Studies over the years have shown that the vast majority of B2B buyers start their journey with a Google search. But what good is being found if the content doesn’t create immediate feelings of trust for the searcher?
According to the 2019 Content Preferences Survey Report, 95% of B2B buyers prefer credible content from industry influencers. At the same time, few B2B influencer marketing programs integrate SEO. Most business influencer marketing programs rely almost exclusively on the social media reach of the brand and influencers for content promotion and buyer discovery.
This findability and credibility disconnect is an opportunity for marketers to optimize for a much better customer experience. By integrating SEO and Influencer Marketing marketers can attract and engage buyers more effectively.