4+ Recommendations To Enhance B2B SEO Initiatives

The start of the new year is the ideal time for B2B search engine marketers to reassess website strategy and determine where enhancements could be made to benefit SEO visibility.

With budgets still in review and benchmarks being set, focusing on site enhancements first could help maximize the benefits of all ongoing SEO initiatives, that are realized over the course of the year.

Marketingsherpa just released its 2012 B2B Marketing Benchmark Report and two points helped shape this column. First, B2B marketers experienced severe declines in the tactical effectiveness of two top initiatives, website strategy and SEO.

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The start of the new year is the ideal time for B2B search engine marketers to reassess website strategy and determine where enhancements could be made to benefit SEO visibility.

With budgets still in review and benchmarks being set, focusing on site enhancements first could help maximize the benefits of all ongoing SEO initiatives, that are realized over the course of the year.

Marketingsherpa just released its 2012 B2B Marketing Benchmark Report and two points helped shape this column. First, B2B marketers experienced severe declines in the tactical effectiveness of two top initiatives, website strategy and SEO.

B2B marketing effectiveness

Second, while the B2B marketing role has not really changed, leading “cutting edge” initiatives and creating buzz continue to grow in priority, along with lead generation initiatives as a whole. Leer más “4+ Recommendations To Enhance B2B SEO Initiatives”

Thoughts on “Social Marketing to the Business Customer”

Typically, one would assume that B2C companies would be more active on social media than B2B companies; however, Gillin cites that in late 2009, 81 percent of B2B companies maintained company profiles on social networking sites while only 67 percent of B2C companies were doing so. After reading the first chapter of his book, the reasons why seemed obvious.

B2B businesses can thrive on cost-effective social marketing for a number of reasons. First off, it is all about substance. For a company like Dell whose customers are spending millions of dollars in a single sale, there is no need to waste time and money on glitzy consumer profiles, and fancy advertising. Social marketing brings knowledge sharing and expertise to the forefront, which is what B2B customers are really looking for.


451 Marketing prides itself on using inbound marketing solutions for its clients. Likewise, new media guru, author and speaker, Paul Gillin, co-authored his third book titled, Social Marketing to the Business Customer with Eric Schwartzman. This book focuses on the importance of using social marketing to facilitate B2B sales and relationships.

Typically, one would assume that B2C companies would be more active on social media than B2B companies; however, Gillin cites that in late 2009, 81 percent of B2B companies maintained company profiles on social networking sites while only 67 percent of B2C companies were doing so. After reading the first chapter of his book, the reasons why seemed obvious.

B2B businesses can thrive on cost-effective social marketing for a number of reasons. First off, it is all about substance. For a company like Dell whose customers are spending millions of dollars in a single sale, there is no need to waste time and money on glitzy consumer profiles, and fancy advertising. Social marketing brings knowledge sharing and expertise to the forefront, which is what B2B customers are really looking for.

Through a social online presence, B2B companies are able to humanize their brands.  When a customer is having problems with a product, he doesn’t want to waste time waiting for a support hotline. He wants to talk directly to the engineers and designers who will understand his specific needs and tailor advice to his particular situation. Allowing customers and experts to freely discuss a product’s shortcomings, and celebrate its successes creates a succinct community that gives the company a personality, and expresses its values. This is especially important for many B2B companies that might come off as cold, heartless, technology corporations. We’ve all heard about companies’ reputations getting slashed online. by angry customers, which obviously is a scary risk, but Gillin thinks it’s well worth it. By taking the risk to empower customers, the company shows confidence and transparency, and humanizes its brand. Leer más “Thoughts on “Social Marketing to the Business Customer””

Don’t Yell “Cloud” in a Crowded Market

I was at MIT the other day listening to the CEO of a small technology company discussing his company’s security product when a member of the audience asked him about “cloud governance” and I saw the CEO’s head explode.

No, it didn’t actually explode, but it was a near thing. His eyes rolled up; his cheeks flushed; he exhaled slowly, paused, and finally said, “Yeah, it’s good for that too.”

Well, what else could he say? Could he say what he was clearly thinking? That the term “cloud” has been used to describe so many things both new and (in techno time) ancient that today it barely means anything at all?

Could he say that the term was popularized by an unholy alliance of analysts that always need something new to talk about (and sell) and technology editors who always need something new to write about (and sell)?


Submitted by Dave Rosenbaum

I was at MIT the other day listening to the CEO of a small technology company discussing his company’s security product when a member of the audience asked him about “cloud governance” and I saw the CEO’s head explode.

No, it didn’t actually explode, but it was a near thing. His eyes rolled up; his cheeks flushed; he exhaled slowly, paused, and finally said, “Yeah, it’s good for that too.”

Well, what else could he say? Could he say what he was clearly thinking? That the term “cloud” has been used to describe so many things both new and (in techno time) ancient that today it barely means anything at all?

Could he say that the term was popularized by an unholy alliance of analysts that always need something new to talk about (and sell) and technology editors who always need something new to write about (and sell)? Leer más “Don’t Yell “Cloud” in a Crowded Market”

Download Our Latest Report For Free: The Future of the Cloud

We’re delighted to announce ReadWriteWeb’s fourth premium report, The Future of the Cloud: Cloud Platform APIs are the Business of Cloud Computing. Thanks to the generosity of our partners VMWare and Intel, we’re providing this report at no cost to you.

The Future of the Cloud highlights cloud computing’s impact on IT organizations, and explores both its disruptive nature and the new markets and opportunities it’s creating. The first phase of the cloud was about developing the foundation for the services it provides. Now that the fundamentals are in place, companies are using them to become an essential part of the cloud’s value chain.


We’re delighted to announce ReadWriteWeb‘s fourth premium report, The Future of the Cloud: Cloud Platform APIs are the Business of Cloud Computing. Thanks to the generosity of our partners VMWare and Intel, we’re providing this report at no cost to you.The Future of the Cloud highlights cloud computing’s impact on IT organizations, and explores both its disruptive nature and the new markets and opportunities it’s creating. The first phase of the cloud was about developing the foundation for the services it provides. Now that the fundamentals are in place, companies are using them to become an essential part of the cloud’s value chain. Leer más “Download Our Latest Report For Free: The Future of the Cloud”