How to use B2B Marketing Techniques to win Customer Attention

Posted by frank harris on 14/02/19 10:23

How do you increase customer engagement?

customer engagementEveryone in B2B marketing is competing to capture the attention of our best prospects and customers, and that’s not easy. We’re bombarded daily with information from all sides and individually choose to let in what we care about in the moment and block out anything that just creates overload.

 

With research and buying habits from our personal lives influencing our professional lives, there’s a battle for attention that’s getting tougher to fight every day. Just like we disregard a commercial on TV or an ad in a magazine due to its lack of relevance to us, we also block out communications from brands that don’t resonate or address challenges we’re facing.

 

Engagement is the new currency in B2B marketing. When we can capture and hold the attention of our personas, we have a real opportunity to nurture and mature our relationships.

 

Here are four things to consider when trying to build trust with your audience:

  1. Focus your efforts on those you want to engage

The notion of mass communication has been proven to reduce engagement and ultimately dilute performance. Getting people to read your latest eBook or visit your website is fine, but if none of them have the potential to turn into customers, have you really achieved anything?

 

A better way is to get specific with whom you want to reach. An Account-Based Marketing (ABM) strategy can help focus your efforts on personas that have the highest propensity to engage with your message and turn prospects into customers at a higher rate.

  1. Target for engagement

To target for engagement, you first need to build a target account list involving your sales team. In doing so, you should answer these questions:

  • What companies are most important to achieving your revenue for the year?
  • Who are the 20% that are going to drive 80% of your results?

You can take a few different approaches to build this list: Engage a predictive analytics company; identify the vertical industries the sales and marketing teams are already targeting; or understand how strategic accounts are included in your target account list.

 

Whatever path or combination of paths you choose, you need to collaborate with your sales team and ensure they provide insight on the list based on their experience in the field.

 

Once you have your target account list, begin marketing to these accounts to increase your awareness among them. You can’t control when those accounts will evaluate solutions like yours, but you can make sure that you are top of mind when they do and that you deliver relevant, contextual content that keeps them engaged and helps throughout their journey.

 

Consider continuous campaigns that will keep you in the game but reduce waste through specific targeting.

  1. Measure by engagement

Most marketers want to focus on an attribution model that shows revenue optimising for channel and assets - and that’s a good thing. But don’t lose sight on indicators that can provide key insights into what drives that attribution.

 

Before you begin your engagement-focused campaigns, take a benchmark for 30 days to understand how your accounts are currently engaging with your campaigns. This will be imperative to understanding the impact of your marketing on those accounts.

 

Then, as your campaigns launch and complete, measure the engagement you achieved with your target accounts. The accounts that increased the most represent the lowest-hanging fruit for deeper-funnel campaigns that drive those directly attributed results.

  1. Enable sales to identify and act on engagement

Around 80% of website visitors aren’t from accounts that are likely to buy your solutions. So, focus on what matters most to the ones in the 20% - accounts that are engaged and most likely to turn into sales opportunities.

 

When there are spikes in engagement from an important audience, capitalise on and convert that engagement into business results. This can be easy to do when you have known people in your database, but it proves trickier when those triggers are anonymous.

 

It’s critical to be able to identify both types of spikes and supply sales with the intelligence they need to get ahead of the competition.

 

Leads alone are no longer adequate for your business. With limited attention spans, we must be able to drive deeper engagement with our target accounts and turn that engagement into actionable insights.

Then, we can determine our campaign performance and enable sales teams to act. Engagement - through relevance, timing and enablement - is how we will deliver the best results.

 

For more on best practices in B2B marketing for small businesses just follow the link below>>>

 

A Guide to B2B Website Marketing  for Small Businesses

Tags: b2b marketing, b2b customer leads, behavioural marketing, b2b customer experience, b2b marketing tips, b2b web personalisation, b2b behavioural marketing, b2b integrated marketing

How to increase your B2B social media marketing success rates in 2019

Posted by frank harris on 31/01/19 16:22

social media marketing 010219Over the past year fraud concerns surrounding B2B social media marketing have come to the fore.

 

Some studies estimate that up to 90% of B2B companies are allocating more money in social media marketing, despite this, in an effort to better identify and reach their audiences. According to eMarketer, this investment is paying off. The majority of these brands reported that they closed at least one deal recently because of their presence on platforms such as Facebook, Twitter, and LinkedIn. 

 

Social media can and should still play a vital role in B2B marketing going forward.

Social is a Natural Fit

Though social media marketing may seem better suited to B2C companies, there are three main reasons why it’s plenty viable in a B2B context.

 

The first reason is that social profiles are created by individual consumers themselves. Rather than play the guessing game, brands have access to rich, accurate hard data regarding the names, ages, genders, interests, and (most importantly) occupations of their personas. They can use this information to seek professionals whose brands would benefit from their services and develop targeted messages that speak directly to their needs.

 

The second is that B2B social media marketing yields much higher engagement rates than display advertising. It offers an excellent content distribution format that makes it easy for an audience to interact with and share brands’ posts. Ultimately, this provides a powerful amount of word of mouth for the companies that get it right.

 

The last reason is that it doesn’t take a lot of time or effort to begin seeing results. According to Social Media Examiner, 78% of marketers reported a boost in traffic after investing just six hours a week in social strategies. 

 

However, it’s not as simple as developing a few Facebook posts or scheduling a few tweets. If you want to execute campaigns that drive serious ROI, you need to focus on a strategic setup and constant optimisation.

Achieving B2B Social Media Marketing Success

Many brands fail to implement conversion tracking for their social advertising initiatives. Elements such as lead form completion and on-site video views enable campaign managers to optimise for the best results, so it’s important to build these into your strategies.

 

B2B marketers also make the mistake of defaulting to LinkedIn exclusively for social strategies, isolating themselves from more lucrative opportunities. Thanks to its targeting capabilities, Facebook offers greater reach to almost every B2B audience. In fact, B2B campaigns that centre on Facebook often outperform similar ones on other channels.

 

When you get involved in social campaigns, it’s easy to get hung up on these types of pitfalls. Avoid them by keeping the following best practices in mind when building your social strategy:

  1. Target a specific audience.

Marketing messages are most effective when they reach the right people. Gather all of the first-party data available on your personas, and integrate that information into your social advertising. Some platforms offer tools to help you organise custom audiences. For instance, Facebook lets you use converter data, CRM lists, and email databases to put your content in front of your intended viewers.

  1. Customise your content.

Reaching the right people is one thing but resonating with them is another. Create materials that match your personas’ interests, values, and needs. If you’re targeting a diverse group of personalities, segment them and develop campaigns for each cluster. Custom messaging will yield higher engagement and more conversions than generic mass-appeal posts.

  1. Align your campaign channels with your goals.

Clearly define your campaign objectives, and then identify which platforms and formats will help you achieve them. Be aware of audience preferences as well. For example, according to Adweek, Millennials tend to prefer 10-second video ads while older generations favour 30-second commercials. That’s an important distinction to make when developing content. Establishing goals at the outset will dictate which platforms and types of content will earn the best results.

  1. Be strategic in your scheduling.

Select your attribution window for conversions, and share content consistently across social channels to see where you’re getting the highest ROI. If your business runs on a long sales cycle, you may want to use a 28-day window instead of a one- or seven-day measurement. Analysing the entire purchase cycle will help you nurture leads and improve your social funnel.

  1. Track your results.

Verify that your pixels and conversion tracking systems work correctly before you launch your campaign.

 

Functional tracking lets you see which aspects of the initiative work best so you can optimise around the most valuable actions. You want to focus on these priority items instead of clicks or other vanity metrics.

 

B2B decision makers are busy, and they respond best when messages reach them in trusted environments and resonate with their circumstances. That’s what makes well-planned social media campaigns invaluable to B2B marketers. They allow you to connect with people in relevant, engaging ways on the platforms they love. Your potential B2B customers are spoon-feeding you all the data you need through social media channels; it’s up to you to take them up on that invitation.

 

For more ideas on B2B social media marketing check out the link below>>>

 

Nurturing Leads in  Small Business Marketing 

Tags: B2B lead generation, b2b website marketing, social media marketing, b2b social media marketing, b2b marketing tips, b2b behavioural marketing, integrated b2b marketing

The 20 Lists for B2B Email Marketing

Posted by frank harris on 30/01/19 10:04

b2b email marketing list segmentation 1218People aren’t very good at B2B email marketing.

If you’re one of the 2.6 billion people who use email, you already knew this.

 

This isn’t a surprise to the marketers who send the emails. Only 4% of companies in an Econsultancy study would rate the performance of their email campaigns as “Excellent.”

We should, do better. We need to build better email lists if we expect our marketing to properly function today, tomorrow, and in the future.

How to Be Better at B2B Email Marketing

A great email is all about sending the right message to the right person at the right time. That’s why segmentation is critical to a successful email strategy: it helps you create context for the emails you send. Sending better emails means focusing just as much on the context of your message as the content you deliver.

 

Think about the emails you receive. Obviously, you pay more attention to the emails that are relevant to your needs and interests. Apply that same principle to the emails you send.

 

The more you focus on context, the more the reward. Consider this from Mailchimp, who found that improved segmentation increased good engagement and decreased bad engagement with email sends.

Improving your segmentation strategy is an immediate and impactful way to improve your email programme.

 

email segmentation data 1218

 

So, here are the 20 lists that every marketer should have as the foundation of a successful segmentation strategy.

Lifecycle Lists

Lifecycle Marketing is how you communicate with your contacts from their first point of contact all the way through their journey. Lifecycle lists track the stage that a contact is in. These include blog subscribers, leads, marketing qualified leads, customers, and evangelists.

Why do they matter?

It’s your framework for deciding why you are sending an email, who should receive it, what you want them to do, and how you will measure your success.

 

So how can building lifecycle lists improve your B2B email marketing?

 

73% of your leads will not be sales-ready when first generated.

 

Your job is to educate and provide value to these leads to generate interest in working with your business.

Using email is a most effective way to nurture leads.

 

Lifecycle Marketing also refers to making sure customers see value when working with your company.

The good news is that happy customers, or evangelists really can grow your business. Loyal customers are worth up to 10x as much as their first purchase. It’s not just any continued purchases, but their ability to market and sell through their own evangelism.

Which lists should you build?

1) Subscribers - everyone who subscribes to your blog should automatically receive an email on publishing a new post, to provide a boost in traffic and links.

 

2) Leads - contacts who have filled out a form for a content-based offer on your website.

 

3) Marketing Qualified Leads - commonly known as MQLs, are people who have identified themselves as more deeply engaged, sales-ready contacts but have not yet become fully fledged opportunities. They have requested offers like demo requests, buying guides, and other sales-ready calls to action.

 

4) Customers - all of your paying customers to track growth and exclude them from lead-specific promotional emails.

 

5) Evangelists - are advocates for your business. They are usually a small but vocal group who will refer new business to you unsolicited. Some might not be customers but can help you promote new offers and content.

Buyer Persona Lists

Buyer personas are fictional, generalised representations of your ideal customers.

Why do they matter?

They define the ideal customer you’re trying to attract relating to them as real humans. Understanding your buyer persona(s) is critical to driving content creation, and anything relating to customer acquisition and retention.

Which lists should you build?

6) Primary Persona - people most likely to be ideal customers.

 

7) Negative Persona - people you do not want to market to. Their goals, challenges, pain points, budget, or some combination of factors exclude them from being a good customer.

Engagement Lists

Engagement lists track and segment your contacts based on how they have interacted with your marketing channels online.

Why do they matter?

It’s probably best to start with some definitions of implicit and explicit data.

 

Explicit data is information that is intentionally shared between a contact and a company.

 

Implicit data is information gathered from user behaviour.

 

Engagement lists harness implicit data to send better emails.

Which lists should you build?

8) Website engagement - include number of pageviews, date of first and last visit, referral source, and specific pages a contact has viewed. 

 

9) Email engagement - include the number of emails bounced, delivered, opened, and clicked by a contact, their first and last dates when a contact took an email action, and specific emails they have engaged with.

 

10) Social engagement - include a contact's number of clicks across various social media channels, their connections and followers, when was their recent social click, and their profile links. 

 

11) Blog engagement - include number of blog views, their subscriber preferences, their date of first and last visit, referral source, and specific blog posts viewed. 

 

12) Social Influencers – are your most engaged and connected social media contacts.

Email Health Lists

Email health lists track the long-term health and sustainability of your email marketing programme.

Why do they matter?

First, the average contact database decays at 22.5% every year.

 

Secondly, poor performance and engagement in one segment of your email database can impact the rest. Email deliverability measures and understands how successful a sender is at getting their marketing email into people’s inboxes.

 

In the email world, past performance influences future results. If your emails are received and loved by your old recipients, new recipients are more likely to see emails in their inbox.  Poor deliverability is like an infection. People who would have engaged, who would have LOVED your emails, won’t see them.

Which lists should you build?

13) Unsubscribes - have taken the effort to remove you from their inbox. This is a warning sign that something is wrong with your email programme.

 

14) Hard-bounced contacts - were rejected by the recipient’s mail server. Keeping a close eye on your bounced contacts is a critical part of B2B email marketing.

 

15) Ineligible contacts – is a master list of churned contacts. Any good Email Service Provider will automatically block churned contacts from receiving emails from you. There are three ways in which a contact can become ineligible to receive emails.

  • they opt-out or unsubscribe
  • their email address bounces
  • they mark your message as spam.

16) Unengaged email contacts - haven’t opened your emails in several months. Maybe they opted in to receive emails a while ago, or maybe they opted in without even realising they did. You can try to re-engage by:

  • Sending re-engagement campaigns to unengaged contacts and then stop sending emails to the ones that don’t re-engage
  • Testing to optimise the frequency of your sends
  • Increasing segmentation and personalisation to send content that is actually valuable to your readers
  • Removing contacts from your database who are no longer engaged

17) List of contacts by source - to send a contextualized and relevant messages, but it will also allow you to suppress or even remove leads that come from a source you determine ultimately isn’t qualified.

 

18) Overall growth of your eligible email contacts - aggregates and then informs you on the size of your marketable database. That way you see how new leads generated, ineligible contacts, and disengaged contacts interact to create your accessible pool of contacts you can email.

Behaviour Lists

Behavioural email is the practice of sending automated emails to your contacts based on their interactions across multiple channels: like social media, email, your website, and beyond from forms they have filled out, pages they have visited etc.

Why do they matter?

According to a MarketingSherpa study, 39% of marketers said that “automatically sending emails based on triggers” is the most effective tactic for improving email engagement. But only 20% of B2B email marketers use behavioural targeting. It is the actions of your leads that dictate what emails they receive, not a decision made by a marketer.

Which lists should you build?

19) Track engagement with core offers - to identify offers that require immediate follow-up.

 

20) Track engagement with specific elements (button clicks, page views etc) - will allow you to nurture visitors based on their activity.

Conclusion

Taking the time to build out and improve your segmentation strategy is perhaps the most impactful work a marketer can do on their B2B email programme. It will improve your engagement, conversions, deliverability, and ROI. 

 

The work you do to build these segments will carry over into your other inbound initiatives. You'll have super-targeted groups of people you can use to create smart content, improve your reporting, do social prospecting and cross-channel marketing. 

 

This is miles away from batch and blast. Learn more about what to send, when and how from the eBook offer below>>

 

Lead Generation using  your Website and SEO

Tags: small business email marketing, segmentation, email segmentation, small business marketing trends, interactive website content, b2b small business email marketing, b2b email lead nurturing, b2b marketing tips

10 Ways your B2B Marketing can use Case Studies to get more Clients

Posted by frank harris on 10/01/19 10:11

case studySeveral factors distinguish B2B marketing from consumer marketing.

 

Firstly, there are typically multiple buyers and influencers involved in the decision-making. They will have varying interests and perspectives: financial, functional, operational.

 

Secondly, B2B sales cycles are generally long, largely due to the products and services being more complex.

 

Thirdly, B2B buyers are more informed. They must be because the consequences of making a poor decision can be severe. And they can be because everything a B2B buyer needs to know is literally at their fingertips.

 

According to Forrester, 59% of B2B buyers would rather conduct their research online than interact with a salesperson. Yet, 74% of B2B buyers will appoint the first supplier that helps them define the solution to their problem and shows them how to turn it into reality.

 

For marketers, this presents a real dilemma. How do you market to a warm lead that doesn’t wish to be marketed to?

 

The answer is to be visible and relevant online - at the right place at the right time and with the right content - so that potential clients can educate and inform themselves until they’re ready to start a conversation.

 

Case studies are one of the most effective ways of educating and informing B2B buyers. Case studies are perceived as having more credibility than other sales or marketing tactics in environments where the credentials of competing businesses are relatively similar. They provide testimony of an organisation's prior experience, evidence what’s been done, not what you might be capable of doing.

 

How do you make high-quality, highly effective marketing case studies? Here’s 10 tips:

  1. Know your Personas

Before writing up a case study make sure you identify your personas. Who are the buyers and influencers of your services or products? What do they need and want to know? What’s relevant to their purchase decision and what’s not?

 

Identify your personas and then write for them.

  1. Choose wisely

Find a case worth sharing by virtue of its complexity, peculiarity, importance, profile, challenges and outcomes.

 

A case study is an opportunity to showcase your company’s expertise, ability to think outside the box, superior outcomes, distinguishing features, and exceptional client service.

  1. Design a B2B Marketing Case Study Template

A case study template will help you to maintain consistency. Your case studies will have a common look and feel; and will share the same structure and sections.

 

When designing your case study template, anticipate the need to incorporate graphics, illustrations, callout boxes, direct quotes and imagery to illuminate key points and bring your case studies to life. Use visuals and make them brand-compliant.

  1. Permission and Approval

First, ensure you secure your client’s written approval before you publish. Store and link to the case study so it can always be located.

 

Also, secure permission and copyright for the use or reuse of any photographs, imagery or illustrations.

  1. Make them Accessible

Consider where, when, how and who will use your case studies.

 

Make it easy for your colleagues to access them – house them in a shared database. Your colleagues should not be held hostage to marketing every time they need basic marketing collateral.

 

Similarly, make it easy for your clients, prospects and other stakeholders to find, print, download and share your case studies. Tag your case studies by industry and issue and make them keyword-searchable.

  1. Show, don’t Tell

Case studies are highly effective at building awareness and driving consideration. But while the desired outcome is to sell your services to existing clients, and attract new ones, case studies aren’t sales pieces.

 

A case study is a modest, factual record of what was. Don’t be vague. Don’t generalise. Don’t speculate. Be specific. Stick to the facts. Tell the story and let the outcome speak for itself.

  1. Tell a Story

Case studies shouldn’t be dull and boring. Tell a story: this was the challenge; this was the solution; these were the results.

 

Write in the narrative. Be efficient with your words and focus only on what is relevant. Relay events in chronological order so it is easy for your personas to grasp the relevant details and appreciate the outcomes were achieved.

  1. Provide Context

Without context, a case study lacks meaning and impact. Include an analysis that describes the client, the challenges they faced, relevant factors (e.g. political climate, established or pending legislation or regulations, economic factors, competitor activity and so on).

 

Many B2B companies are reluctant to name their clients. And many clients don’t want to be named. You can still create a case study even though the identity of the client must be hidden. If that’s the case, help your readers relate to the situation by describing the client as much as possible – for example, its industry, headcount, turnover, ownership structure and key markets.

  1. Build a Library

B2B buyers rely on content including case studies to make or justify their purchasing decisions. In 2016 Demand Gen research indicated 47% of B2B buyers consult three to five pieces of relevant content before engaging with someone from a supplier. Make sure you have a reasonable volume and variety of case studies available. Keep them up-to-date and add new ones to your library whenever you can.

  1. Lessons learned

Have the courage to address lessons learned. Your existing and potential clients will take comfort from knowing your business is committed to capturing knowledge, adapting to change, and sharing best practice. It’s not about showing weakness; it’s about showing humility. Talk to what went well, what was unexpected and, when appropriate, what you’d do different.

 

Case studies are personal to that company. To learn how to personalise your website just click below:

 

B2B website personalisation

Tags: b2b marketing tips, small business web personalisation, b2b web personalisation, b2b behavioural marketing, b2b case study, b2b case studies

6 Tips on B2B Behavioural Marketing

Posted by frank harris on 09/01/19 16:19

behavioural marketingWith new technology, channels and tactics like B2B behavioural marketing available for interacting with customers and prospects, marketing is an ever-evolving discipline.

 

There’s a relatively simple concept behind much of this improvement - what someone DOES is important in deciding how to convince your personas most effectively.

 

Behaviours represent insight for the marketer to listen closely and act on that information.

 

When you use B2B behaviours to trigger interactions with an individual — the customer focus it encourages is the underpinning of improvement.

 

For many companies, the prospect of implementing behavioural marketing initiatives presents challenges and uncertainties that can prevent them from going down this path and grasping the benefits that can occur. These 6 tips will help you get started.

1. Avoid Becoming Overwhelmed.

With customer behaviours happening every second of every day, updating your existing processes to deliver ideal content at the perfect time for each contact in your database is daunting. However, you can use behavioural marketing to gain improvements over time and make measured, positive change.

 

As you begin your implementation, it doesn’t mean you have to change every marketing practice on one day. The key is to think of behaviours as a new way to look at your entire marketing effort.

2. Assess and Upgrade your Technology

Often, your existing email platform simply runs out of steam as your lists become bigger and your desires become more behavioural.

 

If it’s time to upgrade, spend time with your industry peers and understand which vendors have the best solutions for your business. Build ROI cases based on data from industry analysts and customer case studies.

3. Assemble the Right Team.

Behavioural marketing is a mix of art and science. We use our creative brains to model customer journeys, and scientific methods to track and assess events within those journeys, and then again use our creativity to deliver the best message at the right time.

 

Therefore, you’ll see effective marketing teams seamlessly blending the two skills together.  So, choose consultants or employees with these attributes. As the market is moving toward more quantified, personalised buying experiences build your competency now to pay dividends in your future.

4. Track and Segment Personas based on Website Behaviours.

Now you’re ready to begin. Start by capturing the behaviours of website visitors to link their actions to known users and tie behaviours to previously anonymous visitors if they identify themselves in the future.

 

You’ll need to work with IT to install the JavaScript tracking code. This one-time effort opens a customer-level view of behaviours that should flow into your marketing automation platform and become elements you can query.

5. Employ the “Next Six” Methodology.

How can you refine your marketing to be more behavioural-driven, whilst executing your current campaigns?

 

A good way to make this change over time is to improve in small chunks, over a specified period. This simpler view of change is that you only have to plan changes in groups of three to support a larger change initiative. And if you tackle three of these per quarter, you can change your marketing approach in the course of 12 to 18 months.

 

If you’re good at planning and delivering change, then the next step will be to add a third element like a CRM. Give yourself a year or longer to tackle these big efforts, but ensure you remain dissatisfied with your current state and always be moving forward.

 

Take the time to fully articulate your future state at 12, 18 and 24 months. Be very specific about what capabilities you’d like to have, and then back the changes required to get there.

 

6. Pick 3 key Behaviour-driven Automated Programmes to Build and Launch.

To start your behavioural marketing journey, consider focusing on these three specific programmes, which will yield strong returns for most businesses:

  • Cart or process abandonment - In many cases, a series of 3 messages will yield the best results. Spend time thinking about the pace and content of each of the three messages. The first should be within 30 minutes of abandon, the second should come the next day and perhaps feature an offer, and the final should happen roughly two days later and make your absolute best case for the purchase, trial download, etc.
  • Browse abandonment - Once someone visits one or more product pages on your site, your browse abandonment programme should automatically trigger a message featuring the best sellers in the category and include a call-to-action. By playing back content the person is interested in, you subtly reinforce that you’re paying attention, driving personalisation through the roof.
  • Welcome campaign - A comprehensive, well orchestrated welcome process can create an deeper bond with a recipient. You might begin a welcome series with a simple thank-you message, move on to content about your online offering, and close with an offer designed to drive the purchase. Keep it personal, light and informative and you’ll build a quick rapport with new customers, which often leads to more profitability later.

As you continue implementing more behavioural marketing tactics, you may have to go down a road that’s unique to your business but remember that rarely do bad things happen when you’re relentlessly moving forward. Be thoughtful and realistic, but don’t hold back. To help you further click the link below>>>

 

B2B website personalisation

Tags: b2b marketing tips, small business website marketing, website marketing for small businesses, small business online marketing, b2b web personalisation, b2b behavioural marketing

4 B2B Marketing Tips on Facebook & Google Ads

Posted by frank harris on 12/12/18 16:17

Facebook & Google AdsOften, those in B2B marketing treat their advertising channels as separate forces and measure them one against another, to see which brings the best results. Mostly, it’s

Google vs. Facebook. But, there’s a better way to look at it.

 

Try to think in terms of Google PLUS Facebook.

 

Each has its own advantages and disadvantages, but when treated as one marketing force, they become more powerful than separated channels, and can improve your results (especially if your competitors stick to the “vs” approach).

 

The secret is, to fully use the power of each of these channels, and let each channel help the other.

 

Here's 4 tips to get started.

  1. Get brand searches with Facebook, close the deal with Google

A well-targeted campaign on Facebook will not only get you results by reaching and converting personas, it can increase searches for your brand on Google.

 

You’ll be surprised by the number of people who’ll go directly to Google and search for your

brand name after seeing an ad on Facebook, instead of directly clicking it. WordStream found that advertising on Facebook led to a 34% increase in brand searches on Google.

 

That’s because many of the people that see your Facebook ads may have some interest in the offer, but they want to know more about your company and what you sell. Therefore, instead of clicking the ad, they’ll leave Facebook and use search to get the information they want.

 

So, use your brand name as a keyword in your search campaigns, and match the messaging to your Facebook ads. This will lead your personas on Facebook to find what they were looking for on Google. It strengthens your marketing message and shows reliability.

 

But “Why should I use my brand name as a keyword when my website is highly ranked on Google for it?” Well, targeting your brand name as a keyword allows you to test your messaging in terms of CTR and conversions, and match it to what you’re saying about yourself in your Facebook ads.

  1. Target your Facebook ad headlines as keywords

As mentioned above, a successful ad campaign on Facebook can reach many prospects and generate a lot of brand searches on Google, but when done right, it’s not only the brand name people will be searching for, it’s also your ad headlines.

 

A catchy headline can be more memorable than a brand name and generate more direct

searches.

  1. Retarget your searching users with what they were searching for

If you manage B2B marketing campaigns on Facebook and Google, you’re probably aware of the importance of retargeting. But, there’s much more to retargeting than just displaying the same ads to past visitors, and a great way to use retargeting is cross-platform.

 

This means to retarget the users who got to your site from Google on Facebook and vice a versa. But, there’s a clever way to do it more efficiently.

 

Use Facebook to retarget people who found your website from a search ad, with exactly what they were searching for.

 

This may sound tricky, but it’s quite simple. It’s very easy to do (assuming you use unique landing pages, and don’t send everyone to your homepage). To make sure you’re displaying the right “answer” ad to the right people, you’ll need to segment your audiences on Facebook. Go to the audience tab, and create a custom audience that matches exactly the right landing page which the ad on Google leads to.

 

You can now use Facebook retargeting to reach the people who clicked on your search ads, with exactly what they were searching for.

  1. Find more people like your searching users

The power of lookalikes targeting on Facebook is insane. So, if you are not familiar with it, I suggest you start.

 

If you are familiar and use lookalike audiences in your Facebook campaigns, here’s a trick

you can use: Create lookalikes audiences based on what your site visitors were searching for.

 

The best practice about lookalikes is to use your top users or customers as a seed and base your lookalike audiences on that. However, there’s more to do.

 

To create a high-quality seed, you need a high number of very homogenous audience members. Otherwise, you’ll see good results with your top lookalikes.

 

So what to do? Create a lookalike audience based on your site visitors from search campaigns. Then, you’ll be able to reach more people who are similar to the people who were searching for what you are offering.

 

But, why target people that are like my searching users, who did not convert? Just because you did not convert the people who clicked your ads on Google, doesn’t mean you will not convert their lookalikes.

But be careful. Some people in this lookalike audience might also be a part of your regular lookalikes audience, so you need to make sure you will not target them twice with two different ads.

 

Ensure you exclude your lookalikes based on customers from your search-based lookalike

audiences.

 

Looking at the bigger picture and changing your approach from “Google vs. Facebook” to “Google plus Facebook” should improve your overall results. It helps you see the bigger picture and strategise better.

 

If, like me you use organic B2B marketing then check out the eBook from this link>>>

 

lead generation

Tags: b2b marketing leads, b2b marketing, google adwords, facebook ads, b2b marketing tips

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