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More and more business-to-business use search engine marketing.

Search engine marketing, once the exclusive online retailer, plays an important and growing role in today's business-to-business marketing landscape.

All types of search engine marketing (pay-per-click and organic Search) continue to increase the total share of the marketing spending. Each Pay-per-click item costs more than 5 billion dollars a year.

Yes, the cycle is longer and allows more players to make a business-to-business purchase decision. But these decisions are fundamentally a sort of process that can seriously affect search marketing.

A study of eye-tracking expert Enquiro found that 93.2 per cent of business-to-business buyers started purchasing decisions and online research. Slightly more than 95% of research shows that the search engine will be used to develop a short list of suppliers, eventually getting invited to the business competition

The purchase budget increases, respondents put their starting point to the manufacturer's website and industry portal. Still, 86.9 of respondents said they would add to the search engine's research. Typically, search engine research takes place at least 1-2 months before buying a decision.

First step: Search the Basics

In the Web 2.0 world, marketing must plan and address complex challenges. But all company information recruitment starts with the same problem: Will your company and its products or services be quick and easy to find a major search engine for potential customers?

Search Marketing covers everything you publish on the website (coding, presentation and structure), as well as many pages and OTC factors affecting the web search results.

For those new searches, this is a quote: Marketing affects visitor traffic through two search marketing methods-natural/organic search results and Pay-per-click ads.

Research confirms that organic search results attract more clicks and give more credibility. With web users, we specify the importance of the pages of an organic search result in roughly the same way that we have a reputation for one of the pages, higher than the story of a newspaper.

However, the same study also shows that the best results may come from a combination of advantages, organic and Pay-per-click. Why? Because we have enough training because consumers collect brand shows.

Solid, reliable organic search results provide the basis for strategic decision making, all page optimization, which target page is built and paid for each click in the application. Organic results require more time and continued investment. In return, you will get a position on Google and other major engines that will support your brand in all aspects and its online and offline marketing. Consider these statistics:

Organic results attract more than 70% of all clicks.

Now the location is critical, with over 60% users clicking on the top three links.

Most users decide which items to scan after a few seconds.

Fewer than half of the users searched the second page, and almost no one turned to Page three.

Elliance that organic search results are important enough to live on our search results page so that our customers can monitor their keyword effects instantly.

Research shows that combining five major organic search results and targeted Pay-per-click Placement produces a strong one or two combination of credibility and brand influence.

Step Two: Optimize

First, analyze to what extent the current site is optimized for search engines, at the level of planning, content and links. The first step may be to redesign one or more of these levels, which can be done as part of the total redesign and reboot, or do the hood without altering the site's architecture and design. Another approach is to create a separate ad series, or product specific micro-links to specific information pages.

Here's a to-do item to improve organic search results:

Make your site ' spiderable ' so it can be indexed by the search engine.

Buy more relevant and attractive content.

Make sure that you are using a CMS system that is search engine friendly.

Create more keyword rich links from within the site.

Use depth strategy to link links to search engine results through related page content.

Keep in mind that organic results take months to come. SEO campaigns are planned and implemented for a period of 3-6 months, and must be maintained monthly. Set your vision so early in the future for new technologies, services or products to launch.

Step three: Search marketing goals

All search engine marketing evaluations and decisions are made. For the launch of new products, or inventory backlog, targeted each pay-per-click to provide timely and accurate, can not match. Similarly, if you try to resist new competitors and maintain brand dominance, paired organic search results and Pay-per-click may make the most sense.

It sounds simple, but you know what you're going to do.

Black box: A elliance case study.

Elliance closely with the black box, is the world's largest supplier of electronic components to address a basic search marketing challenges. Black box customers rely on years of telephone contact and sales support. The growing revenue and profit hinge, in part, moves the customer base from phone to network sales.

Black box turned to elliance, knowing that it could not achieve its ranking of the first business goals without first improving its ranking in each major search engine.

Solution

Elliance Information Architect has done a thorough analysis and redesigned the website. Optimize our SEO team in every aspect of the black box's ecommerce features and pay special attention to the company's 3000-page online catalogue. Search Engine Optimization Team further, optimized 100 keyword search engine optimization activities, greatly improved the black box rankings.

Results

Internet sales have doubled for a year.

The average order size grew by 33.

92% of the product catalog found on the first page of the search engine.

Fourth Step: follow-up

As we said earlier, search engine marketing reflects a complex trend in the Web 2.0 world. Websites are becoming smarter, more focused on specific user needs and preferences, and increasingly licensed.

In the business-to-business marketing push push-pull users through the privilege level, targeted access to products, services and related knowledge of the business environment, how best to drive high quality leads to sales.

Whether an organic search or a pay-per-click campaign is important to consider all positions according to the following steps.

Click to send targeted website optimization keywords and/or PPC ads.

The explicit and implicit collection of data for the prospect of analysis and scoring leads to your hottest prospects more quickly on your sales team.

The monitor causes a relationship to be established for a period of time and will be sold.

By tracking the leads of the revenue pipeline, you can then measure the impact of each click on revenue, optimizing keywords and PPC series.

Fifth step: Reach the Web page

A good way to go beyond your competitors organically combined search, and each pay-per-click ad links to very specific target pages. In fact, fewer things are more likely to backfire. If Internet users experience a widespread complaint, this will involve a pay-per-click advertisement that is not available, dumping visitors to a webpage or worse, some unrelated virtual outposts.

A good goal for Web pages is to increase ROI in multiple areas per click Payment. Search engine factors for the relevance of the target page, which means high quality to reach the page to get a higher rank (and more clicks). Second, the relevance and optimization of the target page conversion rate increases, resulting in more operational clues.

According to Forrester Research, only One-fourth of business-to-business search ads provide specific target pages for visitors ' keywords. Why so few? Simply, it needs to work hard to create and maintain different target pages and run indicators to achieve the best results.

Sixth step: Credibility

Consider each optimized page another potential "portal" to your site. A strong and optimized knowledge base (white papers, Shared best practices, awards and press releases) attracts the prospect and presents a working relationship and eventually sells.

Elliance, for example, encourages its advanced manufacturing customers, optimizes web pages, and calls on industry or employee recognition to easily build credibility.

Seventh Step: Social media

Now more than ever, the credibility of the rise or fall of good word-of-mouth. More forward-looking thinking companies have accepted the idea of social media press release rooms, full-featured corporate information portals, leveraging the latest social news media content. Various social media news templates have begun to appear to help you collect all the dynamic, two-way information and speech on your business into a centralized location. This approach employs popular social networking sites, features, and RSS, facilitates management and huge online situations.

RSS feeds, tagged site pages and contact methods are "Word-of-mouth" and impact search results. Need a low investment way to start? Requirements in a link resource part of the relevant industry site is a good way to have targeted clicks.

Eighth Step: Geographical positioning

Another way to improve ROI in any search engine marketing effort is to see your own company, products, services and the geographical positioning of the story conditions. In other words, want to go beyond who is searching for questions that they are searching for, and how it might affect persuasion.

At first glance, you may determine your target market in narrow geographical terms. These goals and work, for example, geographically positioned Google for each pay-per-click campaign will only provide you with a metal renovation ad for potential customers in a certain radius. But what if you buy new technology or machines? Suddenly, you have the opportunity to think of the country in how best to optimize the Web page, to discuss new capabilities to a country or even to an international audience.

Nineth Step: Transformation Analysis search engine marketing also needs to switch between marketing and sales a better combination. Analysis can help you cull the hottest prospect, that is, 25 of the conversion is ready for sale. Simple data can provide information, including what the source creates.

Demographic and behavioural data pose a greater challenge: each response form lowers the conversion rate. It is also important that you may not know whether a person should be held in any decision-making power. The scientific and artistic licensing of marketing involves knowing how much to ask and at what time of the relationship. Web page path Research data can also be produced based on the decision to enable users to land on specific pages along the road.

Step 10: Guide the Training

Any search engine marketing effort will produce a lot of qualified but no clue. Again, this is a coordinated case where sales and marketing are key. Sales teams usually respond to short-term rewards. This requires patient and disciplined marketing methods, feeds and guidance as they pass through their purchase of the progress process. In the Web 2.0 world, all markets, including business-to-business professionals, are learning how to understand customer needs and take advantage of the position of a communications construction company as a true strategic partner.

Return on investment to this patient not only in improving the sales market adjustment and high success rate. Research has shown that leading customers to eventually buy more by allowing the level of marketing requires less discounts and shows short sales cycles.