When faced with the challenge to craft a marketing campaign that is meant to influence an we just apply our experience from B2C campaigns?
The rationale behind this would be – at the end of a day in both types of campaigns we are talking to the same people. The same John who is buying a shampoo and snickers during saturday’s shopping, he is also making a serious business decisions during a week days. This being true, there are several factors that makes talking to John buying a shampoo substantially different from talking to John making a serious business decisions. Those factors make it impossible to simply copy patterns used in B2C campaigns to make an effective B2B campaign.
1. First of all, B2B audience is usually much smaller and more specific than a B2C one. Not all of Johns that are buying shampoos are making also a serious business decisions in the area of your product or service. Consequently, it is much harder to find and select the right audience for your B2B campaign than to a B2C one. Moreover, most media platforms, including online platforms like Google, Facebook or Twitter, have segmentation tools that are way too general for B2B needs.
- Leverage remarketing – this is probably the easiest tool to use when searching for a targeted audience for your B2B campaign. You can use remarketing not only in Google ads services but also in most social media platforms.
- Use twitter’s keyword targeting tool as it allows you to narrow down your audience much more precisely than by other targeting methods.
- Use Followerwonk by MOZ to export and then target the followers of your industry’s common influencers and the followers of your competition.
- Find online magazines, blogs and websites related to your business – ask authors for direct advertising possibilities. Also check if these website are available to target in Google Display Network in the placements targeting method.
- Use Linkedin skills and groups targeting method.
2. B2B products, and thus B2B communication is work related, as opposed to consumer brands, where products are mostly leisure time related. Having in mind work relationship and that your communication will remind John about his work, while he might be having a day off with his son, you need to choose wise where and how you speak about your B2B products and services.
- Use business related sites and business related social media.
- When using non-business related social media be clear about what you sell – using vague communication will bring you clicks with no conversion.
3. B2B products are usually much more expensive than a consumer goods and the buying decision process is also much longer. As a consequence, one or two interactions with your prospects are not enough to close the sale. In B2B campaigns database segmentation and appropriate lead nurturing are crucial to set a process that will end with a proper conversion.
- Take time to plan scenarios of what should be the second, third, forth and so on interaction. Decide ahead what will happen after someone click on your ad or visit a specific page on your website. Segment your prospects based on content they interact with and plan the next steps for them to keep the intraction going.