Creating a B2B and B2C overlap strategy

Justin Freid on
  • Categories: A-From SEL, Channel: SEM, Search Marketing Column
  • B2B and B2C search marketing efforts are two different animals. From keyword development to prequalifying searchers through ad text, distinct strategies need to be developed for each audience.

    In some cases, businesses have a need to market to both consumers and businesses. For example, the PC/laptop industry makes a significant amount of money from sales directly to the consumers but also generates a significant amount of revenue working with companies who supply their workforce with computers.

    Segmenting keywords by audience

    In cases where a business is pushing both B2B and B2C search marketing efforts, an “overlap strategy” needs to be developed. The overlap strategy outlines the rules of engagement for keyword segmentation between the two marketing efforts. For each keyword, one audience-focused effort will receive priority or ownership, depending on the audience to whom it is most relevant.

    [Read the full article on Search Engine Land.]


    About The Author

    Justin Freid
    Justin Freid is a digital marketing veteran with over 12+ years of experience helping some of the largest brands in the world leverage the digital landscape to connect with their target audiences. Currently leading the SEM, SEO and social media teams at CMI Media, a WPP Company, Justin helps pharmaceutical companies create and execute digital strategies. With experience in industries such as finance, insurance, pharma and CPG, Justin brings a unique approach to clients. His expertise across all facets of digital marketing creates an interconnectivity between efforts, leading customers further along down the conversion funnel.