subject: B2b Search Marketing: How To Make Your Organic Landing Pages Convert Better [print this page] B2B search marketing falls into two camps -- paid and organic (free). The really great thing about online marketing overall is that no matter which type you invest in, it can benefit the other. Unfortunately too many internet marketers marry one form of marketing and fail to take advantage of the other. Take landing pages, for example.
Even the phrase "landing page" is associated with pay per click marketing. For example, if you do a search for "what is a landing page," you'll find definitions like, "the page on a web site where one is taken after clicking on an advertisement."
But, as any B2B search marketing expert will tell you, a landing page is any page you click on from any marketing method. For example, what if you just invest in article marketing? It's free. In your resource box, you direct readers to click through to a page on your site.
This is your landing page. They didn't click on a pay per click ad to get there. They clicked through from a free article you distributed.
B2B Search Marketing: 3 Quick Tips for Getting a Better ROI from Your Organic Landing Pages
1. Change Your Mindset: As illustrated above, one of the first things you must do is change your mindset about what a landing page is. If you're sending traffic to it - it's a landing page.
2. Do the Meta: When you hire a B2B search engine marketing firm to help you increase you landing page ROI, one of the things they'll do is look at the page's meta tags. Do these accurately reflect what the page is all about?
Because an organic landing page may be thought of more as a support page than a "paid for" landing page, secondary SEO measures like writing the page's meta tags may never have been done.
Remember, each page on a website should be treated as its own separate minisite. This means making sure that the meta tags reflect accurately what's on that page - not just the general products and services on the whole website.
3. Capture Leads: Many only think to ask for leads on landing pages that come from pay per click ads. That's why the first tip here is to change your mindset. Every page on your site is, in essence, a landing page. If a prospects lands there, you want them to do something (subscribe, request more info, call, buy, etc.).
If you adopt this line of thinking in your B2B search marketing efforts, you'll be well on your way to getting a better ROI, no matter which type of internet marketing you invest in.
