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The State of B2B Search Marketing

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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).


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Ayaz Nanji is an independent digital strategist and a co-founder of ICW Content, a marketing agency specializing in content creation for brands and businesses. He is also a research writer for MarketingProfs. He has worked for Google/YouTube, the Travel Channel, AOL, and the New York Times.

LinkedIn: Ayaz Nanji

Twitter: @ayaznanji

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  • by Kimmy Burgess Tue Jun 24, 2014 via web

    The whole analysis is of on how the marketeer must focus on the marketing tactics like focusing keywords, social media marketing, etc which can enhance your business to business marketing.Also the use of social media sites matters a lot. Nice Article.

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