The guy was in a panic. His ROI had been in a nose dive for the last few months, and he couldn’t figure out why. With no major changes to keywords, copy, landing pages, bids or budget, he was dumbfounded about the decline. But when I asked him what his competitors were doing, his response […]
One of the biggest challenges B2B clients grapple with is content creation. Developing material that is fresh, relevant, and keeps users coming back—while also being SEO-friendly—can be difficult. This is a problem. Fortunately though, there’s an easy and effective solution. And it’s closer than you might think.
Let’s face it, life is about priorities. There’s never enough time, money, or resources for everything. Consequently, we must prioritize. Doing so forces us to choose between what we want and what we actually need. And marketers are anything but exempt from such choices. When times are good—and we have a bit more money to […]
B-to-B marketers have unique challenges to overcome—everything from the lengthy sales cycle, to tracking gaps from leads to sales, to heavy competition on top terms. But the good news is that search engine marketing helps marketers meet these challenges head-on. The bad news is that this list of challenges is far from comprehensive. In fact, […]
It’s been said that the three rules of marketing are brand recognition, brand recognition, and brand recognition. Given that, marketers spend considerable funds and resources to ensure that people recognize their brands and connect with them. In other words, brand matters. Yet, when it comes to PPC marketing, the importance of brand gets a little […]
Resolutions. We all make them. And some folks actually keep them. But regardless of the outcome, each year we have the opportunity to start fresh. As you commit to improving your personal lives by eating healthier, spending more time with your family, or finally doing the one thing you’ve only dreamed about, I’d like to […]
Last week I had occasion to visit with a B2B prospect. Halfway through our meeting they voiced concern about their ability to uphold their end of the SEO partnership. Naturally, soon thereafter we were engaged in a spirited discussion on the main reasons B2B campaigns fail. As it turns out, they were already familiar with […]
For millions of sports fans, October means one thing—the Major League Baseball playoffs! And as any ardent fan of our national pastime will tell you, it’s “do or die” time. Without a doubt, the post season is all about wins and losses— with little regard for how the game is played. Similarly, many B2B marketers […]
Chances are, your search marketing efforts could be missing as much as 80% of your target audience. Don’t believe me? It’s true. Why? It’s fundamental. Most search marketers agree that about 70%-80% of all clicks come from the natural (organic) search results, while the other 20%-30% come from sponsored listings (PPC). Yet despite these stats, […]
Ah, summertime, and the living is easy. Time to crack open a cold one and watch the qualified visitors roll in. After all, if you read my last two articles, you’ve probably identified your audience, and have a plan for measuring the business impact of your traffic. Naturally, kicking back must be next on the […]
Isn’t it funny how things have a way of coming full circle? It’s been years since I last talked with my mentor, but his sage advice rings true today more than ever. He told me that anyone can ramble on about anything without regard for their audience, but that it takes great skill to find […]
As we sat there at lunch, I could tell something was on his mind. Turns out, he was frustrated with management. Apparently they thought he should be doing more cool and innovative things with his search campaigns. “They just don’t get it,” he said. “They don’t understand that when it comes to search, B2B sites […]