1. Integrate paid media and “earned media” for better results.
- Online favorable articles/analyst pieces
- Optimized press release mentions
- Promote 3rd party blog posts
2. Consider event and name driven paid and natural search.
- Leverage a national events and names for dirt cheap search traffic.
3. House list/direct mail tie-ins: integrate online marketing with more traditional focused direct marketing (think online mail-merge).
4. Create a more integrated search – use PPC traffic with your web analytics and your lead forms for list building and enhances lead generation. Leverage services such as
- DemandBase
- Jigsaw
- Other list building via web traffic
Most B2B terms are not looked at “for fun” they are looked at due to pain points on the part of the searcher.
5. Improve spending by using down-funnel data.
One client was spending 110K per month with well understood and optimized CPL metrics. They started doing PPC optimization using human scrubbed lead data (not web forms). Results: 43% shift in PPC spend allocation, 31% software sales uplift.
6. Choose keywords on conversion metrics, not on search/reach/volume metrics. If you have paid search data, use that to determine what the money keywords are.
To learn more about
the workshops conducted by DIGITAL
MARKETING INSTITUTE, visit our website.
Contact details:
Digital Marketing Institute
Address: Jain College, 9th Block, Jayanagar, near Big Bazar, Bangalore
Phone no: 8904830821
Website: http://www.digitalmarketinginstitute.edu.in
email: info@inttco.com
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