The B-SMART Method®

Target Your Audience

With 167 billion searches conducted on Google each month (Source: Search Engine Land), and 15% of all searches being totally unique (Source: Google), it is important to understand which searches you should be targeting and which ones you should not.

For example, a search that includes modifiers like size and type (like “3 ton air cooled chiller”) can tell us much more about a user’s needs and where they are in the decision-making process than a broad search (like “chillers”).

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Meet Your Goals

At TopSpot, we understand that the search defines the user.

From website architecture to keyword research, our B-SMART Method® is used as the foundation of our strategies to make sure that we’re meeting your business goals. Our methodology allows us to identify the audience who is most likely searching for your products or services, which means that they will be more prone to request a quote or give you a phone call. It has even identified opportunities in new markets for our clients.

After 15+ years of studying behavioral data from search queries conducted on search engines and internal site search data,  we created The B-SMART® Method to provide marketers and business owners a structure on how to target their specific audience.

 

Here is how B-SMART® can be applied to different types of businesses for their digital marketing strategy:

Manufacturer Example: Metal FabricatorSupplier Example: Fittings SupplierB2C Example: E-Commerce Filter Store
BRANDNaming a specific brand of tube bender, laser cutting machine or end former in your website content or ad text can go a long way in showing off your capabilities.Are there specific brands that you distribute? Are there others that you want to steer clear from?What brands of filters do you carry?
SIZE / SHAPE / SKUDo you fabricate small parts and large parts?When visitors arrive on your website, do they use your internal site search to look for specific part numbers? Do you have these listed so they know that you are a supplier of each part?Can you list the manufacturer’s sku for each filter? Do you carry different shapes and sizes of filters that you can list?
MATERIALDo you fabricate all materials? Do you specialize in specific types or grades of materials?Let’s say you stock plastic fittings. People will be looking for different types of plastic based on their need. Do you stock all plastics from acetal to PVC?Do you carry air filters constructed of different materials for specific applications?
APPLICATION / INDUSTRYAre there any industries you work with more than others? Or even ones you’d like to exclude from your keyword targeting?Fittings are used in every industry from oil & gas to medical, so if your products are only meant for low pressure or high pressure applications, that’s an important distinction.Do your filters work for both residential and commercial/industrial applications?
REQUIREMENTDoes your fab shop meet the standards required to fabricate for the industries you’re wanting to do business with?As a distributor, are you required to only work with customers in your region?Are there quality and effectiveness ratings that your filters comply with?
TYPECan you elaborate on the types of projects you can fabricate? Large or precision?Do you supply all types of fittings? Elbow, Insert, Tee, etc.?Do you supply filters that filter out all types of contaminants? What are those types of contaminants? Do you supply all types of filters? From HVAC to Gas Turbine filters?

While not every aspect of our B-SMART® method may apply to your business, the ones that do will help us create a strategy that is specific to your goals. 

That’s where our process of getting to know your business is so important. We dive into your specific needs to make sure our marketing approach is effective for your unique goals. 

With TopSpot, there is no cookie cutter technique, which is why we developed a method that adapts and encompasses every aspect of your marketing strategy.

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Blog Post

Understanding Google’s Search Refinements

Google is testing detailed search refinements by brand, material, and type in search results. See how you can use TopSpot's B-SMART® Method to understand their tests and how to use it to your advantage in your digital marketing strategy.

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Webinar

How to Build a Winning Content Strategy

The way people search says a lot about their intent for your product or service. So why wouldn't you want your content to speak to those who are searching with high intent keywords? Watch our on-demand webinar & learn how to use your website data to build a winning content strategy.

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Worksheet

How Does the B-SMART® Method Apply to You?

TopSpot's B-SMART® Method is the product of studying data from our clients for over 15 years and serves as the foundation of our digital strategies - from site architecture to keyword research to content strategy. Download our worksheet and learn how to apply it to your website's goals.

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Did You Know?

 

 

of B2B buyers said it is very important that a vendor's website

present relevant content that speaks directly to their company.

said it is very important that a website

address the needs of their industry.

of buyers expect an experience tailored to their individual interests and needs

even if they conduct an anonymous search.

 

Our B-SMART Method®  can help you determine exactly what your users are looking for and the content you need to provide!

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