Definition and Explanation
Platforms: Facebook, Instagram, Twitter, LinkedIn, Pinterest, and their offerings
Types of ads: Sponsored posts, promoted tweets, display ads, video ads, influencer marketing
Cost structures: Based on platform, audience, format, duration, and campaign objectives
Best Platforms for B2B Audiences
LinkedIn: 65 million companies across 200 countries with precise targeting options
Meta: Over 200 million businesses and nearly 3 billion daily users, now offering better B2B targeting tools
Quora: A treasure of business questions and a platform where 60% of advertisers are B2B
YouTube: A rising B2B platform due to its shift towards Direct Response-focused marketing
Limitations of traditional B2B channels:
Search relies on pre-existing intent
Display is hard to measure
Email needs extensive first-party data
The benefit of integrating paid social: A full-funnel approach that supplements traditional channels
Benefits of Paid Social for B2B
Branding and Awareness: Creating intent where traditional channels might fall short
Lead Generation: Beyond branding, a potential powerhouse for generating leads
Lead and Prospect Nurturing: Ensuring continuous engagement with prospects
Account-Based Marketing (ABM): Making 1:1 connection with targeted prospects
B2B Social Considerations
Gated Content: A staple for B2B lead generation and nurturing
Tailored Approaches: One size doesn't fit all for messaging, audience, or intent
Competitive Awareness: Recognize all competitors vying for the same attention span
Purposeful Campaigning: Aim for a continuous cycle of awareness, intent, and conversion
International B2B Social Considerations
Language Consistency: Match ad language with the landing page to prevent drop-offs
Platform Specificity by Region: Understand platforms that dominate in specific regions like Xing in DACH
Risks of International Expansion: Recognize the challenges of scaling brands internationally
The Value of Testing: Always be prepared to experiment and pivot based on real-world data
Holistic Approach: Combine paid social with organic, CRO, and other channels for lasting success
Conclusion
Relying solely on traditional B2B channels can be limiting. Paid social media advertising offers a myriad of tools and strategies to reach and engage the right audiences. With the right approach and constant iteration, it can become a formidable part of your international B2B marketing arsenal.
For businesses looking to dive deeper into the world of paid social, expert help is just a call away. Get in touch.
