Welcome to the blog equivalent of a B-to-B round table, where ideas and opinions are free and fresh -- all in the name of better marketing.
Drop in often as I explore intriguing trends and insights in the ever-evolving world of marketing.
Even in this high-tech age of B2B, great marketing and copywriting still comes down to effective communication between people.
So grab a cup, pull up a chair and ... join in, won't you? 
The cool thing about SEO is that it delivers interested prospects to your doorstep. Unlike traditional, “interrupt marketing,” it doesn’t require any jumping up and down to get buyers’ attention — just the power of keywords and search engines.
In b-to-b, the trend is profound. According to a MarketingSherpa survey, fully 80 percent of decision-makers felt THEY were the ones who found their solution — vs. 20 percent who said the solution came to them.
Clearly, this illustrates how decision-makers are doing extensive research to find the products and people who can help them.
But as mentioned in yesterday’s post, marketers who stuff every cranny of their web site with keywords often do their business a disservice. Just because you present content that’s chock-full of keywords doesn’t mean it will be effective.
Put yourself in the prospects’ shoes and ask yourself: Is the content useful? Does it address their needs? Is it relevant to what they’re looking for? Does it engage their interests?
Think customers and relationships first. Keyword-laden copy may be attractive to the search engines, but your buyers are the ones that rank highest. Reward them first with quality content written for them, rather than a contrived collection of keywords and phrases.
Filed under: B2B Marketing, Engagement Marketing, SEO, Target Marketing | Tagged: b-to-b marketing, B2B Marketing, customers, keywords, search engines, SEO
