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5 B2B marketing tips to jump-start your 2017 results

7 February 2017
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It’s no small feat to be a successful B2B digital marketer in today’s complex, ever-changing environment. In this article, I offer several proven recommendations related to the domination of search engine results pages (SERPs), testing, attribution and ROI.

Utilize these tips to jump-start your search results in the new year and start 2017 with a bang.

New year, new opportunities

2016 was a year of incredible change. Google changed the SERP game by shifting visibility to paid advertising, while also changing the core organic algorithm to natively include Panda and RankBrain.

Search engine marketing isn’t getting any easier. Top it off with the rapid expansion of marketing technologies, system integrations, and now account-based marketing, and we’ve got an uphill battle.

As you look for opportunities to improve your 2017 results, these five tips offer big wins:

1. Ensure SERP domination.
2. Maximize conversions via testing.
3. Capitalize on attribution insights.
4. Integrate with the sales funnel.
5.Understand total ROI with call tracking.

1. Ensure SERP domination.
Owning the SERP for high-priority search queries (keywords) builds brand recognition, credibility and trust with your target audience. Aligning paid and organic search provides insights into customer behavior you wouldn’t have in a siloed approach. Develop a cross-channel strategy that educates, builds trust and moves prospects through the funnel faster.

Test different messaging in your paid ads for target keywords, and start to understand the visitor intent behind the query. When writing your organic listings, make sure you follow the new rules for how your listings will display in the Google SERP to ensure your message doesn’t get cut off.

Look to your paid search queries for insight into what terms are driving real business results, including phone calls, content engagement and conversions. Identify search terms that are bringing top-of-funnel visitors to your website, and write organic content that aligns with the intent behind the query. To maximize results from organic search, you simply must incorporate the data and insights from a well-managed paid search campaign.

In the screen shot below, QuickBooks is demonstrating SERP domination and integrated messaging across their organic listing, paid ad and product listing ad.

Read more: 5 B2B marketing tips to jump-start your 2017 results



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