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If you offer only one way to access information on your site, you could be losing customers. B2B marketing in a multi-media world means paying attention to how your prospects like to receive information – not how you like to offer it.

B2B Marketing: Something to Think About When It Comes to Multimedia

Have you ever visited a site and wanted to access some content, but it wasn’t in the right format for you? For example, let’s say a site offers a free report you’d really like to have, but it’s a video. What you want is a pdf file because you want to print it out and read it while you’re taking the train on your evening commute home.

B2B Search Marketing Tip: Diversify to Capture More

While multimedia formats have been around for years, many businesses are not up to speed when it comes to integrating these choices into their website offerings. This could be because many businesses still grapple with what it really means to do business online.

Many have just gotten around to grasping the basics of B2B search marketing. So thinking ahead of the curve is not a consideration at this point.

In order to effectively compete online though, it’s critical to stay in tune with what your customers want – even if it forces you to play catchup.

One easy way to increase your site’s traffic is to offer info in a variety of multimedia formats. By giving your site’s visitors options, you put them in control of how they receive and process information.

And that’s what B2B search marketing is all about – giving customers what they want – how they want it.

One of the easiest ways to stay front and center with your prospects is to blog.

Blogging is free, it’s easy to start and you can personalize your brand via this medium. For these reasons, it’s one of the most effective B2B search engine marketing weapons in your online advertising arsenal. But, it can be time consuming.

And if you’re a small business without a dedicated blogger on staff, it can eat up a lot of your time. However, it doesn’t have to. Following is one way to make sure you use this B2B search marketing weapon frequently and effectively, but also time consciously.

B2B Search Marketing: Contact Prospects Daily without Being a Nuisance

Have you ever belonged to any kind of mailing list where you got daily tips? This could be anything from a link to a useful industry website, to a link to a relevant news article, to a daily joke about your niche.

In today’s world, we’re all programmed to consume in small bites, ie: 15-second news bites, 30-second promo videos, 140-character Twitter tweets, etc.

Hence the groundwork for a blog that dispenses compact daily tips, tricks, ideas and/or jokes has already been laid. A blog like this is quick and easy to update, and it keeps your brand in front of customers.

And, this is really what B2B search engine marketing is all about – staying top of mind so that when customers need what you have to offer, you’re the first one they think of.

All B2B marketers know the importance of keywords to their online marketing initiatives. But, many make a common mistake when it comes to keyword usage. Following is what it is and how to fix it.

Are You Using Keywords That Are Important to You or Your Customers

There’s an idiomatic expression in marketing that goes, “What’s in it for me?” Marketers are supposed to answer this with their customer in mind. In other words, they should be using keywords that reflect what’s important to their customer, NOT what’s important to them – which is exactly what many do.

While many offline marketers have embraced this line of thinking, many online marketers haven’t. One reason may be that for many B2B marketers, they use applications, processes and marketing procedures that their customers don’t know anything about.

All a customer may know is that they land on a site, it has what they want – at the right price – so they purchase.

But what if your customer is not landing on your site, but your competitor’s site? Are you using the right keyword phrases – keyword phrases that likely prospects would use to find your site?

In B2B search marketing, one of the most difficult things to do is divorce yourself from high-tech processes and procedures and think like your customer. When your customer sits down to conduct a web search, what will they type in? It may be very different than the terminology reflected in your marketing that you “think” they’ll type in.

While B2B marketing reflects a 21st world, the foundation of what works is as old as marketing itself, ie, “What’s in it for me?” And, in this case “me” is your customer.

Did you know – The b2b Search Strategy Summit will bring 150 B2B senior level marketers together to hone their seach marketing skills and increase their campaign results on June 23, 2010 in San Francisco. Will you be there? Check it out at http://www.b2bSearchStrategy.com

We want to be the first to tell you about the brand new b2b Search Strategy Summit coming to San Francisco on June 23, 2010 where 150 senior level B2B Marketers will gather to network, share best practices and sharpen their search marketing skills.

Presented by PPC Summit, Business.com and Enquiro, the Summit brings together the best minds in B2B search engine marketing during 1 full day of leading-edge knowledge and experience sharing on how to increase B2B Search Marketing ROI. Registration is by invitation only, visit http://www.B2BSearchStrategy.com to get your discounted invitation.

The Summit is designed to help senior B2B marketers increase sales and shorten the B2B sales cycle using effective search marketing, social media and online pr processes. Attendees will have an exclusive opportunity to speak directly with B2B Search Marketing leaders during an interactive format that allows ample time to network, discuss, debate and collaborate to improve search marketing efforts. 

Topics and Sessions Include (view complete agenda):
> Boosting ROI through lead generation
> Making Social Media work to increase branding and generate leads
> Blending Online PR, Social Media and Search to drive more B2B profits
> Effective Landing Page optimization specifically for B2B sites
> The top 10 Paid Search strategies to improve ROI
> Best Practice B2B case studies and proven solutions

Interested in boosting your B2B Search Marketing ROI? You are invited to join this full day of intensive strategy sessions on June 23, 2010 at the InterContinental San Francisco, CA. Get your discounted invitiation at http://www.b2bsearchstrategy.com/?blog1.

If you’re an internet marketer, you’ve heard the phrase “content is king” – probably ad nauseam. While true, many don’t get the full benefit of it because they’re using it all wrong. Why/how?

In B2B search engine marketing, many will commission a piece of search engine optimization (SEO) content, publish it on their blog or website, and then move on to the next piece. And while there’s nothing wrong with this it’s, for lack of a better word . . . wasteful.

B2B Search Marketing Tip: One Way to Get More Mileage Out of Every Piece of Content

So much more mileage can be gotten out of one piece of SEO content than just posting it to your blog or website. For example, one of the most effective things you can do is repurpose an existing article or blog post and distribute it to free article directories.

B2B search marketing is very competitive. With an estimate 30,000 to 100,000 websites going live every day, it’s getting harder and harder to get found online. Distributing content via free article directories helps you to get the word out to hundreds, and quite possibly a few thousand, new readers.

Because on- and offline publishers sign up to receive this content, when they publish it on their blog, website, newsletter, etc., your company gets exposed to their readers.

Talk about getting a leg up on the competition!

The next time you invest in a piece of SEO content, remember the name of the game is not only getting it written, but getting it distributed as well. If you make content distribution part of your B2B search engine marketing efforts, you can start seeing increased website traffic and sales in no time.

What is your biggest SEO content challenge? Submit your questions, thoughts and/or  ideas and the b2b Search Strategy Summit experts will also provide their insight here.

When you advertise, you don’t do so in a vacuum. Smart B2B search engine marketing reflects what’s going on in the economy at large. If it doesn’t, the retailer runs the risk of being out of step with their customer. This can be a death knell for any business owner.

With this in mind, following are three ways to ensure that your B2B search marketing efforts not only survive a recession – but thrive during it.

I. Use Keywords That Reflect Savings

During an economic downturn, consumers focus on saving money. Are your online campaigns doing the same? If not, they should. Many internet marketers use a “set it and forget it” mentality when they run pay per click campaigns, for example.

When was the last time you reviewed yours? In a recession, your customers are likely using slightly different keywords to shop online. They may be pairing main keyword phrases with words like “discount,” “free,” and “coupons.”

So go back and change the headlines in your PPC ads and tweak the landing pages to make sure this lingo is reflected.

II. Update Product Offerings

Piggybacking on the last point, can you package several products/services together and offer savings? Can you offer a “two for one” deal? A “frequency savings” card where you get a free latte on your third visit?

III. Reach Out More Often

When the economy is in the dumps, it’s a problem. And like any problem, it requires more communication – not less. So reach out to your customers more. You can do this by starting a blog, distributing a newsletter, doing “savings tip of the day” emails, etc.

Smart B2B search marketing is mercurial. It changes with the wants, needs and desires of the customer. And that’s how you not only survive a recession; it’s how you thrive during it.

Tell us how you are surviving the tough times. What search marketing methods are working for you?