The Webmarketing123 “State of Digital Marketing 2012 Report” is out and it is full of fascinating figures for marketing professionals and SEO specialists alike. Drawing on responses from over 500 Business to Consumer (B2C) and Business to Business (B2B) marketers, this report and the infographic it produced makes very interesting reading indeed.
Amongst the findings is the news that increasing numbers of B2C & B2B marketers are turning to SEO to secure firm results for their brand and business. According to industry professionals, the emphasis is no longer solely on creating brand awareness; it’s about producing measurable results that have a real impact on revenue.
To achieve these figures, marketing professionals are increasingly relying on the measurability of online channels.
One key factor behind this trend is that SEO and online marketing are much more measureable than traditional offline marketing techniques. By investing in SEO you can clearly gauge your spend and the volume of lead generation this spend has created. Perhaps this is the reason that, in the report, 59% of B2B marketers and 49% of B2C marketers said that SEO is the marketing technique with the biggest impact on lead generation.
At Liberty, we have been committed to providing measurable SEO for years and want all clients to accurately gauge the results they are getting. Using Webmaster Tools (WMT), Google Analytics and specialist SEO software, we have the ability to provide extremely accurate statistics about:
- The amount and quality of traffic any one channel is producing
- The number of conversions achieved through SEO vs other online channels
- Your SEO conversion rate
- Your SEO cost per conversion
Whereas up until fairly recently, it has been quite complex for a lot of businesses to accurately tell how well their SEO has been performing, with the right software, it is now easy to determine ROI and compare it to other markeing activities.
The 2012 report contains more good news for online marketing agencies – proving that in-house SEO rarely holds a candle to SEO undertaken by a specialist team. Businesses using an online marketing agency were found to be twice as likely to be ‘highly satisfied’ with their SEO strategy than those using an in-house team.
Other interesting nuggets from the survey include the news that, when it comes to social media, B2B marketers are hot on the trail of B2C teams. Social media was once deemed to be the realm of B2C business, allowing them to engage personally with individuals.
Yet, B2B marketing professionals are quickly catching up and utilising the power of social media to increase brand awareness, reputation and relationships.
Take a look at the infographic below: