When it comes to most things in life, opting for quality over quantity is typically the best way to go. The same goes for your business to business marketing efforts.
Judging a marketing program by the quantity of leads produced rather than the quality can be a disastrous tactic, according to the latest research from Marketing Sherpa.
Their most recent weekly chart aims to outline the quality and quantity of leads generated by search sources.
B2B search leads: Quality over quantity
Every organization’s lead quality to quantity ratio will differ from one to the other. Too many leads and you’re overwhelmed. Too few and you’re not reaching any goals.
Here’s some of the Sherpas’ advice on finding an ideal equilibrium:
Search has become an ideal solution to balancing lead flow because, in many cases, the spigot can simply be opened or closed to control volume. The more complex challenge is controlling lead quality. This requires a much more strategic approach to optimizing not only web pages for SEO but, in the case of paid search, carefully aligning the context of PPC keywords with ad listings and landing pages.
Marketers who are optimistic about the months ahead and said they will be focused on sales growth resulting from an economic rebound, understand that higher quality leads will convert to more revenue in less time, and are addressing the challenge of generating them now.
Posted in b2b marketing
Tagged b2b search leads, b2b seo, business to business marketing, business to business marketing tips, business to business website content, internet marketing, new marketing ideas, search leads, seo, seo tip, small business marketing ideas
Since their launch of the SEO Center at HR Marketer.com, the company has been witness to some interesting statistics when it comes to how well HR vendors are managing their SEO.
HR Marketer’s data shows that not many have the hang of it, with only half of HR vendors ranking on the first few pages of major search engines for their top keyword strings.
After analyzing hundreds of HR vendors using their SEO Center, HR Marketer found that:
- About 20% of HR vendors don’t show up on the first 10 pages (100 rankings) of top search engines (Google, Yahoo!, MSN).
- Another 30% of HR vendors ranked on just one or two sets of keywords, but after the first two or three pages of search results.
- Only about 15% had “exceptional” SEO, meaning they landed on page 1 of search rankings for at least two or three keyword strings.
On a positive note: What their data reveals is that about 50% of HR vendors do “get it” and are ranking on the first few pages of major search engines for their top keywords.
According to HR Marketer’s Mark Willaman, the data showing how many B2B companies are using SEO effectively to improve their search rankings should be a wake-up call for the other half of marketers out there.
“These are the companies being found first. So if your competitor ranks and you don’t guess who is getting the leads?” Mark asks.
Does your company “get it” when it comes to SEO and search rankings? What have you found that works or doesn’t work for your B2B that could be useful for others out there? Leave a comment and let us know.