Hello,
Glad you stopped by to watch this video. If you enjoyed the video, share it by using social media buttons. Thanks!
Be sure to grab your free copy my new eBook, “Revenue Generation” at http://www.immediateinfluence.com.
All the best,
Ron
5 Step Marketing System to Get All the New Customers or Clients You Can Handle
How to Reach B2B Buyers Early with Search Engine Marketing
Lead Generation Through B2B Search Engine Marketing
As a B2B vendor or service, it is imperative to know the importance of online visibility and B2B search engine marketing. If it was as easy as handing out your website address, and waiting for buyers to type in your URL, everybody would invest in a vendor website.
If you don’t know much about search engine marketing (SEM) and optimization (SEO), it’s time to start learning. Numerous studies – such as Enquiro’s Buyersphere – have conducted studies which prove that the majority of B2B buyers turn to their general search engines throughout all stages of purchase research and selection. Moreover, buyers use their search engines in all purchase stages before ever going to a specific vendor site. Not only that, but the majority of buyers research, negotiate and purchase on industry sites over a specific vendor site. In the awareness stage, 65% of buyers use a general search, and even in final purchase stages, over 40% of buyers still use search engines.
So what does this all add up to?
B2B vendors and businesses MUST be visible to their market in the general search engines – not only within B2B search engines. As said, the majority of B2B buyers use general search in the awareness stage of a purchase. This means that with proper B2B search engine marketing, lead generation can be made early on. The more visible your vendor site in Google, Yahoo, and Bing, the more buyers will come to your vendor site in the earliest phase of purchase selection. SEO and SEM are the only way to establish and maintain long-term visibility in search results. When B2B search engine marketing and SEO are implemented for the best possible B2B buyer search terms, and are combined with contextual advertising and marketing, your early B2B lead generation conversion rates can reach
Now you know why B2B search engine marketing for general search is imperative. So how is it done?
SEO is the natural, organic process of optimizing your website – both on-site and off-site – for search engines, for the goal of maximizing online visibility to the target audience. By consistent efforts in both on-site and off-site SEO, with an emphasis upon continually updated, informational, high quality content – your vendor site will build long-lasting optimized ranking in search results for your targeted keyword phrases.
B2B search engine marketing should accompany SEO as a reinforcement. SEM usually refers to PPC ads and Google Adwords campaigns. However, any random SEM campaign is not going to suddenly flood your vendor site with traffic. In order to create a strong and effective SEM campaign, it requires dedicated research prior to deciding upon your best keywords to promote in both Google ads and click through ads. By using side-by-side double campaign strategy, comparative analysis of which keywords bring the most traffic at the highest conversion rates, you will have much more successful results.
More to come on the specifics of B2B search engine marketing.
B2B Buyer Behavior – What Works in 2011
With the recent release of both the Buyersphere B2B research and Google Marketing Outlook for 2011, information about B2B buyer behavior and B2B marketing is only a few clicks and a pdf away. The Buyersphere surveys European buyers only, and the Google Marketing Outlook surveys primarily American marketers, which you could chalk up as the reason for two big fat inconsistencies as to where B2B lead generation will be had. But, because both groups focused upon, and agreed digital and internet sources are the most preferred, culture is sort of irrelevant. I mean, web-based activity is web-based activity, whether it comes from Ohio or Kazakhstan. At any rate, buyer behavior as documented in the Buyersphere is straight from the horse’s mouth. So, you marketing folks – listen up, and you won’t have to read 40+ pages of pdf documents.
There is one B2B marketing channel that was reported all-around to be the biggest money-sucking, budget-draining form of marketing: trade shows/offline events. Despite that marketers agree buyers prefer digital sources, 28% of marketing budgets went to trade shows: way, way more than any other form. Crazier still, 38% of marketers said they were going to spend even more in 2011. So, either trade shows are just crazy expensive, or marketers are going a little nuts with event fliers and logo t-shirts. Whichever it is, trade shows dropped from 33% to a piddly 18% in 2011, as sources that B2B buyers used at any point during a purchase process. So, a word of advice for marketing VPs: ease up on the trade show bucks.
The next inconsistency may surprise you. As said, both buyers and marketers agree internet sources are the most preferred. 40% of marketers apparently think Facebook Walls and Twitter followers are part of those preferred internet sources with the most influence. Oh contrare, according to the buyers. Only 10-12% of buyers used any social media – specifically Facebook, blogs and Twitter -to garner information at any point during the purchase process. Meanwhile, supplier websites/content and search engine research jumped from 55% to 70%, and 41% to 65%, making them the biggest sources of B2B buyer information.
So, how does this boil down for B2B lead generation, and how to get it? Well, B2B buyer behavior is definitely demanding more and more information from providers and suppliers. But, concentrating on the right sources with B2B marketing is key. So, beef up your web content, not your Facebook friends. Upgrade SEM instead of your LinkedIn profile. Hire SEO and web content writers, instead of bloggers and Tweetybirds. And, maybe reduce the whole bazillion dollar budget for event booths and hand-out buttons. Nobody wears buttons anyway.
Top Persuaders Easily Impact Emotions
Over the years, you, like me have had fun, exciting, joyful, and happy experiences that you can instantly remember when prompted to do so. For example, I distinctly remember my Mom giving me my first bicycle. It was royal blue! The handlebars had motorcycle style racing grips and it had an 8 inch wide ten speed type seat with shock-absorber-like coil springs underneath. As you might imagine, I spent many hours riding that bike, alone and with friends, for countless miles. What fun times I had! Can you remember your first bike?
Why do you remember? The short explanation is… you were in a heightened emotional state of excitement, joyfulness, or happiness back then. Additionally, you went on to have many pleasurable moments while riding your bike, didn’t you? Anyway, you might be asking, “What does this have to do with persuasion?” Good question!
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Influence and Persuasion: Why You Buy What You Buy
Influence and Persuasion: Why You Buy What You Buy [ 1:46 ] Play Now | Play in Popup | Download (1699)In a time of economic uncertainty, people tend to tighten their purse strings, only purchasing what’s needed. What’s great about that is most people in our society don’t buy what they need, they buy what they want. Don’t believe me? That’s fine. May I ask you a question?
How many people do you know who drive expensive, luxurious SUVs such as the Cadillac Escalade ($50,000)? I humbly submit to you that they didn’t “need” that expensive of an automobile, they wanted it. They wanted the feelings of luxury, power, accomplishment, and uniqueness that come from driving such a wonderfully made vehicle. However, I also submit to you that they give themselves the permission to feel that way after buying that automobile, when in actuality they could’ve decided to feel those emotions without the price tag.
What that means is, we have been conditioned by advertisers to believe that in order to feel a certain way, we have to buy their clients’ clothes, cars, and jewelry. Is there anything wrong with that? You’ll have to answer that question. I simply wanted to shed some light on the fact that you can feel anyway you want, when you want, and without drugs. lol
Am I suggesting that you stop buying what you want, and only buy what you need? Absolutely not! However, I am advising you to decide to feel good now, whether you have what you want or not. It’s your choice. Isn’t it?
With your success in mind,
Ron
B2B Lead Generation – 5 Tips for Generating Sales Ready Leads Fast
1. Improve Direct Mail Results
By sending marketing materials to several professionals with different titles in a company, you eliminate the risk of missing the appropriate party. B2B lead generation requires isolating the decision maker, which is not an exact science. This practice of mailing marketing material to multiple parties improves the odds of getting the information into the appropriate party’s hands.
2. Utilize a “Request for Budgetary Pricing” Button or Hyperlink
Capturing important information from a prospect who is surfing your corporate website for information is crucial for effective B2B lead generation. With more and more B2B prospects surfing the web before buying, marketing executives realize they cannot ignore these prospects. By placing a Request Budgetary Pricing button or hyperlink on the site, you can capture vital prospect information for marketing purposes.
3. Redefine the Sales Cycle
Technology frees up a salesperson’s time for closing sales and enables a company to track ROI easily. With automated technology such as Eloqua, Marketo and Pardot, marketing professionals can nurture lukewarm prospects, turning over hot leads instead of poor leads who aren’t ready to buy. The results are noteworthy. Eloqua reported improving ROI for TriNet by 1000%. Ellie Mae increased its conversion rate by 76%.
4. Commit Resources to Inbound Marketing
The Internet is “King” these days and also a relatively inexpensive way to prospect for business, as compared with the old way of doing business. Establishing aggressive B2B lead generation tools to encourage inbound web traffic is vital for success. Programs to consider are landing pages, web tracking software, and effective sales content.
5. Use Metrics to Refine Marketing Efforts
Technology facilitates marketing and sales analysis. The only way to stay on top of what works is to constantly study results by measuring costs of leads and other important variables that can be measured on the Internet.
