Transcript B2B Marketing Understanding B2B Marketing your business

B2B Marketing
Understanding B2B
 Marketing your business products
 Marketing your services for businesses
 Helping businesses sell to consumers
 Where should you market
 How should you market
The PPC Cycle
B2B vs B2C Spends
Year over Year Sources
Combined Presence
Marketing your business products
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Understanding the supply chain
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Customer vs Consumer
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Test places to market
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Do PLA ads work
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Research search volumes
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Specific relevant keywords
PLA ads
You can see how to start using PLA ads through
the following videos over at Google
http://www.google.com/ads/shopping/getstarted.ht
ml
http://www.youtube.com/watch?v=gMzWLt81-1M
There are other sources a simple search can find.
Marketing your services to
businesses
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Know who is searching for you
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Work out how to reach them
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Adapt keywords and ads
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Use industry terms
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Set clear conversion goals
Helping businesses sell to
consumers
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Understand the supply chain
Different place in chain, different ads and
keywords
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Attract the business not their customers
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Professional, Industrial, Enterprise, Wholesale
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Negative keywords extra important
Where should you market
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Just Paid Search?
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Search and/or Social
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Content Networks
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PLAs
How should you market
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Direct sales
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Contact captures
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White Papers
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Freeium services
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Subscriptions
PPC: Search and More
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Adwords
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Bing
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Other search engines
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Social Clicks
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Advertorials
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Retargeting
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Behavioral Targeting
Adwords
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Keyword research
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Local search
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Mobile search
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Creating the Ads
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GeoTargeting
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AB Testing
Understanding Adwords Data
Beyond the default data you see in your Adwords
accounts there is massive information you can
use to increase your insights and improve your
cost and number of conversions.
Deep diving in to this data will put you so far in
front of your competitors.
DO NOT OVERLOOK THESE
Time selection
Location, Location, Location
Bing
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Import Adwords
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Monitor What Works
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ABT – Always Be Testing
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Few people use thus generally cheaper
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Not using allows competitors to profit and
finance increased spends elsewhere
Other Search Engines
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Small Search Engines
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International Search Engines
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Industry-specific search engines
Social Clicks
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Facebook
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LinkedIn
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Twitter
Facebook PPC
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Select by interest, following, age and other
demographics
Choose where it appears – Right columns or
News Feed
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Lower CPC than Google
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Lead Capture better than Direct Sales
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Analytics improving but NOT great
LinkedIn PPC
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Business Platform
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Drill down by Industry
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Advertise by Job Title
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Fewer Competitors
LinkedIn Ads
LinkedIn Targeting
LinkedIn text ads
LinkedIn Tips
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Minimum bid is $2.00 – but worth it
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Volume can be low so explore possibilities
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Offer business value – White papers and
software trials are popular
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Images are small so make easy to see
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CTRs are important – drop poor ads
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Monitor and test constantly
Advertorials
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Content as advertising
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Make sure marked as ads
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Businesses more open to this
Retargeting
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Use incentive ads
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Employ external tools
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Don't set and forget
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Copy what works
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Adwords, Facebook and Twitter offer
Behavioral Targeting
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Step up from retargeting
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RTB
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Insights
How RTB Works
Behavioral Marketing Insights, Tips
Steps to Follow to Success