B2B Search Marketing

+

B2B Search Marketing
Business Marketing Association of Kansas City
Feb 20, 2014
David Vogel

+ About Me
David Vogel
Digital Marketing Manager
Layered Tech (cloud & hosting provider)

Board Member
Business Marketing Association
of Kansas City

#BMAKC @DavidVogelDotCo

+

Agenda


Why Search Matters



Where Search Marketing has
been… and where it’s Going



Common B2B Challenges &
Solutions



Appendix:


Search Lingo



Building your Digital
Marketing Career



SEO & PPC 101 Resources

Framework for SEO projects





Quick Wins

http://www.pardot.com/demand-gen/report-state-demand-generation/


http://chitika.com/google-positioning-value


http://connect.relevance.com/a-tale-of-two-studies-establishing-google-bing-click_through-rates

+ Where Search Marketing
has been…

What’s my motivation?


http://investor.google.com/financial/tables.html


+

“The goal of many of our ranking changes is to

help searchers find sites
that provide a great user
experience
Matt
Cutts

and fulfill their information needs. We also want the
“good guys” making great sites for users, not just
algorithms, to see their effort rewarded.”

http://googlewebmastercentral.blogspot.com/2012/04/another-step-to-reward-high-quality.html

+

Evolution of Search

Keyword
relevancy

Page Rank
(link-based scoring)

Matt
Cutts

Ongoing algorithm updates…

Search Engine Technology
Search Marketing Tactics
Keyword
stuffing

Spammy links
(buy, trade or hack)

Less spammylooking links

More strategic
keyword stuffing

Better
UX


+

Evolution of Search (cont’d)

Localization

Social
signals

Matt
Cutts 2.0

Algorithm
updates
named
after
animals

Semantic
search

Author
rank

Search Marketing Tactics
Locally relevant
content & links

Invest in
social media
& content

Oh Crap!

Wailing &
gnashing
of teeth

Admit defeat of
blackhat tactics


+ …and where Search
Marketing is Going

+

Authoritative & Engaging Content
The next era of search marketing will be won by content that:


Is created by trusted sources



Captures attention



Engages visitor



Is worth sharing


+

Authoritative Content: Surveys

http://www.davidmihm.com/local-search-ranking-factors.shtml


+

Authoritative Content: Guides

http://www.marketo.com/definitive-guides/marketing-automation


+

Authoritative Content: Blog Posts

http://blog.mailprint.com/index.php/1125/create-trackable-qr-codes/


+

Blogging Example:


+

B2B SEO Challenges: Ambiguity


+


+

An ambiguous website leads to poor rankings and traffic.

The solution:


Research the keyword phrases used to search for your solution



Architect site to support these keywords



Make content speak the same
language as your audience


+

B2B PPC Challenges
Compared to B2C:


Longer buying cycle with lots of touch points



Niche targets spread across wide geographic area



Smaller search volume



More expensive keyword bids, but



Higher customer value


+

B2B PPC Challenges: Reporting

Initial
search


More
targeted
search,
clicks ad,
visits site

Branded
search,
click
organic
result


Served
retargeted
ad, visits
site

Sees news
about
company,
clicks to
site

Prospect lifecycle (web traffic analytics)

Types in
site url,
completes
contact
form

5,428 sales
and lead
nurturing
touches

Contract
signed

Lead lifecycle (CRM)


+

Solution 1: Tech Upgrade


Only way to tie data on specific
visits to lead/customer data is
integrating web marketing
software with CRM.



Track micro data on specific
leads, plus tie real ROI to your
PPC, SEO & Social campaigns.

+

Solution 2: Free tech for Macro view
1.

Install Google Analytics

2.

Create “Conversion Goals” for lead
form completions or engagement goals

3.

Link to AdWords for PPC
conversion data (Cost
Per Conversion, etc)


+

An SEO Framework

1) Keyword
Research
Build
keyword
database
containing:
• Estimated
Traffic
• Competition
Level
• Judged
Relevancy
• Topic
Grouping

2) Site
Architecture

3) Content
Creation

4) On-Site
SEO

5) Off-Site
SEO

6) Analysis &
Optimization

Design
architecture
to support:

Write and
design
content that
is:

Optimization
of page
elements

High-quality
link building

Traffic &
behavioral
analytics

Internal
linking

Strategic
outreach to
influencers

Rank
tracking

Technical
elements

Social
promotion

Conversion
optimization

• Keyword topic
groupings
• Content
needed to gain
links
• Content
needed to
convert visitors
to leads

• Engaging
• Link-worthy
(authoritative)
• Optimized for
keywords
• Moves reader
down sales
funnel


+

Quick Win: Keyword Research


Identify potential demand for product/service



Learn how to speak your prospect’s language



Judge competition and ranking potential



Guide website architecture


+

Quick Win: Keyword Research
Google Keyword Planner
Estimated
Traffic

AdWords

Keyword

Keyword
Group

Pay Per Click Competition Current
Impressions Level
Ranking

Ranking
Page

Keyword 1

Group A

24,600

749

76

Keyword 2

Group A

8,300

76

65

37 www…

Keyword 3

Group B

760

18

42

14 www…

Keyword 4

Group C

185,200

-

92

Keyword 5

Group C

79,300

315

87

-

73 www…

https://adwords.google.com | http://moz.com/products | http://tools.seobook.com/firefox/rank-checker/

+

Quick Win: Low-Hanging Links


Your vendors and partners




Provide testimonials for their website
Offer to be featured in online case study
Guest post on how you use their solution



Charities you support



Organizations you’re a member of



Executive/Board Member bios on other websites

+

Quick Win: Improve Top 10 Pages


Your Top-10 webpages may account for >50% of total traffic



Take fresh look (or get outside perspective):


Are their user experience issues (technical, copy or design)?



Does content payoff visitor’s expectations?



Is pay engaging for skim readers?



Does it move visitor down funnel? Are their strong CTA’s in place?


+

Quick Win: Remarketing


Stay top of mind during lengthy buying cycles.



Will likely become your highest-ROI PPC tactic.



Incredibly easy to implement:




Create text ads, image ads, and landing page(s)
Place remarketing code on site
Google will cookie visitors, then show them your ads on
other sites

Start with Google Display Network, expand to
cross-network platforms

+

Quick Win: Negative Keywords


Fastest way to improve your PPC
ROI



Eliminates wasted spend and
improves Quality Score



Helps you avoid spend on B2C
searches


+

Quick Win: Negative Keywords


To get started:



AdWords > Keywords > Details > Search
Terms: All
Select and exclude irrelevant searches.



Make broader rules using library:
“Campaign Negative Keywords”



Great list of B2B negatives to consider:
http://www.komarketingassociates.com/blog/200plus-negative-keywords-to-consider-for-b2b-ppc/


+ Connect
Email:

mail@DavidVogel.co

Web:

http://DavidVogel.co

Twitter:

@DavidVogelDotCo

Google:

+David Vogel

LinkedIn:

/in/dlvogel


+ Connect

Email:

David.Vogel@LayeredTech.com

Web:

http://www.LayeredTech.com

Twitter:

@LayeredTech

Jobs:

http://www.layeredtech.com/careers/

+ Appendix

+ Resources
Introductory:
•http://moz.com/beginners-guide-to-seo
•http://searchengineland.com/seotable
•http://www.davidmihm.com/local-search-ranking-factors.shtml
•http://www.wordstream.com/articles/what-is-google-adwords

Daily Reading:
•http://blog.hubspot.com
•http://moz.com/blog
•http://searchengineland.com
•http://www.ppchero.com/
•http://www.certifiedknowledge.com/
•http://sethgodin.typepad.com/

+

Building Your Career
Why Digital?


No barriers to entry



FREE KNOWLEDGE



Continued growing demand



Constant change



Fun combination of Strategy, Analytics and Creativity


+

Practice what you’re learning


Help A Friend (small biz, non-profit, startup):
 Google+/Maps listing
 Use free $100 to setup/test PPC
 Build a simple website
 Repeat for great experience and portfolio pieces



Volunteer for internal projects:
 Research in advance of initial meeting
 Come with questions and suggestions

+

Show your knowledge by sharing


Blog, or at least comment



Relevant Q&A sites (Quora.com, MarketingProfs.com, moz.com)



Curate and share relevant content



Setup Google+ and start building your Authorship Rank!

Build a portfolio/résumé site


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