- what problems are we trying to solve;
- why online lead generation is really important for B2B companes;
- why you also need Outbound lead generation;
- what structure you can use for your lead generation program.
Our slide deck from a seminar on technology marketing for NISPConnect in the Northern Ireland Science Park. A really enjoyable seminar, very positive feedback from the audience, and we got to visit the Titanic centre in Belfast afterwards!
When you are picking keyword phrase to target, using the “AllInTitle” filter can be a good way to assess the level of competition for a keyword. (We have a guide to Search Engine Optimization here ).
How do you decide which keyword phrases you should target with your website? When we do this for a client our first step is to generate ideas based on the products and services they sell. Next, we use tools like the Google Keyword Planner to generate more ideas for keywords. If the client has been running Google Pay-per-click ads for a while then we will look at these too, checking to see which keywords have good search volumes, good click through rates (CTRs) and good conversions (e.g. the percentage of people who register on a landing page after clicking through on an ad).
When you have a long list of candidate keywords, you need to whittle it down. You can only target so many keyword – about 3 phrases per page on your website - so you have to make some choices. We make the selection using 3 filters.
The first filter we use is search volume – how many people typically search for this term month-by-month? Google’s keyword planner can give you a rough indication of search volumes for a keyword phrase. Generally you don’t want to target keywords that have a low volume of search traffic – if not many people search for the term there is no point optimizing your site for it.
The next filter is “relevance” – is the keyword phrase really closely related to what we sell? Is it too generic? Could it be misunderstood as relating to another business? We usually mark each keyword as High, Medium or Low for relevance so we can sort them later.
The next filter is “competition”. This is one of the biggest factors in determining which keywords you should target. If there are tens of thousands of other websites targeting the exact same phrase then it will be really hard for you to get to page one of the search results.
You can use Google’s keyword planner to get an idea of the level of competition for a particular keyword phrase. However, we also do a quick search on the phrase using ‘AllInTitle:keyword phrase’ in Google. The ‘AllInTitle’ modifier tells Google to show you how many pages on the web have a Page Title tag that matches your search phrase. Since most people who are optimizing a page to target a keyword phrase will put that phrase in the Title, then the ‘AllInTitle’ search results give you a pretty good idea of how many people are trying to target the same keyword.
For example, if you enter “allintitle:tomato ketchup” into the Google search box, it will show you the total number of pages it finds with ‘tomato ketchup’ in the Title tag.
Our rule of thumb is that if there are less than 5,000 results using the same phrase in the title then you have a chance to compete for page 1. Between 5,000 and 7,500 is going to be tough, and more than 7,500 other pages will make it very tough.
If you build up a spreadsheet of keywords that includes the search traffic volumes, relevance and the number you get from the ‘AllInTitle’ search then you will start to see which keywords show the most potential. You are looking for keyword phrases with high search, strong relevance and low competition.
If you’d like to learn more about keyword competitor analysis, there’s a great article on the Wordstream blog.
Written by Michael White
What should you spend your marketing budget on? In a previous post, “How much should I spend on Marketing?” I looked at how you can calculate your marketing budget based on industry averages and your own previous marketing expenditure and output. Once you have identified roughly how much you want to spend, the next question is what you should spend it on.
Here are some of the typical items you can include in a B2B marketing budget:
- Website – updating it, redesigning and re-implementing it, adding new content or images
- PPC ad expenditure – pay-per-click ads on Google or Bing
- Search Engine Optimization – expenditure on tools and consulting
- Content – Creation and design work on content by 3rd party (e.g. case studies, videos)
- Graphics – web banners, infographics etc.
- Events/ trade-show costs – e.g. pop-up banners, handouts, freebies, travel and accommodation
- Company seminars e.g. hosting invite-only seminars at a city hotel
- Display Ad and re-targeting ad expenditure
- Video ads
- Social Media tools and services
- Social Media ads and paid promotion e.g. LinkedIn ads, promoted posts, Slideshare lead capture
- Partner co-promotion e.g. seminars, other campaigns
- PR costs
- Distribution of white papers (e.g. TechTarget)
- Analyst Relations e.g. subscription to Gartner, Forrester or similar
- Print advertising
- Direct mail / direct marketing including print & postage costs
- Marketing technologies – marketing automation, email marketing, SEO tools, web analytics etc.
Can you think of any other typical items of expenditure not included here?
Written by Michael White
Lead Nurturing refers to building regular, automated interactions with sales leads in order to develop a relationship and encourage a purchase. This guide explains what Lead Nurturing is, and the benefits you can obtain such as converting an extra 20% of leads to sales. We also describe step-by-step how to setup your first lead nurturing program.