Presented by David Vogel at the Integrated Marketing Summit on 9/23/2014. This short presentation overviews six common search marketing struggles faced by Business-to-Business organizations, and six SEO/PPC solutions.

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B2B Search Marketing
Six Struggles | Six Solutions
David Vogel | Datapipe

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David Vogel
I lead digital marketing at:
I’m social at:
http://DavidVogel.co
@DavidVogelDotCo
+David Vogel
/in/dlvogel
Deck: http://DavidVogel.co/ims14

3. http://www.pardot.com/demand-gen/report-state-demand-generation/
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Struggle 1: Ambiguity

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Struggle 1: Ambiguity
Cover-all messaging
often used by B2Bs
with broad service
offering.

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Solution 1: Clarity + Keywords
• Research keywords used by potential customers when
searching for your solution
• Make content speak the same language as your audience
• Architect site to support these keywords
Tools:
• Google Adwords Keyword Tool
• Auto Suggest (Ubersuggest.org)
• Your Chat, Support and Request a Quote logs

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Solution 1: Clarity + Keywords

8. Struggle 2: Proving Search ROI
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Struggle 2: Proving Search ROI
Initial
search
More
targeted
search,
clicks ad,
visits site
Branded
search,
clicks
organic
result
Served
retargeted
ad, visits
site
Types in
site url,
completes
contact
form
5,428 sales
and lead
nurturing
touches
Contract
signed
Sees news
about
company,
clicks to
site
Prospect lifecycle (web traffic analytics)
Lead lifecycle (CRM)

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Solution 2: Full-Funnel Reporting
Tie visitor data to
lead/customer data by
integrating web marketing
software with CRM.
Tools:
• Act-On
• Pardot
• HubSpot
• Etc…

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Solution 2: Full-Funnel Reporting
In case
you’ve
never seen
this before…

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Struggle 3: Wasted
Homepage Strength

13. Struggle 3: Wasted Homepage Strength
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• For most websites, the homepage has strongest link
metrics, and has best opportunity to:
• Rank for highly-competitive keywords
• Drive indexation and rankings for deeper content
• However, many B2B homepages are image-heavy and
text-weak, and don’t include optimized internal links.

14. Solution 3: Homepage Optimization
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• Identify your 2-3 most important
keywords (high traffic and
highly-relevant)
• Include keywords in your homepage
title and headlines
• Add optimized body copy to page
• Add keyword-optimized internal links
to content optimized for next tier
keywords.

15. Solution 3: Homepage Optimization
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Struggle 4: Building Links

17. Solution 4: Start with Low-Hanging Links
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• Your vendors and partners
• Provide testimonials for their website
• Offer to be featured in online case study
• Guest posts on how you use their solution
• Guest posts on how your solution helps their customers
• Charities you support
• Organizations your executives chair
• Executive/Board Member bios on other websites

18. Struggle 5: Staying Top-of-Mind
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During Long Buying Cycles

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Solution 5: Remarketing
• Once implemented, Remarketing 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 in their network
• Start with Google Display Network, expand to
cross-network platforms (AdRoll or Bizo)

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Struggle 6: Wasted
Paid Search Spend

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Solution 6: Negative Keywords
Implementing negative
keywords…
• Is the fastest way to improve
your PPC ROI
• Eliminates wasted spend
and improves Quality Score
• Helps you avoid spend on
B2C searches

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Solution 6: 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/200-plus-negative-
keywords-to-consider-for-b2b-ppc/

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Favorite Tools
Analytics & Tracking SEO Online Advertising

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Favorite Resources
Introductory:
http://moz.com/beginners-guide-to-seo
http://searchengineland.com/seotable
http://moz.com/local-search-ranking-factors (David Mihm)
http://www.wordstream.com/articles/what-is-google-adwords
Daily Reading:
http://blog.hubspot.com
http://moz.com/blog (Rand Fishkin et al)
http://searchengineland.com
http://certifiedknowledge.org/blog/ (Brad Geddes)
http://www.wordstream.com/blog (Larry Kim)
http://sethgodin.typepad.com/

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Thank You!
http://www.Datapipe.com
mail@DavidVogel.co
http://DavidVogel.co
@DavidVogelDotCo
+David Vogel
/in/dlvogel
Deck: http://DavidVogel.co/ims14