Turning B2B Mobile Skeptics Into Supporters: Slideshow & Video


[Ed: We are excited to feature B2B specialist Christina “CK” Kerley as a contributing blogger.  Christina “CK” Kerley provides a strong voice in modern B2B marketing.]

In my last post, I shared the spotlight on building the B2B business case for social media—and as a companion to that content, this time I’m focusing on building the B2B business case for mobile marketing, through both a slideshow and a short video.

It’s likely you’re hearing a lot of buzz around mobile, but might be perplexed as to its efficacy for B2B audiences.  You might also be facing a lot of obstacles from your organization’s internal executives who aren’t yet aware of the remarkable reach, benefits and tools that mobile has to offer. To that point, the below slideshow walks you through 10 key arguments that will help you build the business case for mobile marketing for your B2B and turn mobile skeptics into mobile supporters.

And to add more ammo to your B2B mobile argument, in the below video, Chris Koch, ITSMA’s Director of Research and Thought Leadership, and I explore 3 key questions around integrating mobile into the B2B marketing mix, namely:(1) Why Mobile for B2Bs? (2) What are the critical success factors for B2Bs in Mobile? and (3) What are some key mobile approaches for B2Bs? Featured below, as well as at Social Media B2B, the piece runs right at 13 minutes. 

B2B Mobile Marketing from Jeffrey L. Cohen on Vimeo.


Optimize your Pay-Per-Click Campaign with these Free Tips and Strategies


[Asaad Bhamla is a new guest blogger and a Business.com marketing consultant who works with small and medium-sized businesses to meet their search marketing goals. He blogs about new business trends at The Online Economy, to learn more click here. ]

A pay-per-click advertising campaign is an effective way to immediately drive traffic to your company’s website. But whether that traffic converts into an actual lead or sale depends on your overall strategy and execution.  I’ve interviewed Greg Pritchard, one of Business.com’s dedicated campaign optimization specialists. Greg helps clients optimize their PPC campaign for success, striving to meet and exceed their goals every day. Greg shares proven strategies and actionable tips and tactics you can use today. Here are just a few things he shared with me:

Q: What is the most important step a new advertiser should take when setting up their PPC campaign?

A: Know what is going to determine success for you. My advertisers have goals such as lead generation, ROI or brand awareness. Based on your goals, set up conversion tracking to measure key metrics like cost-per-lead, bounce rate, time spent on a page,  etc. This will let you track the success of the campaign and make necessary adjustments. 

Landing pages are another important factor in the success of a new campaign. Make sure there is a clear call to action that correlates with your ad copy. Ideally, if this is a lead generation campaign, there should be a lead capture form on this page.

Q: Once a campaign is up and running, what strategy do you use to optimize campaign performance?

A:  Business.com offers a number of different metrics to measure a campaign. Within the account management dashboard there are performance indicators. These are based on the click through rates of an ad. This is an easy way to monitor the performance of specific keyword categories and ad copy. Performance can be improved by more tailored titles and ad copy. The higher the performance indicator the more traffic an ad will drive at a lower CPC.

It is also important to maintain the highest rank possible on a page. We have noticed that advertisers who capture one of the top three spots receive better ad performance and higher conversion rates.

Q: Tell me about a specific optimization tactic that you’ve seen success in.

A:  Creative cross marketing can drive quality leads from sources you might not have thought of.  For example, target your ads for printers to new businesses in the “Starting a Small Business” category. Many of our advertisers have been happy with the results of well thought out cross marketing.

Q: What does successful ad copy look like?

A: Effective copy can significantly improve conversions and lead quality. Here is an example of ad copy that was successful on a client’s campaign;

100% US Based Outsourced Call Center – One World Direct®
2010 ATSI Call Center Award Winner. Top Companies Choose OWD For 24/7 Inbound Call Center Services. Click For Pricing!
Inbound | Customer Service | Email & Web Chat | Get A Quote 
www.owd.com

Ad copy should include a direct call to action that will entice the user both to click and to convert (“Click For Pricing”). Key aspects of the brand’s value must be identified in the title (in this example, 100% US based). Also include key “trust indicators”, like the ® symbol and the recent award in the description. Finally, leverage multi-links that illustrate the broad variety of services provided by OWD and provide an additional call to action (“Get A Quote”).

These are a few tips to get you started. If you have any questions about managing your PPC campaign or want to share your success stories, please leave a comment below and I’d be happy to answer them for you.


Small Business Online Marketing Video Series – Expert Pay-Per-Click Tips & Strategies


This is the beginning of a series that will feature several how-to videos speaking directly to small businesses and addressing their online marketing needs. We know small business online marketers are strapped for time, so we have committed to delivering the most pertinent information in 5 minutes or less. Discover specific tactics and strategies you can implement today to begin boosting your online marketing performance tomorrow. If you would like to jump ahead in the series visit our YouTube channel here.

Looking for a crash course in online marketing? We’ll cover topics such as search engine marketing, pay-per-click (PPC), search engine optimization (SEO) and social media.

In our first featured video, our very own Business.com expert Matt Gussin Manager of Account Management walks you through the process of setting up a PPC campaign from start to finish in “Guide to Pay-Per-Click Advertising for Small Business”. 

Matt reviews the basics and more advanced topics of starting a PPC campaign including how to plan a paid search campaign, how to optimize your ad copy and how to select the proper keywords to maximize ROI.

Tell us what you think! Did you find this video helpful? What other subjects would you like to see covered?


Business.com is Recognized for Ability to Deliver High-Quality Leads to Advertisers


For the second year in a row, Business.com is honored to receive accreditation from the Media Rating Council for delivering high-quality traffic to its advertisers. The accreditation also recognizes that Business.com is in full compliance with Internet Advertising Bureau (IAB) measurement standards designed to eliminate potential “click fraud” — user- or computer-generated clicks for the sole purpose of costing advertisers money. To learn more about the IAB guidelines, visit this site.

“This accreditation signifies our commitment to providing Business.com clients with high-quality clicks in order to positively impact their bottom line,” said Sean Greene, senior vice president of interactive, Dex One. “We’re excited to be among an elite group of companies to have received this accreditation and look forward to continuing to connect advertisers with customers as we move into our 10th year in business.”

For more information on the MRC Minimum Standards visit http://www.mediaratingcouncil.org