SEO + SEM For Better Lead Generation

As a B2B company, you know that lead generation is one of the most valuable components of a successful marketing strategy. However, B2B lead generation can be tricky because you need to cast a wide net and qualify your leads so you’re not wasting time with duds.

Search engines are a crucial resource for any marketing campaign, and you can leverage them to get more high-value leads. However, most B2B brands assume they have to pick one method and stick to it. The first option is search engine optimization (SEO), which generates organic search traffic. The second is search engine management (SEM), which generates leads via paid ads.

Thankfully, you don’t have to pick one. Instead, combining SEO and SEM can supercharge your lead generation strategy and boost your sales and bottom line that much faster. How does it work? Let’s break it down.

How SEO Improves Your Lead Gen

If you know anything about digital marketing, you know at least a little bit about SEO. The basic premise of search engine optimization is that you create content, including blog posts and landing pages, around a specific keyword or keyword phrase. Then, as long as your content is relevant to a user’s search intent, sites like Google will direct traffic to your pages by listing them organically at the top of search results pages (SERPs).

Although SEO can be effective, the problem is that it takes a long time. Because high-traffic keywords have tons of competition, it’s much harder to rank in the top three or five positions on a SERP. So, even if you optimize every word and sentence on a particular page, it can take a while to see substantial gains with B2B lead generation.

But that doesn’t mean SEO doesn’t work for lead generation or site traffic. As a long-term marketing strategy, SEO is critical for boosting your brand’s reputation and establishing your business as an authority within your industry. As long as you create compelling content that speaks to your target audience, you’ll see significant dividends down the line.

If only there was a way to boost your momentum and speed up the process…

Well, that’s where SEM comes in.

Using SEM for a More Targeted Lead Gen

Think of SEM for lead generation a bit like throwing a snowball on a snow-covered hill. When you do it right, the ball will accumulate lots of snow (leads), growing exponentially as it rolls down. If you don’t combine SEO and SEM correctly, you’ll have to try it a few times to get the results you want.

But what exactly is SEM and why can it supercharge your lead generation campaign?

Search engine management is the process of creating paid ads for specific keywords. Google and other search engines tend to rank paid advertisements above organic search results, so you can essentially game the system and claim a higher spot immediately, rather than waiting for your SEO to move the needle.

But again, you have to approach SEM for lead generation the right way. If you don’t already have an optimized website and set of landing pages, no amount of money will generate the results you need to boost your business.

First of all, make sure you already have high-value content that appeals to a user’s search intent. This way, when they click on a paid ad, they get a valuable landing page, not a sales pitch. Secondly, make sure your ads appeal to a specific problem or pain point (with your business as a viable solution). The more captivating the ad, the more likely a lead will click on it.

The primary advantage of SEM marketing is that you can start A/B testing results immediately. Since you’ll generate more traffic with paid ads, you can see what elements are driving the most conversions. You can use conversion tracking tools to ensure you’re targeting the right keywords and qualifying the right leads.

The only downside of SEM is that it costs a lot of money and the traffic dries up as soon as you stop paying. This is why you need a comprehensive B2B lead generation strategy that uses the best parts of SEO and SEM to see both immediate and long-term results.

Combining SEO and SEM to Dominate the SERP

So how can you combine SEO and SEM effectively? Because SEO doesn’t necessarily cost anything (or certainly a lot less than SEM), you want to start there. Optimize every page on your website and start creating high-value content around your preferred keywords. Overall, the more time and energy you spend on SEO, the easier it will be for SEM to move the needle.

Secondly, have a plan for your sales funnel. SEM will get new leads in the door, but your funnel should qualify them and then move high-value leads through the pipeline. If you don’t have a plan, it’s virtually impossible to maintain momentum.

Typically, your sales funnel should focus on specific touchpoints (communication between you and a lead). Create content for each touchpoint that can address objections, speak to different decision-makers within your lead’s business, and move a lead to the next stage. All of this should be done and ready to go before you pay for a single ad.

The bottom line is that your paid ads should present your business as a top-tier problem solver. Then, once a lead clicks on the ad, you must make sure your content and sales strategy deliver on that promise.

Building a Robust B2B Lead Generating Campaign

Combining SEO and SEM for lead generation may sound simple, but implementing this synergistic strategy can be complicated and time-consuming. So, let the marketing experts at CSP help. We know what it takes to qualify leads and leverage both of these marketing options to get faster results. Contact us today to get started.