Are You Using Your B2B Marketing Personas Effectively?
Is your company using customer avatars or marketing personas effectively? The idea of persona-driven marketing appeals to practitioners for a wide variety of reasons. It’s part of what I’d call core inbound marketing dogma. Yet, marketers are admitting that they’re not really…
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How B2B Sites Can Align Their Website Strategy With SEM Tactics
A B2B website that does not drive traffic, promote the brand, deliver company messaging or convert users into customers represents a waste of online marketing investments. A good B2B website should help build a strong brand while educating relevant use…
20 Ways To Get Your Content In Front Of Early-Stage B2B Buyers
A recent article in BtoB Magazine highlights how marketing to the electronics engineering vertical is changing due to technological innovation and the demands of a more specialized (and time-constrained) workforce. The focus of the article centers arou…
Social Media Plugins: Are They Weighing You Down?
Many B2B companies use social media plugins on their websites to increase engagement and sharing of their content. According to AddThis, 14 million domains use the AddThis social plugin; another 2 million publisher sites use the ShareThis plugin. In fa…
Secrets Of Successful B2B Remarketing Campaigns
Remarketing has been around for a few years on the display side of marketing, but has only recently picked up momentum and adoption on the paid search side. From what I’ve seen, remarketing is something that companies sometimes do really right… and other times do completely wrong. Here,…
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Innovating In The B2B Search Space: Testing Geo Bid Multipliers
In a recent article in AdAge, Bert DuMars cites Forrester research which found that “only 11% of marketers set aside a specific budget for marketing innovation efforts, and only 9% make marketing innovation a part of every marketer’s budget.” I won’t go into how to secure…
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Building The B2B Organic CRO Machine
Over the last few years, I’ve watched the search marketing industry grow from being traffic-growth focused to being conversion- and usability-oriented. In the coming years, I expect to see an even stronger focus on usability and conversion. One thing that makes the B2B sector different from…
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New B2B Content Consumption Habits In An Ever-Changing Advertising Funnel
In my last article, I discussed how some marketing tactics and concepts of yesteryear can still be applied in advertising to B2B customers today. Inevitably, however, some marketing media and channels have changed. The world of advertising has shifted …
Build B2B Brand Awareness, Not Links
Given the ample warning and increased transparency Google provided in advance of Penguin 2.0, it surprises me that B2B search marketers still blew up the forums about being penalized for link spam after it hit. There’s no reason webmasters should not have cleaned up their act before the…
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What B2B SEO Professionals Need To Know About Marketing Automation
A few weeks ago, Marketing Land covered the release of an update to the Digital Marketing Depot 2013 B2B Marketing Automation Tools Buyer’s Guide. The 61-page report covers “key trends impacting the marketing automation software market, as well as detailed information about the leading pure…
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6 Parallels Between Old-School B2B Sales Tactics & SEM
I’m excited to be writing for the first time for Search Engine Land, sharing knowledge and tips that can help you with your B2B e-commerce and lead-gen search engine marketing. Having spoken recently at SMX Advanced in Seattle about how to “Rock it with PLAs,” I hope you’ll depart…
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Homepage Sliders: Bad For SEO, Bad For Usability
One of the most prevalent design flaws in B2B websites is the use of carousels (or sliders) on the homepage. Carousels are an ineffective way to target user personas, which ends up hurting the site’s SEO and usability. In fact, at the recent Conversion Conference in Chicago, about 25% of the…
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Non-Descriptive Labeling Can Hurt Your SEO & Site Usability
Those who work in the B2B sector have probably seen non-descriptive labeling used on just about every site they’ve worked on. Such labels may include title tags, URLs, H1 tags or navigation labels. Aside from irritating users, poor labeling practices will also hurt your site’s SEO. The…
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How to Use The Keyword Planner — The New Keyword Tool From Google AdWords
Last month, Google quietly began rolling out the AdWords Keyword Planner to select AdWords accounts last month. In typical AdWords fashion, one of the biggest overhauls of the Google Keyword Tool ever went almost unnoticed! This new keyword tool combines elements of two existing keyword…
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4 SEO Recommendations For Dealing With B2B Lengthening Sales Cycles
Many of our clients face sales cycles in a six- to twelve-month duration. In a recent client interview, one of the sales directors revealed that they were on the verge of closing a multi-million dollar deal that took nearly three years of nurturing alo…