Target the right buyers with search engine marketing

Search engine marketing (SEM) is essential for businesses that want to lower the cost per acquisition of new clients while driving return on investment (ROI) up. However, in B2B marketing, most decision makers already know what they want before they purchase a service or product, so brands need to make sure their content is optimized to the fullest extent.

Some marketers implement a thorough website analytics program to understand the type of traffic visiting their web pages, but it may be more worthwhile to optimize content to reach out to the type of consumer who buys more frequently than the average client.

Marketers should start by looking at the different customer segments that they already have. After discovering who the buyers are that have the financial means to buy regularly, a strategy needs to be put into place to reach those people. The next step is to calculate the average allowable cost per acquisition, and adjust those findings to align with the spending power of the targeted segment. This step governs the amount of outreach marketers can use to convert leads to clients.

Finally, selecting keywords that will drive online campaigns is essential. If reaching out to a certain audience, make sure those words are commonly used by the desired segment. This part may take a more thorough market research approach, but when done effectively, ROI may significantly increase.

Sheila Kloefkorn (1031 Posts)

With more than 20 years of hands on marketing strategy and operations experience, Sheila Kloefkorn is dedicated to developing marketing strategies and plans that help clients succeed. Some of the world’s largest brands have depended on Sheila for marketing programs that delivered tangible and substantial results. Specialties: B2B marketing, lead generation, lead nurturing, sales strategy, marketing strategy, competitive marketing strategy, social media, search engine optimization (SEO), search engine marketing (SEM), mobile marketing,, email marketing, website design, marketing plans.