Organic search outperforms social media and PPC, says new study

When building a lead generation marketing campaign, you first need to design which promotional method you’ll use to advertise your products or services online. Search engine optimization continues to be the top channel among U.S. digital marketers, while other efforts like pay-per-click and social media lag behind in effectiveness.

According to the 2nd annual State of Digital Marketing survey conducted by WebMarketing123, 59 percent of B2B marketers and 49 percent of B2C marketers credit SEO with having the biggest impact on lead generation rates. In both instances, the reported numbers were well above PPC and social media. B2B professionals now say social media (21 percent) is a more effective lead generation tool than PPC (20 percent). This trend is a significant reversal from years past and shows that organic search is the future of online marketing.

PPC saw a 5 percent drop over the past 12 months, as more B2B marketers focused their attention on developing superior content marketing strategies and supporting their blogs with social media services. In B2B marketing, PPC in lead generation fell 8 percentage points.

As a business owner, you shouldn’t shy away from using PPC altogether. There is still value in crafting these target advertisements, especially when they support organic content and social media marketing. However, if you have yet to funnel additional resources toward unique and custom content creation, you are not implementing successful lead generation campaigns, and your bottom line is struggling.

With search engines like Google and Bing focusing more on predicting search intent, you need to dedicate more time to crafting web content that answers the questions consumers may have and solves problems that business professionals may experience in the workplace. When you’re able to develop an authoritative tone and garner a regular population of readers, your subtle calls to action will drive traffic to consume whatever you’re selling – whether it is a tangible product or a beneficial service.

Martin Jones

Martin Jones is a Senior Marketing Manager with the corporate Cox Communications social media team where he assists in leading strategy, campaign ideation and marketing execution for Cox Business social media & content marketing. Today, over 1 million fans engage with Cox Communications content, campaigns and Customer Care on Facebook, Twitter, You Tube. LinkedIn and Google+.