The Best B2B Search Marketing Advice From 2010

By Elisabeth Osmeloski

Published: December 9, 2010 at 9:08 am

For many business-to-business focused entities, it can be extremely frustrating to hear generic search marketing advice as well as tips for social media campaigns, because putting those theories into practice aren’t always practical for most B2B companies.

Couple a typically long research to purchase decision cycle with high-dollar transactions that don’t occur online in a nicely packaged shopping cart with e-commerce ROI tracking in place, and you can see how executing successful search marketing programs quickly becomes problematic.

On top of those basic issues, ‘boring’ industrial products or ‘ordinary’ professional services don’t necessarily make for sexy social media campaigns, and that leaves many B2B marketers at a loss for planning their content and social media strategies. Pay Per Click advertising costs often seem exorbitant, often disconnected to the actual cost per acquisition and challenging to attribute to direct ROI, particularly when “conversions” are painfully difficult to measure, let alone increase.

Yet, upon closer inspection, there are indeed many ways to jumpstart business-to-business search marketing campaigns, as our Strictly Business columnists have shown us in the last year. Here are some of the most popular articles from our B2B experts in 2010, which will hopefully inspire your 2011 B2B search marketing plans.

B2B Basics & Business Issues

How Shifts In Search Trends Affect B2B Marketers

Content & Keyword Development Strategies

Successful Paid Search Campaigns & Advertising Strategies

Conversion Metrics & Analytics

5 Tips To Improve Conversion On B2B Landing Pages
How To Use Google Analytics To Maximize B2B ROI: Part I & Part II
Finding The Right Calls-To-Action For Your B2B Website
5 Tips For Looking Beyond Wins And Losses In B2B Metrics

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Editorial disclosure

Contributing authors are chosen for their expertise and work under the oversight of the editorial staff. Search Engine Land is owned by Semrush. The contributor was not asked to mention Semrush; the opinions expressed are their own.

About the author

Elisabeth Osmeloski

Elisabeth Osmeloski was Director of Audience Development for Search Engine Land and MarTech. She was responsible for increasing readership through owned, earned and paid media channels. In addition, she assists in programming sessions at Third Door Media's Search Marketing Expo conference series and manages speaking engagements for editorial staff. Follow her on Twitter @elisabethos.