Archive for March, 2010
Common B2B SEO Mistakes and How to Solve Them
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Working with a variety of companies large and small, local and international, B2B and B2C, on SEO projects over the past 12 years has revealed a variety of common obstacles to success. For many reasons, B2B marketers often lag behind B2C in terms of tactics and adoption of new marketing technologies. The customer acquisition and buying cycle are very different for business to business than consumer oriented products and services.
Since SEO presents the biggest opportunity to generate a high quantity and quality of B2B leads, more B2B marketers are speeding up their ability to test innovative search engine optimization programs. Unfortunately, there are a mix of common mistakes that persist. Here are 5 common mistakes and how to avoid them.
1. Using Keywords More Important to You Than Your Customers
It’s pretty common for some B2B web sites, especially those in the technology space, to over emphasize nomenclature, specifications and in some cases, cleverly named products or categories as attempts to stand out.
The Role of News in Blended Search – Observations & Best Practices
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We’re starting this Spring Break week off with a very rare guest post from TopRank Marketing client, Jiyan Wei. Jiyan is Director of Product Management at Vocus, Inc. where he drives product platform strategy and roadmap execution for PRWeb. I’ve presented on panels with Jiyan several times at search marketing conferences, talking about the virtues of search, social media and public relations, finding him to be a very strategic and smart marketer. We’ll be co-presenting at the upcoming MarketingPros B2B Forum in May on Content Optimization and Marketing.
In this post, Jiyan discusses the progression and importance of news content in blended search:
Once upon a time, Page 1 had a special meaning for PR practitioners and business owners alike.
It meant that for one day, they had received the pole position in the consciousness of the consumer, who would hopefully transition from newspaper consumer into business customer. For businesses – both local and global alike – Page 1 either meant an outpouring of business or pending doom.
Twitter Weekly Updates for 2010-03-28
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- What are people's thoughts on what Enterprise Selling is? I am writing a blog talking about Social …http://bit.ly/aiPW2Y #
5 Tips for Better B2B Branding
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Think branding only falls in the B2C court? Think again.
In fact, three of the top 10 brands in 2009, as ranked by Interbrand, generate a sizable amount of revenue from their B2B customers: IBM, Microsoft and GE.
As a B2B marketer your brand is your most valuable asset.
B2B branding is less about cool, hip monikers (the Apples and Starbucks of the world) – and more about thought leadership.
Particularly in down economies, B2B prospects and customers conduct significant research leading up to purchases. That means you as a marketer have to educate them early on, and establish your brand as a trusted resource that gets their problems and has the solution.
To help your organization be seen as the thought leader it is, we’ve identified five B2B branding tips:
1. Consistently produce useful, innovative content
These days, every company is essentially a media company. So it’s easier than ever to provide relevant, informative content for customers and prospects.
From a company blog to Twitter to YouTube, there is no end to the content channels available. Provide the latest industry news and insight on trends through: