subject: B2b Search Marketing: Are You Losing Clients Because You Focus Too Much On Seo [print this page] Businesses compete in a high-tech world these days. Unlike in the 90s or even the early part of this century -- you not only have to be online to be successful - you have to know the intricacies of B2B search engine marketing.
But, too many businesses focus on only one side of the B2B search marketing equation -- getting more traffic. They give minimal - or no attention at all - to the other side, which is the customer's experience.
B2B Search Marketing: Part I
Of course, you need more traffic to get more sales. Hence, it's important to understand B2B search engine marketing principles that drive these eg, keyword research, website analytics, clickthru rates, etc. However, the second part of the equation is just as important.
B2B Search Marketing: Part II
What and how do your customers think, feel and behave when they visit your website? If you get them to land there - but don't convert a certain percentage in some manner - your website is not doing its job. Following are a few areas to assess to improve your customers' experience when they visit your site.
Website Navigation: Many businesses err on the side of too little information in order to present a "clean", (ie, uncluttered) image. But, what good does it do to be "clean" if your customers can't find what they want? It's like walking into a home that's all post-modernistic white.
You want to sit (click), but you're not quite sure where because there's no comfortable chair (no common-sense - or any -- categories).
Product/Service Information: Again, here many firms err on the side of too little. When web surfers are looking to make a buying decision, they want specific information. Give it to them. And, don't make them email or call to get it because many will just surf on over to your competitor's site.
Product/Service Photos/Videos: Also, provide more than one image of a product/service - from different angles - so that customers can really get a feel for what it is. Where possible, provide informative videos. A byproduct of this is that you'll likely cut your return/refund rate.
Interesting Note: Earlier this year YouTube, the popular video site, surpassed the 2 billion (yes, billion with a "b") mark per day in video viewership. This signals how popular -- and important -- videos should be to your B2B search engine marketing efforts.
Customer service - as old-fashioned a concept as it may seem - still rules in business. B2B search marketing has just changed how businesses should interact with customers - not "if" they should interact.
