Are you currently utilizing any digital advertising platforms for your B2B marketing efforts? If so, are you feeling frustrated with the high costs and slow results? Here at WSI Digital Advisors, we understand that the B2B buying process is lengthy and involves multiple decision-makers. We also recognise that your clients are seeking long-term solutions, ROI, efficiency, and expertise in the products or services they purchase from you.
Since B2B is all about building relationships, it is crucial for companies to both showcase their brand personality and establish thought leadership on their digital platforms. By doing so, they can differentiate themselves and gain the trust of potential clients throughout the purchasing journey.
If you’re not seeing the desired results from your current advertisements, it may be time to reassess your strategy or explore other digital advertising platforms. Let’s take a look at the top five platforms for B2B advertising.
When it comes to numbers, Google stands out as the dominant advertising platform. Recent statistics reveal that Google holds an impressive 93.63% share of global search traffic and a significant 58% share of the search advertising market. Furthermore, the search advertising market is forecasted to reach a staggering $279 billion USD by the end of 2023.
While Google may be the largest digital advertising platform, it is not uncommon for businesses to be dissatisfied with their Google Ads results. In such cases, there are several strategies that can be employed to improve performance.
- Negative Keywords. By including relevant negative keywords related to your business, products, or services, you can prevent unqualified clicks that may waste your advertising budget.
- PPC Landing Pages customized to align with your Google advertisements. This matters even when you are promoting multiple products or services. Matching the content and messaging of your landing pages to the intention of your ads enhances the overall user experience and increases the likelihood of conversions.
- Remarketing can also be a valuable tool in the B2B sales cycle, which often involves a longer decision-making process. By using remarketing techniques, you can gently remind potential customers that your business is still interested in doing business with them and that you have the offerings they need.
By implementing these strategies, you can optimize your Google Ads campaign and improve your chances of achieving the desired results. If you are still not getting the results you want, it may be time to seek out advice from an agency – PPC specialists will usually offer you a free audit to assess what you have been doing and could be doing.
Bing
Whilst Bing has a much smaller market share than Google, it has advantages as an advertising platform for certain audiences. The CPC is often cheaper, and Microsoft reports that it’s Ads display 35% higher than Google Ads. Bing is also well optimised for desktop searches, so if you have a high penetration of desktop users it’s worth consideration. It’s worth exploring if Bing is an Ad platform you should trial for your business.
LinkedIn is a powerful advertising platform for B2B lead generation. To fully utilize its potential, it is important to optimize your company page and engage potential clients with compelling header images and introductory sentences. Creating Showcase Pages for different brands, business units, or initiatives can help build long-term relationships with specific audiences.
Joining LinkedIn Groups in your niche can help expand your network and generate leads. You do need to be active in these groups to demonstrate your commitment and get results. Additionally, publishing quality content on LinkedIn as an individual and as a business can attract inbound traffic and complement your outbound strategy with LinkedIn Ads.
Are you one of the 93% of small businesses that utilize Facebook for marketing purposes? If so, it is crucial that your Facebook ad campaign is optimized for mobile, as 81.5% of users access the platform solely through mobile devices. Keep the ad copy concise, with the most important information featured in the first two lines.
Additionally, utilizing vertical videos and images that can be expanded to full screen is essential. Videos are an effective way to showcase how your product, service, or business can meet the needs of potential B2B clients, and a well-crafted call-to-action can generate leads. Consider using a standard video for sales purposes or engaging with your existing B2B audience through Facebook Live for a live product demonstration.
YouTube
Since Google acquired YouTube in 2006, YouTube has become a force to be reckoned with, and has become the second most visited website in the world over recent years, so if you have a product or service which lends itself to video, YouTube Ads are worth consideration.
Video is currently considered the most engaging media content on the market, particularly amongst younger users, so can be very effective in creating brand awareness. Costs of Advertising are relatively low – BUT that does exclude the cost of video production.
Get in touch with us today, and let’s join forces to enhance your return on investment (ROI) from digital advertising platforms.
