Marketers know that – though sometimes claimed otherwise – SEO is still very much alive, and forms a critical part of any campaign. For B2B marketers that aren’t seeing results, a first place to examine might be your SEO strategy.
According to the report, B2B audiences most frequently encounter business-related content through search engines (87%) and social media (85%). Where companies place on page one of Google really matters, so it’s important to look at your keywords of focus, and ensure you rank for industry topics. Furthermore, social media is essential – even for B2B products.
Three-fourths (75%) of B2B audiences frequently engage with business content on company websites – but they also have to find the company website first, which, again, underlines how critical SEO can be. Furthermore, according to Google, 89% of B2B buyers begin their purchasing process through search.
The numbers show that B2B marketers that aren’t making an effort to get their company onto the first page of Google results for strategic keywords are likely missing out on business. If new leads are slow to come in, it may well be because your SEO campaign needs revision.
According to the survey, 33% of B2B audiences consume content about a company through the company blog or an article. To find information about a specific company, a B2B buyer will also look at reviews (25%) and product descriptions (16%).
These statistics show that it’s important to have relevant content about each product or service you offer on your company blog or site. Use filters and tags so that B2B audiences can find what they need quickly – marketers can also put new features and product information in blog post format, so that anyone potentially going to buy can find such information easily.
Clutch’s research also found that the reason that B2B audiences consume business content (or content about a company) generally reflects their stage in the conversion funnel.
Those at the top of the funnel, in the awareness phase, are more likely to read blogs and articles, which most B2B marketers have covered. Moving down the sales funnel to the interest phase, B2B audiences read product descriptions (28%) more than reviews (27%) and blogs or articles (18%). B2B audiences in the decision phase then read reviews (32%) on the product before taking action.