What B2B Client Wants - The 2011 SEO Wishlist
Many people look forward to the new year for a new start on old habits. ~Anonymous
As 2010 is about to sign off, I decided to step back a little , introspect and analyse a few things from a client's point of view. The main concern which came to my mind was - What is it that exporters, manufacturers and suppliers really expect from a SEO campaign. I thought of it as a compelling reason to write because of the industry wide rising mismatch between a client's expectation and a SEO' deliverability . Below are the few points, which i could thought of, from a client's perspective, feel free to add yours in the comments.
Lower CPC and a Higher ROI
Getting a client ranked for his set of keywords organically, is getting tougher with each passing day. The next most exercised option is using adwords or other cpc campaigns . The problem area remains the constant struggle to set the price right and give a client, the best possible ROI . Easier said than done ! Industry insiders say - To combat high cost of advertising, marketers will have to double down on match type and negative keyword management, resort to campaign structure optimization to lower costs and increase conversion rates.
More Effective Usage of Social Media
A hush hush dictum among b2b portals is that - social media isn't for them. But, what they also agree to is - Social media is the future. Google is going social (full throttle with google.me), facebook is acquiring more serious users and Linkedin gives a great chance for informal business networking. What a B2B Client really want is -
As 2010 is about to sign off, I decided to step back a little , introspect and analyse a few things from a client's point of view. The main concern which came to my mind was - What is it that exporters, manufacturers and suppliers really expect from a SEO campaign. I thought of it as a compelling reason to write because of the industry wide rising mismatch between a client's expectation and a SEO' deliverability . Below are the few points, which i could thought of, from a client's perspective, feel free to add yours in the comments.
Lower CPC and a Higher ROI
Getting a client ranked for his set of keywords organically, is getting tougher with each passing day. The next most exercised option is using adwords or other cpc campaigns . The problem area remains the constant struggle to set the price right and give a client, the best possible ROI . Easier said than done ! Industry insiders say - To combat high cost of advertising, marketers will have to double down on match type and negative keyword management, resort to campaign structure optimization to lower costs and increase conversion rates.
More Effective Usage of Social Media
A hush hush dictum among b2b portals is that - social media isn't for them. But, what they also agree to is - Social media is the future. Google is going social (full throttle with google.me), facebook is acquiring more serious users and Linkedin gives a great chance for informal business networking. What a B2B Client really want is -
- Result oriented Serious Networking
- Measurable ROI for SMO campaigns and
- A better product positioning/ branding.
Honest Reporting. Action Oriented Measurable Insights
Statistics hide more than they reveal. Clients don't just wish to see what is good, they also wants to know what is going wrong with their site. Clients needs to be told about their conversion rate, conversion path and the conversion funnel. As avinsh kaushik puts it - reports should reveal the - “Golden Insights” which in turn should lead to actionable data and course correction steps.
Genuine Queries/ Qualified sales
It's a gospel truth that - most of the clients really don't care about the visits, visitors or goals achieved. What they care about most is genuine queries or actual sales! The big question is - How many B2B Portals are able to generate qualified sales or genuine leads? The client isn't spending his hard earned money for just an increased set of visitors or a better keyword ranking. The client means business. SEO companies should have a long term focus and take individual ownership for generating more business opportunities for their clients.
The After Thought
B2B industry is unique and has its fair share of challenges, opportunities and many areas of concern. It is really up to the SEO companies to rise up to the occasion and start delivering as per their client's expectations or else they will get rolled over by their better competitors in this rapidly changing scenario.
PS: Attention Indian exporters suppliers or manufacturers, get your online catalog today and make profits by tapping the business queries being generated 24/7 globally on the net. To know more , click on b2bportal
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