WOMM

Well the most important question asked is, how to create BUZZ, or how to be in the market. There are many companies that are devoting a considerable amount of time and money to the creation and amplification of conversations concerning their products or services. This is one of the better means to create BUZZ in the market.
An example of a kind of WOMM advocated by a vodka company was to hire beautiful gals in the crowded bars and order the vodka of the company. This is one means of creating a BUZZ. This doesn't work in the B2B industry.
One of the simplest way to market the product or create BUZZ in the market is to allow the most satisfied customers to speak about the company and their range of products (be it home appliance or software suites or anything under the sun). We can achieve this by bidding more on the advertisements and brand the product in the beginning then carry on. An example to this is the main sponsor in a hosted show or a game then through regular marketing on Television, radio and of course the power house of all the information- the internet.

There are many people who adopt stealth marketing along with normal marketing by advertising through the media making it more popular to an extent that you name a product only that company name comes to your mind. The strength of the product and the market lies in the simplest way the product is explained to others (like colleagues and friends) and they come clicking at your website.

The other easy and better way to be on top of the internet market is, by paying more for their contents to be on top (many criteria's go into it). Many feel this as one of the better way to stay on top (who find it better to cut the competition and don't mind to pay money to stay on top), but there is other side to this. What if you were the leader till date using this technique and someone uses the same strategy to put you down and take the lead? There are limits to every thing in the market. By doing these types of marketing no company can stay on top for ever, unless they don't match their product quality with the kind of marketing that they are doing.

There are many cases where the WOMM and BUZZ gets created in the market about the product and its quality and service that it doesn't spend much on marketing, and this happens until the keep the quality to the satisfied level of the customers. Most important is to get new customers; more important is to retain old customers. Its these people who pull the crowd to us.

WOMM should work not by just advertising. it should be from the other side, that is: You create a product and when the need comes, all the manufacturers of that product comes to your mind (or to others), but which is the first one. This makes a lot of difference. This is what is the another form of WOMM; a healthy WOMM and a desired marketing.

There are many events where people are participating in open discussions on WOMM, as this will also help them in their strategies and plans. Off late ethical part of the contents are coming to picture.

Organic search factors for B2B Marketing websites

Few Organic Ranking factors to consider when marketing B2B websites:

1. Keyword Use in Title Tag - Its better to use as many keywords as possible in the whole article, but more preferable is all the required keywords are there in the beginning of the article, as it makes the process of crawling(by the search engines), give you preference to your competitors.

2. Anchor Text of Inbound Link from External Sites - a key factor for Google is IBL (Inbound Linking). Having keywords in the anchor text of links that link to your web pages (and not just your home page). Its not only necessary to have the required
and important keywords in our article, but it should also be prominently available in the other links that we have linked to our article. This also means that we must link only more related links to our article. This adds more weight to our article.

3. Keywords of Page Text - keyword density helps communicate. The more repetition of the keywords, the better opportunity for a better rank.

4. Keywords in H1-H6 headline tags - having keywords in heading tags again helps communicate the theme and topic of your site's pages. The better appearance of the keywords, the crawling becomes more predominant to our article, and ours will be
the more crawled article.

5. Unique Content - having unique content with unique page titles that focus on less competitive key phrases can boost your organic search rankings. Though not always, if we have unique topics thats less talked about by others, ours will be in the top of the list in the listed articles. We should talk more in reality about the contents than just the hype.

6. Web pages that use very few parameters in the URL - Its always better to have a URL thats easy to read and remember than a very long alphanumeric URLs. Smaller URLs are easily crawled.

7. Age of Site - the longer that your site has been around the more authoritative it should be right? Well not exactly but the search engines tend to think so.

8. Global Link Popularity of Site - similar to the above point, sites that have similar themes and are linking to your site will have a positive effect on your rankings. Its just not what we links we attach to our articles, but also others that link our URL to theirs.

9. Keyword use in the domain name - enhancing the topic/theme of your page and website as a whole.

10. IBL Link Popularity within the Site's Internal Link Structure - internal pages that are relevant and have quality external links pointing to them can help rankings for other internal site pages that they link to. Its just not the right content filled links that add value to our articles and increase ranks, but also those links that have high status (rank) if gets attached to our article, this drastically boosts the rankings of our article.

11. The number of click through on your SERP listing - Its just not that if more people click our link our ranks rise, but there are few hidden facts attached to it. Its more important to have clicks, but if the clicks to the URLs are relevant to
what they are searching, give them more point than plain visits. Also more important is that if the link gets a repeated or more spam-click, then instead of good ranks, your URL lands into a engine filter, where the rank falls terribly.

12. Using keywords in bold or strong tags - obviously there is a reason why a phrase is bolded. It's to get a stronger point across. The search engines are smart enough to pick up on this as well.

13. New content or updating old content - while this may only have a temporary ranking benefit, adding new optimized content can receive temporary success in rankings. If the page generates enough link interest the ranking effect may be longer
lasting.

14. Optimize pages for less competitive terms - So long as your pages are informative and useful, optimizing for less competitive terms can help you enjoy top organic rankings.

15. Beware of your paid efforts cannibalizing your organic rankings - if you are doing well in the organic listings, you shouldn't necessarily enhance your rankings by having a paid listing for the same phrase.

16. Inbound Link Quantity - You may have very few links, but if they are powerful enough can boost the ranking, than having too many links that are irrelevant or less relevant, which can pull down the ranking.

17. Rate of New Inbound Links to Site - the use of link baiting is an effective way to "naturally" build your link inventory. The search engines reward sites that naturally build their external link inventories from other relevant sites.

B2B : beat round the bush

Quite often B2B search engine marketing involves more complex strategies and requires
marketers to think of strategies with the end in mind. The B2B selling process is more complex and the potential consumers buying cycle can be long and drawn out. As a result, B2B marketers are presented with unique challenges and need to continually build relationships with their consumers.
Establishing a relationship with the potential consumer is key, but understanding that there are different people with their own requirements is the real ticket to success.
While its true that there may be different people in the buying cycle who search using the same key phrases, the intention of each may be different. Each will have their own set of pre-determined keywords that they will use to search for. As a result the importance of revisiting keyword baskets is crucial. The end result of course is obtaining qualified traffic and thus qualified leads.

Here are some other challenges faced by B2B marketers:
• Longer, more Complex Selling Cycles
• Undetermined KPIs
• Need for "traffic filtering" to ensure qualified traffic is turned into qualified leads
• Understanding the Consumer's Buying Cycle
• Measuring success at various intervals of the selling cycle
• Ignoring secondary conversions and missing out on opportunities to intercept qualified traffic
• Tracking leads through sales
• Developing effective on-site conversions that lead to the bigger off-site conversions (ie. the sale).
B2B marketers need to be proactive in tackling these challenges.

WIDGET MARKETING: CAN WIDGETS BENEFIT B2B SITES?

There has been a lot of “buzz” about widgets and widget marketing recently as creative online marketers have discovered the use of widgets. Widgets are simply pieces of embeddable code that can be found on one site, and embedded in another that can be used to promote your own site or blog. Widgets have become popular with users of online communities as a result the business of marketing via widgets is a great way for site owners (including B2B sites)to promote their content and business.
Widget marketing is starting to catch on in the online marketing world. Today there was a great post by Nick Wilson over at Search Engine Land on link baiting for 2007. According to Nick, a major component of link baiting in 2007 will be “widget baiting”.

How Can Widgets Help B2B Sites?

Simply put, widgets are all about providing your users with the tools to promote your B2B business or any business/online property for that matter. For B2B marketers, widgets offer the potential to be a means of acquiring new customers at a minimal cost, promotion of your site’s presence out to the rest of the Web, and can provide a traffic source to help build your external link inventory.
Widgets are a great way for promoting your site and your content. For B2B sites, which are looking to create streaming media channels (combining audio, video, photos, text, and RSS feeds etc) and broadcast them live across their site’s pages or blog, widgets can help accomplish this. Sites like splashcast specialize in just that.

Top 10 Favorite Widget Sites for B2B Search Marketing
1. My Blog Log
2. Mashable.com
3. Widgetoko
4. Snipperoo
5. Reuters Widget
6. Widgipedia
7. Spring Widgets
8. Word Press Widgets
9. Poll Daddy
10. Business Week Widget

B2B MARKETING IN 2007 – EVANGELIZING YOUR CONSUMERS

Given the understanding that most B2B organizations offer high end products or services, we know that the time that it takes to qualify a lead, nurture the relationship and convert the lead into a sale can take months or even years. The thing is, there is one more step involved in this marketing process for B2B marketers to consider and that is to make your customer an evangelist for your organization.If you have done your job and provided a service/product that your consumer truly appreciates, and the consumer is sincerely pleased about the entire experience, the chance of making this consumer an evangelist for your company is great.
Consumer evangelism is simply the process of taking a customer who is thrilled about your product/service and their experience and getting them to become outspoken "evangelists" or glorified promoters for your company. These “greatly satisfied” consumers can become a powerful tool for marketing and growing your business in addition to other leads that you have.
Its all the customer who makes the market. Its not what we want we produce and customer takes. but its what the customer wants and it is he who chooses the vendor, who has offered the service he wanted. If we the selected ones, we are lucky, and cashing on this in the form of evangelizing may not be wrong. Its the advantage that has come your way. Use it.
The fact that they selected your organization means that they understand how your solution works and that it will work for them.Keep in mind that your solution has to provide an extraordinary experience for this to happen.
Having loyal customers is one thing, converting them into influential and enthusiastic evangelists for your organization is another. Loyal customer are not necessarily promoting you to others, consumer evangelists do. Consumer evangelism should be practiced by any B2B organizations that want to grow their company and make a real difference in their industry. It’s been reported that “organizations that focus on building word of mouth (WOMM) into full-fledged evangelism grow faster, are more profitable and have big-picture ideas that somehow change the world.” If this sounds too good to be true, it’s not.
• Consumer Evangelists purchase and believe in your product or service
• Consumer Evangelists passionately recommend you to friends, family and colleagues
• Consumer Evangelists provide unsolicited feedback or praise
• Consumer Evangelists forgive dips in service and quality
• Consumer Evangelists are not bought they “extol” your virtues freely
• Consumer Evangelists feel part of something bigger than themselves