8 Steps to SEM Success for B2B Businesses

SEM refers to both paid ads that appear on search engine results pages (SERPs), along with the organic search results. In other words, effective B2B search engine marketing can give your business a shortcut to the top of relevant pages—both by paying for your spot and by earning it organically.

When your SEM strategy is dialed in, you’ll have qualified leads landing directly on your doorstep.

SEO strategy: Although SEM relies on paid advertising instead of organic search, you’ll still need a robust B2B SEO strategy. Use search engine optimization or SEO techniques like keyword research to ensure your B2B brand ads connect with the right people.

Paid ad space: SEM typically involves both pay-per-click (PPC) ads and remarketing campaigns powered by search engines like Google and Bing.

SEM combines these tools to display your ads to a target audience. That puts your business in front of potential leads at the exact moment they’re looking for solutions you can provide. Better yet, a strong SEM strategy can put your site within the top 1-3 results, which can capture as much as 50% of clicks on a given SERP.

B2B companies face some unique customer acquisition challenges in comparison to the B2C sector. For starters, sales cycles are longer, the decision-making process is more involved, and buyer motivations are very different. However, SEM is just as powerful in the B2B space as it is for B2C. Here’s why:

Businesses traditionally use display ads to grow brand awareness. However, placing PPC ads in SERPs is equally (if not more) effective in building name recognition within your industry, as customers see your brand associated with relevant search terms.

Well-executed SEM acts as a complement to your organic search strategy. When leads see your ad on SERPs, they are more likely to click on your listing further down the page or remember your brand and search for it directly later—all of which naturally improves traffic.

SEM allows you to display your ads to users who are already searching for keywords related to your offerings, giving you an audience that’s more likely to be open to your message.

Building a solid B2B SEM plan rests on a few essential steps:

Whether it’s increasing sales, greater brand recognition, generating leads, or expanding market reach, you need a concrete set of goals in mind to guide your SEM strategy.

Knowing your target audience is the only way to ensure that your B2B marketing is effective. Before creating an SEM campaign, you’ll need detailed buyer personas that define the demographics, pain points, and purchasing behavior of your intended customer.

Don’t skimp on the research stage when devising your SEM strategy. Competitor research is crucial for understanding what sets you apart and discovering gaps you can fill in the market. Thorough keyword research ensures that you identify keywords that are both relevant and high-intent.

In B2B SEM, the potential customer needs to be guided through an extended decision-making process involving research and education, comparisons with competitors, and discussion among stakeholders. That’s why it’s essential to make informative content such as blog posts or white papers that demonstrate your company’s authority part of your B2B SEM strategy.

After a searcher clicks your ad, how do you turn that site visitor into a bona fide lead? A successful SEM strategy will include a variety of opportunities to capture leads via contact forms, newsletter sign-ups, or gated content such as PDF downloads.

Of course, the heart of SEM is the ad itself. Compelling ad copy that connects with your target customer’s pain points and highlights your company’s unique value proposition is vital. Next, you’ll need a landing page that provides a helpful user experience while guiding visitors toward the next step in your sales funnel.

No B2B SEM strategy is complete without incorporating retargeting. Retargeting refers to engaging users who previously visited your website but did not complete a purchase. By serving targeted ads to these warm leads, you’ll keep your brand top-of-mind and greatly increase the likelihood of conversion.

SEM campaigns should never be set-it-and-forget-it. You’ll need to continuously refine your SEM strategy through A/B testing, keyword optimization, comparing the effectiveness of different landing pages, and careful monitoring of your spending and ROI as you implement changes.

It’s tough to set your brand apart in the competitive B2B landscape. Mastering SEM is a key part of driving traffic and generating leads, but building long-term client relationships goes deeper than digital marketing tactics alone.

Personalized connection is an irreplaceable element in cultivating successful client relationships—perhaps especially in the B2B space, where your clients expect individual attention and an on-going relationship.

&Open can help you make corporate gifting an indispensable part of your B2B marketing and customer retention toolkit. With quality marketing gifts, you’ll create a memorable connection with each client and demonstrate your commitment to customer satisfaction—all while keeping your company’s name front and center.