How to Improve Paid Search for B2B Lead Generation

Do you feel like you're wasting your marketing dollars on paid search and not getting the ROI you were expecting? Are people not hitting "Contact Sales" once they get to your site from a search ad? What do you do?

Here's a great article by Chris Marriott over at iMedia Connection called: 3 Steps to Email Marketing with Search. It basically explains that when people are at the beginning of the sales cycle, they're just looking for information so provide people a way to sign up for your newsletter or a link to a whitepaper. Don't expect them to sign up for a free consultation. The main purpose of paid search is to get the basic info and to get opt-in so that you can market to them in the future and find out if your company and the prospect are a good fit. As Chris says, don't use this as an "opportunity to propose marriage to prospective customers". Start small and build your way up.

Chad H.

PS: Here are some other useful posts on search marketing:

• Online Marketing is Being Dominated by Search Marketing. What is Your Strategy?
• If you're driving paid ads to blogs (interesting idea): Using Blogs as a Lead Generation Tool
• Sealing the Deal: Your Landing Page
• Why B2B websites fail