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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. B2B Marketing. The PPC Cycle. B2B vs B2C Spends. Year over Year Sources. Combined Presence.

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B2B Marketing

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  1. Understanding B2B Marketing your business products Marketing your services for businesses Helping businesses sell to consumers Where should you market How should you market B2B Marketing

  2. The PPC Cycle

  3. B2B vs B2C Spends

  4. Year over Year Sources

  5. Combined Presence

  6. Marketing your business products • Understanding the supply chain • Customer vs Consumer • Test places to market • Do PLA ads work • Research search volumes • Specific relevant keywords

  7. 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.html http://www.youtube.com/watch?v=gMzWLt81-1M There are other sources a simple search can find.

  8. Marketing your services to businesses • Know who is searching for you • Work out how to reach them • Adapt keywords and ads • Use industry terms • Set clear conversion goals

  9. Helping businesses sell to consumers • Understand the supply chain • Different place in chain, different ads and keywords • Attract the business not their customers • Professional, Industrial, Enterprise, Wholesale • Negative keywords extra important

  10. Where should you market • Just Paid Search? • Search and/or Social • Content Networks • PLAs

  11. How should you market • Direct sales • Contact captures • White Papers • Freeium services • Subscriptions

  12. PPC: Search and More • Adwords • Bing • Other search engines • Social Clicks • Advertorials • Retargeting • Behavioral Targeting

  13. Adwords • Keyword research • Local search • Mobile search • Creating the Ads • GeoTargeting • AB Testing

  14. 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

  15. Time selection

  16. Location, Location, Location

  17. Bing • Import Adwords • Monitor What Works • ABT – Always Be Testing • Few people use thus generally cheaper • Not using allows competitors to profit and finance increased spends elsewhere

  18. Other Search Engines • Small Search Engines • International Search Engines • Industry-specific search engines

  19. Social Clicks • Facebook • LinkedIn • Twitter

  20. Facebook PPC • Select by interest, following, age and other demographics • Choose where it appears – Right columns or News Feed • Lower CPC than Google • Lead Capture better than Direct Sales • Analytics improving but NOT great

  21. LinkedIn PPC • Business Platform • Drill down by Industry • Advertise by Job Title • Fewer Competitors

  22. LinkedIn Ads

  23. LinkedIn Targeting

  24. LinkedIn text ads

  25. LinkedIn Tips • Minimum bid is $2.00 – but worth it • Volume can be low so explore possibilities • Offer business value – White papers and software trials are popular • Images are small so make easy to see • CTRs are important – drop poor ads • Monitor and test constantly

  26. Advertorials • Content as advertising • Make sure marked as ads • Businesses more open to this

  27. Retargeting • Use incentive ads • Employ external tools • Don't set and forget • Copy what works • Adwords, Facebook and Twitter offer

  28. Behavioral Targeting • Step up from retargeting • RTB • Insights

  29. How RTB Works

  30. Behavioral Marketing Insights, Tips

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