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.