March 2012
Intermediate to advanced
368 pages
9h 13m
English
Content preview from B2B Digital Marketing: Using the Web to Market Directly to BusinessesBecome an O’Reilly member and get unlimited access to this title plus top books and audiobooks from O’Reilly and nearly 200 top publishers, thousands of courses curated by job role, 150+ live events each month,
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10. B2B Search Engine Marketing
When it comes to achieving reach—that is, getting the attention of potential customers—nothing beats your friendly neighborhood search engine. More customers, in both the B2C and B2B worlds, start the purchasing process by searching than by using any other digital marketing vehicle. That’s right, it’s likely that the majority of new customers you find online will come from Google, Yahoo!, Bing, and other web search engines.
So, although you can purchase pay-per-click (PPC) ads, seed influential blogs, and work the social networks, more new prospects will find you because they’re searching for something, and your site came up in the search results. And because you can’t buy placement in these results, how you rank ...
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