Expect social media and B2B marketing to grow fonder of each other
B2B marketing is thriving on the web today, and as 2012 moves forward, professionals will continue to assess the strengths and weaknesses of their search engine optimization (SEO) campaigns. One thing many marketers notice is that B2B marketing's relationship with social media is coming into greater focus.
In 2011, Search Engine Land contributor Derek Edmond said 66 percent of organizations with a formal SEO program planned to integrate social media into their strategies. Fast forward one year, and recent BtoB Magazine research found that 71 percent of B2B marketers are moving traditional media budget allocations over to social media. Another 14 percent of marketers said they would move more than 20 percent of traditional media funding to social services.
It's important for marketing professionals to have defined objectives before they begin to funnel more resources into social media to support SEO efforts. When goals are set and benchmarks established, the identification of appropriate social media networks comes into focus and strategies can be developed further. An informal campaign may thrive on Facebook, while a professional outreach program might succeed on LinkedIn. Either way, objectives often lay the foundation for greater social integration in the world of B2B marketing.