With the New Year finally upon us, it’s time to start focusing on those goals and objectives we promised as 2011 budgets were approved. But similar to our resolutions for eating healthier and getting back to the gym, achieving measurable results with B2B search engine marketing will undoubtedly be challenging.
Here is a look at the key B2B search engine marketing resolutions that will help you achieve your marketing goals in the New Year.
An Investment in Content Marketing
Quality content fuels almost every B2B search engine marketing strategy. But investing in content development is difficult when resources are tight and sales pressure looms.
Instead of getting overwhelmed with production volume, consider developing a handful of high quality pieces (white papers, research, etc.) and using that material as the basis for shorter articles, blog posts, podcasts, etc. One high quality white paper can lead to a half dozen supporting pieces that can be optimized for additional (but related) keyword strategies.
Connect the Dots Between Online & Offline Marketing Strategy
In a recent study by Fusion B2B, Internet marketing and social media didn’t actually rank as a top priority (although they were key tactics for accomplishing goals). Lead generation and measurement of marketing strategies are key priorities.
What is the takeaway? B2B marketers are concerned with strategies that impact the bottom line. The preferred channel of choice is the channel that is most effective in generating quality leads for the organization.
Focus on the B2B Sales Cycle
The B2B sales cycle is different than for B2B companies. B2B prospects send multiple levels of the organization to evaluate a solution. More than one visit to the website is almost always a certainty.
Understanding the intent of a keyword strategy and the content required to support that strategy needs to be considered.
Get Your Head Around Technology Solutions
Technological advancements enhance how B2B marketers develop their programs and evaluate the results of efforts. Not only are tools getting better at providing the data necessary for benchmarking performance, but it seems like every week a new technology is being developed that needs evaluation.
Develop Your Social Community
This could be a long shot, but while you know your customers are in places like Facebook and LinkedIn, the B2B marketer wants more control of the medium. To that extent, consider building your organization’s social community in places you run and own, in addition to the popular social networks of today.
While social media certainly isn’t going away, the applications and platforms we use will change, advance, and/or become obsolete. If your organization is delivering real value, the target market should follow you no matter what the platform.