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Search engine marketing presents a great opportunity for intercepting your target market. I recently wrote an article on how important SEM can be when you are trying to promote your company as a preferred vendor and how B2B companies can use SEM to intercept their target market. In the article I stated:
As B2B marketers, in order to intercept your target market you need to establish top of mind awareness. This can be accomplished with a well optimized website that has proper keyword density for the phrases that speak the language of your target market. Further, the messaging on your site needs tospeak to your target marketand to ensure that your site is treated as an authority by the search engines. If your site can satisfy these conditions then you should receive favorable rankings in the engines where you will intercept your target client that culminates in the forming of a successfulrelationshipand ultimately a conversion for your site.
Increasing amounts of competition means that intercepting your target market and potential customer before your competition does is more important than ever. As a result having a strong SEM campaign with a strong organic component can help establish a strong online presence and create top of mind awareness to help ensure that your company will be considered in selection as a vendor.
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