Marketing via social media channels like Facebook and Twitter are all the rage right now. Businesses know they need to be where their (potential) customers are—online, mobile. Although growing, social media marketing on its own is not the most effective online marketing strategy.
According to California-based Webmarketing 123’s 2011 State of Digital Marketing Report, search engine optimization (SEO) “is the number one source of leads for both B2C and B2B marketers, beating out both PPC and social media marketing.”
It’s no surprise that SEO is the #1 source of leads. Here’s why:
Success is Measured through Traffic
According to the study, both B2C and B2B marketers primarily measure the success of their online marketing efforts through website traffic. SEO is the best way to get traffic to your site. And if you do it right, you’re connecting with a highly targeted audience—an audience that’s already looking for the goods/services you provide.
Success is in the Organic Results
You see, sites that are properly optimized for the search engines rank better in the organic results. And those top-ranking organic results—that’s what users are looking for. They know that sponsored listings are paid for. They don’t want to see what the search engine has been paid to show them. They want to see what they came looking for.
Success is Tracked with Sophisticated Analytics
And because current analytics provide businesses with a host of data that makes it easy to tailor a site for maximum conversions, you can know exactly how well your SEO is working; you can track your investment dollar for dollar. (Admittedly, SMM analytics are improving, but right now, it’s still difficult to know the conversion rate of “likes” and “follows.”)
So, it’s also no surprise that Webmarketing 123’s Report indicates that 53% of the businesses surveyed plan to increase their SEO budget—it truly is the foundation of a solid Internet marketing campaign.
Stay tuned for tomorrow’s blog where we discuss social media’s role in a successful online marketing campaign.