Who would have guessed, but new data coming out shows that social media marketing is now almost as important as search engine optimization (SEO) for B2B marketers. At least that’s what research from Demandbase and Ziff Davis says. While research from Sagefrog Marketing Group argues that social marketing actually beats out SEO for number one!
Now, truth be told, We don’t buy it.
Not that we argue the point empirically. We haven’t done our own survey on the matter, nor have we developed any fancy pants comparison of projected spending on these marketing tactics. Instead, we’ve just talked to and worked with a lot of B2B marketers. So yes… our opinion is purely anecdotal. But we believe it nonetheless.
What are we hearing from B2B marketers?
- SEO is almost always one of the top things marketers want to improve on, and they’re willing to pay big bucks for SEO experts. B2B social marketing is just another task for their agency to handle.
- No one (not even the CFO) questions the value of SEO, while B2B marketers are struggling to determine and quantify the benefits of their social marketing efforts.
- Many marketers still think they can bring in a college intern or “young person” to handle their social marketing efforts. Why? Because social media is “native” to them. (Doesn’t matter that content marketing and lead generation aren’t, or that most B2B decision makers are not 20-something’s!)
So, what’s with the disparity between our observations and the research data?
We think the difference reflects a combination of “shiny-object” syndrome and intent. Meaning, talking about B2B social marketing has come into vogue for B2B marketers. And our experience is that there’s typically a long lag between marketers understanding they need to figure out and do something… and when that actually becomes standard practice.
Which is more important?
Of course both are important. But at the end of the day, for us, it’s about B2B social marketing. Why? Because we think of search engine optimization as more of a “best practice”, while B2B social marketing is a potential game changer for your business.
Let’s put it another way. There is only so much impact that SEO can have when (by and large) B2B oriented keywords have very little search volume. Anyone that’s managed a B2B paid search campaign can tell you that.
On the other hand, here are just some of the things that B2B social marketing makes possible:
- Identify and reach highly qualified prospects (and their social networks)
- Discover what they read, share, and talk about
- Engage them directly to ask and answer questions, and have conversations
- Develop a trusted relationship with them over time
- Build social channels (Twitter, LinkedIn, blog, Facebook) stocked with prospects, customers, and key influencers, all interested in what you have to say
Of course, like most things with huge potential, B2B social marketing isn’t easy and none of these benefits will happen over night. Having said that, those marketers that do get it right will find themselves moving way ahead of the competition.
Now it’s your turn.
Tell us which you think is more important, SEO or B2B social marketing, and why.
Need help with your B2B social marketing efforts? Read 7 Reasons Why Your B2B Social Marketing Sucks (and How to Fix It).
When the social media CEO does a comparison of Social Media vs SEO? Who do you think they will recommend?
C’mon man.. don’t fall victim to the Hype. Let’s be fair. Please. =)
Funny thing is.. for B2B SEO kills it.. trust me.. (did ONLY B2B PR Tech SEO for Fortune 500 for 8 years..) when there is 3Mil ROI on 50k/YR spend organic SEO spend? This is why the CFOs trust SEO.. and are wary of social media.. in B2B form fills are conversions for SEO.. because their is such low search volume.. hyper targeting is key..
“Brand names” “product line” “product usage description” .PDF
works most of the time if coded properly.. these product guides are cost-prohibitive to post on every social network.. seo wins..
SEO can address the longer B2B sales cycle.. social is here today.. gone tomorrow.. unless it’s in search..SEO for B2B is long term and significantly more effective.. unless you mean LinkedIn.. because Facebook isn’t going to be B2B… ever.. it’s B2C. FYI. the “Social Media” they refer to as successful in the studies mentioned above are blogs, microsites and content.. aka.. SEO… not social.. social is how they connect.. all these things have done by PR firms since before the term Social Media ever existed.. =)
Connecting to others in industry niches for B2B is a great idea and great way for engineers to see product releases and new advancements in technology for their industry which these Social Media connections will assist B2B companies to be top of mind.. hopefully with the buyer is in the research phase of their buying cycle.
Also.. B2B social media is dependant on the time of year.. usually B2B social media campaigns should run sept to jan heavy.. (next years budgets..)
=)
#facepalm typos.. lol
I really think that 2013 will bring a further blurring of the line between the two. The new emphasis on Google’s authorship markup–which requires a Google+ profile–certainly springs to mind.
SEOs and social media marketers alike would do well to consider their online campaigns holistically. Fact is, you need both.
Just one more thought–social media, and the building of a solid social base, can be a major SEO advantage when it comes to modern-day linkbuilding/linkbaiting. It’s much easier to guest blog for someone who is familiar with you from the social networks.
Oh boy…
First, qualify your claims. In terms of business objectives, how is one more important than the other?
Second, if you understand the buyer’s journey, there’s no shortage of search volume available. To claim that there is “very little search volume” on B2B-related keywords is just plain wrong. As in incorrect. False.
Third, the notion that there is, or should be, a contest between SEO and social is off the mark. Each has a distinct role and value in an integrated marketing program.
It’s nice to see this topic getting some buzz.
I think it’s a little weird that you didn’t mention the importance of a CMO when discussing what is important in B2B marketing.
In result of most new updates, such as Penguin by Google, data reflects that social engagement plays a major role in the metrics that determine rank authority.
In order to overcome the new challenges of search, you have to focus more on developing valuable content for each channel of engagement.
Never was a question of which is more important, rather what is the optimal resource allocation. They all build on one another, social, SEO, content marketing. That said, in B2B bang for the buck I’ve seen is heavily weighted toward SEO.
Excellent article! I like how you point out things, making it even clearer to the readers I’m new to thi stuffs and thanks for sharing this, I’ve learned something from this.