the challenges of b2b search marketing
DESCRIPTION
Key challenges of search engine marketing strategy and tactics for B2B companies include: stringing all of the measurement and tracking tools together to really determine ROI and optimization of content for all search types. This presentation comes from SMX West and provides case studies on B2B Search Engine Marketing focused on SEO.TRANSCRIPT
![Page 1: The Challenges of B2B Search Marketing](https://reader035.vdocuments.mx/reader035/viewer/2022062513/555770f7d8b42ace7f8b52bf/html5/thumbnails/1.jpg)
The B2B Search Marketing Challenge
SMX WestBarbara C. Coll
CEOWebMama.com Inc.
![Page 2: The Challenges of B2B Search Marketing](https://reader035.vdocuments.mx/reader035/viewer/2022062513/555770f7d8b42ace7f8b52bf/html5/thumbnails/2.jpg)
Challenge #1In a Word: Optimization
Optimization of Search Campaigns Based on Sales
![Page 3: The Challenges of B2B Search Marketing](https://reader035.vdocuments.mx/reader035/viewer/2022062513/555770f7d8b42ace7f8b52bf/html5/thumbnails/3.jpg)
- IT- Web- Producers- Internet Marketing
- Campaigns- Internet Marketing- Corporate Marketing
- The Sales Force- Executive Management
![Page 4: The Challenges of B2B Search Marketing](https://reader035.vdocuments.mx/reader035/viewer/2022062513/555770f7d8b42ace7f8b52bf/html5/thumbnails/4.jpg)
- Traffic Analysis Packages
- Pardot- Eloqua
- SugarCRM- SalesForce.com
![Page 5: The Challenges of B2B Search Marketing](https://reader035.vdocuments.mx/reader035/viewer/2022062513/555770f7d8b42ace7f8b52bf/html5/thumbnails/5.jpg)
Challenge #2In the Same Word:
Optimization
Optimization of Content
![Page 6: The Challenges of B2B Search Marketing](https://reader035.vdocuments.mx/reader035/viewer/2022062513/555770f7d8b42ace7f8b52bf/html5/thumbnails/6.jpg)
WebMama MethodologyNever Leave it Up to the
Search Engines
Tell them which are the most important pages and words
on the site
![Page 7: The Challenges of B2B Search Marketing](https://reader035.vdocuments.mx/reader035/viewer/2022062513/555770f7d8b42ace7f8b52bf/html5/thumbnails/7.jpg)
VMware
Content for all Searchers
![Page 8: The Challenges of B2B Search Marketing](https://reader035.vdocuments.mx/reader035/viewer/2022062513/555770f7d8b42ace7f8b52bf/html5/thumbnails/8.jpg)
Content for Education
o For initial researcherso Category ownershipo Broad information seekers
Category / industry keywords
![Page 9: The Challenges of B2B Search Marketing](https://reader035.vdocuments.mx/reader035/viewer/2022062513/555770f7d8b42ace7f8b52bf/html5/thumbnails/9.jpg)
![Page 10: The Challenges of B2B Search Marketing](https://reader035.vdocuments.mx/reader035/viewer/2022062513/555770f7d8b42ace7f8b52bf/html5/thumbnails/10.jpg)
![Page 11: The Challenges of B2B Search Marketing](https://reader035.vdocuments.mx/reader035/viewer/2022062513/555770f7d8b42ace7f8b52bf/html5/thumbnails/11.jpg)
Virtualization has its own directory and multiple sections covering ‘what,
why and who’
Virtualization has its own directory and multiple sections covering ‘what,
why and who’
![Page 12: The Challenges of B2B Search Marketing](https://reader035.vdocuments.mx/reader035/viewer/2022062513/555770f7d8b42ace7f8b52bf/html5/thumbnails/12.jpg)
Content for Product Space
o For comparison shopperso For familiars of the industryo Very qualified for follow-up
Product related (non-brand) keywords
![Page 13: The Challenges of B2B Search Marketing](https://reader035.vdocuments.mx/reader035/viewer/2022062513/555770f7d8b42ace7f8b52bf/html5/thumbnails/13.jpg)
![Page 14: The Challenges of B2B Search Marketing](https://reader035.vdocuments.mx/reader035/viewer/2022062513/555770f7d8b42ace7f8b52bf/html5/thumbnails/14.jpg)
Video Content on YouTube about Virtual Machines.
Found through search and on the VMware
YouTube channel.
Video Content on YouTube about Virtual Machines.
Found through search and on the VMware
YouTube channel.
![Page 15: The Challenges of B2B Search Marketing](https://reader035.vdocuments.mx/reader035/viewer/2022062513/555770f7d8b42ace7f8b52bf/html5/thumbnails/15.jpg)
Content for Brand Product Names
o For serious leadso For current users (upgrade, cross-sell)o For new groups in current customer baseo For people who know what they want
Product related keywords with brand
![Page 16: The Challenges of B2B Search Marketing](https://reader035.vdocuments.mx/reader035/viewer/2022062513/555770f7d8b42ace7f8b52bf/html5/thumbnails/16.jpg)
![Page 17: The Challenges of B2B Search Marketing](https://reader035.vdocuments.mx/reader035/viewer/2022062513/555770f7d8b42ace7f8b52bf/html5/thumbnails/17.jpg)
Vonage
What to do about popular misspellings that Google doesn’t recognize?
![Page 18: The Challenges of B2B Search Marketing](https://reader035.vdocuments.mx/reader035/viewer/2022062513/555770f7d8b42ace7f8b52bf/html5/thumbnails/18.jpg)
![Page 19: The Challenges of B2B Search Marketing](https://reader035.vdocuments.mx/reader035/viewer/2022062513/555770f7d8b42ace7f8b52bf/html5/thumbnails/19.jpg)
HP
Using Competitive Keywords
![Page 20: The Challenges of B2B Search Marketing](https://reader035.vdocuments.mx/reader035/viewer/2022062513/555770f7d8b42ace7f8b52bf/html5/thumbnails/20.jpg)
Goal
o Appealing contento Use competitor’s brands words legally and
where relevant
Search Visibility
![Page 21: The Challenges of B2B Search Marketing](https://reader035.vdocuments.mx/reader035/viewer/2022062513/555770f7d8b42ace7f8b52bf/html5/thumbnails/21.jpg)
![Page 23: The Challenges of B2B Search Marketing](https://reader035.vdocuments.mx/reader035/viewer/2022062513/555770f7d8b42ace7f8b52bf/html5/thumbnails/23.jpg)
![Page 24: The Challenges of B2B Search Marketing](https://reader035.vdocuments.mx/reader035/viewer/2022062513/555770f7d8b42ace7f8b52bf/html5/thumbnails/24.jpg)
Summary
o B2B requires companies to develop content to educate web searchers about the industry category
o B2B companies can talk about competitorso B2B requires companies to be visible
under keywords that do not instantly convert
![Page 25: The Challenges of B2B Search Marketing](https://reader035.vdocuments.mx/reader035/viewer/2022062513/555770f7d8b42ace7f8b52bf/html5/thumbnails/25.jpg)
Thank you.
Dominate the Search Results Barbara CollCEO, WebMama.com @webmamablog.webmama.com [email protected]