We know that business buyers go online - throughout the entire buying process — to research, compare and finally select products and services. To reach people in the product comparison phase, the company uses more detailed keywords (web based database software) , ad copy that focuses on product differentiation, and landing pages featuring product comparison charts. Finally, for prospects ready to buy, the firm advertises against very specific, purchase-oriented keywords (purchase database application software) , ad copy that focuses on unique product specifications, and landing pages with product selection and pricing tables and Request Quote forms. Successful B2B search marketing programs require an awareness of the multiple buyers and influencers involved across all phases of the buying cycle as well as an appreciation that building a relationship over time requires multiple interactions, all of which deliver value. Patricia Hursh is president and founder of SmartSearch Marketing , a Boulder, Colorado-based search engine marketing agency. Learn more about search marketing through free online webcasts and webinars from our sister site Search Marketing Now. read more
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