B-to-B marketers face the same--and sometimes even greater--challenges that B-to-C marketers face in the midst of a sluggish economy. So Tom Pick has posted a recap of a recent MarketingSherpa Webinar
aimed at helping B-to-B companies draw in more qualified leads while spending less at the same time.
With search, there are cost-saving tactics for both SEO and SEM. With
SEO, B-to-B marketers should reevaluate their target keywords and Web site copy to better address their target audience's needs. "If your website is still optimized for the same keywords as 18 months
ago (or longer), now is a good time to re-validate your key search phrases," Pick says.
Meanwhile, for PPC ads, take the time to ensure that you have separate search and
content network campaigns. "On the content network, people are doing other things, such as reading articles, so ad copy has to be punchier and more action-oriented to get someone to click away from
the page they are reading," Pick says. Also, mine your content network traffic data to find sites that are strong traffic drivers, as they may be great targets for PR, blogger outreach or direct ad
buys.
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