What search marketing strategies are B2B businesses using most, and how do yours measure up? Marketers are relying less on traditional SEO tactics, such as metatags and link-building, and more on content marketing, a new report reveals.
Some three-quarters (73%) of respondents in the survey say their companies create content as part of organic search marketing efforts. That’s more than the 69% who use metatag research/deployment and the 52% who use link-building. Respondents also use blogs (65%), social media integration (54%) and responsive design as part of their organic search marketing efforts.
Organic search marketing takes place throughout the sales funnel, but is used more often during the later stages such as educational, engagement and following up. Paid search marketing is more often used at the beginning of the sales funnel with a goal to increase awareness, consideration and intent to purchase.
How are businesses using keywords for search marketing?
Social media is a big part of B2B search marketing tactics. More than three-fourths (76%) of B2B companies in the survey say they use social media to improve their search engine rankings. LinkedIn and Twitter were the social media channels used most often, and are also considered the most effective by B2B marketers in the survey.
What does the future hold in store for search marketing for the rest of the year? A whopping 69% of respondents say the rise in the quantity and quality of content created for marketing purposes is the most significant search marketing trend for 2014; one-third say the increase in video searches is also very important.
What do these trends mean for you?