The following was originally posted on LinkedIn on 7/16/2015.
Google recently released a study about how the internet is used to influence B2B purchasing decisions. If you haven’t checked it out and you sell a product or service to other businesses, then you need to stop reading this and go read that. (and then come back!) I’ll wait!
Now that you’re convinced that buyers and decision makers use the internet and that they also use generic searches to select products and services for their business, let me relieve you of the stress of actually executing a campaign like this. Where do you start? How do I measure ROI?
It’s actually a no-brainer with the right partner.
You want to work with someone that understands your target audience. Some questions they should be asking (and you should know the answer to):
- What problem do you solve for your buyer?
- Who is your competition?
- Why is your solution better than theirs?
- How do you typically find new prospective buyers?
- What LinkedIn groups do they belong to?
- How long does it usually take from first contact with a prospect to closing the deal?
- What is a new sale worth (in revenue and margin)?
(OK so maybe the margin question is asking too much, but the value of a new deal is an important stat that every business should have at the ready.)
With this data in hand, a great Digital Marketing partner will be able to create incredibly targeted advertising campaigns at your buyer audience. These campaigns are incredibly cost effective and deliver the Glengarry leads everyone wants. They’re cost effective because the advertiser only pays when a prospect clicks on the ad. They are relevant because they are only ever shown to the purchasing audience.
Google said it best:
B2B influencers are likely younger than expected, and you need to make sure you’re reaching them where they are and providing them with the content they’re seeking.
So are you really explaining what you do and how you do it well? (Don’t assume – CHECK your website!)
Do you get in the face of your target customers online?
What are you waiting for?
It’s not expensive and you can get started today. Blog about a customer success story and then tell you social followers about it. Write a white paper and offer it to your prospects in an email invitation. Better still, create an ad that encourages your targets to stop by your site and check all this great content out. Talk to a Digital Marketing expert that will actually listen to your goals, strategy, and unique selling points and then actually use them in the campaigns he/she devises for you. The best strategies involve combining Search Engine Optimization and Pay Per Click campaigns – they both serve different purposes and drive different results.
I’ve personally seen these approaches work for my customers (and for me), so I know it’s going to work for you.
Valintry is a Google Partner that offers these services.