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B2B Digital Marketing: Using the Web to Market Directly to Businesses by Michael Miller

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10. B2B Search Engine Marketing

When it comes to achieving reach—that is, getting the attention of potential customers—nothing beats your friendly neighborhood search engine. More customers, in both the B2C and B2B worlds, start the purchasing process by searching than by using any other digital marketing vehicle. That’s right, it’s likely that the majority of new customers you find online will come from Google, Yahoo!, Bing, and other web search engines.

So, although you can purchase pay-per-click (PPC) ads, seed influential blogs, and work the social networks, more new prospects will find you because they’re searching for something, and your site came up in the search results. And because you can’t buy placement in these results, how you rank ...

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