Creating a B2B and B2C overlap strategy

B2B and B2C search marketing endeavors are two different animals. From keyword developing to prequalifying searchers through ad text, distinct strategies need to be developed for each audience.

In some instances, industries have a need to marketplace to both consumers and businesses. For instance, the PC/ laptop industry makes a significant amount of money from sales immediately to the consumers but also generates a significant amount of revenue working with companies who furnish their workforce with computers.

Segmenting keywords by audience

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

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