Post on 16-May-2015
description
The B2B Search Marketing Challenge
SMX WestBarbara C. Coll
CEOWebMama.com Inc.
Challenge #1In a Word: Optimization
Optimization of Search Campaigns Based on Sales
- IT- Web- Producers- Internet Marketing
- Campaigns- Internet Marketing- Corporate Marketing
- The Sales Force- Executive Management
- Traffic Analysis Packages
- Pardot- Eloqua
- SugarCRM- SalesForce.com
Challenge #2In the Same Word:
Optimization
Optimization of Content
WebMama MethodologyNever Leave it Up to the
Search Engines
Tell them which are the most important pages and words
on the site
VMware
Content for all Searchers
Content for Education
o For initial researcherso Category ownershipo Broad information seekers
Category / industry keywords
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’
Content for Product Space
o For comparison shopperso For familiars of the industryo Very qualified for follow-up
Product related (non-brand) keywords
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.
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
Vonage
What to do about popular misspellings that Google doesn’t recognize?
HP
Using Competitive Keywords
Goal
o Appealing contento Use competitor’s brands words legally and
where relevant
Search Visibility
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
Thank you.
Dominate the Search Results Barbara CollCEO, WebMama.com @webmamablog.webmama.com bcoll@webmama.com