Skipping stones is something that just about everyone has tried their hand at one time or another. It involves throwing a small, flat stone into a body of water in such a way that it bounces or “skips” across the surface. The objective is to get as many skips or ripples across the water before the stone eventually sinks. It’s something pretty much anyone can attempt, but it takes the right stone and the right technique to truly master the activity.
Search engine optimization (SEO) is a good source of organic growth that many emerging b-to-b companies underutilize. Most emerging b-to-b companies include some form of SEO and/or search engine marketing (SEM) in their marketing mix, but it tends to not rank high on the priority list. According to SiriusDecisions data, while emerging companies are 17 percent more likely to add search personnel, they are 94 percent less likely to enhance search skills and 46 percent less likely to invest in social management technologies than companies with $50 million to $250 million in revenue. I realized that to get the maximum value out of SEO, organizations can take an approach similar to skipping stones:
Barbara Mattie is Research Director of Emerging Growth Strategies, at SiriusDecisions. She is a sales and marketing professional with more than 20 years of experience in all facets of b-to-b and b-to-c, including market analysis, sales strategy, global go-to-market strategy, full lifecycle campaign development, execution and measurement. Follow Barbara on Twitter @BarbaraWMattie.