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Top 2 B2b Search Marketing Tips That Lower Site Abandonment Rates

There's nothing more frustrating for B2B search marketers than investing a lot of

time and energy into a site only to have prospects land there and then leave without taking any action (eg, making a purchase, signing up for a newsletter, downloading a free report).

If this is happening to you more than you'd like, following are some insightful B2B marketing tips that can reverse this trend.

B2B Search Marketing: The Importance of Data Mining

Analyzing your site's data should be the first thing you do any time you want to understand what's going on with its visitors. By knowing what your site's visitors are doing - or not doing - when they're on your site, you can begin to make changes.


For example, let's say you offer a free industry report that's downloadable as a pdf file. You see that many of your site's visitors are going to the page, but they're not downloading the report.

The reason they're not could be as simple as they don't like your download option. Maybe you can make the report into a video, or a click out to another page on your site. If you're not sure which format to offer the report in, why not offer several access options? This way, you can see which one users prefer and note this for future materials you publish.

As you do business in a multimedia world, it's important to keep factors like this in mind in all of your B2B search marketing strategizing. By allowing users to access media they way they want, you can not only decrease your site's abandonment rate, but increase your profits as well.

B2B Search Marketing Tip: Ask for Less Now to Get More Later

Strip down what you're asking prospects to do. For example, if you're asking them for their name, email address and telephone number before getting your free offer, maybe you want to scale back and ask for just a name and address.

With cyber crime one of the fastest growing white-collar crimes, prospects are understandably sketchy about giving out information online. So ask for as little as possible to get what you want.

But if you ask for too much info and they don't give you anything, you've lost the opportunity to build a relationship - which is the foundation of successful B2B search marketing.

Another great tip is to invest in some educational marketing training and learn what other B2B Marketers are doing to achieve better results, learn new ideas, best practices and tools that can be implemented immediately to turn around and optimize B2B Search Marketing campaigns.

by: Kelly Larsen
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