B2B Services Marketing Strategy
There are many advertising channels for you to consider, but it’s important to narrow in on the platforms that perform the best for B2B businesses. Overall, social media platforms are going to be great for brand awareness. Google Ads are going to be your best option for attracting businesses who are looking to buy services.
GOOGLE & Bing ADS
With Google Ads, you’ll be able to target keywords that have high intent. Include these keywords and offer a solution to the user’s problem. No other platform can do this effectively.
For Google Ads, you have the option to choose to use the Search Network or the Display Network.
Search Network ads can help you target high intent keywords. They look like text ads on the search results page to help people go further in the buying cycle.
Display Network ads typically show ads to people who are still in the “research” phase of the buying cycle. They can show ads on other websites with a topic related to your business, or to people who show an interest in your product or service. They can also show ads to people who have already visited your website in order to bring them back while they are researching. Using the Display Network, you also have the option to create new audiences to show ads to people who have similar traits.
While clicks on Google or Bing ads may be more expensive than for other advertising platforms, it has by far the highest conversion rate for B2B due to the fact that you can target people actively searching for your product or service.
LinkedIn can help you target people who work in a job or industry that would make use of your product or service, which is why advertising on this platform is very valuable for B2B businesses.
It’s important to note that since your audience is likely not actively searching for your services – like they would be on Google or Bing – they will be early in the buying cycle, and thus conversion rates are lower on LinkedIn than they are on other platforms.
However, LinkedIn has many unique benefits compared to other social media platforms. Not only can you target your audience by company, job title, industry, and more, but you can also layer multiple targeting options to reach the ideal customer.
There are multiple ad types on LinkedIn:
- Sponsored content ads are similar to “boosted” posts. They are made to feel like posts from the company’s own page, which are a good option for strengthening the company’s brand awareness.
- Text ads are similar to the ads shown on Google or Bing and are featured in the sidebar. These ads are smaller and less prevalent than the other ad types but may provide a cheaper source of clicks.
- Sponsored InMail ads are unique to LinkedIn. These allow marketers to send personalized messages directly to a person’s LinkedIn inbox. This ad type is not ideally used as the first touchpoint but is great for re-engaging prospects who’ve already interacted with the business.
When it comes to choosing which types of LinkedIn ads to use, consider your goals. Sponsored content ads and text ads are great for the initial outreach to decision-makers of companies in the industry you want to target, but don’t expect many direct purchases from these ads. Sponsored InMail ads work best as part of a remarketing strategy.
LinkedIn advertising does come with a few minimums that all advertisers must spend:
- $10 daily budget per campaign
- $10 total budget per campaign (this is optional for Sponsored Content)
- $2 bid for CPC or CPM on Text Ad campaigns
LinkedIn advertising also has a minimum bid for Sponsored Content campaigns, but the exact amount for this ad will depend on the audience that you’re targeting.
Facebook is valuable for B2B advertising. Facebook recently implemented income-level segmentation and this platform also allows you to target your audience by job titles.
Unlike on LinkedIn, on Facebook, you can’t target people in specific company types or industries. However, it can be very valuable as part of a remarketing strategy and as a brand awareness tool. It is another good way to re-engage prospects who’ve already interacted with your business, and you can create lookalike audiences to target people with similar attributes to those prospects.
Twitter can be good for B2B, but it really depends on what type of business you have. This platform should be considered after you’ve explored other channels for B2B marketing.
Advertising on Twitter is primarily used for brand awareness and consumer engagement efforts.
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