PPC advertisement is one of the quickest, most efficient, and most effective methods of getting your company name in front of prospective customers, driving traffic to your website, and converting leads. If you’re marketing your B2B in the digital space, you need to have a PPC strategy. Here’s what you need to know about PPC for B2Bs.
Paid search ads make your site a top result when people search for your chosen keywords—these are the sponsored links you’ve undoubtedly seen before when searching for something on Google. You select the keywords for which you want to be a top search result and the area in which you want to be the top result (local, regional, national, etc.), and your link is in the top results for people using those search terms, which drives clients to your site or landing pages. (New to paid search? Freshen up on the basics in our Complete Guide to Outbound Marketing.)
Display network ads are text and image ads purchased through a specific network (like Google) and are displayed on affiliate sites, garnering lots of relevant views. These affiliates can include local news sites, mobile apps, or other popular sites.
Social media ads are effectively targeted ads, as native advertisements or sidebar ads, on a specific social media platform. Because the users of social media platforms provide so much demographic information, you can easily target your ads to your ideal client type.
For B2B manufacturers, LinkedIn ads are one of the most effective types of PPC ads. LinkedIn a) has tons of users, b) allows you to target users by industry, company, job title, and job function so you can specifically target your ideal customers, and c) provides stats on who clicked on your ads so you can determine whether your ads are effective. (Read more on LinkedIn Ads and B2B Marketing here.)
How Can I Use PPC Ads Effectively for My B2B Manufacturing Company?
First, know that you should be using PPC ads. Then, develop a keyword strategy. You need to determine the keywords that are relevant to your business and industry, the search terms your potential customers use when looking for your products or services, and the keywords that your competitors are using.
You can use that information to create ad campaigns that take advantage of certain keywords strategically, and to deploy PPC campaigns for those strategic keywords across relevant platforms.
For more manufacturing PPC tips, be sure to check out 5 Easy Ways to Maximize your B2B’s PPC Budget, which has lots of useful information on how to bid on brand, optimize deployment, and otherwise get the most bang for your PPC-ad-spend-buck.
If PPC for B2Bs is too many acronyms for you, HA Digital Marketing can help. We create and deploy optimized PPC campaigns that will generate leads for your B2B manufacturing company and increase your marketing ROI — that’s an acronym we know you love. If you’re ready to expand your digital marketing strategy to include PPC advertising, get in touch.
Growth agency is a new term you might be hearing a lot lately. It’s going to become more popular here in 2019, so if you’re not quite sure what a growth agency is or does, you’re in luck! We’re about to break it all down for you.
A growth agency will look at and improve all aspects of your digital and traditional marketing methods, but through the lens of overall growth. They’ll make every strategic marketing and sales move with the intent to grow each aspect of your company from the ground up.
Because a growth agency has such a big investment in their clients, the best ones tend to specialize in one or two industries that they know well, and have history delivering results for.
For us, that’s industrial manufacturing and construction.
What Does a Growth Agency Do?
A modern growth agency will help you grow your business in every possible way. This includes — but is not limited to — support in the following areas:
In a nutshell, it’s a growth agency’s job to partner with your sales and marketing teams to generate more qualified leads, nurture those leads effectively, and help you close on the leads you want for strategic, targeted, holistic company growth.
How Do I Choose the Right Growth Agency?
An agency that’s totally dedicated to your growth and success sounds pretty great. If you’re considering hiring a growth agency to help you boost your marketing and sales efforts, and grow your company overall, here are a few things to keep in mind while you search:
Look For a Team That Specializes in Your Industry
Like we mentioned before, a growth agency’s job is pretty big. They’re focused on growing an entire company that’s not even their own. There’s a lot to keep track of and a lot to remember. You need someone who understands your industry, your target buyers, and the ins-and-outs of your processes.
Most quality growth agencies focus on just two or three industries, so they can offer the absolute best service possible. Look for a growth agency who has worked with companies like yours before, or at least in your industry before. This will give you a leg up as you start to work together and expand.
Look for Numbers and Metrics
Growth agencies should function primarily on numbers. Once they know where your company is at, they should be able to offer up real, specific goals for your future together. They should set goals like:
How how many leads they’ll work to get, in a specific time period, like the next six months or year.
How many of those leads will convert to sales possibilities.
And how many of those sales potentials will close as customers.
Many inbound and growth agencies refer to these goals as SMART goals. SMART stands for Specific, Measurable, Attainable, Relevant, and Timely.
For example, a goal to “grow your business” is not a SMART goal.
A SMART goal might sound something like: Generate 30 new qualified leads in the next two months.
This goal is specific: it identifies one specific metric, new leads.
It is measurable: the goal is to generate 30 new leads.
Attainable is a difficult one to explain generally, but let’s say you had 15 leads in the last two months, but are now implementing calls-to-action and landing pages. 30 new leads would be an attainable goal based on your previous metrics, and the new actions you’ve implemented to boost that number.
This goal is relevant to your company growth, because more new, qualified leads means a greater number of potential deals closed.
Finally, this is a timely goal because it’s been given a specific timeline of two months. Without a deadline, it’s hard to say if you’re improving or not.
If you’re getting general goals that sound like, “Oh, we’ll help you grow your company this year” you might want to keep on looking. A great growth agency will offer SMART goals that provide tangible, measurable results.
One great way to know in an instant if the agency you’re looking at is legit? Their own business strategies. If they’re not implementing all of the strategies they say they’re experts in (website design, content marketing, pay-per-click advertising, case studies, etc.) you might want to keep looking.
Set Up a Meeting
Do your teams jive?
A growth agency is more a partner than a contractor. You’ll be working closely with them to develop content and strategize ad campaigns that align with your message and boost your lead gen potential. You have to like them, or at least feel like you can work with them on a regular basis.
It’s not uncommon for companies to talk to two or three growth agencies before settling on the best fit. If you’re having trouble choosing between agencies, an initial meeting with each team might help you make the decision.
If you’ve been considering hiring a digital marketing, inbound marketing, or growth agency, let’s talk. We deliver specific, measurable growth to clients in the industrial manufacturing and construction industries, and would love to chat about how we can help your company grow in 2019.
Not sure if a growth agency is right for you yet? Not a problem. Take a look at some of our case studies and previous work for a few examples of the HA Digital Marketing strategy in action.
Last month, we talked about why inbound marketing matters for B2Bs, specifically industrial manufacturers, and in that post, how crucial it is for B2Bs to have digital content that is optimized for search (if you missed Inbound Marketing for Industrial Manufacturers, read it here). Your website is your company’s primary representation in the digital world, and it’s important that your content is optimized to best attract future customers.
In case your manufacturing page content could use a little love, here are a few tips to optimizing B2B page content for the clients you actually want:
Additionally, digital content has many more capabilities than print, including linking, embedding video, and searchability. These are all capabilities you should take advantage of, as interactive page elements like links and video work well to gain viewers’ attention.
How Do You Optimize Manufacturing Page Content?
Like all digital content, your website page content should use SEO principles, specifically, by including the keywords that relate to that page and your business. These should be words and phrases your ideal customers are typing in when they search for your products or services. (For more on why SEO matters for B2Bs, click here.)
But unlike blog posts, content offers, and other digital content, the purpose and tone depends upon the type of page:
Blogs and the like are primarily informative, used to refresh your site’s content, optimize your site for relevant keywords, and provide prospective customers with information they need about your product, service, or industry.
Website page content is also informative, but it’s more explicitly promotional—it informs prospective customers about your specific products and services, as well as your company itself. Your page content needs to tell website visitors what you do, what you sell, how you do it, and who you are, and you need to do it in a way that speaks to the kinds of customers you want to attract.
Check out how we’ve optimized our site for our target buyers: in the main navigation bar under “Who We Help” we have each of our client segments— Manufacturing & Industrial Marketing, Developer & Home Builder Marketing, and Professional Services & Small Business Marketing.
For each of those segments, we have page content that addresses how our inbound marketing and growth services will help clients in those industries meet and exceed their marketing and growth goals. These pages include links to relevant case studies, testimonials, and clients who are in the specific customer segment, to demonstrate our experience in the needs of the industry.
The benefits of having the two teams work together are very clear: your marketing team draws in the clients your sales team actually wants to deal with, and your sales team can help your marketing team optimize their efforts to draw in those qualified leads.
How Can I Implement Sales and Marketing Alignment?
While it’s clear that sales and marketing alignment is a must, there’s not much information about practical application.
Sure, you need to facilitate greater communication between both teams, but short of having so many meetings that no one has time to do actual work, it’s tough to figure out how you get everyone on the same page. That’s where HubSpot comes in!
The HubSpot Breakdown
HubSpot is an inbound marketing company that developed a customer relationship management software (CRM) by the same name, HubSpot. HubSpot was the first to make the inbound methodology popular, and they continue to stay at the forefront of the inbound marketing industry by putting out quality content and resources, and by continually finessing their sales and marketing CRMs.
As an inbound marketing growth agency, we at HA Digital Marketing are proud HubSpot agency partners. We recently made the HubSpot Gold Agency Partner status, which basically means we’re good at using their software to win our clients more business.
A question we hear often from our own potential clients is, “What is HubSpot, and how can it help us align our sales and marketing teams?”
Many of our clients are industrial manufacturing and construction companies who have either been working without at CRM, or are frustrated with their current CRM (not to throw shade, but it’s usually Salesforce).
How HubSpot Helps Align Sales and Marketing Teams
For companies who need a CRM, and are hoping to work towards closer sales and marketing alignment, we do recommend HubSpot. While we know CRMs aren’t perfect for everyone, HubSpot is our favorite option for qualified clients who need something that can genuinely get their sales and marketing teams on the same page.
If you’ve been weighing your CRM options, here’s a rundown of how HubSpot works, and specifically, how it can help align your sales and marketing teams.
Intuitive, Practical Communication Capabilities
One of the biggest killers of sales and marketing alignment is a failure to communicate.
It doesn’t make sense to set up a meeting every time something new happens with a lead or prospect, but you do need to have open lines of communication between both teams, so no leads fall through the cracks.
HubSpot helps by offering two CRMs, one that’s designed specifically for marketing teams, and one that’s specifically for sales teams. What’s best is that these CRMs work totally in tandem, and on the same platform.
That means that every interaction your company has with a new prospect is always logged, categorized, and automatically synced across both teams.
Your marketing team can easily look at a lead to see if sales has had the chance to reach out yet, and your sales team can jump into a conversation with a warm lead at the exact moment they’re ready to progress to the decision-making stage.
This helps eliminate interruptions in your day-to-day office work and makes it easy to recap progress at your weekly or bi-weekly sales and marketing team meetings.
Defined MQLs and SQLs
HubSpot also makes it easy to define each lead, and pass them along to the sales team, or back to the marketing team when necessary.
You define what criteria qualifies a marketing-qualified lead (MQL) or a sales-qualified lead (SQL), whether it’s downloading a content offer, booking an appointment, or responding to an automated workflow. From there, it’s easy to move the lead up and down the buyer’s journey based on the criteria you’ve set to qualify them.
You can also set criteria for site visitors, prospects, or subscribers. Say someone has just visited your blog and signed up for your newsletter. If they keep reading your newsletters and blogs, but don’t convert on CTAs or content offers, you might categorize them as a “subscriber.”
You can use that classification to send them information they might care about later on, and your marketing team can continue nurturing them until they take enough actions to pass them along to your sales team.
The HubSpot CRM also offers automatic notifications. If there are specific actions — like downloading a particular content offer or submitting a form on your contact page — that signal to both teams a lead may be ready to convert, you can set HubSpot to send automatic notifications to the responsible parties.
This way, when a lead is on your website, visiting your pages and downloading your content, the relevant team member can strike while the iron is hot — offering up more relevant content, or suggesting they set a meeting — just as that lead is thinking about your company.
A little creepy? Maybe. But, it’s a great way to offer the personalized, specific service today’s consumers expect from companies of any kind.
Analytics and Reporting
Another sales and marketing alignment benefit the HubSpot CRM offers is its exceptional analytics and metrics reporting capabilities. No matter what metrics you’re tracking, the CRM makes it easy to see and share those reports with anyone in your team.
We’ve said it before, and we’ll say it again: The key to sales and marketing alignment is communication. Click To Tweet Your sales team needs to know what the marketing team is doing to draw in qualified leads, and your marketing needs to know which of their efforts are contributing to a closed sale. HubSpot makes finding and sharing these metrics easy with open reporting that’s easily shared.
At your weekly sales/marketing meeting, your sales team can show the marketing team which leads have finally closed, and how they arrived to the sales team, whether from an organic, paid, or email marketing effort. Conversely, your marketing team can use the data compiled by HubSpot to show the sales team what content new leads are responding best to, and what potential sales angles they can use to close that lead more quickly.
The Ultimate Benefit of the HubSpot CRM Is Transparency.
If you’re interested in increasing your revenue by 208% in the new year, the HubSpot platform could help. If you’re looking for concrete, specific ways to align your sales and marketing teams and grow your business, we can help. Get in touch today.