The Relationship Between B2B SEO, PPC, and Social Media

Organizations request information from KoMarketing for a range of business reasons. Sometimes its only for one specific problem or program initiative, but in others, it is a much more comprehensive program request.

For example, one prospect recently contacted because they felt their existing PPC vendor was failing to grow with their organization. Another inquired on SEO because they were about to engage in a site redesign. Still another was interested in learning about our perspective on optimization for LinkedIn.

When an organization doesn’t know what online marketing channel makes the most sense for their business, or they are not very knowledgeable on the differences between SEO, PPC, and social media, we need to explain both the differences and how we leverage all three to generate results.

We receive a lot of questions about our “online marketing process”. For KoMarketing, the mechanisms we use to generate results revolve around a comprehensive search engine marketing plan built on content and third party communication.

That plan includes three core components: pay per click advertising, social media marketing, and search engine optimization. A few years ago we developed a simple set of slides visualizing the flow between solution offerings and examples why they can be valuable for B2B marketers.

  • Search Engine Advertising – immediate visibility, controlled messaging, ability to test and refine quickly.
  • Social Media Marketing – create and nurture one-to-one relationships with customers, prospects, and targeted audiences.
  • Search Engine Optimization – visibility in trusted results, improved leverage in gaining visibility for content marketing assets.

Here is a revamped version of this presentation:

Even though these solutions can be handled separately, there is tremendous value in the integration of all three (combined with content marketing integration), and in coordination with the organizations’ broader marketing program in general.

Hopefully these slides help illustrate our process more succinctly and can be used as reference for your own online marketing endeavors. Feel free to review and grab a copy for yourself and please share any thoughts and comments below.

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“I worked with KoMarketing during my time at Pongo in a variety of roles. At first, they were doing the work for us, but in the end, they trained my growing team on Search Engine Marketing (SEM). Their education of the importance of Search Engine Optimization (SEO) led to us launching a job search blog, over 30 learning center articles, and a social media campaign. I would not hesitate to recommend the KoMarketing team for any size project you may have.”

— Jodi Coverly, Marketing Manager, Pongo LLC

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