B to B vs B to C Internet Marketing

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This is a transcript from our 116th Internet Marketing Podcast(3rd page).

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[podcast]http://ewebstyle.podomatic.com/enclosure/2011-09-19T21_42_08-07_00.mp3[/podcast]

B to B vs B to C Internet Marketing
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B to B vs B to C Internet Marketing

Chuck: No, I just know that I’m about to get sold and I think the two columns or even three columns they give the appearance that it’s an actual website you’re visiting and not just a landing page. And so the clients tend to stay a little bit longer especially if there’s some sort of navigation, not necessarily the full site navigation but at least some similar navigation to other pages on that site. I think the client won’t feel like they’re getting sold. They’re prone to searching and look for more information and that conversion that we hire.

 

Chris: Yup. There are some interesting stats that he gave here. Again, these are stats of what do landing pages look like. There’s a big difference in landing pages between B to B and B to C SEO, so business to business and business to consumer. 50% of B to B landing pages are set up in boxes as compared to only 15% of B to C layouts. Postcards are more common in B to C landing pages. I’ll tell you my belief is a lot of this has to do with web designers actually not — again, not what I was talking about, not having the experience of actually driving traffic there.

Chuck: Yeah.

 

Chris: Postcard layouts can work with air-conditioning, right? They can work with plumbing, roofing, you know, where you’re just looking to get somebody out there. They will not work and this is from experience with the longer, broader sale like siding. I think even landscaping. If you’re really looking for landscaping and not just to do to cut your lawn, you know, you’re gonna spend some time. You want to see some of the work that they’ve done. Maybe some before and after pictures. Certainly what you want to see on siding. Kitchen remodeling, you know, another example where you definitely want to see before and after pictures. You want to build some credibility.

 

Chuck: Yeah. And see what you’ve done, who you’ve worked with, how long you’ve been doing it, all of that.

 

Chris: So you know, postcard is not gonna work. And to be honest here, that’s from experience from a bad experience. So we’ve done that. Minimize the number of links.

 

Chuck: Yeah. I mean, links — I think it really depends. You know, I think the marketing tech way here is understand who your market is and the type of people visiting your site.

 

Chris: And what it takes to sell your products and services.

 

Chuck: Yeah, what it takes to sell. And if it requires a lot of information then it’s worth having more than a couple of links because you don’t wanna crowd this landing page of full of content. You’d rather link to different content.

 

Chris: Right.

 

Chuck: If it doesn’t require that information, you can convey your message pretty quickly, graphically then reduce the amount of links you have and go right for the close.

 

Chris: You know, one study that I love to refer to. There was a study they did on a campus where they were selling jams. And so on a couple of different days, they did their experiment differently. One day they had like three selections of jams and then another day, they had like twenty selections of jams. And your intuition is like, well, they’ve got 20 then they’ve got something for everyone. Their sales probably went up and that’s actually the reverse of what happened. When you have so many decisions to make, what boils down to is buy something, make a decision and buy something or don’t. And when the decision gets bigger, the don’t gets more appealing like I don’t know if I want the apple or the grapple or grupple whatever. You end up just saying, you know what, I don’t want anything ’cause I can’t make that decision.

 

Chuck: Or you end up getting what you’re always getting. Hey, I’m thinking of menus.

 

Chris: Yeah, to say that is still the same, yeah.

 

Chuck: We went to a restaurant and it’s like a 5-page menu. I mean, we’re flipping, flipping, waiter came over. Waiter came over three times. Are you ready to order yet? Better not, I will get two frosting.

 

Chris: Yeah. I’ll just got to go with the chicken breast.

 

Chuck: Yeah.

 

Chris: You’re in the mood for something different. You couldn’t find anything that really work and so if you’re not gonna work you might as well —

 

Chuck: Getting in that, knows don’t work.

 

Chris: Yeah, yeah. So that applies in the situation. If there’s too many links to click then, you know — and we really believe staying focus. That’s like one of the — a great example of this is we don’t believe that you should put Google Ads on your website if you sell something.

 

Chuck: Yeah.

 

Chris: If you’re a blogger, then yeah, you have it on there so that you can actually make money. If you are actually selling product, why do you want to drive people to another website? By the way, the way those are written I mean, I know you can do negative words or whatever but you got to stay on top.

 

Chuck: As to your competitors.

 

Chris: Exactly, exactly. And that’s, you know, that’s the nightmare scenario that you definitely don’t want. Keep above the fold, you know, again this boils down to if you’re on a postcard page. It’s gonna be above the fold, obviously or hopefully obviously. If it’s a longer page, really you do want your calls to act on right up at the top ’cause I think if somebody starts boiling down and they’re reading something in it and finally they’re sold, then they know to go to the top. Just make sure that your CTAs, Calls to Actions are really prominent. And potentially, if it’s a really, really long page, you wanna have it a couple of times.

 

Chuck: Yeah. Yeah, definitely. And also keep your mind, you know, with newer devices out like your site maybe being viewed on, you know, on a Galaxy Tab, right, or EVO for example, or even you know the 1981 screen monitor. And so your fold is different from my fold.

 

Chris: Yeah.

 

Chuck: So you know, just keep all the data in mind.

 

Chris: I think we don’t have room — really have time. We’ll save that next article.

 

Chuck: I got a blank stare really quick.

 

Chris: All right. Blank stare. All right. Let’s roll this out. Yeah.

 

Chuck: Yeah, that was good blank — head was on point. I’m kind of fold a little bit but —

 

Chris: Cool.

 

Chuck: Blank stare at Google and Microsoft.

 

Chris: Google and Microsoft.

 

Chuck: Yeah, for the public going back and forth about the patents.

 

Chris: This is like a public — it’s a slapping contest.

 

Chuck: It’s a swinging contest. This is a swinging contest and it’s going to come down to who has the most money at the end of the day. And they’re going to spend a lot of money proving who has the most.

Chris: Yeah.

Chuck: And so — yeah, they all get it together, should probably be handling in courtrooms and not on the internet.

Chris: Nada. Yeah, nada.

Chuck: But then, you know, it’s two tech companies. So maybe it should be out.

Chris: Well, you know, I was thinking about that in terms of popularity, you know, how much value is there in winning that popularity contest. I have to say, you know, the fact that being effectively stealing Google’s results; I don’t think Google capitalized on that nearly enough, right? Google is well- known for not marketing their stuff well. So maybe they’re like, look, we need to start marketing, we need to start pleading our case to the public. They just need — it sounds like to have a little more rock solid like don’t blame them for going to buy patents that you need when they actually offered you to go buy them together.

Chuck: Well, they said that the reason they declined that offer was because they know that eventually they would have been patent for them and when used against them ’cause they would have been sharing it with them. So instead they didn’t want it. You keep it.

Chris: They should have just gone and bought it themselves then if they knew it was gonna be held against them.

Chuck: Yeah, they got a lot to work of. Yeah, blank stare to you all. It’s kind of entertaining though.

Chris: Yeah.

Chuck: All I wanna say don’t do it because I enjoyed reading about it.

Chris: Yeah. It reminds me I was once at a symposium. So this is — it’s a conference for fullerene researchers. So it’s our parent company — at the time manufactured fullerenes. It’s a carbon nano material. So you got Ph.D.’s, actually, you have a future Nobel Prize winner in this room and listening to them bicker like you have this picture of science being so pristine and business being so pristine and really somebody’s, you know, attitude gets involved and then boom, it’s on — now you got Twitter. You’re like twitting about patents.

Chuck: Yeah, they’re twitting back and forth. That’s what makes it worst.

Chris: That’s just great.

Chuck: All way known that Microsoft would do to Plus them out.

Chris: Yeah. Thanks for twitting back. Well, this has been fun. Could you Plus One me?

Chuck: Add me to your Circle of Haters.

Chris: All right. You guys have been listening to the most popular SEO podcast on iTunes. That is because of you. We really appreciate you guys. We do broadcast the video on Friday mornings. Actually, next week it’s gonna be Wednesday ’cause I’m gonna be out of town Thursday and Friday. So next week on Wednesday, we will be having our podcast in the morning. That will actually start at 10 o’clock AM sharp. So make sure you tune in. You can find our podcast — the best way to find podcast and the information, you probably found it. If you go to our page E-Webstyle.com/seopodcast, you will find all sorts of links to how to listen to our podcast, how to subscribe to our podcast, how to view our USTREAM podcast, all that stuff. So we really appreciate you. Go ahead and make a review. In fact, you can also go to podomatic.com. Find us there and like us there and make an account also to stuff. We’d appreciate that as well.

Chuck: Yeah. Search SEO but do this for me, do this for me ’cause I’m running some tests.

Chris: Oh, yeah.

Chuck: I’m doing analytics. Go to Google, search SEO podcast, when we show up on the first page ’cause we should, Plus One us.

Chris: Yeah.

Chuck: Plus One us.

Chris: Let’s see what happens.

Chuck: Yeah, I’m doing some testings and analytics and stuff like that. So just help me out.

Chris: We’ll get the results to you guys later. All right. This has been a great podcast. We’ll see you guys next time. Until then, my name is Chris Burres.

Chuck: Charles Lewis.

Chris: Bye-bye for now.

Author: eweb-admin



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