Earlier this year, we highlighted LinkedIn’s significance on B2B internet marketing initiatives. However, as I discussed in a recent column on Search Engine Land, LinkedIn has historically been overlooked by SEOs in favor of other social media platforms, primarily due to the fact that links in profiles and discussions aren’t really “SEO friendly” (links incorporate a “nofollow” attribute)....
Derek EdmondKoMarketing Associates
0 comments 1,392 readsPosted on 2013-12-02
0 comments 1,090 readsPosted on 2013-11-07
A recent article on MarketingSherpa highlighted responses from B2B marketers regarding the most effective tactics for engaging mobile users. It was interesting to note that the vast majority of B2B marketers engaged in mobile appeared to have a positive response, at least in terms of their initial feedback on mobile marketing effectiveness.
Video content and broad “ease of use” initiatives were the winners when it came down to the percentage of “very effective” responses but I was also encouraged to see such a small percentage of “not effective” responses across the board. Even...
0 comments 1,090 readsPosted on 2013-10-08
B2B buying behavior, specifically research and evaluation, is shifting more towards online mechanisms. This behavior is being fueled not only through Internet connectivity speed or access but device usage as well. Mobile device adoption brings information to the B2B buyer anytime and in almost any location.
Naturally, B2B marketers are looking at more ways to capitalize on the sales opportunities found online and look at e-commerce as an opportunity to build the sales and revenue funnel. B2B e-commerce extends far beyond traditional product purchases and into subscriptions, software add-ons, renewal services, and premium memberships, among other opportunities.
I had the opportunity to speak with...
0 comments 426 readsPosted on 2013-09-26
A discussion on Threadwatch Monday drew greater visibility to the fact that Google has begun encrypting all queries through the search engine, even for users who aren’t signed in to Google. Danny Sullivan of Search Engine Land confirmed this shift with Google, as discussed in the recent article on SEL this week and highlighted in news coverage on our site as well.
0 comments 746 readsPosted on 2013-09-18
A recent survey of US agency executives from RSW/US, as covered by eMarketer, revealed that client case studies and content marketing were the top two self-promotional tactics used to generate leads, as indicated by 62% of respondents.
Case studies can be difficult to obtain. Speaking in our industry in particular, many of our clients are concerned with how a case study might give away a competitive advantage. This tends to hold true in other B2B verticals as well. Broadly speaking, case study development...
1 comments 695 readsPosted on 2013-09-12
The analysis of search engine results is a critical component of the SEO professional’s role. But good analysis requires a thorough understanding of the specific components of a search engine result listing. As Google technology continues to innovate, the depth of information found in the search engine results page (SERP) has certainly expanded.
We often get asked why various experiences and information gets displayed in the search engine results for keyword targets. Fortunately, Google Webmaster Tools offers an interactive landing page for marketers to better understand the components of search engine results commonly found Google SERPs.
For B2B Internet Marketers in the Industrial Sector: Bigger Opportunities But Greater Challenges Await0 comments 579 readsPosted on 2013-09-05
B2B industrial companies are increasing their online marketing budgets in 2013 and into next year, with an emphasis on search engine optimization and content creation. These findings represent a small sample of information for B2B marketers found in GlobalSpec’s 2013 Industrial Marketing Trends report, released earlier this summer.
Nearly 83% of those surveyed are spending as much (51%) or more (32%) on marketing in 2013. Half of industrial marketers will spend 36% or more of their 2013 marketing budgets for online marketing with SEO, content, and video...
0 comments 476 readsPosted on 2013-08-15
One of the key reasons B2B marketers remain skeptical with social media as a primary tactic in digital marketing is the inability to determine ROI. It’s not that B2B marketers fail to understand the adoption rates of social media platforms and their influence in online behavior, it’s the lack of clarity between time and investment in social media activity for business purposes, with measurable marketing gains, that leads to B2B marketing unease.
The ROI conversation continues to have legs because historically, B2B marketers have not had access to clear social media metrics, which are necessary to begin the framework for marketing program evaluation. While we have access to web reporting tools, metrics specifically within social media platforms have been poor at best.
But that is starting to change.
I wanted to use this post to address some of the reporting applications made recently available in popular social media platforms, for activity...
0 comments 1,286 readsPosted on 2013-08-01
When building out a distinctive B2B brand message, one of the questions branding experts might ask is, “What are the current perceptions and attitudes about your brand?”. We all have our own perceptions, but nothing compares better than how others perceive or associate your message. While the easiest and most direct way to obtain this answer is to actually ask the customer(s), there are reasons why this might not be possible.
First, customers are busy and it can be difficult to get their time for such an exercise, especially for such a potentially penetrating question. Second, because of the sensitive nature this infers, customers may be reluctant to speak candidly (this is why branding experts would often want to interview customers separately).
Fortunately there are internet marketing related reports and resources that provide immediate insight into how well your B2B brand message resonates with target audiences. Here are five examples to consider....
0 comments 319 readsPosted on 2013-07-24
Content fuels B2B SEO and social media initiatives. We need content for applying keyword strategy, differentiating brand communications, acquiring links, and improving social media visibility. But where do B2B marketers obtain great content?
My colleague Jim Schakenbach and I have had a few conversations in the past on how marketers need to adapt more of a journalistic mindset to the way they approach content development. Earlier this week Jim forwarded me the article 4 Newsroom Practices: Turn Your People into Better Brand Journalists, by John Miller.
The article delves into how patterns and processes in the newsroom can be adapted to content marketing initiatives in particular, in an effort to produce the most relevant material possible for a target audience...
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