The Key to B-to-B Search
For example, if you are in the custom widget business, you have a far more limited target universe of prospects than that of someone in the apparel business. The reality is, there are only so many people looking for custom widgets, while everyone needs clothing. As such, at some point your site's traffic volume is going to peak because you've already targeted all the keywords relevant to your custom widget business, and are effectively reaching an extremely high percentage of the prospect universe for custom widgets.
The opportunity here is to shift expectations from continually increasing the volume of traffic and conversions to attaining and maintaining an extremely high share of your marketplace. If traffic has peaked at 4,000 visitors a month, but that number represents 95 percent of the marketplace, it's unrealistic to expect a further increase in traffic. At that point, you should declare victory and reap the rewards.
Competition in today's online marketplace is fierce and requires leveraging every available tool. Search marketing has become a powerful tool that when used effectively can help achieve improved B-to-B results. To achieve optimal performance,
B-to-B marketers need to adjust their search marketing strategy to fit their specific business goals; realize that they need to focus on generating multiple types of conversion activities via keywords that speak to customers in all stages of the buying cycle; and set realistic and achievable goals for their initiatives. Master these B-to-B-specific strategies, and the results will follow.
Case Study: Document Technology Leader Seeks Visibility
Problem: A worldwide service and document technology company faced fierce competition online for sales leads and visibility, both from other firms and its enormous network of ffiliated resellers. Its Web site contained mostly dynamically generated pages, making it hard for search engine spiders to crawl the site. Also, such sites tend to have fewer links pointing to them.