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B2B Search MarketingSix Struggles | Six Solutions

David Vogel | Datapipe

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David Vogel

I lead digital marketing at:

I’m social at:http://DavidVogel.co @DavidVogelDotCo +David Vogel /in/dlvogel

Deck: http://DavidVogel.co/ims14

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80% of B2B

buyers start

with search

http://www.pardot.com/demand-gen/report-state-demand-generation/

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Struggle 1: Ambiguity

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Struggle 1: Ambiguity

Can you tell what they do?

Google can’t.

Cover-all messaging often used by B2Bs with broad service offering.

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Solution 1: Clarity + Keywords

• Research keywords used by potential customers when searching for your solution

• Make content speak the same language as your audience• Architect site to support these keywords

Tools:• Google Adwords Keyword Tool• Auto Suggest (Ubersuggest.org)• Your Chat, Support and Request a Quote logs

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Solution 1: Clarity + Keywords

Optimized links to

deeper content

Core messages featured

prominently

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Struggle 2: Proving Search ROI

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Struggle 2: Proving Search ROI

Initial search

More targeted search, clicks ad, visits site

Branded search, clicks organic result

Served retargeted ad, visits site

Types in site url, completes contact form

5,428 sales and lead nurturing touches

Contract signed

Prospect lifecycle (web traffic analytics)

Sees news about company, clicks to site

Lead lifecycle (CRM)

Issue One: tying lead

data to prospect data Issue Two: attributing lead correctly

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Solution 2: Full-Funnel Reporting

Tie visitor data to lead/customer data by integrating web marketing software with CRM.

Tools:• Act-On• Pardot• HubSpot• Etc…

Initial visit source

Pages viewed

Conversion event

More pages viewed

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Solution 2: Full-Funnel Reporting

In case you’ve never seen this before…

You can report business

results contributed by

website and SEO

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Struggle 3: Wasted Homepage Strength

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Struggle 3: Wasted Homepage Strength

• For most websites, the homepage has strongest link metrics, and has best opportunity to:• Rank for highly-competitive keywords• Drive indexation and rankings for deeper content

• However, many B2B homepages are image-heavy and text-weak, and don’t include optimized internal links.

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Solution 3: Homepage Optimization

• Identify your 2-3 most important keywords (high traffic and highly-relevant)

• Include keywords in your homepage title and headlines

• Add optimized body copy to page • Add keyword-optimized internal links

to content optimized for next tier keywords.

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Solution 3: Homepage Optimization

Page title

Headlines

Body copy

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Struggle 4: Building Links

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Solution 4: Start with Low-Hanging Links

• Your vendors and partners• Provide testimonials for their website• Offer to be featured in online case study• Guest posts on how you use their solution• Guest posts on how your solution helps their customers

• Charities you support• Organizations your executives chair • Executive/Board Member bios on other websites

You have leverage, relationship, and are

providing value

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Struggle 5: Staying Top-of-Mind During Long Buying Cycles

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Solution 5: Remarketing

• Once implemented, Remarketing will likely become your highest-ROI PPC tactic.

• Incredibly easy to implement:• Create text ads, image ads, and landing page(s)• Place remarketing code on site• Google will cookie visitors, then show them your

ads on other sites in their network

• Start with Google Display Network, expand to cross-network platforms (AdRoll or Bizo)

Test ad messages and creative

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Struggle 6: Wasted Paid Search Spend

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Solution 6: Negative Keywords

Implementing negative keywords…• Is the fastest way to improve

your PPC ROI• Eliminates wasted spend

and improves Quality Score• Helps you avoid spend on

B2C searches

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Solution 6: Negative Keywords

To get started: • AdWords > Keywords > Details >

Search Terms: All• Select and exclude irrelevant searches.• Make broader rules using library:

“Campaign Negative Keywords”

Great list of B2B negatives to consider: http://www.komarketingassociates.com/blog/200-plus-negative-keywords-to-consider-for-b2b-ppc/

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Favorite Tools

SEOAnalytics & Tracking Online Advertising

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Favorite Resources

Introductory: http://moz.com/beginners-guide-to-seo http://searchengineland.com/seotable http://moz.com/local-search-ranking-factors (David Mihm)http://www.wordstream.com/articles/what-is-google-adwords

Daily Reading: http://blog.hubspot.comhttp://moz.com/blog (Rand Fishkin et al)http://searchengineland.comhttp://certifiedknowledge.org/blog/ (Brad Geddes)http://www.wordstream.com/blog (Larry Kim) http://sethgodin.typepad.com/

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Thank You!

http://www.Datapipe.com

mail@DavidVogel.cohttp://DavidVogel.co @DavidVogelDotCo +David Vogel /in/dlvogel

Deck: http://DavidVogel.co/ims14

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