shame to not be able to reach out and make that connection. Instead of putting your webinars and white papers on the back burner, advertise them directly to the prospects you want to reach, and give them an opportunity to learn more about your company. Get real returns off your previous web investment by taking an active approach to traffic aggregation.