It’s time to expand your digital footprint. But what is the best strategy and platform for your company?
With so many choices out there, it can be overwhelming. Especially if you are a B2B company. Afterall, the strategies that work for B2C companies aren’t necessarily going to work for you too.
So what’s the best digital strategy for your B2B? Here’s a brief breakdown of different types of digital strategies and our tips for success.
Digital Advertising Strategies and Options
PPC (Pay-Per-Click)
Pay-per-click advertising is a form of digital advertising where your website displays on search engines or social media platforms and you pay every time someone clicks on your ad.
The benefits of PPC for B2Bs are:
- PPC allows you to target your ideal customer-base – no matter how niche
- You can achieve high rankings even if relatively unknown, and quickly
- It is a service you have to pay for – but if done right, it can be very cost-effective (resulting in a high ROI)
- It’s measurable, allowing you to continuously monitor and track results and conversions
- You can reach highly targeted audiences at scale
- It’s a good way of building brand awareness
- Allows you to take into account the sales cycle, building ads for potential and returning customers at all stages
PPC strategies and platforms:
Most commonly, PPC refers to advertising through search platforms like Google Ads (formerly Google AdWords) and Microsoft Advertising (formerly Bing Ads), but also refers to pay-per-click ad options integrated throughout other platforms such as LinkedIn, AdRoll, Facebook, Reddit, YouTube, and more.
SEO
SEO is a must for almost every company, including B2Bs.
The goal is to drive organic growth. Though technically “free,” this strategy does require an upfront cost and continued optimization by someone who knows what they are doing to be truly effective.
The benefits of SEO for B2Bs are:
- Generates leads cost-effectively and targets quality traffic
- You don’t need to pay for ads
- SEO takes time, but can generate more leads than PPC in the long run
- Shortens the sales cycle organically, helping audiences make informed decisions
- Builds credibility and trust
- Improves user experiences
SEO strategies and methods:
SEO generally functions by optimizing for search engines results pages (SERPs) with on-page and off-page strategies, keyword integrations, the creation of valuable and high-quality website content, and staying on top of the latest algorithm updates.
Remarketing and Retargeting
Generally used in correlation with other marketing tactics such as PPC, remarketing and retargeting are the processes of targeting consumers who have already interacted with your brand. Examples being customers who abandoned their cart, didn’t finish filling out your form, searched for you online but didn’t connect with you, clicked on your display ad, or who followed you on social media.
The benefits of remarketing and retargeting for B2Bs are:
- Helps improve your ROI (return on investment)
- Brings potential customers back, allowing you to reconnect with groups who have already expressed an interest
- Allows you to connect with potential customers tastefully and strategically across platforms
- Improves brand recall and reminds customers of your brand
- Boosts conversion rates
Remarketing and retargeting strategies and platforms:
Retargeting is a specific type of PPC advertising that “retargets” or re-engages users based on websites or pages they have visited in the past. Generally, it uses various methods to track and entice prospects back to your website to finish what they started.
Remarketing is similar, but typically focuses on emails and reaching out to those you have already had interactions with through more specific messaging and upselling.
Both methods typically require some form of automation and tracking to be effective. But when done right, they can boost conversion rates considerably.
Digital PR
An offshoot of traditional PR, digital PR helps you drive brand awareness, increase online traffic, boost organic search and social rankings, and introduce your brand to new target audiences.
The benefits of Digital PR for B2Bs are:
- Helps improve your ROI (return on investment)
- Organically widens your audiences
- Creates positive social proof, expertise, and thought leadership
- Helps you improve recognition and your online presence
- Helps nurture leads
- Gains attention from thought leaders and investors
Digital PR strategies and platforms:
Digital PR generally functions through strategic editorial, whitepaper, and article placements through online niche or trade publications; blogging; guest blogging; podcast appearances; webinar speaking opportunities; and press releases on popular sites.
Additional strategies include gaining organic mentions or linking by other companies, brands, or people popular in your circles.
What’s the Best Strategy for Your Company?
Put Down the Shotgun.
There’s an old advertising tactic called the “shotgun approach.” What this means is you start randomly firing your ad dollars in all directions hoping something will stick. In our experience, this is NOT a good strategy and more likely to end with you wasting money instead of improving ROI.
Instead, Spread Your Strategy Across Channels – with Intention.
The truth is, you COULD choose one strategy. But we say the best approach for your B2B is choosing a multi-channel approach that integrates numerous tactics so that you are continuously reaching the right audience at the right time.
So How Do You Come Up with the Right Approach?
By thoroughly auditing your current presence, analyzing past data, assessing your current state and goals, and addressing all aspects of the sales cycle to effectively execute a multi-platform campaign.
If that sounds complicated, unfortunately it’s because it just is – but so is all good advertising. And just like the most successful ads of the past, if you do it right, you will be rewarded.
Luckily, the good news for you is:
You Don’t Have to Go Alone. Ready Ads Can Help!
At Ready Ads, we’ve built our entire business around helping businesses improve their digital presence. Let us help you grow your online presence with perks like 100% trackable results, no annual contract, full transparency, dedicated customer support, data-driven results, quality leads, maximized ROI…and the results to prove we know what works.