Lee Odden

Common B2B SEO Mistakes and How to Solve Them

Working with a variety of companies large and small, local and international, B2B and B2C, on SEO projects over the past 12 years has revealed a variety of common obstacles to success.  For many reasons, B2B marketers often lag behind B2C in terms of tactics and adoption of new marketing technologies.  The customer acquisition and buying cycle are very different for business to business than consumer oriented products and services.

Since SEO presents the biggest opportunity to generate a high quantity and quality of B2B leads, more B2B marketers are speeding up their ability to test innovative search engine optimization programs. Unfortunately, there are a mix of common mistakes that persist.  Here are 5 common mistakes and how to avoid them.

1. Using Keywords More Important to You Than Your Customers

TopRank Marketing Editor

5 Tips for Better B2B Branding

Think branding only falls in the B2C court? Think again.

In fact, three of the top 10 brands in 2009, as ranked by Interbrand, generate a sizable amount of revenue from their B2B customers: IBM, Microsoft and GE.

As a B2B marketer your brand is your most valuable asset.

B2B branding is less about cool, hip monikers (the Apples and Starbucks of the world) – and more about thought leadership.

Particularly in down economies, B2B prospects and customers conduct significant research leading up to purchases. That means you as a marketer have to educate them early on, and establish your brand as a trusted resource that gets their problems and has the solution.

To help your organization be seen as the thought leader it is, we’ve identified five B2B branding tips:

Lee Odden

OMS10 B2B Marketing Case Study: Marketo

Lee Odden     B2B Marketing, Online Marketing

Our agency TopRank Marketing has been working with Marketo providing SEO, content and blog marketing consulting services for about 2 years. I finally had the opportunity to meet Marketing VP Jon Miller in person today prior to his presentation at Online Marketing Summit: Marketo’s Secret Sauce for Demand Generation.

Marketo is one of the fastest growing software companies in the U.S. and this session is a case study for how Marketo has achieved that rate of growth.

Marketo launched their main product about 2 years ago. In 2 years, they’ve signed up 400 customers at a value of about $30,000 per year in recurring revenue. The current run rate is over $12 million which is pretty impressive for a 3 year old company.

TopRank Marketing Editor

5 B2B Social Media Winners

B2B Social MediaTake a moment to think about, and count, the number of B2C social media success stories that pop into your head.

I’ll venture to guess that you could immediately name five to 10, if not many more. From Ford to Dell to Zappos to Best Buy, B2C social media winners – those organizations that caught on early and created a cult following of brand cheerleaders via the social web – are hard to miss.

But how about the B2B social media winners? I’m guessing these weren’t as easy to name.

And yet, there are just as many B2B organizations successfully conquering social media. While their stories might not be as well-known, we think these 5 B2B social media winners are doing a pretty doggone good job. Tell us if you agree.

TopRank Marketing Editor

5 Must-Read Tips for B2B Search Marketing

TopRank Marketing Editor     B2B Marketing, SEO, SEO Tips

Search marketing for B2B

[Note from Lee: A few weeks ago, Michelle wrote a great post on Retail SEO tips and this week, I’ve asked her to tackle B2B SEO and general search marketing tips, since one-size SEO does not fit all programs. Enjoy!]

Search marketing should be a top priority for organizations in any industry. But B2B search marketing efforts take a slightly different form than the tactics used in consumer focused SEO and PPC programs . Typically, B2B markets are smaller, products and services are more complex, and sales cycles are longer. Therefore, B2B marketers must think a bit differently in terms of target keywords, online content and link building.