iProspect: Using Search Engine Optimization
For the last 2 years, Business.com has been in the top 10th percentile
of all sites referring traffic to the iProspect.com website.
About the Company:
Founded in 1996, iProspect is the Original® Search Engine Marketing
(SEM) Firm, providing highly-customized search engine marketing
services to many of the world’s most successful brands. iProspect's
mission is to maximize the online marketing return on investment
of large organizations — or organizations with extremely large
or complex websites.
Objective:
To increase traffic to their website and convert visitors into customers.
Strategy:
iProspect defines a conversion as a website visitor who fills out
a form requesting to speak with a sales representative. To achieve
more conversions as well as increase brand awareness, iProspect
practices natural search engine optimization strategies, uses cost-per-click
(CPC) advertising with Google and Yahoo!, annual directory inclusions
with Business.com and a significant amount of print advertising.
Results:
The results of the various types of campaigns (natural SEO, CPC,
print, directories) can not be directly compared because they are
very different in nature.
As a result of their search marketing efforts, they are now able
to effectively measure campaigns and see direct, detailed results
such as: the number of users that clicked a link on a search results
page, where that user went on the site, how long they stayed and
whether or not the visit turned into a conversion.
For the past two years, Business.com has been in the top 10th percentile
of all sites referring traffic to the iProspect.com Website.
"Business.com is a must
for any B2B company. Not only is it a benefit to its users by
allowing them to sort by industry and then easily learn more
and make immediate contact with vendors by viewing company and
industry profiles, it also has huge benefits for advertisers.
We are able to focus our efforts toward the most qualified prospects
who are specifically looking for business solutions. Because
we believe in the benefits of advertising with this engine,
we have incorporated Business.com into many of our client campaigns."
— Bill Muller, Vice President, Marketing |
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Increasing Online Sales
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