B2B is a business-to-business business model. In this era when the online market is so developed, for B2B companies, if they want to expand their online channels, they will start with the purchase of keyword advertising and SEO optimization .
However, in the highly competitive bidding market of keyword advertising, how to stand out and whether it can bring the company revenue, we must master the following key points.
Step 1: Who is the target customer group
The target audience can be divided into two categories:
- One kind of person needs your product
- One kind of person will find your product
These two target customer groups may overlap or be different due to the size of the company.
Subdivide what kind of position, age group, region... and other ethnic groups of different nature, because this will affect the method and setting of advertising.
The situation often encountered is like a large company with a finer division of labor, so the demander is the engineer, but the person looking for is the purchaser, which may have different strategies and methods.
Of course, there is not necessarily only one target customer group. There may be several target customer groups. Different strategies will be adopted for different customer groups to achieve the best results.
Step 2: Account settings
After we have determined the target customer group, we are about to begin account planning. A clear account structure will enable us to analyze the effectiveness of advertising more effectively and accurately.
The most basic settings:
Directly lock on weekdays from one to five, and exclude midnight from 2 to 7 o'clock, because usually B2B customers will find your products or services during work hours.
Advanced settings will have different plans and strategies according to different delivery methods:
- Search-capture the precise customer base
Previously, we taught how to select winning keywords . In addition, if the product provided is not only the company will buy, so in the word planning, it must be distinguished, which can improve the quality score of each group, and also in subsequent adjustments. Will be more precise
E.g:
Group 1 (Plain Product Word)--Product
Group 2 (clear commercial words)-product+wholesale, product+bulk, product+commercial, product+commercial version, product+enterprise version
- Multimedia-a lot of exposure, take the initiative to find potential customers
Usually B2C in multimedia advertising will choose interest to do delivery, it is to follow people’s preferences
In the B2B industry, most of the advertising will be based on themes, so that when visitors are looking for information or viewing information on the same type of website, similar advertisements will appear next to them, which will increase the inquiries of visitors.
Now that you know your target customer group before, you can improve inquiry and conversion by targeting precise targets
For example: The target is engineers, usually males, you can increase the bids for males to increase the visibility
- Copywriting and banner appeal--
And make it clear in the copywriting and banner that it is aimed at enterprises/companies/commercials/large numbers, which can make the advertisements more precise and spend money on the edge
Write copywriting/make banners according to the needs/care points of the target customer group, and even bring it into the context, which can catch the attention of the customer group
For example: For companies, high-unit-price software services, attach importance to brand security
If there are relevant certifications, awards, and well-known enterprise cooperation cases, the target customer group can increase the trustworthiness
- Remarketing--A good helper for B2B
In the process of B2B purchase, it may take a long time to educate customers, the amount of money is higher, the purchase decision process is longer, more people participate in the decision to purchase... etc., resulting in the purchase time usually longer than B2C, and often B2B Buyers, mostly company purchases or supervisors, will fully understand the products, services and company before deciding to purchase.
Therefore, a great feature of google is remarketing, which can target customers who have visited the site before. When they browse the Google Display Network website or search for terms related to your product/service on Google, ask them Show your ad.
Through the function of remarketing, you can catch the eyes of these customers again, remind them and speed up inquiry! After all, these customer groups are already people who are interested in your products/services.
Step 3: Good website movement
- Content corresponding to the copy
There are needs/care points of the target customer group in the copy, and the ads should be mentioned again on the arrival page to echo each other
- Clear specifications
For the target customer group of the engineer type, clear specifications should be placed on the advertising landing page
- Differences from competitors
Most people will shop around before buying, even B2B buyers are no exception, so writing out the differences can increase the chances of being asked, such as: low prices, additional services/products, years of experience, professional skills , Related certifications, awards, well-known enterprise cooperation cases, etc.
- Obvious phone/button (fill in the form)
call to action is very important! Each company/industry has different ways of inquiring about preferences, including calling, filling in online forms, sending emails, online consultations, online customer service... and other channels. There must be clear contact information on the ad arrival page, especially When the page is very long, there must be a clear consultation method in the screen you enter, and it will appear again below to remind them and speed up the inquiry!
Step 4: Google Analytics parameter setting and goal setting
In addition to setting up an advertising account and having a good website flow, before the ad goes live, it is also necessary to bury the GA code on the website. The setting of the advertising account only helps us drive the crowd to the website. After entering the website, whether the user has Staying, what content you are interested in, and whether you interact with us on the website (fill in the form/call/online customer service consultation/request a brochure...), these must be analyzed through Google Analytics, so that we can be more accurate Adjust advertising to make advertising more effective.
For detailed parameter setting and goal setting, please refer to tourism marketing, six operating methods! Third mind
Congratulations on your ad is available now! But it is not that the first four steps can increase the company's revenue, so there is a fifth step!
Step 5: Advertising Tune
Observation and adjustment after the ad goes live is a continuous process. There are many things that need to be done, which will vary according to different accounts, but most of them can be adjusted in the following directions:
- Observe the actual search terms and exclude irrelevant terms to make the account more accurate
- Observe the conversion effectiveness of each group, pause the non-converting groups, and focus the budget on the better performing groups
- Observe the page bounce rate and make adjustments to content with a higher bounce rate
- With the use of Kerebro's real-time marketing tools, you can immediately view the performance of the advertisements and make adjustments to the advertisements more immediate.
Finally, when the advertisement is executed, the advertisement only brings people to the company. It also needs to cooperate with the company's business colleagues to do sales and establish relationships with customers, so that the customer group brought by the advertisement can be converted into actual revenue.
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