B2B SEO and Digital PR: The most overlooked channels to grow your pipeline

Why these channels matter for B2B growth

In B2B marketing, SEO and Digital PR are often the most overlooked channels - yet they can deliver some of the most significant rewards for your business. While many B2B brands focus on short-term tactics and prioritise the volume of sales calls, they often miss the opportunity to build a sustainable organic footprint that differentiates them in a crowded market. This drives inbound leads and boosts conversion rates as people begin to develop an affinity with your business.

1. SEO keeps you visible 

In today's digital world, buyers in both consumer and B2B sectors begin and continue their journey through search. B2B buyers are not only looking for answers to their business problems but also seeking to expand their knowledge on industry topics and the latest trends. Without SEO, your brand remains invisible in search results, so it's crucial to be present. Focusing on search intent and ensuring your brand appears across the full spectrum of search rather than just commercial terms helps establish your presence and authority in the market.

2. Driving branded and capturing branded search  

Building your branded search is crucial for the growth of your business. B2B branded search accounts for a significant portion of business-related searches. By driving branded search traffic from other areas, you strengthen your search signals more than ever before. A strong branded search presence not only enhances SEO performance but also reinforces your overall digital visibility, driving more qualified leads and brand authority across every channel.

3. Digital PR Gets You Talked About

Digital PR is a smarter way to get your brand noticed and build trust with customers in search engines and within your industry. You set your business apart by securing media coverage, thought leadership, hosting exciting events, and forming valuable partnerships with experts or other brands. Charitable messaging and initiatives also play a key role in elevating your brand's reputation. Not only does media coverage put your brand front of mind, but the backlinks generated drive more organic traffic to your site. 

4. Creative data and content deliver better PR results

Supercharge your digital PR campaigns by connecting creativity, customer data, and content. Every business market and LinkedIn vertical is saturated with content, but most brands say the same thing. By connecting these three elements, your campaigns stand out and secure the coverage needed to boost your brand's presence, driving more qualified leads into your pipeline.

5. Connecting Search to retargeting

By generating a larger pool of visitors through search intent targeting, you can build a database of B2B prospects that can be retargeted with ads, bringing them back to your site and converting them into sales or leads. SEO and Digital PR don’t stand alone - they are integral parts of a smarter marketing strategy that goes beyond traditional sales.

B2B SEO and Digital PR summary 

SEO and Digital PR are vital but often overlooked in B2B growth. Together, they increase visibility, drive qualified leads, and build brand authority, offering a smarter way to grow your pipeline.

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