Thunderbird project on B2B Lead Generation and Web Presence Optimization

I often find myself guilty of the crime of learning retrospectively but I often manage to console myself with a cliché – It’s never too late to start!

The project that we did as a part of our B2B marketing class at Thunderbird School of Global Management was focused on B2B Lead Generation and Web Presence Optimization. For those who think these words have been written in half Mandarin and half Persian, we are talking about using the power of the web by B2B companies, to make meaningful business contacts and sell their products/services.

Eventually, this theory will catch up that the web offers a great platform for marketing both products and services, with common basics but different target audience, and that the strategy remains same (Content is king!) but tactics may be different.

So what is this Web Presence Optimization? According to the webbiquity blog, it is a fusion of SEO, search marketing, social media, reputation management, content marketing and interactive PR.

Let me give you a brief on each term. Please note that the views are personal and based on my limited understanding of these ever evolving concepts. One thing I can tell you for sure and that Google has often has reiterated that the evolution of the web has a strong social dimension.

Let us start with SEO. SEO stands for search engine optimization. It means creating content including keywords and getting found by Search Engine such as Google, Yahoo and Bing for those certain keywords and doing it over and over. It also means getting ranked higher for those keywords in Search Engine Result Pages or SERPs. There are books written on SEO and you may read as many of them as you can.

For search marketing, Wikipedia has a good definition. Search marketing includes a combination of organic and paid ways of marketing through search engines using various tactics such as paid pay-per-click marketing, SEO, contextual advertising and paid inclusion.

Social media marketing not only encompasses the idea of reaching your target audience using various social networking, content sharing and media sharing platforms but also extends to using social influence for acquiring new customers.

Reputation management is new and evolving and it means keeping a track of what users are thinking and writing about a company’s offerings and trying to keep its impact as positive as possible. You know opinion matters!

Content marketing has its roots in SEO, Social Media and Search Marketing. There are many ways of marketing content such as blogs, RSS, email, article marketing, and so on but the idea is creating remarkable content and spreading it virally using various ways and tactics. About the content, the word remarkable needs to be taken in a literal sense i.e. producing content which people can remark about or comment on.

Interactive PR – I need better education on this. Can someone summarize this for me? I think it relates to using various internet technologies such as social bookmarking, blogging, social media marketing, search engines etc to manage public relations.

Conducting all the above activities on an ongoing basis will establish your company as a thought leader on the web and build a comprehensive web presence so that you can better engage with your clients or customers. I can’t resist mentioning that a large part of all this overlaps with Inbound Marketing.


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