I was doing a keyword search on my employer using keywords that would regularly come to mind. I was using words that included the industry, company name, goods/services that we provide and words that would define a part of this industry that I work in. My search turned up some long page views prior to me finding a mention about my company or its website. But there was a reason for this and Jaclyn Spoljarick in my IMC 619 class proposed something that I didn’t realize when I was compiling my thoughts on last week’s discussion; my company is a B2B company not a B2C company. The goods/services that my company provides are not purchased by the end user in the same fashion as a customer would be shoes at the shoe store. My company sells its goods/services to another business in the value chain. Therefore, Jaclyn provided the right response on my discussion post:
“The goal of search engine optimization for most B2B marketers is not an immediate sale, but rather inclusion in the consideration set, the short list of preferred suppliers from which the ultimate provider will be selected”
Since B2B marketing is different than B2C, the search engine marketing strategy should be drastically different. This is the point that Jaclyn was making.
Neal Lappe made an effective argument not only for the use of pay per click as a marketing strategy for B2B companies, he also illustrated 6 points that show the difference in using PPC for B2B compared to B2C.
- Focus on Longer-tailed phrases to prevent irrelevant clicks
- Use “exact match” and “negative keywords” to avoid irrelevant/inappropriate clicks
- Make paid search ad text credible and appealing
- Paid search ad text should directly answer a customer’s problem or question
- From the paid search listing, take the customer to a well-designed landing page that relates closely to the ad text the customer just clicked on
- Make sure the landing page answers any further questions/concerns of the target audience along with a call-to-action to generate lead sales information
It wasn’t that my search was wrong, but it was ineffective. As a potential consumer (directly or if I am a business consumer), if I search and can’t find you, the paid search technique should change. This in turn would require a revisiting of what the target audience needs and wants when search is conducted. Maybe B2B companies that haven’t following the above advice should look into it. The revenue figures laid out look pretty good.
*Special thanks to Jaclyn Spoljarick whose response to my discussion board broached a much larger discussion for this week’s blog post.