Posted by: Gloria Dutton, Marketing Coordinator

Pay-per-click (PPC) advertising can attract some of the best leads – people who are already searching for your business or the products and services you offer. They’re actually searching for you, not the other way around. And while appearing for the right terms may be the first step, it’s not the most critical. Just showing up is not enough when you want prospects to take notice, click your ad (and not your competitors’) and dig into why the product you offer is superior. The key to this is writing attractive ad copy. The tricky part is that writing ad copy does not have a standardized formula. It varies from industry to industry, person to person, and especially from B2C to B2B. It is important to understand the key differences between the B2B audience and the B2C audience and how to change your copy accordingly. read more »

Posted by: Meg Archer, Marketing Coordinator

When it comes to B2B marketing, it’s easy to forget that even though your customers are from another business, they still go through the same buying cycle as B2C prospects. However, there are differences in how to reach the B2B consumer. The key differences include:  more than one decision maker, who obtains purchase information and how, and the best language for communicating with the audience.

In this blog I am going to focus on the Technical B2B buyer. Let’s look at some of the current trends in B2B search: read more »

Posted by: Jenny Bachner, Media Specialist

While many people turn to Google, Yahoo or MSN for their answers, others are moving to a more specialized form of search – vertical search.

Vertical search, or “specialized” search as some call it, is a form of internet search based on engines that focus on specific content. With regular search engines, web crawlers scan mass amounts of data to bring back general information about your topic of interest. However, when you have a specific question, and you are typically looking for the most direct answer, there’s no need to go hunting around on Google. Take the direct route and use a vertical search engine for your hunt. Vertical search web crawlers only crawl a highly refined database of information that is specific to your topic of interest.

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