B2B Online Marketing Blog

September 29, 2014: Earlier this year, we released findings from a survey we ran in conjunction with Dianna Huff, asking B2B buyers about the role vendor websites play in the B2B buying process. We’d seen many reports on how B2B buyers find information online and what tactics B2B marketers were using to reach target audiences, but we couldn’t find anything of significance when it came to the buying experience once that buyer actually got to the vendor website.

While there were certainly results that reaffirmed recommendations we’ve made consistently throughout the years, several came as a surprise as well.

September 25, 2014: back-to-schoolI am not a native New Englander. But, with six years of living in the Boston area under my belt, I’ve pretty much become accustomed to the parking lot that is any of the major highways during rush hour.

Traffic gets especially bad around this time of year, when school buses start popping up around every corner. I’ll be the first to admit that my road rage has a tendency to flare (hey, if you can’t beat ‘em, join ‘em), but spending excessive amounts of time in my car can actually be a good thing because it provides the opportunity to brainstorm blog topics (really!).

September 22, 2014: The collaboration of Inbound 2014 and FutureM brought together over 10,000 marketers and “tech geeks” from around the world. As you can imagine, the Boston Convention and Exhibition Center was oozing creativity and eagerness to exchange knowledge.

Inbound 2014 - A Marketer's Rock Concert! #Inbound14 #Marketing

This three-day extravaganza explored every topic from marketing strategies to leadership to data and analytics. While not every session related directly to B2B marketing, I couldn’t help but think of the link of these intriguing concepts and their application in the space.

September 16, 2014: 3 Reasons to Implement Mobile in Your B2B MarketingThe mobile platform is something that marketers are beginning to catch hold of, but haven’t quite fully embraced yet. Unlike most social media platforms, mobile is something that any industry, especially B2B, can fully embrace and have success with. Below are some of the reasons why mobile strategy should have a place in your B2B marketing efforts.

Mobile is The Fastest Growing Niche

Two years ago, mobile became the fastest growing media sector for marketing and advertising, a trend that is likely continuing today, due to smartphone use. According to MarketingProfs, out of social media, mobile ad/marketing, and mobile content, the advertising/marketing sector brought in the most revenue for marketers. There has been an increase of almost 54% every year since 2006 in this sector, bringing to almost $4 billion in annual revenue.

September 11, 2014: As a content marketer, I often times have to switch my brain from news writing (journalism) to blogging, and vice versa. While both types of content creation fall under the “copywriting” umbrella, there are a number of fundamental differences that shape the two. For those that don’t write news or blog posts (or both) on a daily or weekly basis, the fine line that separates these two writing processes can easily become blurred.

Confused Writer

Let’s take a look at some of these differences as we attempt to help bloggers and journalists stay on track and deliver the type of content they intend to their audience.

September 9, 2014: In a few weeks, I’ll be heading down to NYC for SMX East where I’ll be speaking on the panel “Competitive Research for SEO.” The details of the panel are as follows:

Date/Time: Tuesday September 30th, 10:45am

Summary: Your competitors have top rankings in search results for some of your prime keywords. So how did they do it? Savvy SEOs know how to analyze and understand the strategies of the competition, and then use that knowledge to rev up their own efforts to achieve even greater visibility and reach. During this panel, our experts will discuss the tools and tactics they use to mine valuable competitive insights, and use that knowledge to maximize their own SEO strategies.

September 3, 2014: The other day members of our team had an informal discussion on how we choose keywords for our clients’ web pages. We base keyword selection on criteria that includes factors like relevance, competitiveness, and existing search results. The development of good keyword research also incorporates marketing prowess, data analysis, and experience working with SEO over time.

Keyword Determination

Keyword research is the life-blood of a search engine optimization campaign. The implementation of effective keyword research can lead to high quality traffic and leads over the long term, from organic search engine visibility. Poor keyword research leads to frustration and leaves site owners questioning the value of SEO.

While you can find a more comprehensive tutorial I wrote on keyword research here, in this post I’ll go over 12 questions to ask when performing keyword research, in an effort to drive better results and opportunity for client SEO programs.

August 28, 2014: B2B marketing isn’t a perfect industry (what industry is?), but the main arguments against B2B marketing, like unoriginality, competition, and boring products, are also the areas where a company can stand out most online. The following are some of the biggest problems with B2B marketing and how you can make your campaigns stand out.

It’s Not Original

b2b problemsBecause they aren’t forced to be innovative since their audience is so much smaller than the B2C market, B2B marketers (and usually their executive supervisors) may be used to just pushing the same postcards, email blasts, and online promotions over and over. However, it’s important to remember that those you are trying to reach from a B2B perspective are consumers as well, just in a business sense.

August 26, 2014: 18 Ways to Measure a Search Engine Optimization CampaignLast spring, I had the opportunity to instruct a course for MarketingProfs University’s Search Marketing School 2014. My contribution, “10 Measurement Tips for SEO Content” (now live on MarketingProfs University) focuses on key reports and analysis designed to connect SEO-related content marketing efforts with business performance.

While I’ve based my presentation for MarketingProfs on the performance of SEO-related content marketing assets specifically, there is a much greater range of SEO-related benchmarks B2B marketers should consider.

The following is a list of 20 performance metrics we recommend that B2B marketing managers use to establish goals and achieve success with their search engine optimization programs. Unless specified otherwise, all metrics are assumed to be tracked on a regular (at least monthly) basis.

August 21, 2014: As you may have noticed over the past few weeks, there has been a major shakeup in the world of Facebook advertising. The most notable change has to do with the increased size of ads on the right side of users’ news feeds. At first glance, this may seem like a minor change to an advertising platform that is constantly making changes and improvements.

Upon further inspection, however, this is a change that could have a huge impact on results if gone unchecked. Today, we will discuss the changes for Facebook ads and how you can best prepare to minimize negative impact.

Contact KoMarketing Associates

If you have questions or would like to talk with us about our online marketing services, call us at 1-877-322-2736 or use our contact form to get in touch with our leadership team.

Scott Stone

"We have a successful online business, and wanted to take the next step. We approached KoMarketing with the notion of leveraging its expertise in building better search rankings. Both in our defined critical areas and across the board, KoMarketing has helped us grow our presence. They were hired to expand our visibility, but took extra steps to provide many useful recommendations for other areas of our online presence that have had positive impacts. Derek and his staff work hard and take extra steps to ensure you succeed. They are an outstanding partner." - Scott Stone, Advertising & E-Business Manager, Cisco Eagle

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