c terms resulted in the greatest number of total purchases -- over 60%. This is simply because many more people use generic terms. A majority of searchers never use brand terms; instead, they rely only on generic terms.

What is the key takeaway for B2C marketers? You need to be visible on search engines throughout your customers’ buying cycle. If you’re only found when they’re ready to purchase – if

Using search marketing to place your web site in front of people searching for what you’re selling is no longer a revolutionary concept. Everyone knows that search engine marketing is not only incredibly effective, but also an affordable means to drive conversions from hot prospects who are ready to buy.

But what about prospects who are, well, a bit lukewarm? Is there any value in using search marketing earlier in the buying cycle, before the searcher has their credit card in hand?

Several studies have shown that the answer to this question is a resounding “yes.” This is true whether you’re a B2C or B2B marketer, and whether you’re selling paperback books or technical solutions with a price tag in the six figures.

On the consumer side, an Enquiro study found that the percentage of people who would use a search engine during the various stages of the buying cycle are:

• 9% for Awareness
• 68% for Consideration or Research
• 43% for Decision
• 28% for Purchase

Let’s look at an example. A consumer who is ready to purchase might search for “sony ericsson s700i,” which is a “brand” search term. But before he decides that’s the type of cell phone he wants, he might search for a “generic” search term, such as “mp3 player cell phone.” This would be during the consideration or research phase.

comScore found similar results in research done across several consumer categories. They found that while consumers using branded search terms were roughly 30% more likely to purchase online during that session as compared to searchers using generic terms, generic terms resulted in the greatest number of total purchases -- over 60%. This is simply because many more people use generic terms. A majority of searchers never use brand terms; instead, they rely only on generic terms.

What is the key takeaway for B2C marketers? You need to be visible on search engines throughout your customers’ buying cycle. If you’re only found when they’re ready to purchase – if

ng earlier in the buying cycle, before the searcher has their credit card in hand?

Several studies have shown that the answer to this question is a resounding “yes.” This is true whether you’re a B2C or B2B marketer, and whether you’re selling paperback books or technical solutions with a price tag in the six figures.

On the consumer side, an Enquiro study found that the percentage of people who would use a search engine during the various stages of the buying cycle are:

• 9% for Awareness
• 68% for Consideration or Research
• 43% for Decision
• 28% for Purchase

Let’s look at an example. A consumer who is ready to purchase might search for “sony ericsson s700i,” which is a “brand” search term. But before he decides that’s the type of cell phone he wants, he might search for a “generic” search term, such as “mp3 player cell phone.” This would be during the consideration or research phase.

comScore found similar results in research done across several consumer categories. They found that while consumers using branded search terms were roughly 30% more likely to purchase online during that session as compared to searchers using generic terms, generic terms resulted in the greatest number of total purchases -- over 60%. This is simply because many more people use generic terms. A majority of searchers never use brand terms; instead, they rely only on generic terms.

What is the key takeaway for B2C marketers? You need to be visible on search engines throughout your customers’ buying cycle. If you’re only found when they’re ready to purchase – if

ould use a search engine during the various stages of the buying cycle are:

• 9% for Awareness
• 68% for Consideration or Research
• 43% for Decision
• 28% for Purchase

Let’s look at an example. A consumer who is ready to purchase might search for “sony ericsson s700i,” which is a “brand” search term. But before he decides that’s the type of cell phone he wants, he might search for a “generic” search term, such as “mp3 player cell phone.” This would be during the consideration or research phase.

comScore found similar results in research done across several consumer categories. They found that while consumers using branded search terms were roughly 30% more likely to purchase online during that session as compared to searchers using generic terms, generic terms resulted in the greatest number of total purchases -- over 60%. This is simply because many more people use generic terms. A majority of searchers never use brand terms; instead, they rely only on generic terms.

What is the key takeaway for B2C marketers? You need to be visible on search engines throughout your customers’ buying cycle. If you’re only found when they’re ready to purchase – if

ants, he might search for a “generic” search term, such as “mp3 player cell phone.” This would be during the consideration or research phase.

comScore found similar results in research done across several consumer categories. They found that while consumers using branded search terms were roughly 30% more likely to purchase online during that session as compared to searchers using generic terms, generic terms resulted in the greatest number of total purchases -- over 60%. This is simply because many more people use generic terms. A majority of searchers never use brand terms; instead, they rely only on generic terms.

What is the key takeaway for B2C marketers? You need to be visible on search engines throughout your customers’ buying cycle. If you’re only found when they’re ready to purchase – if

c terms resulted in the greatest number of total purchases -- over 60%. This is simply because many more people use generic terms. A majority of searchers never use brand terms; instead, they rely only on generic terms.

What is the key takeaway for B2C marketers? You need to be visible on search engines throughout your customers’ buying cycle. If you’re only found when they’re ready to purchase – if you’re only visible on brand search terms -- you are probably missing opportunities.

Let’s turn our attention to business-to-business marketers. Do the same rules apply here? Absolutely. Not only did Enquiro find that 95% of corporate purchasing agents use the web to research products and services before selection, but they also found that 64% said a search engine would be the first place they’d turn early in the buying cycle.

This is a typical buying cycle for a business buyer:

• Needs identification (I have a problem – is there a solution available?)
• Requirement specification (What type of solution best fits my problem?)
• Research & evaluation (Which brand of solution best fits my problem?)
• Selection (Where will I buy the brand that I’ve chosen?)

The buying process can be more complex on the business side since there’s often more than one person involved in the decision. Savvy marketers will not only try to hit each stage of the buying cycle, but they’ll also try to reach each person involved in the purchasing decision.

Often, the person feeling the pain in the organization is not the ultimate decision-maker. However, this person is important because he is the one who identifies the problem, researches solutions, and usually “sells in” the chosen provider or brand to the ultimate decision-maker. This influencer’s searching behavior will most likely be quite a bit more in-depth than the decision-maker’s, spanning a lengthier period of time throughout the process.

The decision-maker may only run a few quick searches on the chosen provider