Where SEO can bring in organic traffic, PPC can help in precise targeting
This articles explains some of the major optimisation practices that B2B marketers can put in place, the first being simplifying customer experiences. B2B marketers should focus on simplifying website design. For example with online forms, brands can minimise the steps involved and avoid leaving the purchasing process incomplete. According to a Baymard Institute report, 26% of customers’ abandon their purchases because the checkout processes are either too long or complicated.
In terms of their content promotion strategy, the author advises that a broad “blast of content” may not be the best approach. Instead retargeting using Facebook pixels and Facebook business can identify people who have shown an earlier interest in your business and could help potential conversions.
Finally the author explains how using SEO and PPC tactics together, by using keyword data from one to inform the other, could lead to better conversion rates. Where SEO delivers long term, cost-efficient results, PPC is more immediate and enables precise targeting.
[9 minute read]