Warning: The following content contains graphic material not suitable for beginners. An expert’s consent is strongly advised.
I’m only half kidding!
B2B Marketing is going through somewhat of a renaissance in 2019. The traditional methods (marketing in the last 10 years) involved building up a strong SEO presence for your keywords, BDRs hammering phone lines and emails to generate business, and SDR’s monitoring inbound traffic through various sales CRM integrations to close leads at scale.
Now we have new channels (hello chatbots) that MIGHT eventually replace forms. Meanwhile, AI and new visual mediums continue to disrupt traditional B2B sales and marketing.
In this post I’m going to give you 3 ADVANCED strategies to use for your B2B brand in 2019.
Advanced Strategy 1: Linkedin (Prospecting) PPC & Facebook Ads (Retargeting)
Linkedin is a direct reflection of the renaissance taking place in B2B Marketing. The platform has always been a “premium” ad network with the most advanced B2B data around.
However, CPCs tend to average anywhere between $6 - $8 a click, and it’s very easy to go over budget by spending upwards of $15 - $20 a click on competitive keywords. Your goal is to get CTRs between .35% and 1%. If you’re getting over 1% CTRs, that’s epic. You should STRONGLY consider changing your bid to impressions (CPMS) for sub $6 clicks.
Use the following Advanced B2B Marketing Strategies for Linkedin
- Mid-funnel Content - White-papers, eBooks, and Webinars are great. Avoid blog posts and infographics (top of funnel) and trials & demos (bottom of funnel).
- Exclude Sales, Business Development, and Marketing roles – You’re looking for decision makers.
- Target Seniority vs Years of Experience – Years of experience can be misleading. Target seniority to get highly qualified decision makers.
How good is Linkedin’s retargeting platform? In two words, not great. However, help is on the way! Linkedin is making ad retargeting a priority in 2019 and features will soon exist on par with Facebook and Google.
Reasons NOT to use Linkedin Retargeting
- Expensive – Averages around $4 a click.
- 90 Day Cookie – It doesn’t use event or user IDs to track user across multiple computers and devices.
- Need at least 300 Matched Audience members – Too narrow of an audience and Linkedin can’t retarget.
Retarget Linkedin Traffic to Facebook Custom Audiences and Google Ads Re-Marketing instead!
The main reason to retarget on other channels, COST! Retargeting on Facebook and Google Ads allows advertisers to achieve much cheaper clickers than LI. Export and upload your email addresses for valuable, low-cost retargeting on Facebook and Google.
Advanced Strategy 2: Conversations Instead of Forms
I’ve talked at length about the benefits of Conversational Marketing. Need a recap? Visit a blog post we did on What is Conversational Marketing to get the full impact of chatbots for B2B Marketing.
Chatbots are here to stay. The benefits of creating conversations instead of forms includes:
- Velocity – The Average time it takes for a user to talk with a human on forms can be hours or days while chatbots offer humans 1 on 1 interactions in about 5 – 10 minutes.
- Power is in the Customer Hands – Customers and prospects get real-time almost instant answers to their questions.
- Decrease Website Bounce Rates – Engaging with a powerful chatbot increases time on site and the chance a user will end up converting into a customer.
Replacing ALL your forms on your website can feel like a daunting task. For some companies this isn’t a reasonable ask. Imagine having to replace thousands of landing page trial forms at your Enterprise SaaS Company. Not happening!
Chatbots, on the other hand, can work hand in hand with forms. If replacing all your forms with conversations isn’t doable, start small. Use chatbots as a safety net to convert visitors on high traffic webpages first.
Advanced Strategy 3: Direct Response Video
What was once clearly a B2C strategy, direct response video is the next big thing for B2B. Direct response video was pioneered by Facebook and Google on their respectable Ad platforms.
Facebook and YouTube incentivized marketers to upload videos on their platforms by providing better reach than static content. Once marketers took the bait and listened, new metrics gave advertisers better insight into the performance of their video ads.
Metrics that video opened up for advertisers include:
- Video Plays
- Cost per View
- % Video Watched
- Average View Time
While B2C marketers leveraged Facebook and Google for video, the only thing B2B advertisers were missing is a social ad network to upload their videos to.
Fear not! Linkedin is here! (almost)
Linkedin is finally starting to catchup to slow adoption rates of direct response video. You can now blend top of the funnel awareness videos with watchable bottom of the funnel call to actions.
Pro-tip: Advertise your video content on Youtube and Facebook first.
The cost to advertise on Linkedin is VERY high. Pull your top performing video creative from Facebook and YouTube to repurpose on Linkedin.
Direct Response Video Creates Better B2B Story Telling
Don’t just tell the story about how you and your brother created an IT solutions brand out of your parents garage, but tell stories that better demonstrate your product. answers FAQs, or features easy to understand how-to videos.
What once cost thousands of dollars with little to no performance tracking can now be done for hundreds of dollars. In most instances. an iPhone and a few hours of Adobe Premier tutorials is enough to give your customers better product story telling.