Paid Media strategies allow companies to find new ways to interact with audiences that would otherwise not know about us.
You can rely on social ads for promotion, channel opening, lead generation or conversions.
Why are social ads a great opportunity for B2B?
On average, it takes eight touch points before a buyer is ready to make a purchase. Social media is a common touch point for most users, and where many B2B buyers go to research companies and products.
Social media is essential for B2B marketers because, at this point, social media has become not just part of the conversation, but part of the conversion path.
75% of B2B buyers use social media in their buying process. It is critical for B2B marketers to get their message seen on multiple platforms often enough to persuade buyers to feel informed enough to make a decision.
We already know that most consumers start their online shopping process by searching Google for products that solve their problems, comparing product details on Amazon, watching a video on YouTube or Tripadvisor reviews. So social ads are a great opportunity to reach B2C customers.
But what about B2B?
Clients often wonder if Paid media strategies are really a good way to find and connect with distributors, companies, managers and other B2B audiences. But the truth is that professional audiences are just as digitally active as consumers. In many cases, they’re just looking for different types of information on different digital channels, that’s all.
Some of the most common information needs of B2B audiences are:
- Configuration of customized products/solutions
- Design solutions
- Pricing, availability, delivery
- Online quotation submission
- Customer Service
- Training
Studies show that B2B decisions can be made by as many as five people and can be a lengthy process for some industries, requiring a strategic plan to reach the different roles (from specifier to CFO) within the buying cycle.
B2B advertising can be difficult to conquer in the digital space without an expert to help you target, but there are certain platforms that, with the right targeting and type of ad selection, are effective in reaching B2B audiences.
LinkedIn Advertising
LinkedIn is the market-leading choice for B2B marketers, with studies showing that 94% of B2B marketers use LinkedIn as part of their social media marketing efforts.
As a business-oriented platform, LinkedIn advertising allows marketers to target and reach millions of highly targeted professionals.
Linkedin Ads is a great platform for targeting decision makers in specific industries, companies, functions, etc. based on job titles and companies in each user’s profile.
The recommended ad type for B2B, for example, sponsored inMail are ad options that work well for many B2B campaigns.
Google Ads
The Google Display network is a massive collection of sites, properties and partners that make up 83% of the total reach of unique Internet sources globally. The reach of the display network allows for great brand exposure, effective targeting and choice of effective bidding options. Targeting your company’s decision makers by selecting specific locations (such as a major online industry publication) along with like-minded audiences that match your client is an effective approach, and you can go wide or wide, depending on your target.
Facebook Advertising
It’s the perfect platform for colder lead conversions, and very effective at targeting interests and behaviors. And while many professionals say they don’t use Facebook for work, they do use it for personal reasons, and when they see something relevant to their industry or work, they tend to interact with it even if they are on “personal time.”
A good option is Facebook ads Lead Generation ads, which allow you to reach your audience through the segmentation you select (company, sector, position, purchasing behavior, etc.) and capture potential customers without your audience leaving the platform.
Twitter Ads
Two of the most useful Twitter tools for B2B marketers are Promoted Tweets and Lead Generation Cards.
Promoted Tweets allow you to pay to reach an audience that matches the segmentation you select.
With the lead generation tool, users can sign up to receive emails simply by clicking a button on a promoted tweet, and their information is automatically generated.
Conclusions
In short, the B2B buying cycle tends to be much longer than B2C and is affected by multiple decision makers. While it can be difficult to craft the right strategy, it is crucial to include paid media in your marketing strategy to ensure that you are in front of as many of these decision makers as possible throughout the different stages of the buying cycle.
At Inprofit we are a digital marketing agency specialized in advertising strategies for performance and branding.
Contact us without obligation with 360º Marketing Agency.
Especialista en SEO y Paid Media | Google Ads, Meta Ads, LinkedIn Ads & Search Console en vena Optimizo visibilidad orgánica + escalo adquisición pagada con ROAS obsesivo y estrategias data-driven.
Especialista en Performance Digital, Core Web Vitals, E-E-A-T, algoritmos de subasta, attribution multi-touch y maximizar LTV/CAC.
