When choosing a promotion channel in B2B marketing, it is necessary to take into account the scale of the business segment and understand that not all marketing tools traditionally used in B2C can bring similar results in B2B.
Search Engine Marketing in B2B
71% of potential B2B clients begin their research by selecting a suitable product or service.
61% of B2B marketing experts believe that the main focus should be on SEO ( Search Engine Optimization ) and attracting organic traffic. These are the areas that spend the lion's share of the advertising budget.
An organization that maintains a high position on a search engine inspires trust. To get to the top of search results, SEO promotion is necessary - optimized content, SEO articles in a blog.
Contextual advertising rich people data package is an addition to SEO in B2B marketing and an effective tool for attracting customers via the Internet. The advertisement contains the main message – data that should encourage the user to click on the link. B2B marketing is characterized by the use of payment per click (PPC – Pay Per Click) to expand the audience. Search ads, banner and media advertising can be used here.
Pay Per Click
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There are a number of features of contextual advertising in B2B marketing that should be taken into account.
A brand query is usually ineffective if the company is unknown outside the city. Accordingly, in this case, you need to build queries for each product.
Before launching a B2B marketing campaign, you need to carefully work through the content and semantic core and leave only relevant queries that lead to impressions. Only one query should be used for each ad. Also, using sites like SERPstat, Megaindex, ahrefs, semrush, mutagen and the like, you should compare your queries with those used in advertisements, site pages and articles by competitors, and choose the most effective ones.
For B2B marketing, unlike B2C, the main thing is not the reach, but the target user. The message should be visible to decision makers (DM) or managers who are DM (persons influencing decision making), analyze the information and pass it on to the person with such authority. Accordingly, in an advertising campaign, you can use payment for conversion, not click. The target action in this case is leaving a request through a form or a call. Payment methods for transition and click should be checked, choosing the most profitable one. The corresponding settings can be set in your Yandex.Direct personal account.
From the ad, the visitor should go straight to a page describing the product he was originally looking for, or to a blog article describing the service. If the user does not see the information he is looking for when going to the site, he will most likely continue searching on another resource. Accordingly, before launching a marketing campaign, you need to make the necessary changes to the site structure. You can make a separate shelf on which the promoted products will be located.