B2B's Internet Marketing Challenge - No Time!
I was struck by the subject of a recent article titled How to Optimize B2B Pay Per Click in Just 4 Hours a Week (Part 1) by Jon Miller of Marketo.
What caught my interest wasn't the information on pay per click advertising but the idea that 4 hours a week was considered a time savings! I speak with small to mid size manufacturers in Connecticut every day and from what I hear, no one has an extra 4 hours a week to manage a pay per click program. More often than not I hear, "We really need to update the site but we just can't find the time."
Now don't get me wrong, I believe that small to mid sized B2B companies are missing out by not focusing more on their online marketing strategy but a MarketingSherpa study showed that the single greatest obstacle for B2B companies achieving better optimization is lack of time and in-house resources.
B2C companies are spending many marketing hours (and $$) blogging, mobile marketing and social marketing to generate high traffic but B2B companies are different. Jon Miller points out these differences in search marketing goals:
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