Today Google is the largest buying guide in the world. This shift in how buyers conduct pre-purchase research requires that B2B companies position themselves to be found or risk being left behind. Search marketing encompasses both search engine optimization (SEO) and search engine marketing (SEM), two different methods of being found within search engine result pages (SERPS).
The latest data indicates that 75% of the B2B buying process is complete before the first conversation with a sales person. This validates that the buying cycle has changed and that purchasers are self-directed on their buying journey.
B2B purchasers can execute very specific keyword queries autonomously to research their sourcing options. The question becomes, does your company have a search marketing strategy to deal with this changing reality?
As B2B companies examine marketing alternatives, search marketing should on the top of the list. Why? Because search engines are a destination for digital buyers and search marketing is an efficient channel in which to allocate marketing budget. When weighing alternative marketing options why wouldn’t a B2B company invest in search marketing? 70% of B2B buyers are 45 years old or younger and prefer to consume content digitally whether from their desktop or mobile device. In order for your business to remain relevant in the new buying cycle, having a robust digital strategy should be a strategic priority and the two primary pillars include SEO and pay-per-click advertising.
The process that supports our relationships requires the client to provide subject matter expertise, content and regular communication around their business goals. Our team becomes the client’s search marketing partner, drives lead generation and employs monitoring tools so that we can make data-driven recommendations to continuously advance the client’s web strategy. This process helps to on-board clients naturally and yield results quickly while being minimally disruptive to the client’s business.