Are you working in the B2B segment and wondering which advertising channels would be most beneficial for you?
All channels are good, but it all depends on the goal we want to achieve in that channel. Your objective may not be appropriate for that channel and you need to either change your purpose or choose another media channel. However, the channel itself is not the problem, and it’s just that maybe the goal is not good for that channel.
If our goal is to generate quality leads, then the top 3 channels would be:
Recommendations. This is where we get the highest quality leads. When a customer comes from a recommendation, they already have trust in you, which makes it much easier to sell and convince them. Recommendations are something to work with, not just waiting for someone to give them. This can be done when we ourselves, as brand representatives, communicate how we are doing with our customers. It is this kind of communication that encourages customers to talk more about it themselves.
Public relations. By talking about market news and sharing our expertise, we become market leaders and build our image and credibility. That’s why quality leads come from this channel.
SEO. It’s about the quality content on our website and the right keyword phrases. If a customer searches for our services and finds our website based on keyword phrases, they understand that we provide what they are looking for. Therefore, targeted and organic leads to the website result in higher-quality customers.
Other channels that will help generate leads, but not necessarily the final sale:
Google Ads. This channel will generate the most traffic to the website. However, not all traffic will be targeted customers. Often the customers that come from here make lower-value orders, as higher-value orders require a longer user journey.
Linkedin content. Communicating on Linkedin gives you the freedom to reach the audience you want. However, it is necessary to work and communicate consistently. In most cases, there are long-term benefits, and the audience does not immediately become customers. It is also a great way to build your brand image.
Newsletters. A great channel when you have already built up a customer database. It won’t require a big investment, but it will help you to keep in touch with your existing customers and offer them new services/products.
Live exhibitions. Still a common channel in B2B business. It is a reliable tactic, but it also requires a lot of preparation. It is important to think about how to attract more people and what to do afterward with the contacts left behind.
Online directories. You can list your information on specialized websites that are already strong in Google searches and rank among the top results.
Leads. In every business, you may receive inquiries that are not relevant to you. But other businesses find them useful. So think about whom you could collaborate with to exchange leads and be useful to each other.
Partnerships. In B2B business, it is also possible to work with influencers. These may not necessarily be individuals but also legal entities or various organizations. It is very important that whomever you work with has your audience. Every B2B business should use this approach. It requires little investment but helps to win back the customer who left your website. It won’t generate many leads, but it is an opportunity to win back a customer who is already interested.
A network of representatives. You can find representatives and partners who will work with your brand and get rewarded for customer recommendations.
Live industry events. These events bring together decision-makers, often traveling abroad. There are many opportunities here, but the effectiveness of this channel also depends to a large extent on good and charismatic salespeople.
Cold emails/calls. This is an old-fashioned method, but it still works if the call has a benefit for the customer. With a cold letter or call, you can offer the customer advice, a solution, or an offer to try something out. Of course, bear in mind that some customers don’t like such calls.
Linkedin advertising. Linkedin advertising is a very targeted way to get what you want.
Fewer quality leads. However, for some businesses, it is still a viable marketing channel:
Content marketing. Through content marketing, you can educate the customer. The leads generated may not be very warm, but customers will see that you take the lead.
Contact lists. It happens that companies buy contact lists and then call or email them. Unfortunately, this method does not result in good quality leads, as often the contact list itself is not of sufficient quality.
Facebook/Instagram advertising. However, Facebook/Instagram advertising in the B2B segment is often not successful because it is not possible to target audiences according to B2B metrics. It is a good channel to raise awareness, but it is not the most effective way to generate quality leads.
Specialized publications. Difficult to measure the channel and its effectiveness.