Fact or Fiction? Writing search PPC ad copy promoting B2B brands, products or services isn't as fun as promoting some sexy, fabulous, coveted line of B2C goods because B2B, by nature, is boring. Fiction! Fiction, I say! Clever marketers embrace the opportunity to market B2B because they recognize and respect the challenge it embodies: To make the ostensibly boring not only saleable, but beautiful. The good news is this is a goal any ambitious marketer can achieve. Even you. All you needs is a creative mind (or team of creative minds), willingness to think outside of the box, courage to [...]

Related Topics: B2B Search Marketing

The start of the new year is the ideal time for B2B search engine marketers to reassess website strategy and determine where enhancements could be made to benefit SEO visibility. With budgets still in review and benchmarks being set, focusing on site enhancements first could help maximize the benefits of all ongoing SEO initiatives, that are realized over the course of the year. Marketingsherpa just released its 2012 B2B Marketing Benchmark Report and two points helped shape this column. First, B2B marketers experienced severe declines in the tactical effectiveness of two top initiatives [...]

Related Topics: B2B Search Marketing

With 2012 stretched out before us, it’s a perfect time for B2B marketers to make sure that the year ahead is poised for success. By now you have laid the groundwork, and have clear learnings from your 2011 search efforts to build upon.  But … are you operationally structured for success? The Importance Of The Business Architecture Marketers are often moving so quickly that they sometimes neglect to make sure they are operating from the optimal framework – their business architecture. Granted, doing exactly that can seem a bit like changing the tires on a moving car, but failing to [...]

Related Topics: B2B Search Marketing

Most of the time an increase in search engine visibility does generate additional organic traffic, but what should a B2B marketer do if it doesn't? Have you ever been a victim of this scenario? Below are three aspects of your SEO Program to analyze and improve to ensure that your SEO investment is generating website visitors, prospects and ultimately leads and customers. Track Rankings...But As A Secondary Metric Too often, B2B SEO programs are focused solely on increasing search engine rankings, and success is measured via ranking software and some type of "visibility score". In my op [...]

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Ahhh, a New Year is upon us, and with it comes a tidal wave of resolutions and vows, sacrifices and goals. “I will exercise more!” “I will make nice with my in-laws!” “I will not drink so much!” … and so on. Resolutions are just that – things we resolve to do, or… to do less of… typically after learning the hard way what we were doing didn’t work, and it’s high time to try something different. Here’s a list of 6 New Year’s Resolutions for B2B Community Managers to consider while charging forth into 2012. Some ask the community manager to be more buttoned-dow [...]

Related Topics: B2B Search Marketing