Madison Marketing Group Blog

SEO Lead Generation: How to Drive and Convert Qualified Search Engine Traffic

It’s safe to say that lead generation is a top priority (and challenge) for most marketers in 2021.

Recent HubSpot reporting reveals that 61% of marketers rank lead generation as their number one challenge.

The same report also finds that the company website is still the most-used marketing channel for lead generation and roughly 55% of marketers consider search engine optimization (SEO) either “very important” or “extremely important” to their overall marketing strategy.

When you consider that 70% of B2B buyers already know what they need before contacting a sales representative and 74% of B2B buyers report researching at least half of their work purchases online, it's easy to see why so many B2Bs use content marketing as the means of seizing on their SEO opportunity to attract and convert leads.

Here, we lay out a series of steps you can take to improve your rankings in search and capture high-quality leads.  

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8 Ways to Refresh Your Digital Marketing Strategy in 2021

In digital marketing, some things change fast. That's doubly true during a global pandemic.

Businesses are investing more in digital, and customers are showing a preference toward increasingly digital and personalized experiences, as well as fast service that enables them to engage on their time.

These trends lend themselves perfectly to inbound marketing—inviting marketers to provide content and advertising that is increasingly tailored to individual consumers or accounts.

In this article, we’ve updated the advice we originally provided in 2019 and added new strategies to help you refresh your digital marketing efforts for 2021.

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The Inbound Methodology Explained

You’ve probably heard terms like “inbound marketing,” “content marketing,” and “digital marketing” tossed around but didn’t know precisely what they meant or the methodology behind those strategies.

In this article, we’re going to dig into what inbound marketing is, how it works, and how it differs from traditional or “outbound” marketing.

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Digital Marketing and COVID-19: A Short-Term and Long-Term Strategy for B2Bs

Marketers, like everyone, were blindsided by the pandemic. New research from LinkedIn suggests that B2Bs in particular were more likely than B2Cs to have had their budgets reduced while facing more pressure to invest in short-term tactical marketing. 

For months now, businesses have increased their online presence to keep marketing momentum going. B2Bs accustomed to spending thousands on trade shows, conferences, and other in-person channels have shifted that spend to online channels to keep pipelines full.

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How to Refine Your B2B Buyer Personas

A lot can change in a few years. Maybe your company rolled out new products. Maybe it shifted its focus on particular services — or finds itself serving different customers. No matter what’s changed, your marketing strategy needs to evolve accordingly. An important part of that evolution may be updating your buyer personas.

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B2B Marketing KPIs: What They Are and 10 You Should be Tracking

What are B2B marketing KPIs?

As a B2B marketer, you know that your job contributes to the bottom line. The best B2B marketing campaigns generate qualified leads that can eventually be handed off to sales. Leads convert into customers, which result in sales revenue and profit.

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How to Conduct a Competitor Content Analysis: a Step-by-step Guide

You’re in the middle of planning content. If you’re already overwhelmed with keywords, topics, and content ideas, analyzing your competitors’ content might seem like one more tedious process.

However, researching your competitors is an opportunity to uncover their strengths and weaknesses and identify topics they either haven’t written about or haven’t written about well. With this juicy intel, you can seize open opportunities and beat competitors out of search positions by arming the audience with more or better information.

Here’s how to do it:

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SEO or SEM, Which Works Better for B2B Lead Generation?

Should your business focus on acquiring leads through an SEM strategy or focus its efforts on improving SEO for lead generation?

For B2B lead generation, the answer isn't always cut and dry. To get to the bottom of what will be the most effective strategy for your business, you'll want to evaluate the pros and cons of both SEM and SEO against your business goals and the search landscape you're trying to break into.

Read on to explore both strategies and why it may be beneficial for your B2B company to put both into practice.

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Data-driven Website Design: How B2B Companies Can Use Analytics Data to Build Better-Performing Websites

Data-driven design for B2B websites

If you’re a marketer conducting research in advance of an upcoming website build, you may have heard the terms data-driven design, data-informed design, UX design, and user-centered design batted around. For the uninitiated, this can be a bit confusing.

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How to Make a Pillar Page: Creating 10x Content Pillars

Pillar pages are a great tool to organize and plan future content as well as improve SEO and the user experience of your site by giving both searchers and Google what they want.

Thinking about writing a pillar page for the first time and don’t know where to start? Here, we’ll walk you through the process of making 10x content pillars, from laying a foundation of research to launching your page.

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