Effective SEM - Keyword Evaluation

Cartoon credit Edouard Blais

In my last post before the summer hiatus :-) I talked about 7 steps for better search engine marketing. In this post I will talk in details about one of the tips mentioned in the post - continuing to use keywords effectively.

Keywords are undoubtably one of the most important artifacts for running effective SEM campaigns. It's, however, not sufficient to identify the right keywords and set them up in the campaigns as a one time deal. For your keywords to remain relevant, make sure that you evaluate the performance of your keywords on a regular basis and make adjustments as necessary. People might use new terms to search for your product over time - you need to potentially add those as keywords to your campaign. You want to revisit what search terms your competition might be using to drive traffic to their sites.

Here are some of the steps you want to consider taking to do periodic evaluations of your keywords (Note: my examples are based on Google Adwords):

7 Tips for Better Search Engine Marketing

Whether its for buying a car or a flight ticket, consumers have been using the internet  as research a media for a while now. Increasingly, in the B2B world, customers are showing up on-line to do a lot of their primary research. As such, effective on-ine marketing is becoming a must-have tool for a B2B marketer.

In this post I will provide some broad strokes on tips for running effective paid search campaigns. In future posts, I will write about each of these tips in more details individually.

Social Media Marketing - Remembering the Basics

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Nothing is probably riding the hype cycle as much as social media these days.  By the majority of indicators social media is not a fad anymore.  It's revolutionizing the way we communicate and it's here to stay. Given all the buzz around it though how do you leverage it effectively as a B2B Marketer?

Just because social media is a new platform does not mean that "old" marketing principles do not apply any more. It's easy get swept by thinking "this time its different" (remember the "innovative" approaches of company valuations during the dot com days of late nineties?)

Here are a few principles to keep in mind when you are starting out with your social media campaings:

Hiring a Product Manager from Outside

Antibodies are special proteins used by the immune system in the human body to identify and combat foreign elements such as viruses and infections.

Scientists have found a subtype of rotifers, small freshwater invertebrates, which can capture and assimilate DNA from other organisms in the environment. “Researchers think this unusual capability of the organisms to copy and paste bits of foreign DNA may have helped this class of rotifers to exist for millions of years without resorting to sexual reproduction”. You can read about the NPR story here. 

No organization or groups of people probably reject the notion of hiring an outsider like antibodies do in human bodies. Likewise, few organizations have mastered the art of assimilating an outsider into their company and culture like a certain kind of rotifer do.

Most organizations fall somewhere in between.

PEDAL Traits - A Tribute to Ranjan Das

Ranjan Das had an extraordinary amount of achievements in 42 years of his remarkable life! He had successfully launched two companies on his own, co-founded the xApps business in SAP, and as the CEO of SAP India was scaling new heights by the time of his untimely death in October 2009.You can read about the tribute from SAP for Ranjan here.

Solutions Marketing for Software

What's the difference between product marketing and solutions marketing? As a software product company what solution marketing do you do in addition to product marketing? Do you always need special focus on solutions marketing separate from product marketing?

After all, we should all be selling solutions that solve real customer problems, not peddle products!

Evaluation Copy of the Software

One of the key "try before you buy" techniques used by product marketers in the software industry is for a qualified prospect to download an evaluation copy of the software. The evaluation copy of the software would typically have a time period (usually a month) associated with it. Another form of trial version is when you want to release a "pre-production" version of your software for testing purpose to a select few customers. In this post, I will be talking about the first case. You already have general availability(GA) release of your software. You are making your software available to a prospect for evaluation purpose.

Some of the key questions to consider: