Eight out of ten b2b buyers find their suppliers instead of the other way around. This is the conclusion of a 2009 report from MarketingSherpa – an American research firm specializing in finding out what works, and what doesn’t work, in marketing.

Which is exactly why you should ask yourself the following questions: How easy/hard is it for prospects to find my company and my offering? What happens when they google my company name? Or services, products, business areas and key words that I want to be associated with?

But don’t stop there. What other ways are there for prospects – who might never have heard of me – to find out about me? As we continue to develop the way we search for information and form our opinions, social media is becoming increasingly important. In a recent poll 94% of business bloggers reported seeing measurable SEO benefits from blogging.

Which makes sense. An interesting blog increases traffic, which generates a higher search engine ranking. In addition, the content – even if it is niched – is broader than an informative corporate website. A blog features current events and more specialised subjects. The tone of voice, and thereby the language, is freer. All of this makes a blog ideal for long tail searches.

But even more importantly, a blog – and all other social media – enables dialog. Others can comment on your content and link to it. And you can post clever comments in already established and relevant forums creating an interest in your offering. Suddenly there’s a buzz. Word-of-mouth, digital style, makes you more visible and your offer easier for prospects to find. Spread the word