Special Report: Search Engine Marketing
2. The job of tracking b-to-b customers from their initial Web searchs to actual purchase orders often is made more challenging by the fact that they tend to place large orders. “Your most valuable bulk orders don’t come through the ‘traditional’ Web shopping cart,” Lee says. “Businesses tend to place orders on the phone for, say, 75 laptops — after they do online research.” Therefore, map your telephone orders back to search marketing if you can.
3. Use search engine optimization (SEO) services. Because you undoubtedly carry many SKUs, you have key SEM-related decisions to make when it comes to managing your b-to-b product databases. Chicago-based electronic components cataloger Newark InOne, which carries 1.2 million products, has been focusing more on SEO of its most heavily searched product categories, says Mike Yantis, director of Web site sales and marketing.
Newark InOne’s catalog is comprised of 10 major product sections, but the company puts a heavy emphasis on the two sections that give it the best return on investment (ROI) in paid search. The two categories, passive components and semiconductors, which combined make up 15 to 20 percent of Newark InOne’s offerings, play best on the search sites, says Yantis. “For the other eight categories, we have pretty good placement in organic search results. But we don’t feel we need to heavily invest in those, because the two top product sections are where we have our strongest reputation.”
What’s more, the two segments Newark InOne focuses on cater primarily to design engineers, a younger segment of its customer base and people who “grew up using the Web,” he says.
Newark InOne’s efforts have coincided with Google’s and Yahoo!’s ability during the past couple of years to use their algorithms to look through and break up PDF files from its site. “They can pull out manufacturer’s part numbers, which a lot of our customers look for in their searches,” Yantis says.