5 Tips for B2B Search Marketing

On the last day of SES NYC, Marc Engelsman offered us five B2B search marketing tips using a case study from Edmund Optics. 

Tip #1: Have a Specific Plan

• Start with a plan that assumes/asserts integration, not digital silos
• Assign specific roles to each marketing component and measure its success according to the forecast

Tip #2: Think “Need-Based” Keywords

• Example: Informational research (need) –>  aspheric lenses (keyword)
• Example: Competitive research (need) –> Cost of aspheric lenses (keyword)

Tip #2a: Think “Need-Based” Beyond Search

• Using social media via Twitter and Facebook to highlight where they are in the customer lifecycle. Use this as an opportunity to engage and connect with your customers.
• “Just looking for information, Ready to buy, Post-purchase- customer service”

Tip #3: Target Niche Audiences

• Understand there are niche audiences that can drive a lot of business
• Target buy using products that your audience would be interested in – “We are working with techy and engineers – Edmund Optics began to use QR codes” (similar to Microsoft Tag)

Tip #3a: Leverage Niche Audiences

• Take advantage of all connections, no matter how small
• Use influencers like industry media to spread the word

Tip #4: Customize the Message

• It’s not enough to just bring a customer into your website but you need to land them where the information they need is served to them
• Not only send to the website but send to for ex. YouTube where you are showing them “how to’s”

Tip #5: Rinse, Wash, Repeat, Integrate

• Monitor and measure, see what’s working and what’s not and constantly adjust - Cross-pollinate between online and offline tactics
• Digital is a living thing – don’t just “set it and forget it” - Add more keywords, re-prioritize keywords based on goals, prune poor performers, change messages

Thank you,

Christen

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