Sunday, December 8, 2013

How to increase your budget and invest in SEO and Content Marketing?

Budget sufficient resources to a proven lead generator: Search Engine Marketing.

A marketer recently posted an excellent question on a Linkedin marketing group, asking "How do we free up budget to invest in SEO/Content Marketing?". He was hearing clients complain that their companies were not investing sufficient resources into search engine marketing when compared to traditional media such as print advertising and trade shows. He posted this question to encourage input on how to resolve this budget and resource challenge.

Budgeting for SEO is an excellent question. My answer is below:

For B2B, my 12+ years of Search Engine Marketing experience show that SEO (Search Engine Optimization) and SEM (Search Engine Marketing) are, by far, the number one drivers of new leads. This happy reality can be shared and brought home to upper management by diligent tracking and reporting. Sharing lead statistics and educating management on the evolving nature of how leads are generated really help in creating support for SEO and SEM, and both organic and paid search.

Search Engine Marketing Dominates Lead Gen.
If managed properly, SEO and SEM can produce many, many, more leads than print, trade shows, etc, and cost much less per lead. Search Engine Marketing will not replace these other activities, you need them all to be most effective.

But with search engines producing almost 75% of all business leads, according to a recent survey, B2B marketers and companies must pay attention to SEO and SEM, or risk losing business opportunities (strategic & transactional) and market share.

This new Pardot lead gen survey is very educational, and one excellent graphic in the survey is well worth showing to people in order to assist growing your SEO and SEM budget. I've blogged about it and related B2B lead gen experiences at: "Want B2B Leads? Pay Close Attention to Google Search and Content"