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Getting Your B2B Internet Marketing Right


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Some 90% of B2B buyers use search engines during the buying process. Getting your Internet marketing strategy right for B2B is vital to your success.

As more and more businesses optimize their site and do regular SEO actions, the competition for those prized page one listings is increasing. Thus online marketers need to be even more energenic and strategic in their efforts.

80% of all business on the Internet goes to the first three listings on the first page of a search result. The design, content and programming of your site all influence your search rankings. Potential buyers who use search engines will purchase or request more information, but your website must be designed so they can easily find what they are looking for.

The search engine algorithms are secret. However, it is now thought that the major search engines consider back links (inbound links to a web site) about 75% of the “value” in their ranking calculations (algorithm). Thus a major effort must be made to generate and syndicate content that contain links back to your web site.

Searchers believe natural search results produce the most relevant information and thus should be the focus in your Internet marketing strategy.

Search Engine Optimization (SEO) is not just “tweaking” a web site or registering it so that it ranks well with the search engines. Successful B2B marketers must now think like a publisher.

Top ranking sites consistently have well written content as a feature in common. Good copywriting can help change your website focus to address your visitor's concerns and help you out-perform your competitor’s websites.

The first step is to develop a strategy following these steps:

1. State precisely what the objective of the site is - lead generation, sales, collecting prospects, newsletter enrollment, white paper download or some combination of these? Senior management must buy into this.

2. Research the key words that your target audiences are using to find your products or services. Determine the major key words and the more specific “long-tail” words.

a. Although you should use the keywords that get high search numbers, as with any other online marketing or public relations activity, most of the ROI in your web traffic comes from what is called “the long tail.” b. You will get more traffic and more conversion by targeting more specific niche phrases with a lower number of searches per phrase. Combined, these searches bring more traffic and more ROI. c. You are looking for several long tail terms which you can take advantage of that have high searches, but relatively low competition. This would allow you to achieve ranking for these terms relatively quickly compared with a focus only the high searched terms. E.g. “digital camera” is a major term with enormous competition while “digital camera accessories” is a long tail keyword phrase. d. Your key words would cover both “branded” and “non-branded” keywords. Branded terms would include your brand name. E.g. Xerox copiers would be a branded term. Photo copiers would be a non-branded term. 3. Find out what ranking you and your competition currently have for each of your keywords.

4. Determine the number of backlinks to your site and your competitors.

5. Get an analysis done of your site by a SEO expert to determine what design and programming changes are needed.

6. Develop the strategy which would include these elements:

a. Fixes to your website so that it is optimized i.e. you have the keywords in your content, the site is user friendly and the programming is correct—all using ethical, best practices.

b. Get a good metrics program so that you operate off stats. The Internet, being digital, can provide very comprehensive reporting.

c. Conduct regular reviews and upgrades to your site so that it stays optimized. It is a constantly moving target unless your competition is asleep.

d. Launch an aggressive content creation and content syndication program which would incorporate some or all of these tools;

i. Use RSS (really simple syndication) to get your content syndicated. See for a free tutorial on how this very inexpensive (under $100 per month) but highly effective tool works.

ii. Optimized press releases in an RSS feed. These are special press releases written as news stories and distributed across the web. The release includes one or more links back (one way inbound links so valued by the search engines) to your site. Optimized press releases get your content onto the major news engines (Yahoo News, AOL News, Google News, etc.)

iii. Articles in an RSS feed written as educational news stories and gotten pick up by news aggregation sites. Again the articles include a link to your site.

iv. Podcasts or vCasts (video) again in an RSS feed.

v. Newsletters, blogs, ePostcards and other tools—also with RSS feeds.

SEO has long term value. By incorporating these tools into your Internet marketing strategy you can get ahead of your competition by getting your product in front of decision makers.

About the Author

Sally Falkow is founder and co developer of PRESSfeed, an RSS service for marketing and PR use. She is co-author of The Power of Online Syndication in Public Relations. For more information on RSS visit

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Article Published/Sorted/Amended on Scopulus 2007-01-15 15:35:29 in Marketing Articles

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