The ABCs of B2B Search Success in 2017
by MGB2B
Follow These Basic Tenets of B2B Search Engine Marketing To See Success in 2017.
2016 was a year of big changes in the field of online search. With the switch to a mobile-first ranking system, the addition of expanded text ads in paid search and an overhaul of the desktop search results page that reduced paid ad space, our friends at Google are always doing their best to keep us in B2B search marketing on our toes. And 2017 is sure to be another exciting year full of changes, opportunities, and challenges. That makes right now the perfect time to reflect on some of the basic tenets of B2B SEO and SEM strategy. Or as I like to call them — the ABCs of B2B Search Success in 2017.
A – Audience Awareness
Whether you’re freshening up ad copy, running a new link-building campaign or strengthening your keyword lists, the most important thing is to focus on addressing the needs of your audience. It’s easy to get caught up in your own sales goals and deadlines, but if you don’t think of the customer first, you won’t each either one successfully. Research their demographics and interests. Understand who they are and where they are before you plan your SEM. Imagine who you’re writing that ad copy for and what things they care about. Remember what drives them to search in the first place, what problems they have, and the answers that you can provide when adding keywords. Mastering this skill will give you an edge over your competition in 2017.
B – Business Opportunities
We all work in different business sectors, with different goals, priorities, and concerns. Whether you run one large SEM account or multiple accounts for different sub-brands, it’s important to keep your strengths and weaknesses in mind. And keep a sharp eye out for SEM opportunities that play to those strengths. This will help you pinpoint the most effective pathway to meeting your goals. Perhaps it means capitalizing on gaps in the search market for your field. Or pushing a specific promotion for a new product launch or bestseller. Or maybe just understanding the seasonality of your product offerings, and adjusting budgets and goals to reflect this. Whatever opportunities and challenges your particular business faces, staying on top of them will help you ride out any changes to the search landscape.
C – Conversion Tracking
For most marketers, conversion tracking is the main pathway to search success. You need to be able to see which pages, keywords, and ads bring home the bacon in order to optimize and exceed your goals. This means taking advantage of every conversion opportunity available. In this modern world of search, your customers are using an ever more diverse set of routes to reach you; you need to follow each one. You’ve likely relied upon standard landing page conversion tracking for years. But now it’s more important than ever to branch out and expand your reach. Call conversion tracking allows you the chance to capture customers that may have been untrackable in the past. As mobile search continues to become the forefront of search, the ability to click on a phone number and speak to a rep is becoming a more viable option than form fills for your busiest customers. Now’s the time to capitalize on this conversion avenue and give your campaigns a welcome boost in the new year.
It’s tough to predict which new innovations and technologies will shape the search engine landscape of 2017. But by sticking to the ABCs of B2B Search Success you can weather any search storm.
Continue ReadingTop 10 Types of B2B Lead Generation Content
by MGB2B
Have you ever experienced “writer’s block?” Sometimes instead of not knowing what to write, the trouble is figuring out what form to write it in that will entice new leads to engage. This is a content rut and it happens to everyone.
Fear not, because Mascola B2B has compiled a list of the top 10 performing B2B lead generation content pieces. Say goodbye to your tired content calendar and hello to your list of fresh, new leads!
- White Papers. Tried and true, white papers are a standard for offered-value. People download them because they are authoritative, detailed, and informative. When you’re looking to pack a punch with your offering, a white paper will do just that.
- Podcasts or Videos. If you have the time and bandwidth, audio and video content are two great ways to engage your audience. They’re opportunities to put a voice to your brand and allow your team to show their creative side. When it comes to generating leads, be sure to include a form fill so your listeners/viewers can subscribe.
- Contests. Who doesn’t love to win something? Contests are great for driving engagement, growing your reach, and, most importantly, generating leads. Contests also adapt to many online platforms like your website, lead gen landing page, and social media channels.
- Ebooks. Like white papers, ebooks provide a comprehensive look at a specific topic. Ebooks tend to be a little more creative, so be sure to inject a combination of information and creativity into yours.
- Checklists. Unlike many content formats, checklists are short, simple, and easy to generate internally, while simultaneously offering unique, digestible content to your readers. Include clear headers and keep copy brief.
- Templates. A template is a strong offering because it provides the reader with a usable tool for creating an original piece of their own. Templates can take many forms such as calendars, outlines, plans, or worksheets. And each time your downloader wants to create a new piece, he or she will be reminded of you upon returning to the original template.
- Original Data & Research. There’s no offering more unique or informative than original research findings from your company. One of the least expensive ways to curate original data is to conduct a survey and share the results via a downloadable report or infographic.
- Demos. You’ve hooked your reader with a few blog posts, a podcast, and perhaps a white paper. Now they’re ready to give your product a try. Create an enticing free offer with language reinforcing the highlights of your product. Also, make sure it’s seamless to schedule a demo.
- Tool Kits. If you have a bunch of related pieces of content lying around, a tool kit is a great way to re-purpose them into a meaningful, cohesive collection. This can be a great follow-up method for connecting with past customers or readers who have downloaded a few pieces of your content.
- Webinars. A webinar is a useful format for combining an authoritative tone on a topic with the personality of your company’s leadership. However, a successful webinar can take a lot of work. Try partnering with your industry’s leading trade publication to produce a sponsored webinar and let the pros handle the hard part, while you get to play host and collect the leads.
From templates to white papers to podcasts, there are endless types of B2B lead generation content out there. The key is finding the right mix of what works for your business while keeping your audience alert and engaged with new topics and formats.
Still stuck in a content rut? Mascola B2B is here to help.
Continue ReadingThe Tale of the Christmas Windows
As we head into 2016, with the promise of yet more technology to keep us connected, the two hot topics in the commercial construction industry are as old as time: customer engagement and differentiation. With the continual advent of new apps enabling property owners to virtually manage their construction projects from the comfort of their desk chairs or out on the road, commercial construction companies are losing critical touch points and opportunities for engagement that could win them future business. The best marketing advice for commercial construction companies comes from what I like to call The Tale of the Christmas Windows.
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