There’s a quickly evaporating idea that there’s no B2B opportunities on social. Actually, that belief is an opportunity for those of us who dive in first to find our audience. So can your business capitalize on social ads to attract new clients to your B2B business? Absolutely. We suggest LinkedIn.
So you convince your manager and go ahead and run a self-serve LinkedIn Sponsored Update campaign.
But the numbers just aren’t where they need to be. We’ve got a few tips to remember to get those first campaigns off on the right foot.
Know your audience.
This is the first thing we tell our clients. Know your audience and solve their problems.
What’s the target job title you’re after? Who’s the decision maker that will help buy your product? Do you know somebody with the title? Have a chat with them about what content they’re looking for. Ask about the keywords they search for in Google.
Use Buzzsumo to research against your content’s topic to find out what other types of articles people are reading. You can also use the Google Adwords keyword planner to search for your target job title and post topic to see what people are searching.
Once you’ve got a list of keywords a better understanding of what they’re searching for, start writing better copy and create creative copy that highlights the problem and your solution.
Put yourself in their shoes.
You’re scanning your social network, looking at news about friends and connections. If you’re on LinkedIn or Twitter, you’re possibly keeping up with news from the industry. If you’re on Facebook, you’re looking at a lot of baby photos, probably.
The last thing anybody wants to see is an “ad”.
Way too many social media paid campaigns are just glorified calls to action to buy a service. We’ve been forced to try a bunch of those, and in our experience you get pitifully low click through rates and super high block rates. The message from users is clear – “ugh, get out of my feed”. You’ve done it, they’re doing it. Don’t get un-followed for being a spammer.
So what’s the opportunity?
The successful paid placements of today are not ads. They are useful, thoughtful, entertaining collections of information that help the person solve the problem.
Solve their problem.
A B2B decision maker may be asking questions like these below, and your ad should be addressing topics like these directly.
- How can I lower costs for my department?
- How can I do my job better?
- How can I improve customer satisfaction?
- How can I do things faster?
- How can I improve employee satisfaction around here?
- How can I convince my manager we need better communication tools?
- How can I improve the culture at my office?
- How can I reduce technical costs?
Any of these questions would do better than a promotional ad. In addition, you should focus on a call to action for a solution. Here are some solution examples.
- An e-book answering a specific question
- A video series that promises to solve a problem in 7 steps
- An expert’s analysis of news from the industry
- An opportunity to join a network of like-minded individuals
Try these placements and iterate and iterate until you find the ads that work with your audience. Send them to an attractive landing page that converts well. In the future, try new social media tools like direct lead ads that allow users to sign up for content with a few clicks on their phone – without having to leave their network.
Finally, make sure you get familiar with the various types of LinkedIn ads and try each one in turn to find out what works for you. Sponsored Updates are always best for content marketing on LinkedIn, but you may find success with tools like InMail, too.