Marketing guru, Seth Godin, very succinctly outlined the ubiquity of search marketing in a 2007 post titled, “Permission, Junk and Spam.” The general premise of Godin’s observation was that consumers were becoming less patient with interruption marketing and much more interested in embracing marketers that met them online with relevant products and services as the result of a proactive search. In Godin’s own words, “Junk turns into spam when you show up at my doorstep, when your noise intercepts my quiet.” Organic search is dependent upon consumers taking action (i.e., conducting an online search). A solid blogging strategy ensures that the content (and consequently, the product or service) a consumer is seeking is available and waiting for them when they type those high-impact keywords into Google.
The Organic Search Difference…SEO …
online marketers have largely embraced PPC (pay-per-click) as a part of their demand generation arsenal. But according to recent research ,organic search results in a 5.66 times higher conversion opportunity than that of paid search. The ultimate driver of organic search is unique, accessible, and high-quality content. And the easiest, most cost-effective way to create that content is through corporate blogging. Sound complex? It’s not. Think of it this way – budgeting belts may be tightening, marketing dollars might be stretched, but everyone is still using the internet to search. From finding the best deals on the latest technological gadgets to locating the closest restaurant, online search is approximately 80% of all web activity. In fact, the 2008 Pew Internet Project statistics indicate that internet search is one of the most frequently executed daily online activities – second only to email, and steadily outpacing news and weather checks.
SEO Role in the buying process : Be found,Engage & Convert
Prospects use search engines through out the buying cycle :
Research a problem or technology need
Understand the value of ROI for a specific solution
Learn about a vendors reputation
Discover new solution vendors I may not be aware of
Find peer discussions or reviews of products
Discover technology problems I wasn’t aware of
Find white papers, case studies or success stories
Find the price of a specific product or service
Explore specific brands of technology products
Find information on a particular service or vendor
Find product reviews
Understand a product’s features or specifications
Continue reading “SEO Role in the buying process : Be found,Engage & Convert”
B2B Marketing : BtoB magazine’s recent study ..
* Some 62% of B2B marketers said their primary goal would be customer acquisition, 19% cited brand awareness and nearly 12% pointed to customer retention.
* Online will constitute more than one-third (nearly 34%) of marketing budgets in 2009, B2B marketers said; that’s up from the nearly 27% cited for 2007.
* Online areas that marketers plan to increase next year are website development (74% of marketers said so); email (70%); search engine marketing (64%); video (40%); webcasting (39%); banners (36%); sponsorships (30%); and social media (26%).
* Rating ad agency partners’ willingness and ability to adapt programs according to marketing goals, 54% of B2B marketers said “OK” and 41% said “excellent.”
* Rating trade-media partners’ willingness and ability to tailor programs to fit marketing goals, nearly 66% said “OK” and 28% said “excellent.”
* Nearly 20% of B2B marketers say they are using social media as part of the marketing mix: Among them, 40% use them for customer feedback, 31% for market research, 29% for advertising, 27% as a sales channel.
So, Marketing Your Web site is …?
is an ongoing monthly iterative /cumulative process via …
SEO & Search Marketing : Google PPC AD’s
Great useful and relevant text Content
SEO friendly web design & coding / programming
web site usability
On-page optimization
Off-page optimization
Link Building > reciprocal
Email Marketing
Advanced Keyword & competition Research
Joint ventures with partner sites
Blogging > testimonials , articles , tips = subject matter expert in your field
Micro-blogging > twitter
Off line marketing to drive traffic to your web site : print , radio , TV etc
Video Uploading & video optimisation & photo sharing
Pod casting
Press Releases
Online PR >> social media
Social Networking >> face book , blog , linkedin