B2B Search Marketing
B2B marketing is typically organisation to organisation marketing. For the provision or goods or services. Quite often the offering is a hybrid proposition involving both the supply or a product plus the attendant services.
B2B PPC and SEO should be core components of any B2B marketing campaign. The Internet, and search engine marketing specifically, is now playing an essential role in successful B2B brand development. Simply Clicks are UK Business to Business lead generation specialists. We use detailed web analytics to combine B2B SEO with B2B PPC management to meet specific lead generation priorities.
Our B2B marketing experience includes:
- Financial Services
- Manufacturing and Engineering
- Promotional Services
- Procurement Services
- Fulfilment and Logistics
- Exhibitions Management
- Food Wholesaling
- Telecommunications Services
- Vehicle Leasing
- Vehicle Tracking Systems
Whether your marketing objective is to generate leads, enquiries, quotations or direct orders, we have developed a B2B marketing model that drives down the cost of customer acquisition. We have several case studies demonstrating savings in this crucial B2B area. Attracting, engaging and persuading businesses and organisations to make a meaningful enquiry.
Reducing B2B Cost Per Lead – Conversion Rate Optimisation and User Experience
Most SEO and PPC marketing activity is entirely trackable and measurable. Perhaps the most widely used B2B marketing performance metric is cost per lead (CPL), cost per enquiry (CPE) or cost per action (CPA). The essence of lowering cost per lead is a 7 stage process:
- Understanding customer organisations and purchasing functions and how they make buying decisions in your specific market category.
- Finding the keyword search terms with the greatest propensity, or intent, to “convert” into an enquiry, request for information, quotation or even order. Build your proposition around the business challenges and problems your customers face and the solutions they are seeking, rather than products or services.
- Cutting out wasteful expenditure by avoiding ambiguous terms that may attract B2C and other unwanted visitors
- Once the priority terms are found it is then a question of using effective landing pages, conversion rate optimisation and user experience techniques to stimulate relevant site visitors into being engaged and making the required contact action
- Using device, geographic, demographic and timing bidding preferences to focus on the visitors most likely to convert.
- Segmentation. Adapting your activity to key customer segments. Specific verticals, or organisations by scale e.g. multinational enterprises, UK PLCs, large limited businesses or SMEs. Public or private sectors.
- Applying data and lessons learned from existing customer databases, CRM, lead scoring or client screening processes.