It’s no secret here at Search Mojo that we love conversions. Everything we do is for the goal of getting our clients more sales leads. Recently, I was doing some research on how to get more leads for some of my B2B clients, and I came across an interesting study titled “From Promotion to Emotion: Connecting B2B Customers to Brands,” by the CEB Marketing Leadership Council, in partnership with Google. It’s a fascinating study, and I encourage you to read it, but here are a few of the highlights that reminded me of the importance of brand image in B2B buying decisions.
B2B marketing can present many challenges that are not present in B2C marketing. These challenges are exacerbated when trying to target your niche business market through search advertising. Using the search networks of Google AdWords and Bing Ads can be expensive and very competitive within B2B industries. For example, keywords within the IT industry on the AdWords search network such as “IT monitoring” can fetch $19 per click, and that will just get your foot in the door. You can expect to pay much higher to see any results in terms of click volume and ultimately, leads.
One solution, then is to avoid the competitive and expensive search network for B2B products, and instead opt to advertise on display networks. While display networks such as Google provide complex interest, topic, placement, and contextual targeting, these targeting options do often fall short in capturing the truly niche markets that many B2B marketers want to target. Therefore, what display platform is currently allows marketers to accurately advertise to niche B2B audiences? The answer seems to be LinkedIn.
LinkedIn is becoming the ideal pay-per-click platform (PPC) for business to business (B2B) advertising. The targeting options currently offered by LinkedIn truly help set it apart from other platforms such as Google, Bing, and Facebook. Google and Bing currently offer no way of concretely targeting users in niche business fields and industries like LinkedIn does. And while Facebook does have extensive targeting features based on users’ profiles and social interactions, it is still lacking the strong job-related targeting features in which LinkedIn excels. Therefore, it is no surprise that the platform that was built for career networking and resume building would be the clear choice in B2B advertising. Now that you have chosen LinkedIn for you PPC B2B advertising, how will you reach the right audience and convey the correct message to them?
LinkedIn Advertising is a bit of a dark horse in the realm of pay-per-click advertising. If your company is in the business-to-business (B2B) market, LinkedIn Ads could actually deliver higher quality leads at a lower cost than PPC search ads. This isn’t to say that PPC search marketing campaigns are not effective for driving B2B leads, but it is to say that LinkedIn Ads have more options for targeting your ideal customer – and thusly, generating more targeted leads.
Have you considered LinkedIn Advertising as part of your B2B lead generation strategy? If not, then join us tomorrow (Thursday), February 7th at 2:00pm ET for a free webinar, LinkedIn Advertising: The Key to More (and Better) B2B Leads. Search Mojo’s Tad Miller, Vice President of Accounts, and Sarah Lokitis, Social Media Manager, will guide you through the basics and best practices for LinkedIn Advertising, and show you how it can help you hone in on your target audience for better conversion and better leads at a lower cost.
During this webinar, you will learn:
How LinkedIn Advertising can actually be worth more than a #1 natural search ranking when it comes to B2B lead generation.
How search keyword demographics don’t always fit to your ideal customer demographic.
What works and what doesn’t for a LinkedIn Advertising campaign.
The various LinkedIn Advertising options that are available to you.
How to set up a LinkedIn Advertising campaign and little known secrets that can help you.
Check out the preview below of the webinar, then register today! Even if you can’t make it to the webinar tomorrow, make sure to register so you receive the full recording once it becomes available.
Mischa Stephens, Senior Optimization Specialist at Google, began the session by saying that business professionals are searching online via Google, Yahoo and Bing but there are several other search opportunities out there. Two of the main opportunities that Stephens discussed were video opportunities and mobile opportunities. B2B Video Opportunities
YouTube- 36% of all business decision makers are on YouTube so it has a very wide reach
How you can use video: Share content, share big idea, promote an event, build a community, etc.
B2B MOBILE Opportunities
Smartphones will surpass feature phones in US by 2011
Mobile search ads resemble desktop ads, but with more features such as location extensions and click-to-call extensions.