Social Media Driving BtoB Search

As businesses get serious about using social media to market themselves to other businesses, they’re finding their efforts are having unexpected results. In particular, B2B operators say that their social media efforts are also improving search performance.  For many, it comes down to how they are using the information that becomes available through social media.

According to survey results published by Business​.com, B2B operators note the following impact of social media on search performance:

  • Positive 44%
  • Neutral 28%
  • Do not know 27%
  • Negative 1%

Here’s how this process has been working. B2B companies are creating content to generate buzz and attract followers through channels like Twitter and Facebook. This activity draws more traffic to a marketer's site through inbound links. When a site increases its number of inbound links, search rankings improve.

The numbers for the types of social media manipulation being used by B2B operators look like this:

  • Driving links through social media channels 48%
  • Expanding profiles/​social media accounts to increase ranking on search engines 45%
  • Monitoring social media conversations to influence organic SEO 40%
  • Monitoring social media conversations to influence keyword purchases 26%

A key recommendation from analysts who have studied these results focuses on keywords. If more marketers monitor exactly what their supporters and customers are saying about products and services, they could glean more effective keywords to use in search campaigns. As the price for paid search increases, marketers may indeed look for the best keywords to purchase.

[Source: B2Bs Tap Social t Boost Search. Emarketer​.com. 17 Sept. 2010. Web. 20 Sept. 2010] 
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.