I just read an instructive interview in BtoB magazine -- Chris Baggott of Compendium Blogware provided excellent insight into the importance of organic search and blogging.
Mr. Baggott correctly states that almost all clicks on a search engine results page happen on the organic, not the paid advertising side.
And yet...many marketers remain focused on Pay Per Click campaigns because it's more trackable, more manageable, more...well...more talked about.
But from where our agency sits, there's more opportunity for connecting with prospective buyers via a organic search program vs. a PPC program.
Connections = conversions.
Conversions are the holy grail of marketing -- especially when marketing in a recession.
I love how Mr. Baggott states: Searchers only care about one thing -- their search.
An organic search program allows marketers to reach searchers (read: prospective buyers) in so many more ways (times and places) than a paid program. This is particularly important when so many marketers are cutting budgets or trying to figure out where their dollars are best spent.
A b2b search marketing program that is organic in nature offers many opportunities for customer engagement: Online syndicated content. Carefully-crafted, keyword-laden, topic-specific landing pages. And blogs.
What matters most in your search program is the customer. Whatever your search strategy is, you must be aligned with the customer in order to make those critical connections. What are they searching for and what phrases are they using? Are they using ductless mini-splits or cheap air conditioning? Recycled poly furniture or plastic lawn chair?
Find out what they want. Then give it to them.
Success is borne in a broad-based, customer-driven search strategy.
Now go get 'em!
