Are you blogging? According to a Social Media B2B study, B2B brands that blog generate 67 percent more leads per month than those that don’t. Optimizing that digital content isn’t sexy, but it has become too important to ignore, says Nate Dame, founder and CEO of digital marketing agency Propecta. Dame discussed why B2B marketers need to get serious about SEO in a recent blog for Marketo:
Search results for many B2B terms aren’t crowded yet. Big B2Bs often don’t utilize SEO aggressively. DuPont, for example, shows up at the bottom of page two for the keyword search “silicone lubricant.” That may not necessarily hurt them, but considering that companies with higher SEO rankings are almost definitely selling more products and making sales directly, it’s smart to utilize SEO with content marketing to make your brand more visible.
The value (and opportunity) of mobile for B2B is increasing. Buyers are starting to use mobile in the workplace more frequently than they use laptops or desktop computers, according to eMarketer. That includes people on purchasing teams.
Dame notes some key differences to keep in mind about mobile compared to a optimizing for computer searches: Load times need to be faster and calls to action (CTAs) need to be easily accessible by users and their thumbs. (Buttons should be big, phone numbers tappable and forms should be as short as possible.)
“If you neglect mobile SEO, your competitors who do utilize it will earn the brand impressions. That’s a lot to lose out on,” says Dame.