2. SEO, SEM and PPC. "The best way (in terms of lowest cost per acquisition) for an IT company or a service-based B2B company to generate leads is through pay per click (PPC) and search engine optimization (SEO)," says Gabriel Shaoolian, the CEO and founder of digital agency Blue Fountain Media.
"PPC and SEO are the most effective way to generate leads because when companies need IT services, they go to Google and search for IT companies. (Something like 90 percent of consumers -- business or otherwise -- go to Google search first.)," Shaoolian says.
To increase the effectiveness of your search engine marketing (SEM) and PPC campaigns, use "long-tail keyword phrases, which are highly targeted search terms typically consisting of three words or more," advises Brett Prince, president, Marketaire, a provider of social media and Internet marketing news.
"Long-tail keyword phrases drive targeted traffic due to their specificity, and they're less competitive than related, shorter search terms, which tend to be higher in volume and more competitive," Prince says.
In terms of SEO, "consider something educational, something your audience could benefit from," says Prince. "Once you've identified your target keywords, create content around it. You may be amazed at how fast you will rank and start generating traffic and leads for this term."
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