B2B SMBs To Rely on Organic Search, Email

In the B2B sector, corporate websites can serve as a big draw for new leads. Businesses of all sizes that want to learn more about how to drive traffic to their website should check out the new B2B benchmarking report from Optify. Search, email, and social media all play a role in this process and are the formats that B2B marketers should be searchemphasizing this year.

According to the findings in the Optify report, website traffic peaks in February-​March and again at the end of October to early November for most B2B firms, making those months key times to distribute the marketing budget to digital channels.  Top traffic drivers to a B2B firm’s website typically include:

  • Direct 40%
  • Organic search 41%
  • Referral 11.5%
  • Paid search 4.7%
  • Social media 1.9%
  • Email 0.8%

However, email actually drives 9% of leads and social media drives 4.75% of leads so these formats are converting at higher rates than other formats.

The 600 SMB B2B operators included in this study dropped their paid search use by 10% from the previous year. However, analysts noted that for categories where it is working well, paid search remains a key marketing component.

Within the social media format, Facebook drove the most visits (54%), followed by Twitter (32%), and LinkedIn (14%). However, Twitter outperformed the competition by bringing in 82% of leads from social media.

B2B marketers should also know that Google remains the best source of referrals to websites so organic search should be an ongoing area of focus. Analysts emphasized that email also continues to deliver. The enterprises in this study have 25 website visitors a day which convert into 5 solid leads. Building a strong sales pipeline means finding ways to keep the leads coming in and then nurturing each one that has been delivered by successful marketing.

[Source: Optify Marketing Benchmark Report. Optify​.net. 2013. Web. 6 Mar. 2013] 
Kathy Crosett
Kathy is the Vice President of Research for SalesFuel. She holds a Masters in Business Administration from the University of Vermont and oversees a staff of researchers, writers and content providers for SalesFuel. Previously, she was co-​owner of several small businesses in the health care services sector.