|
B2B Search Marketing Beyond the Big Three
Overview
You've set up paid search campaigns with one or more of the "Big Three" general search engines—Google, Yahoo and the Microsoft Network (MSN). You've made changes to your site to improve organic search rankings with these three as well.
Next question—what search marketing opportunities exist beyond Big Three?
If you haven't already asked yourself this question, you should. The Big Three are clearly leading online starting points but are not the only online destinations for business decision makers. For example, did you know that 49% of business buyers don't start their online research at one of the Big Three? * Or that, according to Outsell, at least 32% of business-related searches on general search engines are not successful? **
Having worked with thousands of B2B search marketers and hundreds of search marketing agencies, our experience suggests that getting the best ROI from your B2B search marketing program requires advertising with one or more of the Big Three and taking advantage of B2B vertical search opportunities. It’s not an “either-or” decision—it’s both. While the Big Three are a great place to start, an exclusive focus on the Big Three means missing significant opportunities to reach qualified, motivated business decision makers as they start beyond, or move beyond, the Big Three in their search for answers to their business questions.
"...getting the best ROI from your B2B search marketing program requires advertising with one or more of the Big Three and taking advantage of B2B vertical search opportunities. It’s not an 'either-or' decision—it’s both."
The goal of this Solution Guide is to help you improve your B2B search marketing
ROI by understanding and taking advantage of search marketing opportunities
beyond the Big Three. We’ll cover what business buyers do online, where they start
and where they go beyond the Big Three. Then we’ll shift gears to give you a
checklist of specific actions and useful resources that will help you get the most out of
your B2B search marketing campaigns beyond the Big Three.
To view the entire whitepaper, click here to register.
* Business to Business Survey", Enquiro Search Solutions, May 2007
** "Hot Topics: Vertical Search Delivers What Big Search Engines Miss", Outsell, August 2005
|
