Classical Marketing Practices Are Obsolete
A simple internet search on B2B Digital Marketing will result in hundreds of results, all promoting how technology is changing the future of marketing. The demand for shorter sales cycles is real, and the days of Classical Marketing practices are over. Online marketing seems like an easy concept. Identify keywords that are an excellent match to goods and services sold, check competitor keywords, for SEM, write advertisements matching keywords, choose an audience, time and date to run the ads, and wait for your checking account to fill up with orders.
For SEO, write relevant content to selected keywords and watch your organic traffic grow. The reality is Digital Marketing is competitive, complicated to achieve sales conversions, and costly. Websites sell thousands of competing goods and services that use similar digital marketing strategies. What can be done to stand out in an overcrowded, competitive, and valuable space? This article describes how keywords, content, Market Research, and Google analytic data can be used together to achieve successful sales conversions.
The Golden Rule: Complete a Detailed Market Research Analysis
A common mistake B2B companies make when starting Digital Marketing is to use competitor keywords without first completing a detailed Industry and Market Analysis. Checking these keywords is essential, but you are starting out assuming they are correct.
AllBizOps has determined keyword analysis tools like Semrush and Google Keyword Planner contain many useful keywords; however, many are copied and confusing to understand. An independent market analysis confirms growth industries and target markets that have the most income potential for a business. Smart Directories identify geographic regions and customers targeted for digital advertisements. The market analysis should also confirm a list of targeted keywords for Digital Marketing.
SEO: Keywords, Content, Domain Authority and Google Data
Assuming a business has completed an Industry and Market Analysis, they will understand Growth Industries and target markets with the most income potential for goods and services sold. Keywords used for website content will be optimized to boost organic traffic. Google will crawl a website and identify keywords that either rank high or low for organic keyword searches.
Google Search Console is an excellent tool to check an overall website status and keywords that rank high for organic searches. Using the wrong keywords for website content will increase bounce rates, drive users away, and lower the Domain Authority score of a website. AllBizOPs does not recommend using a competitor’s keywords until a Market Analysis is complete. AllBizOps provides affordable Custom Reports to provide the information needed to get your keywords right.
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SEM: Pay Per Click PPC and Quality Scores
Pay per Click (PPC) is for potential customers that are at the bottom of the funnel and ready to make a purchase. Keywords need to be highly targeted and specific, attracting interest from a buyer to click on an advertisement. The Industry and Market Analysis should provide geographic areas to target advertisements. The PPC ad needs to give users the desire to click on an ad. The landing page requires precisely what the user is looking to purchase to run a successful advertisement.
Smart Directories can be very helpful in designing useful landing pages targeted to high-income potential customers. Google assigns a Quality Score for each PPC keyword used for an advertisement. The Quality score is an average of Click Through Rate, Ad Relevance, and Landing page experience. This criteria is critical when designing advertisements and helps lower costs and get an ad shown on the first page of a Google search.
There are many options a business has available when taking the plunge into Digital Marketing. The straightforward approach, and most expensive, is to let Google figure it out and make recommendations that most likely will not be a good match for a company.
Google targets large companies with generous budgets to work with on Digital Marketing projects. Smaller companies end up paying to learn, and most of the time, give up the effort.
Digital Marketing companies like Wordstream and other boutique shops, work with smaller companies but are still expensive. There are no guarantees, and you end up not understanding the Digital Marketing black box.
AllBizOps recommends taking the guess-work out of Digital marketing by completing an Industry and Market Analysis before starting down the Digital Marketing path. We have found businesses that take this route learn a lot about themselves, which better prepares them to take the plunge and understand how Digital Marketing works.