Paid media has long been hailed as one of the best ways to generate revenue for businesses. However, relying solely on paid acquisition can lead to long-term problems and negatively impact the cost per lead (CPL) for B2B brands. In this article, we will explore three common B2B SEO mistakes that can have a detrimental effect on CPL and discuss the importance of investing in other channels like SEO.
The first mistake that B2B brands often make is over-relying on paid acquisition for long-term growth. While it may be possible to optimize ad spend in the short-term, auction-based networks like Google Ads will continue to get more expensive over time. This means that the return on investment (ROI) for paid media will decrease over the long term, resulting in higher CPL. Additionally, complex buying processes in the B2B sector often require multiple touchpoints before a customer makes a purchase, making it difficult to rely solely on paid ads.
The second mistake is relying heavily on branded, bottom-of-the-funnel, in-market leads. B2B brands that have over-relied on paid media often neglect the wider pool of potential customers who may need their products or services in the future. This is evident when the homepage becomes one of the most trafficked pages on a website, indicating an overemphasis on brand-aware people. By neglecting non-branded queries and failing to educate and convert customers through other channels, B2B brands limit their potential for long-term growth.
The third mistake is the cannibalization of search intent and a mismatch in content structure. When product pages rank for a wide range of keywords without being properly optimized, they are unlikely to rank in the top three search results. This leads to low traffic and limited impact on lead generation. Additionally, when alternative comparison pages or user-generated content pages rank higher than product pages, it indicates a lack of optimization for search intent. This results in missed opportunities to convert potential customers.
To overcome these mistakes and achieve long-term, scalable growth, B2B brands need to invest in other channels like SEO. While paid media may provide immediate results, it is important to recognize the limitations and explore other avenues for lead generation. SEO requires a greater upfront investment but can yield compounding ROI over time. By investing in SEO and content marketing, B2B brands can decrease CPL in the future and future-proof their marketing efforts.
In conclusion, while paid media can be effective for generating B2B leads, relying solely on this channel can lead to higher CPL over time. B2B brands should diversify their marketing efforts by investing in other channels like SEO. By avoiding these common B2B SEO mistakes, brands can achieve long-term, scalable growth and decrease CPL. It is crucial for B2B marketers to recognize the limitations of paid media and explore alternative strategies for lead generation.
