Today, I want to share couple interesting highlights about SEO and its importance in business to business marketing. It is exciting to know that as it is in B-to-C, most of the business buyers go online to search products and suppliers based on marketing research conducted by Forrester Research. Below is the typical sales cycle for a b-to-b transaction, and here online search and website plays a very important role in initiating the interest and the lead!
We believe that the white paper and the information on the website will be very helpful in engaging the business buyers during the evaluation process. We will continue doing tests and optimize the pages to create the optimum experience for the visitors and businesses.
The biggest challenge again is to bring traffic to the website. Another important aspect is that based on the Business Products Buyers Survey conducted in 2007, 80% of the decision makers stated that they found the product vendor by themselves instead of being targeted or pitched by the Sales Network of the Vendor. That alone clearly shows the importance of "search marketing" for b-to-b transactions. Obviously targeting the import/export companies with a sales letter attached with the whitepaper explaining the services is a great way of increasing the awareness and with simple and precise proposals, it will work out great. Along with this direct approach, you can also at the same time, increase your efforts with SEO and let them find you.
SEO is great because you can reach out business buyers at all different stages of the buying cycle - from initial exploration to final consideration. You can guess at what stage a buyer is in by what search terms they use and/or what pages they click on. So, you have the opportunity to present stage-appropriate materials, landing pages. Example:
- Early stage search: May use broad generic terms, such as "International Calling"
- Slightly more considered search: May use more defined terms to narrow the results, often by industry or country, such as "International Calling to Canada"
- Later stage search: May include a specific feature or a brand name, such as "International Calling to Canada with Blackberry"
Basic types of Search Engine Marketing are SEO, PPC, Vertical Search Engines and Contextual Ads. A mixture of all channels would help boost the conversions much better than relying only on one channel.
SEO is basically about optimizing your own website, attracting more organic traffic from the search engines. It is the best way in terms of ROI because it is a fixed cost, however it takes a long hard-working effort, and you will see the results in 3-6 months.
With PPC as you all know, it is the quickest mean of advertising but at the same time, the most competitive one. Google Adwords, Yahoo and MSN are top three search engines, and here you can use different keyword groups again as discussed above to reach out different buyers at different buying cycle, so that you can give them more relevant information to engage them in their evaluation.
Vertical Search Engines are effective means of generating traffic, because the audience is far more qualified than general searchers. You can search the web to find telecom search engines or business search engines and promote yourself in there as well. Some examples are business.com, verticalsearch.com.
Contextual ads are another great way to put your offer in front of people who are looking for relevant content. You may want to check the great example of Virgin airlines contextual banner ad. The downside obviously is that prospects are not actively looking for your product, so for best results requires different keyword groups, ad copy and auction strategy than regular PPC campaigns.
As a final note, here you can find seven copywriting tips for your business websites. Any questions, suggestion, ideas? Let us know.