DM for B2B Companies (3)

I am continuing to explore the importance of Digital Marketing for B2B companies. In addition to SEO/SEM, paid search is also a key channel for B2B companies. Paid search allows for a company to show up in the top couple of ads when entering a search into google. This is important as potential customers will almost always begin with a google search when they are looking for a B2B service. I have previously discussed the fact that most initial business will come from referrals, but once a B2B company grows, there is the opportunity for inbound web inquiries and paid search is an important way to capture those leads. A B2B company should buy keywords associated with the service they are providing and the company should also buy keywords associated with competitors in the space.