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Dedicated organic marketing budgets for B2B marketing campaigns cannot be understated. The amount of spend on sponsored campaigns is well documented, yet more often than not organic marketing budgets are mere fractions of the sponsored component. I find this quite amazing, and here's why...
Research shows that 70 percent of search engine users will click on organic listings, while the remaining 30 percent click on paid listings. Recent reports suggest that in Google organic clicks account for as high as 85% of total clicks. Organic listings alos last longer as they can rank in the same position for months and even years. I have clients whose site have ranked in the top position in the organic listings of Google for over four years. (This is for a very competitive key phrase.)
Not only are organic listings longer lasting than paid listings, they’re more valuable. Another study found that 6 out of 7 sales resulting from search engines originated in the organic search listings. As B2B marketers why wouldn't you want to focus on organic rankings? Why do companies continue to spend millions on sponsored listings yet devote only a small amount of their budget to organic marketing campaigns? SEMPO research shows that only 43 percent of advertisers created new budgets for organic SEO, and these were mostly large companies. As B2B marketers, dedicated budget for organic SEO is a must. Sure sponsored results can get you immediate results, but the return on long lasting organic results is unmatched.
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