According to SVM's 2006 E-Business Trends in Manufacturing Report, manufacturers cite their greatest challenge over the next 12 to 18 months as being lead generation and attracting new customers. And, 51% of industrial marketers will engage in search engine marketing to attract quality Web traffic.
If you too are looking to attract quality leads – what kind of search engine marketing programs should you choose? Some people think about general search engine marketing, but the new buzz in the industry today is vertical search. Why? Because vertical search marketing means better audience targeting, and better audience targeting means higher quality lead generation. David Hallerman, eMarketer's Senior Analyst and author of Search Marketing I: Spending and Metrics, expects that the mature search market "...will include more vertical search for better targeting."
Targeting Your Audience: Best Route to Sales Generation
Vertical search marketing programs allow you to target a specific audience such as industrial buyers. There are some business owners that feel general search marketing provides them a larger audience in terms of attracting prospects. Although general search may provide a greater quantity of traffic, vertical search sites provide a high quality of traffic.
Here's a simple analogy. Read more of the story...
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