B2B websites are the primary shop window for their brands, and as such they have a tough job to do. Not only must they promote the brand's products and services, they must also convert visitors and deliver insights on customers' needs, desires and preferences. This Knowledge Bank area focuses on how to drive visitors to your site through search marketing and online advertising, how to drive conversion when they are there via site optimisation, as well as critically delivering insights on behaviour and preferences through web analytics.
Case Studies
CASE STUDY: Google investigates the value of search listings
Google's research findings with a Global 500 technology brand
CASE STUDY: Zen Web Solutions helps client go international
PAR Group sucessfully implemented a new website, mirroring its 1000 page catalogue and new company branding, resulting in top search rankings and exports to over 50 countries.
CASE STUDY: Screwfix Direct see dramatic uplift in sales
Screwfix Direct have led the way in creating intelligent search campaigns that harness the power of in-depth analysis.
CASE STUDY: ADP net search experts Jellyfish to boost SEO
Despite 40 years as a HR experts ADP needed Jellyfish's PPC know-how to create a web presence
How to
How to choose the right keywords
A five-step guide to choosing the right keywords for an effective AdWords Campaign.How to write successful ad text
Guidance on writing copy that will drive traffic to your site via pay-per-click advertising, including areas to focus on and things to avoid.How to choose relevant landing pages
Information on how to choose and populate relevant landing pages for effective search marketing activity.How to monitor and optimise PPC performance
Understanding and using quality scores and keyword status to boost performance of advertising.How to make your site easier to navigate
Advice on how to ensure your site is accessible and therefore useful to visitors, eliminating common pitfalls.How to write good quality content
Tips on managing site content to maximise the user experience and differentiate your offering from competitors.
How to manage your website
Eight key areas to examine in order to improve website performance
Features
SEARCH MARKETING: Five golden B2B SEO tips
Michelle Strassburg, head of sales and marketing at Wood and Beyond looks the golden rules of B2B SEO
SOCIAL MEDIA: Search and social media go hand in hand
Tom Chapman, social media strategist at Headstream PR, explains why social media should be at the forefront of your mind when optimising your site for search
SEARCH: Bid for success
Now a decade old, pay per click has become a highly sophisticated search marketing tool. Claire Weekes examines its ongoing evolution, and the opportunities this provides B2B brands
SOCIAL MEDIA: The power of the podcast
When podcasting crept into the digital space a few years ago, many predicted that by now it would be in mainstream use by B2B marketers – yet the medium's popularity has been slow to grow. Claire Weekes looks at why now might be the time to reconsider the power of the podcast
SEARCH MARKETING: Best practice for global search marketing
As marketers face the challenge of mounting campaigns that cross national boundaries, Andy Atkins-Krüger, MD of WebCertain, offers some guidelines for tackling the complexities of different languages and cultures
SEARCH MARKETING: Seek and ye shall find
Craig Lister, search director at paid search specialist agency Jellyfish, offers advice on how to optimise search engine traffic to make the most of cost per acquisition
Other Resources
Effective content marketing: Generate qualified leads by becoming the trusted expert
Attend this half-day seminar and learn how to Plan and manage your content marketing strategy effectively so you can generate new leads, progress existing ones, grow your database and much more.
Video: Report on emerging power of video in SEO
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OUR PARTNER
Google's range of services help B2B organisations connect with customers and prospects, in developing leads and eCommerce business and growing their brands online.
B2B MARKETING BLOG: SEARCH
Blogposts by Richard Robinson, industry head for B2B marketing, Google
SEARCH Q&A: ASK AN EXPERT
Got a question on B2B search marketing? Ask Alex Nurnberg, account strategist, B2B markets Google
Latest question: How do I get started with PPC?FREE WHITEPAPER: BUYERSPHERE: THE RISE OF THE DIGITAL NATIVE
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An indepth look into the new generation of digital users and what it means for B2B marketers
GOOGLE JUMPSTART: PPC CONSULTANCY
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Free advice on how to optimise your PPC spend from a Google B2B media consultant
FREE EBOOK: YOUTUBE: BEST PRACTICE FOR B2B MARKETERS
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Free advice and guidance on using YouTube for effectice marketing
TO BECOME A KNOWLEDGE BANK PARTNER
- Are you an innovative brand, considered a thought-leader?
- Can your business offer professional guidance?
If yes then please contact: James Farmer,
+ 44 (0) 20 7438 1375, james.farmer@b2bm.biz
