Just like all other sectors, B2B marketing is currently undergoing its own digital revolution. The time when we believed that only B2C could benefit from the advantages of Google and social networks is now behind us. By implementing a simple, yet properly executed strategy, benefits can be drawn from limited means. In our latest article, discover our tips for generating a maximum number of leads.
Content is king
Content marketing, or content strategy, is an essential ingredient in your overall marketing strategy. Why? First of all, because content is one of the 3 mainstays of SEO and it is consequently of vital importance that it be produced with improvement of your organic web indexing in mind.
Furthermore, it also plays a leading role when considering B2B marketing. Indeed, when facing products that are often complex to use, it is important that you educate your future clients right from the start. A prospect who finds your product too complicated to use, or who simply hasn’t fully grasped its use, will be less inclined to proceed towards the purchasing phase.
It is also worthy of note that the quality of such contact plays a crucial role in acquiring leads. In a nutshell, the better the quality of your content, the more likely it is to be shared, liked and therefore disseminated. If your content is attractive and offers added value, in exchange you are sure to easily collect data on interested visitors.
Major survey conducted among the top 500 Belgian CFOs by our client Bridgewater – May 2018
Social networks at your service
Once your desired content creations have been formatted, the last thing you should do is to leave them in a computer file or on the shelf. On the contrary, you need to broadcast your content as much as possible to boost your chances of reaching your targets. Social networks are an excellent tool for achieving this aim. As if content is king, its distribution is queen.
Here is a figure that speaks for itself; Facebook has over 2 billion active users. It is therefore implausible to believe that only private individuals are present on the platform. Most companies have a Facebook page and, very often, all their employees have active profiles.
An advertising campaign on the network can prove to be an excellent way of reaching these people in a highly targeted manner (we will deal with this later), but in particular, to reach them outside of their working hours. In principle, when in the office, you concentrate on your work and are not necessarily receptive to what you are told or offered. In contrast, when you return home, it is most likely that the posts you did not see or did not have the time to consult during the day will now interest you.
Unlike Facebook, the world’s leading professional social network is often one users are likely to consult while at work. Conducting digital advertising simultaneously on both channels increases your chances of converting your prospects.
To do so, you can choose among several formats
- the simple image or carousel (brand new to the platform) format. The aim is therefore to propose one or several images to a well-defined target.
- Video has become a must over the past 2 years. It is often used to detail a complex product or process.
- Remarketing is based on the 3 aforementioned formats, the difference being that it is only broadcast to users who have already visited your website or consulted a specific page. You can also upload your own database.
So, it is not only extremely important that you properly set your campaign parameters if you want to achieve your aims, but also that you adopt a multichannel strategy.
Nespresso Professional Campaign via LinkedIn – June 2018
Targeting, your trump card
As we have just seen, social networks are excellent tools to consider in your B2B digital strategy. Provided they are used correctly! Once your content has been transformed into an advertising format and is ready for broadcasting, you now need to define who you want to broadcast to.
Whatever the situation, both of the aforementioned platforms offer highly specific targeting potential. Let’s look at a few possibilities that are of interest in the present case.
- Targeting by profession
- Targeting by company name
- Targeting by qualification type
- Geographic/demographic targeting
Although they only represent a tiny share of the possibilities, when combined, these 4 target groups can already offer extremely interesting prospects.
Would you like to boost your sales and the number of leads you receive, or simply to better grasp what digital marketing can offer you, despite your target or your product constraints? Feel free to contact one of our experts in advertising to talk about your project!