Introduction
This post will provide an overview of the blog post, explain the goal of the post, and define B2B marketing.
- The goal of this article is to help you understand how to measure ROI and determine the best mix of paid and organic tactics in B2B marketing.
- In order to achieve this goal we’ll review some basic concepts around measuring ROI on your PPC campaigns, then dive into how you can use SEO metrics as indicators for campaign performance.
PPC and SEO Basics
PPC and SEO are two of the most important strategies for driving traffic to your website. Both have their advantages but also come with some disadvantages that you need to be aware of as you’re planning out your marketing strategy.
In this section, we’ll go over what exactly PPC and SEO are, how they differ from each other, and why they’re so important in B2B marketing.
Measuring ROI for PPC and SEO
The most common way to measure ROI for PPC is the cost per conversion. This metric measures the amount you spend, divided by the number of new customers or leads you acquired through your campaign. If you’re using Google AdWords, this can be calculated with a simple formula:
Cost Per Conversion = Total Cost / Number Of Conversions
For example, if your company spends $5,000 on an ad campaign and gets 100 new customers from it (i.e., 100 conversions), then your cost per conversion would be $50 ($5K / 100).
To calculate ROI for SEO-driven traffic sources like organic search and social media marketing campaigns, we recommend tracking two key metrics: average order value (AOV) and customer lifetime value (CLV).
Choosing the Right Mix of Paid and Organic Tactics
Now that you’ve decided on the right mix of paid and organic tactics, it’s time to ensure you’re getting the most out of each one.
- Determine how much money you want to spend on paid search advertising. If your budget is limited, consider making some changes:
-Adjust bids so they’re more competitive in high-performing keywords
-Lower bids for underperforming keywords or remove them from campaigns altogether - Prioritize SEO activities based on their impact on lead generation and conversion rates (e.g., content creation vs link building). You should also consider how long it will take for each activity to generate results before deciding which ones are worth pursuing first–and which ones can wait until later down the line!
The Benefits of a Balanced Mix of Paid and Organic Tactics
The benefits of a balanced mix of paid and organic tactics
A well-balanced mix of paid and organic tactics is the best way to maximize your ROI. If you’re just starting out with PPC, we recommend focusing on a few keywords that are most relevant to your business. Once you’ve mastered those terms, move on to broader keyword research and expand into other areas such as Facebook ads or Google Shopping campaigns.
When it comes time for content creation, don’t forget about SEO! Make sure each piece of content has a unique value for users by including original research data or asking questions that haven’t been answered before (like “How do I get started with SEO?”). This will help boost organic traffic while increasing brand awareness among potential customers who may not have been looking specifically for information directly back at them yet–but now they’re curious enough after reading something interesting online!
Creating an Effective B2B Marketing Strategy
As you begin to create your B2B marketing strategy, it’s important to set goals. Goals should be SMART: specific, measurable, and attainable within a specific timeframe (and with a budget).
After setting your goals, you can create an action plan for how you’ll achieve them. The best way to do this is by breaking down each goal into smaller tasks that are more manageable. This will help keep things on track so that when one task is complete another can be started without having too much time lapse between them.
Tools for Tracking and Measuring ROI
There are a number of tools available for tracking and measuring ROI. However, not all of them are created equally.
The first step in choosing the right tool is to determine your company’s goals and objectives. Are you trying to increase leads? Increase conversions? Improve brand awareness? Once these objectives have been defined, it becomes easier to choose the appropriate tools for measuring success against them. For example, if one of your goals is lead generation then Google Analytics will be useful because it allows marketers at any level access to their data without requiring any technical knowledge or coding skills (although some basic understanding of spreadsheets may be helpful). On the other hand, if improving conversion rates is important then there are many different types of software applications available including HubSpot CRM which provides an integrated solution with features such as lead scoring as well as email marketing automation capabilities – all within one platform!
Optimizing Your B2B Marketing Strategy
- Optimize your B2B marketing strategy.
- Test and tweak.
- Adjust tactics as needed.
Conclusion
As you can see, there is no one-size-fits-all approach to B2B marketing. The best way to determine the right mix of paid and organic tactics for your business is by measuring ROI and adjusting accordingly.
If you’re looking for more information on how to measure ROI and use it as a guide for allocating resources between paid search and SEO, check out this article: Search Engine Journal.
