When it comes to B2B, media campaigns (whether they are paid nor not) need to be treated differently than campaigns targeting consumers. Consumers at home respond well to a little entertainment in adverts, whereas somebody at work will want to hear more details on how effective and efficient an item is. When creating and launching a B2B media campaign, here are some issues to consider:
A comprehensive digital marketing strategy should be created before launching a B2B campaign so that it has a solid foundation. This will enable you to plan a monthly budget and what it should be spent on to achieve your established advertising goals and allow you to measure the success of the campaign in retrospect.
- Keywords – When you begin researching keywords for the search section of your campaign think of the search intent behind each phrase. If you’re targeting start-ups, the search queries are likely to contain words like “how to” and “review” – these users won’t be ready to purchase yet but it’s worth listing them as people to retarget with your marketing later. Think of phrases that are likely to be used by somebody searching for a business need rather than a consumer by eliminating words like “home” or “domestic”. Focus on industry specific terminology that would be used by professionals.
- Ad Copy – make sure that your advertising copy makes it clear that you provide products/services to businesses, rather than individuals so that you target the right audience. Use phrases like “The benefits we bring to your business” or “Serving the construction industry since . . .” to help consumers avoid your ads.
- Diversify – while a search campaign is likely to return an enhanced conversion rate, it’s vital to advertise across several platforms. The Display Network enables you to advertise on websites, mobile apps and videos at a relatively low cost per click (CPC). Ads on social platforms are performing better for business as B2B targeting options are added. LinkedIn, the “business” social network is a great option and Facebook is adding targeting options designed to find specific business professionals.
- Remarkable Remarketing – Target your remarketing based on specific pages on your website that were visited by a user. If a user has visited a page on SEO, they’re less likely to be interested in app development so remarket them with SEO services. Use your audience lists effectively – if you have a professional video, use it for video remarketing while the user is watching YouTube. Remarket with search remarketing ads to target broader keywords to users who have already visited your website. Consider increasing the length of your sales cycle to gain the option of remarketing some users later when they may be ready to make a purchasing decision.
- Google Analytics – should be configured to your Google AdWords account as GA will provide you with valuable information and insights on your marketing campaigns. If you’re not immediately achieving your conversions due to a longer sales cycle, the site metrics can let you know whether you’re heading in the right direction. You can see if visitors to your website are bouncing straight away because it’s not what they are looking for or if they are looking at several of your web pages.
- Lead Quality – once you see conversions from your paid campaigns it’s time to check the quality of your leads to make sure your advertising spend is working for you. Sync your CRM with your paid advertising to ascertain which campaigns and traffic sources deliver qualified leads.
If you want to make sure that your B2B digital marketing campaigns are boosting your business, get in touch now to see how we can help you do this.
He can assist marketers achieve balance in their approach to key areas affected by the growth in digital marketing.
Latest posts by Richard Coen (see all)
- Strategic Digital Marketing for B2B Business: SEO and PPC – June 16, 2017
- Pitfalls to Avoid with Retargeting Campaigns – June 12, 2017
- Leading Customer Experience Trends for 2017 – May 30, 2017