Much like the larger world around us, the manufacturing and industrial information ecosystems have become very fragmented. People consume information in all sorts of ways through all sorts of channels. In this episode, the Industrial Marketer Podcast looks at combating fragmentation by taking a holistic approach to search engine marketing. Plan your paid search investments to align with and coincide with your organic search efforts. 

Make sure your paid search is properly targeted to marry up with your content marketing to reinforce how your solutions help your prospects and customers. Consider the many ways you can target paid search:

• Geography
• Timing, including these parameters:
  • Buying cycling; when you need to get prospects into your lead gen funnel
  • Seasonal
  • Trade publication editorial calendars
  • Events and trade shows
• Customer segments
• Product launches 
• Personas

Targeting your paid search increases the odds that you will bring people to your good work and what you have been building toward.