09 Mar Top PPC Lead Generation Strategies For B2B Business
Pay-per-click (PPC) lead generation marketing is used to get more leads and expand b2b business with the help of Google Ads. Apart from eCommerce websites, these campaigns prove highly effective for the organizations doing online lead generation as well as for the websites.
Lead generation is a need for companies that would not or can not just establish business relations with anyone. Normally, there is an information-exchange and pre-qualification period that occurs to aid decision-making between the consumer and company.
The major features of lead-gen business constitute the following:
- Denial and approval procedures
- Price quotes
- Trial periods
- Long sales cycle due to the complexity of products and services
PPC is a highly recommendable practice to generate B2B leads. When executed in the right direction, it will certainly deliver positive results for the company and drive revenues too.
Get Greater ROI with PPC Lead-Generation; Consider the Following B2B Business Strategies
1. B2B BUSINESS CONTENT MARKETING: EDUCATE & ATTRACT PROSPECTS
In 2020, around 40% of the B2B businesses, emphasized on content marketing to enhance their brand image. As a result, approximately 78% of the marketers strategize to raise the budget for content in 2021.
Content distributed and published on various platforms is only representing the brand. Hence, working on content marketing proves to be a promising tactic for the business, too.
Content is effective, because:
- It guides and educates the clients. B2B customers must be fully aware of the products they are planning to purchase and content works like magic for this.
- It works for both before & after conversion purposes. Thus, content is the best way to engage the clients by retaining the existing ones and keeping the prospected ones connected.
- It is completely flexible as per the business requirements and audience goals. Content can be in any form whether blog posts, videos, case studies, podcasts, infographics, and so on.
2. LINKEDIN: BEST PLATFORM FOR GETTING B2B BUSINESS LEADS
LinkedIn is certainly the most powerful platform for B2B companies. Let’s see what the stats say:
- Around 83% of the B2B marketing strategists use this channel for content marketing. In fact, 84% of the b2B buyers are influenced by it.
- Almost 9 out of 10 organizations are available on LinkedIn and it affects their buying decision.
- Approximately 66% of the businesses believe it to be the most significant platform for B2B purposes.
To build your credibility and trust organically, businesses must begin publishing meaningful insights, posts, and experience-oriented articles on LinkedIn. With personalized algorithms and advanced search filters, it helps in identifying and attaining quality leads.
3. WRITE AD COPIES & KEYWORDS EMPHASIZING ON B2B BUSINESS
To get the most qualitative lead results, the foremost step is to define keywords that influence the B2B companies and their decision-makers. Hence, advertisers must know the nature of the keywords they are bidding on.
For instance, a company dealing in large-scale printing services with other businesses must not vaguely bid on the keyword ‘printing services’. Because it will reflect ads to even the persons who are just looking for printing services for their individual usages. It will only waste money on irrelevant clicks.
To overcome this, marketers must use long-tail keywords or add negative keywords, like ‘business printing services’, instead.
Similarly, ad copies must be designed for the target audience only and specific keywords must be used while writing them. It must be clear that the products or solutions are for businesses only. Continuing the above example, the ad copy headlines 1 & 2 can be written like; ‘Business Printing Services – High-Quality Custom Printing’.
It may decrease the CTR but surely help in getting optimized quality leads.
4. BUILDING LANDING PAGE & CALL-TO-ACTION BUTTON
The interested buyer must be able to reach the landing page. Moreover, he must be able to find respective options for requesting further service or information he is looking for. A successful landing page must have the following:
- The lead-generation form must be easily visible just after landing on the page.
- A brief synopsis about the business and its offerings must be present.
- A clear call-to-action button must be present on the page.
- Only important fields must be mentioned in the form to prevent bounce rates.
Call-to-action buttons purely depend on the company’s goals. Still, buttons like “Request more information” or “Learn more” enhance the buying decisions.
5. DISPLAYING ADS IN THE B2B BUSINESS HOURS
While planning for improving PPC camping, it is really important to know about the most effective time of the day when users are more likely to search for B2B products or services. Unlike B2C, the B2B buyers prefer to spend less time searching for the quality products or services they are looking for.
They generally search during normal business hours, hence it is most effective to run ads during that time-frame only. The Ad schedules can be modified in Google Adwords accounts, so marketers must keep a track of the conversation funnel for better outcomes.
The B2B leads are comparatively massive in order and are of higher value than B2C leads. Thus, the former takes more time to get converted. Therefore, the marketers must keep the track of the prospects and do proper follow-ups until it gets converted.
FINAL THOUGHTS
While creating the paid ad campaigns for B2B purposes, it is very important to go through the keywords, time settings, ad copies, or landing pages carefully. A deep understanding of the target audience is a must to strategize the lead generation for B2B business space.
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