The State of B2B Search Marketing

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by Ayaz Nanji
 

Marketers are steadily moving away from many traditional search tactics, and they are becoming increasingly content-focused, according to a recent report from Regalix.

Nearly three-quarters (73%) of marketers surveyed say they now create content as a part of their organic search marketing efforts, surpassing the number who engage in practices traditionally held to be the core of SEO, such as metatag research/deployment (68%) and link-building (52%).

Below, additional key insights from the report, which was based on data from a survey of 376 business leaders, senior marketing executives, and search practitioners from around the world (78% B2B-focused and 22% B2C-focused).

Paid Search vs. Organic Search

  • Paid search marketing is used by most respondents at the top of the sales funnel, especially to boost awareness, consideration, and intent to purchase.
  • Organic search tactics are used throughout the sales funnel, though they are employed more frequently during the latter informational, engagement, and follow-up stages.

Keywords

  • 76% of the marketers surveyed use generic informational keywords to enhance awareness around their brands/products/services and to direct prospects to their website.
  • 52% use keywords to direct prospects to comparison pages to help compare their solution with those of their competitors.
  • 43% use keywords that illustrate specific features, such as product cost and benefits.

Social Media

  • 76% of B2B marketers surveyed use social media to support and boost their rankings on search engines.
  • LinkedIn is the most used social channel by B2B marketers; it is also considered the most effective.

2014 Trends

  • 69% of respondents say the rise of content creation is a highly significant search marketing trend for 2014.
  • 33% say the increase in video searches is highly significant.

About the research: The report was based on data from a survey of 376 business leaders, senior marketing executives, and search practitioners from around the world (78% B2B-focused and 22% B2C-focused).