Paid marketing is one of the most promising ways to promote your business. The various mediums for paid marketing include Google Ads, Bing Ads, Facebook Ads, LinkedIn Ads, etc., and you can generate significant results from them.
However, paid marketing is a bit trickier for B2B than B2C, and you need a rock-solid strategy to gain ample returns on every penny you spend on paid marketing for your B2B business.
Here are seven of the best result-driven strategies for your enterprise B2B marketing.
1. Use display advertising for brand awareness
People must be aware of you before they begin to consider your services. Finding a supplier in the first place is the first stage in any corporate decision-making process.
You can begin to raise awareness of your company and its services by combining Google's Display Network with ad placements in industry media. The idea is to boost the number of impressions—the number of times your ad appears on someone's screen.
Note that this type of digital advertising campaign isn't intended to produce leads; many marketers make that mistake. In the awareness stage, you can't expect leads or conversions. Moreover, targeting the bottom of the funnel without awareness is a waste because no one trusts an unknown brand.
Display advertising's goal is to get your company's name in front of as many eyes as possible—preferably the correct ones. You can target your display advertising using keywords, audiences, or a mix of the two. I normally suggest combining the two so that your targeting is neither too broad nor too narrow.
You can use Google to get more information on creating the right audience for your business.
2. Consider Google Text Ads for transactional keyword targeting
Google Text Ads are the most common type of paid search campaign employed by B2B marketers, but they're also one of the most misunderstood.
Transactional search terms, or keywords as they are commonly referred to, are terms that suggest a level of intent to purchase, or at the least get in touch. Words such as "solutions," "software," and "business" are commonly used at the end of such search inquiries.
For example, someone searching for "marketing" will have a different search purpose than someone searching for "marketing software," just like someone searching for "PPC" will have a different search intent than someone searching for "PPC agency."
Transactional search phrases are what you want to target with text advertisements on places such as Google because those searches have a higher level of intent, implying that someone is looking for a solution rather than performing a broad topical search.
Many businesses make the mistake of broadening their keyword targeting to spend more money and obtain more clicks. Usually, the search volume of transactional keywords is minimal, so don't panic if you're not using your budget. More sales are the ultimate goal!
3. Go organic for informational keyword targeting
Your website's content pillars, which are usually located within your blog or resource hub, should address the broader search phrases that are not targeted by your text ads. Those broader, more informational searches necessitate educational content rather than a call-to-action landing page. A content-driven SEO strategy should be implemented at that point.
You could target those broader keywords with an awareness campaign such as the one outlined at the start of this article, but unless you're offering actual information in the ad to solve the searchers' needs, it's always best to approach them from an SEO perspective.
4. Do remarketing
The B2B buyer journey can be long and complex, lasting years in some situations. That is why staying in touch and in front of your leads is just as vital as capturing them in the first place. That's where remarketing comes in.
People can be monitored once they've visited your website (as long as you have the right tracking installed on your site). Remarketing is serving relevant ads to previous website visitors depending on what they looked at or what actions they took. In certain ways, it may be considered lead nurturing.