Posts Tagged ‘B2B Marketing’
B2B Marketing Tips From SES SF
| Hot: |  |  | | | |
What’s the quickest way to catch a fish? Offer the right bait.
What’s the quickest way to get a B2B marketer to an SES session? Title it ‘B2B Marketing Tips.’
What’s the quickest way to get you to read this post? By diving right in to the top 5 tips shared:
- Your conversion goals must become more sophisticated**
Yes, probably even yours. For the simple reason that you should always be testing and always be experimenting with something new. The keywords that convert today may transform into completely new derivations tomorrow. Always be tracking and always be testing. - Segment transactional from educational keywords*
Keywords that drive sales tomorrow will rarely match the keywords that drive inquiries today. Your transactional keywords are your bottom of the funnel phrases that represent a user closest to the buying cycle, while educational keywords are top of the funnel phrases used by someone looking for more information. Third party tools and research can help identify what keywords lead a user down the path to a sale, while looking at repeat visits in analytics can help identify keywords that are educational.
The Power of Blogs & Social Media in B2B Marketing
| Hot: | | | | | |
As a living example of a B2B company that fully leverages blogging and social media in our online marketing, TopRank Marketing has a lot of first-hand insight that we can share with clients. I know there are many B2B marketers that are uncertain about their place on the social web and over 6 1/2 years of B2B blogging experience can provide the companies we work with a unique perspective.
Working smarter with developing and implementing blogging strategy, content planning, promotion, SEO and the intersection with other on communications channels such as PR and social networking saves time, resources and improves results.
Am I biased towards blogging as part of a B2B marketing strategy? Absolutely. Is blogging appropriate for every B2B company? Not by a long shot.
According to the 2010 SEMPO Study, 35% of B2B companies integrate social media marketing with search marketing. At this stage of the Social SEO game, that percentage shows a lot of opportunity for growth. However, companies we’ve worked with like Marketo have made substantial progress towards dominating their industry and experiencing explosive business growth, in part, due to the effects of blogging and SEO.
B2B Search Engine Optimization: Focus on Content SEO
| Hot: | | | | | |
MarketingProfs B2B Forum is coming up quickly next week and I will be presenting about an hour of essential search engine optimization tips and insight specifically for B2B web sites along with Vocus Product Manager of PRWeb, Jiyan Wei.
There’s a tremendous opportunity for B2B marketers to leverage SEO to increase prospect acquisition and to facilitate after the sale support and upgrades. Most B2B marketers create a substantial amount of content to guide prospects through sales cycles that are much longer than companies selling consumer products/services.
While much of that content is published online, most of it isn’t optimized for search and digital assets are often ignored as potential traffic drivers via search. In this session, we’ll focus on core SEO to help make a website’s content search engine friendly and talk about best and worst B2B SEO practices for processes to optimize content for better search results. The PRWeb case study will show how they worked to refine their content management system overall so it would be technically search engine friendly. Other topics include: large website issues, duplicate content and what to consider when planning a website redesign.
5 Tips for Better B2B Branding
| Hot: | | | | | |
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: