{"id":2779,"date":"2017-02-23T15:03:00","date_gmt":"2017-02-23T15:03:00","guid":{"rendered":"https:\/\/teamstepup.com\/blog\/the-best-b2b-lead-generation-strategy-to-use-in-2017\/"},"modified":"2024-02-26T12:33:57","modified_gmt":"2024-02-26T12:33:57","slug":"the-best-b2b-lead-generation-strategy","status":"publish","type":"post","link":"https:\/\/teamstepup.com\/blog\/the-best-b2b-lead-generation-strategy\/","title":{"rendered":"The Best B2B Lead Generation Strategy To Use In 2017"},"content":{"rendered":"

Business owners have become an attractive target audience in the advertising world. Many startup companies create new tools and products for businesses and we are seeing an increase in marketing campaigns.
\nIf you ever tried a B2B lead generation campaign, you probably already know that it can be very expensive to generate traffic and leads to that market, and in most cases the campaign results are non-effective and non-profitable.<\/p>\n

There are three main reasons for this:<\/p>\n

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    1. Highly Competitive Market<\/strong>
      \nGoogle Adwords platform is one of the best sources in analyzing the competitiveness of the market. In the B2B market, big brands can spend a lot of money and choose to bid very high on the most targeted keywords. As a result, it will be very expensive to advertise and compete against those brands.Because the B2B market has proven to be so profitable, it is also crowded.Many companies are competing in it and therefore paying dearly to be seen first in Google Ads or on other ad platforms. It then ends up being a very expensive market that only companies with big advertising budgets can contend in.<\/li>\n
    2. A Specific and Narrow Audience<\/strong>
      \nThe B2B audience is more complex to target. Not only because it’s only for business owners, but in most cases you want to target businesses in a specific niche. On top of that, you might also want to zone in on a specific size or type of business, or even a specific person within the business. This makes targeting challenging.<\/li>\n
    3. More Difficult to Convert and Close
      \n<\/strong>As described previously, the B2B market is a very competitive, offering high-ticket products and services, therefore also making it more challenging to convert to sales.
      \nBridging the gap from generating the lead (the first step in the sales funnel) to then closing the sale can become even more difficult when the the product is expensive, and the consumer has several (sometimes less expensive) options to choose from.<\/li>\n<\/ol>\n<\/li>\n<\/ol>\n

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      Targeting Tactics For B2B Campaigns:<\/h4>\n

      1) Direct Offer Targeting
      \n<\/strong>(A direct campaign for b2b service or product through all ads platforms.)<\/p>\n

      You can create a very direct campaign in Google Adwords using \u201cBuying Keywords\u201d – the exact keywords people use to search your products and services. In other platforms such as Facebook Ads you can target your audience by demographics, characteristics and even usability such as \u201cpage admins\u201d by incorporating direct offer ads added right on their timelines.<\/p>\n

      Google Adwords Direct Targeting:
      \n\"\"<\/p>\n

      When To Use Direct Offer Targeting?<\/strong>
      \nGoogle Adwords often sees great results, as the person who is searching the product or service has a better chance of being interested in the direct offer and converting into a lead. It can be tested immediately and shows results in no time. In Facebook ads, it might be more difficult as people are utilizing the site for more social reasons, \u00a0and not necessarily searching for solutions as they scroll through their newsfeed.<\/p>\n

      When Not<\/span> To Use Direct Offer Targeting?<\/strong>
      \nWithin the many niches of Google Adwords, you\u2019ll find out the competition to be fierce and expensive, not always giving a positive ROI for the campaign. It can sometimes cost much to drive traffic to the offer that a large budget is needed to win the game.<\/p>\n

      Facebook Ads Direct B2B Targeting:
      \n\"\"<\/p>\n

      2) Wide and Indirect Targeting<\/strong><\/p>\n

      When attempting to target the \u00a0B2B audience indirectly, it may mean reaching them when they are not even fully sure what exact solution they are seeking. For example: If I\u2019m selling a Task Manager Tool, the business owner might be searching in Google for \u201cbusiness growth strategies\u201d or \u201cbusiness growth plan\u201d (see pic.) Therefore my product may be very relevant for him.
      \nWith Facebook Ads you can reach people that have an interest in \u201csimilar products\u201d, or have already bought tools to help business productivity.<\/p>\n

      Google Indirect Keywords:
      \n\"\"
      \n<\/strong><\/p>\n

      Why Use Indirect Targeting?<\/strong><\/p>\n

      This method of targeting can drive cheaper traffic with much less competition. Furthermore, it reaches a very a large audience and provides many ideas for SEO and organic traffic.<\/p>\n

      Facebook Ads Indirect Targeting Options:
      \n\"\"<\/p>\n

      When Not<\/span> to Use Indirect Targeting?<\/strong><\/p>\n

      When you need fast conversions and have no patience or time, this method won\u2019t work for you. You probably won’t see high conversion rate from that traffic at the very beginning, and may even attract some non-relevant traffic as well.<\/p>\n

      What Is The Best Tactic?<\/h4>\n

      The idea is to combine both tactics and use the advantages of each tactic.
      \nAs we described in the beginning, it is expensive to generate leads and sales in the B2B market, therefore it is extremely important to create a great sales funnel that will have a higher probability of closing the deal at the end of the day.<\/p>\n

      In order to do that, you should know a fundamental concept of the Inbound Marketing Methodology – The Buyer\u2019s Journey! The Buyer\u2019s Journey is the process each person goes through from the moment there is an interest in finding a solution to the problem, up to the moment they decide to buy.<\/p>\n


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      \n\""\"> Download our free guide for more tips on lead generation for your company.”\/><\/a>
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