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One of the benefits of social media marketing for micropreneurs and small business owners is that they can level the playing field — big time — by investing in this medium. In fact, it’s a perfectly suited medium for the entrepreneur with no budget or a small budget to compete with the big boys. Why/how?

One advantage that small businesses have over larger companies is their ability to really know their customer. When you know, you can engage more readily and effectively. This is a powerful advantage that many forward-thinking entrepreneurs are leveraging.

By putting just a small amount of effort into using social media marketing, your firm can stand head-to-head with larger companies — at least in this realm. And, it works! Proof? According to a post on Emarketer.com, a noted research firm that reports on digital media and marketing:

“. . . a February–March 2010 survey from office services firm Regus, smaller companies see the most success [with social media marketing], with nearly half of small businesses around the world having acquired a customer through social networks. . . . Overall, 40% of businesses studied had acquired a customer through a social [media] site, 35% of US businesses said the same.”

So, not only is social media marketing effective for small business, it appears to be a MORE effective outlet for them.

Is your firm leveraging this powerful outlet? If not, why?

Did You Know? PPC Summit’s next conference will bring the top minds in Social Media and Search Engine Marketing together during two days, three tracks and 27 expert-led classes in Los Angeles (Sept. 21-22, 2010).  The educational sessions cover all aspects surrounding: search marketing, search engine optimization, and social media best practices and strategies. You can’t afford to miss it!

By Kevin Newcomb, Editor, Internet Marketing Institute

Many companies spend tens of thousands of dollars to acquire customers, but ignore what happens next. Paying attention to your landing pages — whether it’s for pay-per-click (PPC) ads, email campaigns, or banner ads — is one of the most-neglected online marketing tactics. But creating custom landing pages, then testing and optimizing them, holds a lot of potential for increasing conversions, and therefore revenue.

“People don’t fundamentally believe that conversion optimization will work. If they did, they’d jump all over it,” said Lance Loveday, CEO of Closed Loop Marketing and co-author of Web Design for ROI. “The truth is, it can have a game-changing impact on revenue and profitability.”

Most marketers have heard the buzz around landing page optimization (LPO), a part of the larger discipline of conversion optimization. Many marketers have also heard hyped-up claims of two- or three-fold jumps in conversions, and are not convinced that small changes can have a big impact on their conversion rates.

While those kinds of returns are possible, in extreme circumstances, such drastic increases are not necessary to make conversion optimization worthwhile, Loveday said.

“You don’t need to hit a home run, and double or triple your conversion rate, to have a measurable effect on the bottom line,” he said. “I’ve seen cases where increasing conversion rate from 2.0 to 2.1 percent has had a big impact on revenue.”

Others have dipped their toes in the water and tried it out. Unfortunately, many of those that did so went in without a real plan, and ended up with lackluster results.

First, a marketer needs to determine where to focus his or her efforts. In many cases, people think starting with the home page is best, since that seems like it would have a big impact. But Loveday advises keeping away from the home page, and focusing instead on a single product page or a custom landing page for a specific PPC campaign.

“More and more users are arriving at a site on a page other than the home page, but that’s still where many companies spend most of their design resources,” Loveday said. Besides that, the home page is burdened by politics, with turf wars over who gets what real estate, and is more scrutinized by executives, he said.

So not only will it be more effective to choose a lower-level page, such as a PPC landing page, to begin testing, it will be easier to do without interference from other departments or from higher-ups. Once you’ve demonstrated that you can have success, it will be easier to get buy-in to apply the same landing page optimization techniques to a page higher up in the site architecture, such as a category page, he said.

With the availability of free or low-cost landing page testing applications, marketers can also limit IT involvement, while maintaining more control over their tests and pages. But knowing which elements of a page to test can be tricky, Loveday said.

“It’s not just about throwing things against the wall and seeing what will stick,” he said. “You need to take a more structured approach, and test among good options.”

That means knowing which elements are most likely to create a change in conversion rate, and then testing out elements that are different enough to have a measurable difference between them. Using minor variations of a headline or image may not be enough to cause a change in user behavior.

To learn more about conversion optimization and other online marketing strategies, check out the upcoming PPC Summit Presents…Search Marketing and Social Media Success, coming to Los Angeles in September 2010.

When most business stick their toes in the search engine marketing waters, one of the first things they hear about is search engine optimization (SEO), as it relates to content. Not a lot of talk revolves around images; but it should for, everything on your site (eg, videos, photos, etc.) can help it rank well in search engines. And, this is what search engine marketing is all about.

The first thing you should know is that search engine bots (ie, spiders) can only read (search) text. And this is why things like Flash should be kept to a minimum, or not used at all unless it’s really, really necessary to your industry (eg, you’re a web developer, animator, movie maker, etc.).

Following is a mini tutorial on how to name your site’s images so that it ranks higher in search results.

Name Images Using Keywords: For example, instead of naming a photo photo.jpg1, name it pay-per-marketing-tips.jpg (if PPC marketing is what your firm specializes in).

Use the “ALT” Tag in Your Coding: Piggybacking on the last point, add the ALT tag when you name images. This tag explains what an image file is. A completed coded image with this tag may look like this:
<img src=”images/pay-per-click-services.jpg”width=”250″ height=”135″
ALT=”ABC Firm pay per click marketing services”>

Text Surrounding Images: The text that immediately surrounds your site’s images is valuable real estate from an SEO standpoint. Hence, you should do things like put captions on all of them and use keyworded text (ie, SEO content) in this space.

If you do these three things, your images (just like your site’s content) will increase the effectiveness of your search engine marketing efforts.

One of the things that search marketing has done is shifted the power from retailers to consumers. As in, thanks to the internet, consumers are armed with much more information now. They no longer have to believe what a retailer’s slick website says, how their brochure reads or what a smooth-talking sales rep tells them.

They can listen to your spiel, then log on to see if what you claim is true. This is proof that while B2B search marketing has done wonders for business, it has also done wonders for the consumer!

And, this is what many retailers fail to understand. They haven’t considered what the new technology available to them has done for their potential customers as well.

B2B Search Engine Marketing: 3 Quick Tips for Converting Prospects to Sales

Woo, Don’t Sell: As in, don’t make every contact you have with a prospect a sales pitch. Send them info pertinent to their lives from time to time – with no sales pitch attached.

Stay in Contact Regularly: Every niche has a fine line when it comes to staying in touch too much, and being “out of sight and out of mind.” Figure out what this is for your niche – and “walk the line.”

Don’t Overwhelm: B2B search marketing can be expensive if you use paid methods, so many try to say as much as possible with each contact. Don’t!

Make each contact concise and to the point. Don’t confuse prospects by overwhelming them with too much information. A confused prospect doesn’t buy. An informed one does.

B2B search marketing is simple. Although it’s a “newfangled” way of doing business, old-school marketing wisdom still applies. 

If you are interested in taking a closer look at the latest Search Marketing and Social Media Marketing trends and strategies attend PPC Summit Presents…Search Marketing and Social Media Success coming to Los Angeles in September 2010!

While starting a pay per click (PPC) campaign can be as easy as logging in to AdWords (or similar services from Yahoo! or Microsoft), doing it right and maximizing your ROI requires you to pay more careful attention to the choices you make when launching a PPC campaign.  This article will take a look at several settings you’ll want to carefully choose when setting up your PPC campaigns.

 Advertising Networks – Google Search, Search Partners, and Content

Performance across Google’s various advertiser networks can vary dramatically.  Currently, you can choose to have your ads shown on Google’s search network, Google’s search partners (3^rd party sites that use Google to power their results), content pages across Google’s entire AdSense network, or content pages that you specifically choose.  (Note: Google is in the process of rebranding its Content network as Google Display Network).

Choosing your networks

Ad Performance Can Vary by Network

Costs and performance can vary widely across the different networks (example below).  Bids and thus cost per click (CPC) tend to be lower on the content network, as that network generates a far higher number of impressions and lower click through rates than the search networks.  However, looking at the example below, you can see that rates can vary dramatically even within the search networks (Google vs. search partners) and within the content network (if you’re choosing your own placements).

Example of Campaign Performance by Network

Choosing Advertising Networks

So how do you choose which networks to run your ads on?  There isn’t a simple answer – it depends on your goals, spend available, and the topic or keywords of the campaign you’re running.  If you’re unsure of how your campaign will perform, a possible strategy is to setup two campaigns with the same keywords and ads, with one running on the search networks and one on content.  Separating them this way will make it easier to compare data using AdWord’s reporting tools.  Once the campaigns have been running for a while, you can tweak them, adjust the networks they’re running on, or cancel them if need be.

In B2B search marketing, getting backlinks can be twice as hard when compared to B2C marketing. The primary reason is that there’s a smaller pool of prospects. But, that doesn’t mean that B2B marketers can’t be just as effective at link building.

One of the easiest ways to create backlinks is to create a company blog.  Following is an overview of how to create a blog that becomes a backlinking machine.

Update Your Blog Frequently to Get the Best Results

Many B2B search engine marketing experts lament over just how inefficient some companies are when it comes to updating their blog. Some companies do it once or twice a month, others every few months.

If you’re trying to build backlinks, your company’s blog must be updated much more frequently – a few times a week at minimum. The reason is, you want to keep visitors engaged.

Think of it this way, if you were a retail store like Macy’s and updated your windows every few months, how many new shoppers do you think you’d pull in? Not a lot.

But, if they passed the windows every day or every few days and saw a new outfit, it keeps passersby intrigued. Many will wander in – and buy.

Same concept applies to this B2B search marketing concept. Blog frequently to keep passersby engaged and interested – interested enough to stop and read what you have to say, then perhaps leave a comment, or link to the post, or recommend it to a friend.

B2B search engine marketing is not difficult. It just takes doing what’s necessary – day in and day out – to be successful. And this is where so many fall down. Don’t! Create your company’s blog, update it frequently – and start reaping the fruits of backlink success that much sooner.

Learn more about Search Engine Marketing and Social Media strategies at the B2B Search Strategy Summit (June 23) or PPC Summit Presents…Search & Social Media Success (Sept. 2010).

B2B search marketing is different than B2C search engine marketing because the sales cycle is a little more complex; hence longer. Following is how to shorten it to make the sale that much sooner.

B2B Search Engine Marketing: 2 Keys to Making the Sale

Information Rules: Because the B2B sales cycle tends to be longer, prospects need more information, not less. Many B2B sites don’t provide enough information for prospects to take the next step in the sales process, eg, ask for more information, request a consultation or make a purchase. While you may know your products/services well, remember, prospects may not. So each time a visitor lands on your site, there should be enough information there for them to get a clear understanding of what you offer, why, how, when, etc.

Data Mining: While B2C sites may be able to go after a sale directly, B2B sites need more insight into what prospects are doing once they land on the site. Again, this is because the B2B sales cycle is more involved.

Hence, it’s important to wade through your site’s data to understand where customers are in the sales cycle. For example, knowing things like which pages prospects spend the most time on, which pages get the most clicks, how many pages they view overall, etc. can provide a lot of insight into what potential clients need less or more of.

This can then be reflected in for example, your site’s content, its navigational structure and its offerings.

B2B search engine marketing is not hard; it’s just involved. And this is why relationship building is its very foundation.

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?

One of the leading mistakes many online marketers make is having sparse sites with little or no useful information. And, while from a design standpoint this can be aesthetically pleasing, it does little for the web surfer.

Following is why many B2B search engine marketing experts say sites need more content.

B2B Search Marketing Advice: The Way Web Surfers Search

When web surfers log onto the web, most of them are looking for information. This is particularly true of those who are looking to buy. Information helps them to make informed buying decisions, so when it’s down to Company A’s product or Company B’s product, the more information a consumer has at hand, the easier it is for them to click the “Buy Now” button.

More Content Leads to Better Search Engine Rankings

More content is also good from a ranking perspective in that search engines use content to help discern what a product/service is all about. And, if this content is written with SEO in mind, it will not only be informative, it will be keyword rich – which will drive it up in organic listings. This makes it easier for web surfers to find. The easier a site is to find, the more visitors it has. The more visitors it has, the more sales it is likely to make.

A Top B2B Search Engine Marketing Tip: Content Creates Authority

One of the easiest ways to get more online sales is to create an authority site in a tightly defined niche. Search engine optimized content – lots of it – does this. If your site has a well-developed bank of informative content on a specific topic, the more search engines are to view it as an authority site.

And that, say B2B search marketing experts, is like money in the bank.

We’d like to hear from you! Feel free to add your comments and feedback.

B2B search marketing is mercurial. The rules are constantly changing and you have to adapt to keep getting the results you want for your pay per click marketing efforts. So you’re diligent; keeping abreast of the latest changes and implementing them as soon as possible.

But, in your zeal to keep up with the latest and shiniest, are you overlooking this one search engine optimization (SEO) guideline?

Not Treating Each Page as an “Individual Website”

Each page on your website should be treated as its own, individual website. For example, many B2B search marketers make the mistake of using the same meta tags for every page. This does little but, at the very least confuse search engines; and at worst, leaves a lot of traffic (and sales) on the table.

Meta tags should reflect what a web surfer can expect to find – on that particular page; NOT what they can find on your website as a whole.

So for example, if you operated an online women’s clothing store and sold shoes, handbags, lingerie, sportswear and professional wear, you wouldn’t have the same title, description and keyword tags for every page would you?

On your shoe page you would have meta tags that reflected this line of products, g, womens shoes, womens footwear, ladies shoes, etc.

On your handbags page, you would have meta tags that reflected this merchandise, eg, womens handbags, beaded handbags, evening handbags, etc.

And on and on.

See how not optimizing every page individually can cost you traffic and sales?

While meta tags may not be as sexy as say, keyword research and site analytics when it comes to search engine optimization, in B2B search marketing you need every competitive advantage you can get. Filling in your meta tags is the one thing you can do to get a competitive edge – precisely because so many neglect this area of search engine optimization.

Want to learn more hot tips to improve your B2B marketing efforts? Attend the  brand new B2B Search Strategy Summit where 150 senior marketing professionals will gather to network, share best practices and hone their B2B lead generation and search engine marketing skills coming in June to San Francisco. Get your discounted invitation by sending an email to invitation@B2BSearchStrategy.com  and use the code blog.