This week at SEO Liverpool we’ve had a discussion this about how best to leverage b2b marketing. Have a look at our tips.
10 Tips for business-2-business marketing
1. Reach prospects early in the buying cycle
2. Advertise in “the tail”
3. Include non banded keywords
4. Pre qualify clickers
5. Focus and align ad copy
6. Create very specific landing pages and microsites
7. Test pages continuously
8. Offer multiple action options
9. Simplify registration forms
10. Turn web inquiries into sales leads
Advertising in the tail
Example is software: the tail would go to software…. enterprise software… business enterprise software and so on
Include non banded keywords
- Use adcopy to pre-qualify clickers
- Address your specific target audience
Pre qualify clickers
- Align ad copy with search query
- Modify copy across buying cycle
- laptop computer -> laptop information -> laptop user reviews -> ibm laptop models -> ibm thinkpad t61
- Typically between 3-10 pages.
- Focused on a solution or client type.
- It eliminates the political stuff that comes with changing a corporate website
Test page elements – landing page testing
- Run a/b or multivariate constantly on microsites.
- Pick items to test.
- Page layout.
- Action triggers.
Registration form placement.
- Names and descriptions of downloadable assets
- Registration form fields
Track & improve results
- Get some decent metrics into a chart of 60 days
- Allow for more than just one action
- Registration forms
*Scour the internet and look for great examples of these*
For more information contact SEO Liverpool
This is the next part in my collective sessions on SEO and Site Architecture. I’ve be discussing creating a successful SEO campaign with a B2B site and this post is going to elaborate on keyword research.
2. Determine relative popularity
- Once you’ve created a full list of potential keywords, you need to determine the relative popularity of those search terms. Often paid search keyword research tools (such as Google’s Traffic Estimator) won’t have data because traffic for these terms is low. In some cases, there will be data, but it will show very low activity. That’s okay. Don’t pay too much attention to that. Rather, use tools like Keyword Discovery to determine relative historical popularity of your keywords. This will give you some idea of which search terms are used more often than others on your list. The actual raw number of searches for a given search term really doesn’t matter much.
- When you’re doing this work, remember to enter the starter keyword(s) or starter keyphrase, letting your research tool return permutations and long-tail options. Not only will this give you a larger list to consider, but the results will often lead you down a path you hadn’t previously considered.
At SEO Liverpool we use Worktracker as our Keyword discovery tool. It’s an excellent resource with the ability to dig around keywords, save campaigns and most importantly you can revisit and add to your projects. This is paramount in keeping your campaign viable and responsive to change.
When I’m looking for some quick data you can’t beat the Adwords keyword tool. It’s great for checking the value of core keywords. We use this data when meeting with clients to make them aware of potential clients numbers looking for there products or services.
Stick around for the next instalment.
I’ve seen recently some very common mistakes here at SEO Liverpool with B2B marketing websites. They usually make mistakes with organic search and inadequate site architecture-the fact that many B2B sites don’t have sufficient content to respond to desired search terms.
The common solution is to adding more content and trust me many do… proper site architecture is also critical.
Here is the first of many key points that will help your B2B site.
1. Identify potential keywords
- Keyword strategy in B2B SEO is downright difficult. As numerous blog posts will tell you this is very step in your SEO Campaign poor keyword data can debilitate your strategy before it’s even got going. Your goal in this first step is not to make keyword choices or judgements, but rather to create the gross list, being as inclusive as possible of the potential terms actual prospects might use.
- Focus on generic keywords; don’t get caught up in proprietary brand terms. Think of the types of products and services you sell. What do customers and prospects call things? Will their search string express the product/service sought, the problem they’re experiencing, or the type of company potentially offering solutions? Does geography play a role in the search string? Geo-specifics are quick wins.
keep reading for more tips.