Which digital advertising platforms are you utilising for B2B marketing? Are you feeling frustrated because digital advertising is costly, and you are not observing results as swiftly as you had anticipated? We understand that the business-to-business (B2B) buying journey is protracted as more individuals are involved in purchase decisions. Clients also desire the products or services they acquire to offer long-term solutions, a return on investment (ROI), efficiency, and expertise.
Why Does My B2B Business Need a Digital Strategy?
Given that B2B is primarily about cultivating long-term relationships, companies want assurance about the reliability of their business partners. Are you projecting your brand personality on digital platforms while providing thought leadership and information showcasing your expertise? This could be a game-changer as you continue targeting your prospects at every stage of the purchasing journey. Sharing valuable information that underscores your expertise not only establishes you as a trusted authority but also aids in educating and engaging your target audience.
When it comes to targeting prospects at every stage of the purchasing journey, personalisation is paramount. Tailoring your messaging and content to address the specific pain points and needs of your prospects can significantly influence their decision-making process. By furnishing relevant and valuable information, you can position yourself as a reliable source of solutions and forge lasting relationships with potential customers.
Moreover, capitalising on digital platforms frequented by your B2B prospects enables you to reach a broader audience and interact with them on a more personal level. Through social media, blog posts, and other content channels, you can showcase your brand personality, share industry insights, and provide valuable resources addressing the challenges faced by your target audience. This not only fosters trust but also establishes your business as a thought leader in your industry.
Is it time to evaluate how you can enhance your current advertisements or explore another digital advertising platform? We delve into the top three platforms for your B2B advertising.
B2B Option #1: Google
Given that business revolves around numbers, let’s commence with Google. Recent statistics indicate that Google holds 93.63% of the global search traffic share and 58% of the search advertising market share, with search advertising projected to reach $279 billion USD in 2023.
Google may be the most extensive digital advertising platform, but if your Google Ads results are not meeting your expectations, consider the following:
- Negative keywords: Ensure you employ all the relevant negative keywords related to your business, products, or services to prevent unqualified clicks from depleting your budget.
- Customise landing pages: Never underestimate the importance of ensuring your landing page aligns with your Google advertisement, even when promoting multiple products or services.
- Remarketing: Given the lengthy B2B sales cycle, use remarketing to subtly remind potential customers that you are still interested in doing business with them and that your business offers the solutions they need.
By implementing these strategies, B2B brands can optimise their presence on Google and effectively reach their target audience.
B2B Option #2: LinkedIn
LinkedIn, the world’s largest professional network, is ideal for lead generation for B2B businesses. Are you maximising the platform’s full potential for your B2B advertising?
Your LinkedIn company page serves as the conduit for leads to navigate to your website, so the header image and first two sentences should engage potential clients by prioritising their needs. Create a Showcase Page for each brand, business unit, or company initiative, as it allows you to cultivate a long-term relationship with a specific audience.
Expand your network (and leads!) by joining a LinkedIn Group in your niche and sustain a level of activity to demonstrate your commitment. Remember to publish content on LinkedIn as an individual and business. Quality content will augment your inbound traffic and complement your LinkedIn Ads’ outbound strategy.
With its emphasis on professionalism and networking, LinkedIn presents a unique opportunity for B2B brands to build trust and showcase their expertise to their target audience. So, if you’re seeking an effective digital advertising platform for your B2B marketing efforts, LinkedIn is certainly worth considering.
B2B Option #3: Facebook
Are you among the 93% of small businesses that utilise Facebook as a marketing tool? Given that 81.5% of all users access the platform via a mobile device exclusively, your Facebook ad campaign must be optimised for mobile, as this means that businesses can effectively reach their target audience even when they are on the move.
So, what steps should you take?
- Keep the copy concise, with the most crucial information in the first two lines of the ad text, and use vertical videos and images that can be expanded to full screen.
- Videos are an excellent way to immediately demonstrate to potential B2B clients how your product, service, or business can fulfil a need, and the right call-to-action will generate leads.
- You can use a standard video for a sales piece or Facebook Live to connect with your existing B2B audience for a live product demonstration.
By leveraging Facebook’s extensive reach, precise targeting options, and mobile-friendly features, B2B marketers can effectively promote their business and generate leads in a cost-effective manner.
What Are the Main KPIs Your B2B Marketing Campaign Needs to Track?
When conducting a B2B marketing campaign, it is crucial to monitor key performance indicators (KPIs) to gauge the success and effectiveness of your efforts. By scrutinising these metrics, you can derive valuable insights into the performance of your campaign and make data-driven decisions to optimise your strategy. Here are the primary KPIs that your B2B marketing campaign needs to track:
- Lead Generation: This KPI measures the number of leads generated through your marketing efforts, including metrics such as form submissions, downloads, and inquiries.
- Conversion Rate: The conversion rate measures the percentage of leads that convert into customers, providing critical insights into the effectiveness of your sales funnel.
- Cost per Lead: This metric calculates the average cost of acquiring a lead, helping you assess the efficiency of your marketing campaigns and compare the effectiveness of different channels.
- Customer Lifetime Value (CLV): CLV measures the total value a customer brings to your business over their lifetime, considering factors such as purchase value, frequency, and retention rate.
- Return on Investment (ROI): ROI gauges the profitability of your marketing campaigns by comparing revenue generated to campaign costs.
- Website Traffic and Engagement: Monitoring metrics like the number of visitors, time spent on site, and bounce rate can offer insights into the effectiveness of your content and user experience.
- Social Media Engagement: Tracking metrics such as likes, comments, shares, and click-through rates on social media platforms helps assess engagement and effectiveness.
By tracking these KPIs, you can gain valuable insights into the effectiveness of your B2B marketing campaign and make data-driven decisions to optimise your strategy. Remember, it is essential to align your KPIs with your overall business goals and regularly review and analyse the data to drive continuous improvement.
Do you wish to enhance your digital advertising results? Are you considering adding another platform to your advertising strategy? Wherever you are on your journey, we are ready to help! Reach out today, and we will collaborate to improve your ROI from digital advertising platforms.