b2b SEO: tracking leads through a multi-channel marketing strategy
For any b2b SEO campaign, the purpose is almost always to drive leads into a business development team. Whether the visitor initially lands through a paid or organic ad, they may not complete an on-site action in one visit. Therefore, for the visitor to convert into a lead (or prospect) they may
- revisit the site at a later date (directly by entering the URL into a web browser, clicking on a brand organic link, or clicking on a brand paid ad
- conduct some due diligence on a third party website such as capterra.com and then click through (known as referral traffic)
- respond to an email received and visit a landing page
Bearing these possible next stages of the journey, it’s clear that there are many channels that work together to drive a b2b lead. In order to track leads back to source channels, it's most efficient to use a multi-attribution model, attributing a percentage value to each channel based on importance within the overall marketing strategy.
Typically, paid and organic SEO search drives initial brand / supplier awareness, which can be followed by email, retargeting, and content marketing.
If you have a multi-channel marketing strategy in place, it’s advisable to get your b2b SEO agency to set up an appropriate reporting model to ensure you can report correctly on the performance of your SEO campaigns.
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