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DIGITAL GROWTH


Understanding how to market a B2B website and benefits of


using paid social advertising Paid social advertising expert Ann Stanley (pictured), Director of Chamber patron Anicca Digital, on buyer behaviour when it comes to purchasing and how paid advertising could secure sales.


Most businesses marketing to other businesses (B2B), use their websites for educating potential clients and generating leads - their shop window. The actual lead can be in several guises, such as an enquiry form


submission, booking an appointment, gated-content download, contacting the company via phone or chat/messenger. These leads are transferred to the sales team, who can nurture the prospect and hopefully convert into a sale and customer. There may be a significant delay between generating a lead and securing


a sale, so these potential customers can interact with the supplier on several occasions and through a variety of marketing channels such as search engines, email marketing, social media, paid advertising in search and social, as well as traditional marketing techniques such as trade shows and PR.


WHAT SOURCES OF INFORMATION DO B2B DECISION MAKERS USE? This table shows some of the results from Hubspot on the channels used by B2B decision makers during the research and purchasing phases. The research can be found at research.hubspot.com/buyers-speak-out-how- sales-needs-to-evolve


Used a search engine


Visited the business’s official website Read newsletter from business Attended in person at an event Spoke with colleague or peer Read publications


Connected with business sales reps Attended webinar/webcasts Read third party reviews


Visited the business’s official blog Third party blogs or media website Went to social networking media sites


Connected with third party consultant/partners


Learn More Ready to Buy 62% 48% 37% 35% 33% 31% 29% 28% 24% 23% 22% 22% 20%


41% 41% 23% 29% 30% 22% 43% 19% 18% 18% 11% 11% 18%


CREATING CONTENT ON YOUR BLOG AND SOCIAL MEDIA TO MAXIMISE YOUR VISIBILITY Several methods are based on driving users to your website, i.e. using search engine optimisation (SEO) or paid search advertising in Google (pay-per-click). However, many methods rely on what users say about your brand.


Social media is a great way of creating a community and third-party


comments and reviews. Typically, B2B businesses will focus organic social media activity on LinkedIn and Twitter, however many will develop a presence on Facebook through their business pages or creation of groups. In the past few years, it has no longer been practical to rely solely on free


organic posts as they all use a “relevancy algorithm”, which limits the number of users that see your content (reach). In addition, posting organically on social media does not allow you to reach new users or prospects.


80 business network December 2019/January 2020


WHY PAID SOCIAL ADVERTISING CAN SUPPLEMENT YOUR ORGANIC SOCIAL MARKETING One way of overcoming these issues is to invest in paid social advertising. This is an effective way of getting your message across to potential customers at different stages in the buying process. The advantage of paid social advertising is you can select your target


audience on a range of factors such as locations, demographics, education, behaviour and interests. It’s common to use job titles to find your target B2B audience, available across most platforms, including Facebook. With LinkedIn, you can select the audience based on the profile of the company - for example sector or number of employees.


THE DIFFERENCES BETWEEN THE PLATFORMS Once you’ve used one platform, others will seem familiar as they often follow a similar campaign structure, have similar ad objectives and allow you to use similar ad types. The main difference is the way you select audiences, and the costs. These are interrelated, as the smaller the audience the higher the cost you will pay for a click (CPC) or when your ads are seen i.e. an impression (CPM). The biggest difference is between Facebook and LinkedIn, as the CPC


will typically be >£5 in LinkedIn but could be between 50p and £1 for Facebook. However, the targeting in LinkedIn can be more precise and also offers Message ads, which typically cost <30p per send and can be a good options due to high open rates (in excess of 50% if you don’t send spam).


WHERE TO START: STEP BY STEP GUIDE TO SETTING UP YOUR PAID SOCIAL ADS • Choose social media platform(s) where your target audience can be found • Create the relevant accounts in each platform e.g. Business Manager Account in Facebook


• Understand your objectives and create a campaign structure to achieve these


• Understand and build your target audiences • Decide where you want your ads to be shown (placements) • Create ads (and assets) that get your message across • Set your bids and budgets (these vary by platform, ad objective and ad type)


• Use tracking pixels on your website to create custom conversions and remarketing audiences based on the page(s) that the users visited on your site


• Creation of other custom audiences - e.g. uploaded lists of customers, or based on users interacting with previous ads (e.g. video views in Facebook)


• Creating “lookalike” audiences based on previous converters • Measure the effectiveness of your campaigns in the social media platform and in Analytics.


Learn more about paid social advertising through the Digital Growth Programme seminars and workshops. To see all events and to sign up visit www.leics-digital.uk


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