by hongxing128 [1]
*The Importance of Search Engine Optimisation/search Engine Marketing*
Is Search Engine Marketing cost effective enough to increase profits
for B2B marketers? As you know, B2B transactions differ from most
consumer transactions because these decisions require coordination
between a number of different personnel before the final transaction
is made. Therefore, the process requires a period of time between
researching the product and placing the order. It's an ongoing
rather than snap decision.
"The Role of Search in Business to Business Buying Decisions" is a
well-designed study of approximately 1500 participants responding to a
40-question survey that was validated with pre-testing before
implementation. You can download the entire report for free, and here
are a few highlights:
• When participants were asked to indicate how they would go about
making a B2B purchase, 93.2 percent said they would research the
purchase online.
• When asked if they would use a search engine at some point in this
task, 95.5 percent of participants indicated that they would.
• When asked where they would start their search for information,
63.9 percent of participants chose a search engine over consumer
review sites, e-commerce sites, manufacturer's sites, and industry
portals.
• When taking budget into consideration, manufacturer's sites and
industry portals were the chosen starting place as budgets increased.
However, 86.9 percent of participants said they would visit a search
engine after visiting those sites.
The study is rich with too many details to cover in this article, but
following are some important conclusions:
• Search engines play a dominant role in B2B purchases.
• Search engines are used in the early or mid research phase in the
buying cycle.
• Google is favored over other search engines.
• Search engine research takes place at least one to two months
before the buying decision.
• Good balance between organic and paid search is necessary. Organic
SEO gets over 70 percent of the clicks.
• Position is a factor, with over 60 percent clicking on the top 3
listings.
• Most users decide which listing to click on in seconds upon
scanning the page.
With all this qualified traffic originating from search engines, it is
more important than ever for B2B marketers, wholesalers, and B2B
exchanges to ensure their Web sites are correctly optimised for good
positioning in search results. There is also great value in SEO/SEM as
a user-friendly marketing tool.
The Uniqueness of Search Engine Marketing
Search engine traffic is highly targeted. That's because potential
buyers who find your B2B offerings through search engines are looking
for your products and services on their own, so they are predisposed
to hear your marketing message. You can't find a more qualified
prospect than that. Here's what distinguishes search engine
marketing from other types of advertising:
*1. Non-Intrusive:* Search marketing is a non-intrusive marketing
tool. Most advertising, both online and offline, interrupts consumer
behavior. If a user goes to a web site for info, up pops an intrusive
ad. Reading a newspaper? Ads dominate and force articles to be
continued on another page. With search engine marketing, the user is
actively seeking your products, services, and information. They are
delighted to be driven to your site.
*2. Voluntary:* Search marketing is the result of user-originated
behavior. Your visitors from search engines and directories have
voluntarily clicked on your listing rather than any competitors, thus
they are motivated to explore your offerings.
For more information visit our website WebWatch UK
WebWatch UK design professional Websites for Accountants and
solicitors.
Links:
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[1] http://www.flickr.com/photos/27723472@N07/2588879197
http://toponlinemarketingtool.com/?p=1475
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