As we sat there at lunch, I could tell something was on his mind. Turns out, he was frustrated with management. Apparently they thought he should be doing more cool and innovative things with his search campaigns. “They just don’t get it,” he said. “They don’t understand that when it comes to search, B2B sites can’t push the envelope. It’s just not in their DNA.” Surprised? You shouldn’t be. I hear similar sentiments from B2B marketers all the time. I have found that while they’re interested in hearing about the innovative search marketing programs we are working on, telling them about it usually elicits a response along the lines of, “Oh that is really interesting, and would be of value to our business and customers/prospects, but we could never do that because, after all, we are in the B2B space. It’s the folks who do consumer marketing that have all the fun.” Fortunately, that is not the case; a lot more … [Read more...] about Creating Innovative B2B Search Marketing Campaigns
Search marketing campaign
Social media tools such as blogs, wikis, podcasts, videocasts or vlogs, social networks, etc, are proving to be a great way for businesses to spread a corporate message, to improve their branding and to support a myriad of other external communication requirements. But what about their use as internal communication tools? How can the In-House team leverage the benefits of these web 2.0 tools for just an internal audience? The benefits of an internal blog are easy to see. But first, how do you restrict the readers to just your internal corporate audience? You simply install your blog software of choice on a server behind your corporate firewall. This creates what’s known as a “dark blog,” a blog that’s completely hidden to the outside world. Once installed and secure, your internal teams have the opportunity to share their thoughts, commenting back and forth on whatever topics they need to—product improvements, training, knowledge sharing, cross team … [Read more...] about Managing Search Marketing Campaigns With Social Media Tools
Last week I had occasion to visit with a B2B prospect. Halfway through our meeting they voiced concern about their ability to uphold their end of the SEO partnership. Naturally, soon thereafter we were engaged in a spirited discussion on the main reasons B2B campaigns fail. As it turns out, they were already familiar with how both lack of implementation and lack of measurement can contribute to campaign failure. However, they were genuinely surprised to learn that lack of communication between internal teams can play a huge role in determining whether a campaign succeeds or fails. Personally, I cannot tell you the number of times I have seen a lack of internal communication either significantly hold up a campaign or send it off in a tangential direction—or worse still, completely derail it. Here are five of the most common internal communication issues that adversely affect SEO campaigns, and a few thoughts on how to deal with each one. Lack of common goals. While sharing a … [Read more...] about 5 Avoidable Failures That Derail Search Marketing Campaigns
Today, B2B marketers have many choices when implementing a successful search marketing program. Should you be using SEO (Search Engine Optimization), SMO (Social Media Optimization), or PPC (Pay Per Click) advertising to generate traffic and new leads? Should one method be used without the others or should they always be combined in order to realize your greatest benefit online? The answer is… it depends. A full-blown B2B Search Engine Marketing (SEM) program starts with a well thought out strategy and typically combines all of these approaches to create total online market domination. However, if you must crawl before you run, in this article you will learn: when to use SEO when to use PPC when to use SMO when it’s time to get serious and combine ALL of them! Prioritize marketing goals This may seem oversimplified, but the first thing you must do before deciding on the best strategy is to determine what your goals are. Here are some questions to ask yourself: Are you … [Read more...] about What’s The Best Formula For B2B Search Marketing Success?
Editor note: Want to help us learn more about the trends for next year? Answer our 10-minute 2017 digital marketing survey and win a $100 Amazon gift card! As we near the end of another year, we begin to set our sights on the year ahead. The search marketing industry continues to evolve rapidly, and there will be no shortage of updates and alterations in 2017. In today’s digital era, you should already be invested in a search marketing campaign. With Google’s heavy reliance on relevance in search, you need to be aware of the latest trends in marketing to ensure you stand out in all aspects of search. Google and other search engines are further understanding search intent, delivering new opportunities for your business to rise to the top of results. For SEO and paid SEM campaigns, take advantage of all search marketing avenues to get your brand in front of as many eyes as possible. Like this year, 2017 will see numerous expansions, including new challenges for marketers and … [Read more...] about Search Marketing: What To Expect in 2017