Account based marketing is a critical tool in any outbound marketing strategy and any comprehensive marketing strategy. This is especially for B2Bs, who rely on fewer and more critical accounts to make their money than B2C operations. But overhauling your whole strategy right now isn’t the only way you can incorporate account based marketing techniques in your overall strategy. Here are 5 ABM tactics you can implement today to get account based marketing strategy off the ground.
First, What Is Account Based Marketing?
There’s a lot we could talk about with account based marketing, and we’ve done some of that already in a recent post, What is Account-Based Marketing? (which you should check out for more info). Briefly, though, account based marketing (ABM) is essentially super-focused targeting: you’re marketing toward the ideal accounts you’d like to have, specifically and individually. For example, if you were a Tier I automotive supplier using ABM, you’d target Chrysler.
ABM is really useful for B2Bs because it focuses marketing efforts on high-value prospects. Using ABM, content tailored specifically to the goals and challenges of your ideal account can hit multiple decision-makers within that account and increasing your impact and shortening the sales cycle. It has the highest ROI of any marketing strategy.
Tactic 1: Retargeting
Retargeting is one of the most effective marketing tools out there. Why? Because of the length of the sales cycle. Potential customers need on average 6 to 8 points of contact with your brand before they make a purchase. Retargeting gets you those touchpoints.
Think about the last time you bought or even just looked at something online, like a pair of shoes. Later that day, a few days later, or even almost immediately after, you probably saw an ad on some other site—Facebook, Instagram, or even your local weather station’s website—for those exact same shoes. Did you buy the shoes then? Or a few days later? A lot of people do.
It’s not much different for B2Bs. If you hit the relevant contacts from your target account with retargeted ads after they hit your site, you’re getting your name in front of them another time, adding to the likelihood that they’ll recognize you, and when they’re ready to consider what you’re offering, that they’ll remember to go to you.
Tactic 2: Use Linkedin Ads
LinkedIn’s ad platform was made for ABM. Firstly, your audience is a professional one, and they are using LinkedIn. But most crucially, LinkedIn has amazing targeting options. You can serve an ad to the exact people you want to see it, and this makes it a perfect tool for account-based marketing. You can select the organization you want to target—that is, the account. You can further narrow your ad audience by job title, focusing on key decision-makers.
Going back to our example, if you’re an automotive supplier and your ideal account is Chrysler, you can use LinkedIn ads to target all of the decision-makers at Chrysler who are relevant to your product: engineers, sourcing and purchasing specialists, the Purchasing Director, even the VP in charge of sourcing and purchasing.
Tactic 3: Use LinkedIn TeamLink
Yeah, we know, we love LinkedIn. It has so many amazing tools, how can we not? One of these great tools is TeamLink, which is a feature of LinkedIn Sales Navigator. TeamLink shows you connections between employees at your company and contacts at your ideal account. If those connections are relevant, the employee at your company can provide a personal introduction to one of these key decision-maker contacts.
The world really is a small place, and you never know who might be connected to whom. Maybe one of your HR representatives is married to a purchasing specialist at your target account, or one of your Customer Service reps went to school with the Purchasing Director. TeamLink can help you discover these connections and leverage them for ABM.
Tactic 4: Use Social Data
If you want to market to a specific account, you’ve got to know what’s going on with them. What new products or services are they rolling out? What issues are they having? Set up Google alerts for the company’s name so you’re on top of their latest happenings, and follow them on social media as well.
This social data can be used in many different ways. For positive news, like the launch of a new product line, your sales team can engage contacts by congratulating them on the exciting news. For negative news, like a major, nationwide recall, you have a chance to sympathize and perhaps even offer a solution. If your target account is Chrysler and you make airbags, a recall of faulty airbags in a new vehicle is an opportunity to answer a challenge your ideal customer is facing. It’s also an opportunity to find useful topics for content offers that will be sure to convert.
Tactic 5: Personalized Landing Pages and Account-Specific Offers
Create a customized experience when people from your ideal account visit your site by personalizing landing pages for them with copy, images, and offers that are specific to that company. Want an account to hire you to manage their social media? Write an assessment of their existing social media and use that as a content offer.
Use the account’s name specifically in your content offer and on your landing page to get your visitors’ attention. Then you’re not just offering generic solutions to their problems, you’re offering them solutions to their exact problems. Which, of course, is what we all want. Have you ever asked a friend or mentor for advice and they just told you something generic and cliche, like “it will all work out” or “just keep at it”? That’s unsatisfying, right? If they instead said, “If I were you, this is exactly what I’d do, and why,” then laid it all out for you, that would be much more specific, helpful, and personal.
Interested to see what ABM tactics can do for you? Let’s talk.
B2Bs are always looking for new, better ways to market to their prospects. And it makes sense. As a B2B, the sales cycle is long. You’re marketing to multiple shareholders, and oftentimes, you don’t have as many prospects out there to market to in the first place. If you’ve been looking for a successful way to market that is trackable and proven to deliver results at a high rate of return, then you might be interested to hear about ABM or account-based marketing.
ABM is an outbound marketing strategy because you’re taking your content and your expertise and bringing it to an account you’ve identified as ideal, rather than having them come to you.
Account-based marketing is a highly targeted method of marketing that’s been proven to deliver quality ROI, especially for companies who don’t have as many prospects to begin with, and who are focused on increasing customer retention and upselling.
ABM has proven the most useful for B2B companies. As a whole, business-to-business companies, especially those in niche markets, tend to have fewer prospects, many of whom are larger, high-value corporations.
ABM offers B2B companies like this a better opportunity to engage and close those high-value prospects. By providing those clients with content and lead nurturing tactics that are tailored specifically to their company, and that touch multiple decision makers within that one account, you have the opportunity to shorten the sales cycle significantly, and close with just the very best clients in your industry.
How Does ABM Work?
Account-based marketing is similar to inbound marketing in many ways, except that it encourages that you seek out ideal accounts, rather than having those accounts find their way to your company organically.
Account-based marketing starts with an Ideal Customer Profile, which is similar to inbound marketing’s buyer personas. The Ideal Customer Profile (ICP) takes a look at specific accounts your company is already successfully working with and outlines what makes those accounts perfect for your company.
An ICP often talks not about a single decision maker’s pain points and challenges, but the goals of the account as a whole. It also details the unique internal structure of that ideal account, as well as the individual decision makers who must sign on before a sale can be closed.
In this way, account-based marketing is very closely aligned with sales goals.
The sales team knows which prospects are the best fit, and are most likely to convert to a sale. The ICP gives the sales team a chance to tell marketing exactly which types of accounts they love, and it gives the marketing team a very specific account to market to.
Your sales and marketing team will develop content that speaks directly to that company’s pain points and challenges, and will develop a campaign that’s directed towards that account’s decision makers.
This tactic of addressing the pain points of the five or six stakeholders in most B2B’s ideal accounts helps to close the deal with larger, high-value corporations who can benefit from your product or service, but who otherwise might take quite a long time to make a decision.
What Are Some Benefits of ABM?
Obviously, shortening the sales cycle and closing deals with your dream clients are some pretty great benefits. But ABM offers a few additional benefits that set it apart from other marketing strategies:
The first, most attractive benefit to most B2B’s is account-based marketing’s ability to prove clear ROI. Where other marketing strategies can be difficult to quantify specifically, account-based marketing is fairly cut and dry.
Since you’re focusing your efforts on just one company, it’s easy to see how much time and effort you’re spending on this account, and it’s immediately visible what your return is when that account does close a deal with you.
Specific Tracking and Metrics
In a similar vein, account-based marketing offers very specific, measurable results. When you’re looking at each of your pushes to market to a specific account, you have a small, measurable set of data to analyze. It’s easy to see whether emails, ads, web content or events are helping you close the deal because you have such a small set of target accounts.
This information not only helps inform your future account-based marketing campaigns, but it can give you greater insight into your ideal customers as a whole. You might discover that the majority of your ideal accounts prefer email marketing and Linkedin advertising over search engine ads or organic content.
You can apply those findings to all of your other marketing campaigns in the future, whether they’re account-based marketing tactics or inbound marketing tactics, helping you optimize your efforts for the greatest returns.
Reduced Waste of Resources
Account-based marketing has also been called zero-waste marketing. Since the strategy is so targeted, your marketing team can focus and optimize their resources and tactics to just those specific accounts you’re hoping to close. In that way, none of their efforts are wasted. They’re spending time and resources only on potential clients and accounts that you know are quality leads.
Can ABM Pair With Inbound Marketing?
Yes, and in fact, we really recommend that you don’t use ABM without inbound marketing. Here’s why:
ABM does a really great job of shortening the sales cycle and closing on some of those dream clients you’ve always wanted to land. But, that’s all effort you’re focusing on just one company.
While ABM is effective, and a closed sales deal for that high-value corporation can help bring your company closer to your growth goals, it’s important to launch ABM campaigns alongside inbound marketing campaigns to make sure your prospects don’t feel like you’re just pushing your product or service at them constantly.
What’s more, inbound marketing helps you cast a slightly wider net, while still drawing in qualified leads.
It’s true that inbound marketing isn’t as targeted as ABM, but inbound marketing brings in qualified leads, rather than your sales and marketing teams having to go out and find them.
Running both inbound marketing and ABM together helps set up a system of safety nets.
If you’re having a slow quarter, ABM can help your team really zero in on a high-value prospect. If a deal with a high-value prospect falls through, your inbound marketing strategy has still been working for you to draw in qualified prospects that you can refocus your efforts on.
How Do You Know if ABM is Right For You?
Not sure if ABM is for you? Take a look at these questions:
Do you feel like there are a limited number of companies who can benefit from your product or service?
Does your company generate more revenue from upselling and retaining long-term clients than it does from bringing in new business?
Are you often marketing to companies and prospects where you need buy-in from several stakeholders:
If you answered yes to these questions, then you should give ABM a try! Account-based marketing is one of the most proven tactics to shorten the sales cycle and close deals for some of those ideal accounts you’ve been eyeing for a while now.
And if you think about it, it makes sense.
While your inbound marketing content is tailored to a specific industry or type of prospect, whether it’s through job title, company size, or pain point, it’s still somewhat general.
ABM content, however, is hyper-specific. That content is written directly for that account that you know is the perfect fit for your company.
And who doesn’t love content that’s written specifically for them? In today’s world of general, non-specific blogs that don’t always answer the questions you’re asking, the extremely personalized content that ABM uses is a breath of fresh air.
It shows those prospects that you’re dedicated to solving their problems and helping their company grow better. And content like that is what closes deals.
What Do You Need to Make an ABM Campaign Work?
If you’re thinking that an ABM campaign sounds right for your company, you’re probably wondering where to start. Even if your company is fully on board to start an ABM campaign, it’s not going to go very far if you don’t have these three integral components of a successful ABM campaign.
#1 Aligned Sales and Marketing Teams
ABM won’t work if your sales and marketing teams aren’t on the same page. Luckily, the nature of account-based marketing tends to bring the two teams together. Sales and marketing have historically been at odds.
Sales always wants better, more qualified leads. Marketing always wants to get the company in front of as many qualified prospects as possible. Account-based marketing solves this power struggle by bringing the sales team more closely into the marketing process.
The sales team starts by identifying the ideal account. They tell your marketing team who is the perfect account.
From there, your marketing team does what they do best, which is get to know how that account thinks — what their pain points are, what their challenges are, what their goals are, and who all they need to get on board before they can pass that prospect along to the sales team.
Account-based marketing encourages marketers to think a bit more like the sales team. Instead of focusing on just getting the best message out to the right people, the marketing team has to consider what information will contribute to closing this lead. They have to think more like your sales team, which helps bring those two teams a little closer.
That said, if your marketing team is on Mars and your sales team is on Jupiter, account-based marketing isn’t going to work for you right away. You have to have some alignment between the two teams before you can see any sort of forward progress.
#2 Clearly Outlined Ideal Customer Profile (ICP)
When your sales and marketing teams are on the same page, you can define your ideal customer profile. Like we mentioned earlier, an ICP is similar to a buyer persona, except that instead of being centered on a person, it’s centered on a specific company or account.
It’s good to know that account-based marketing doesn’t just focus on new business, either. You can easily create account-based marketing campaigns that are centered on extending service with an existing company, upselling or even cross-selling.
Most B2Bs find that’s it’s more cost-effective to focus on customer retention than it is to constantly seek new business, and account-based marketing is a great way to do that.
#3 Specifically Targeted Content That Speaks to Your ICP
With an aligned sales and marketing team, and your ICP set in place, the last thing you need is content. Like we’ve said before, the key to successful account-based marketing is hyper-specific content.
When we say hyper-specific, we mean you’re creating content for that company, and each of its decision makers, specifically. The content you develop should answer questions those decision makers are asking and should speak (in no uncertain terms) to the unique situation and needs of that company.
And let’s remember, all of that effort you put into an ABM campaign is highly targeted and optimized. Nothing you do in a proper ABM campaign is wasted effort, which is why your ROI is going to be so high when you close a deal.
Account-based marketing is a great marketing strategy, especially for B2Bs who struggle shortening the sales cycle, or who have a relatively small number of prospects. ABM helps you speak directly to those ideal prospects to grow your company strategically, and without wasting many resources.
Interested to see how ABM could work for you or your B2B? Let’s talk. We’d love to work as an extension of your team to target those ideal accounts and help your sales team close high-return deals.
You know that old saying, “work smarter, not harder”? It’s safe to say that’s an idea we can all get behind. No one wants to spend hours of their day working on a project that won’t produce results.
Unfortunately, in the case of many businesses who do not have aligned sales and marketing teams, the concept of working harder on projects that might not ever see the light of day is an everyday reality.
This SlideShare from The TAS Group states, “lost sales productivity and wasted marketing budget costs companies at least $1 trillion a year.”
Both of those stats offer up compelling arguments for making a change to sales and marketing alignment. Beyond just saving your sales and marketing teams wasted effort and budget though, sales and marketing alignment can actually offer some benefits to your company, delivering pretty impressive returns when implemented properly:
Aligning your sales and marketing teams is one perfect example of working smarter, not harder. When your sales and marketing teams are aligned, everyone does less work to obtain a higher quantity of better, more targeted clients. Then, you can allocate all of that additional time and energy into inbound marketing and sales strategies that you know will help your company generate revenue and grow.
So, how do you get there?
Sure, sales and marketing alignment sounds nice, but can you actually make it happen, and how much work will it take?
Honestly, it depends on your company.
If you already have both sales and marketing teams onsite, you can get started by just getting everyone in the same room every week or so. If you’re a larger company with sales and marketing teams that work remotely or on different campuses, it might take a bit more effort. And if your company doesn’t really have a marketing team, you could have a still longer road ahead of you. (Or, you can hire a marketing team to help you out. More info on that here.)
If you’re interested in aligning your marketing and sales teams to boost revenue and cut out wasted time, we support you. In fact, we’re going to give you six sales and marketing alignment strategies to help you do it. Check ’em out:
We’ve said it before, and we’ll say it again: communication will always be the key to successful marketing and sales alignment. The first and best way to get your sales and marketing teams on the first page is to get them in the same room, chatting about their wins and challenges.
Too often, it feels like sales and marketing are pitted against each other. Sales isn’t happy about the quality of leads marketing is sending over, and marketing feels frustrated that sales didn’t follow up with all of the leads they’re sending over.
Getting your two teams in the same room is the first step to getting them to work together. Once you know what everyone is frustrated about, and also what they’re cool with, you can start making a little bit of headway towards alignment.
Consider Cross-Departmental Training or Shadowing
One great marketing and sales alignment strategy is to put each team in the others’ shoes for a day or even a week. When they have the opportunity to see how the other team works, what their day looks like, and what challenges they face regularly, they’ll be able to function together more efficiently.
We get that this is an easy way to disrupt your regular business flow, so start slow. Take one team member at a time, and have them shadow someone from the other team for an afternoon. Make sure the team members you choose are both excited about the potential benefits that alignment can provide, and you’ll find that both parties will learn something from the experience.
When the afternoon is up, your salesperson can report back to their team what they learned, and the marketing person can their team what struggles the sales team is having that they could help with.
Encourage Sales Input on Content Development
According to Forbes, 60% of B2B content never gets used. Whether the sales team doesn’t feel like it fits their individual client’s pain points, or they don’t even know it exists, sales input is an invaluable resource when it comes to content development.
Your sales team has an intimate, one-on-one relationship with each buyer. They speak to them personally and they understand their specific, unique challenges and goals for the future. This alone should make them your marketing team’s number one resource for content development.
If you’re not sure how to implement more sales input on marketing content development without seriously slowing down your publishing schedule, start by having the sales team take a look at your content calendar. (You do have a content calendar, right?)
They can tell you which content they’ll really be able to use, and offer a few key points to include for each upcoming post that will help you speak specifically to your target buyer’s challenges and goals.
Work Together To Establish A Common Language
Marketing and sales haven’t historically worked together all that much, especially in more traditional industries like manufacturing. Traditionally, marketing works to create brand awareness, get the word out there, and make sure everyone knows what your company has to offer. In that older business model, sales either take the leads that come in or (more likely) they go around looking for (read: cold calling) those perfect leads themselves.
This disjointed approach to sales and marketing as separate entities has fostered two different languages for both teams. They have different definitions of leads, they don’t have the same understanding of what makes a good lead, and they have fundamentally different goals.
To establish a common language that works for both teams, sales and marketing have to come up with the same definitions for these three things:
What A Lead Is
How You Score Leads
A Quality Service Level Agreement
What A Lead Is
It’s important that your sales and marketing teams both understand what makes a lead a good lead. And as you probably know, there are two types of leads: Marketing Qualified Leads (MQLs), and Sales Qualified Leads (SQLs). It’s possible that you’ve even defined these in the past.
But have your sales and marketing teams defined them together?
Both marketing and sales should offer input on the definitions of MQLs and SQLs, so that both teams understand what qualifications are necessary for both lead types. One clear definition, for both teams, will help with the lead handoff process, and it will help both teams understand which leads and prospects need what specific service or lead nurturing content.
With a solid foundation in place, everyone can move forward more confidently towards a tight alignment between sales and marketing that cuts out wasted time and boosts revenue.
How You Score Leads
Traditionally, the sales team has developed a process for determining which leads might be more valuable to your company than others. This process is called lead scoring.
If your goal is to get sales and marketing teams aligned for better business growth, it’s important to have your marketing team in on the lead scoring calculation. They need to know what makes a lead most attractive to sales, and why.
With that information, marketing can determine which leads could use more nurturing through the marketing process, and they can better streamline their efforts to influence target buyers in the markets that offer the highest return. By bringing the marketing team into the lead scoring conversation, you help them understand what to look for in a quality lead that shows they are likely to close.
Service Level Agreements (SLAs)
One of the biggest killers of marketing sales alignment is unbalanced reporting and goals. Too often, the sales team feels like they’re under the microscope to close sales, and the marketing team feels that the sales team isn’t acting on all of the leads they’re passing along. A service level agreement, (SLA) is the solution to this reporting imbalance.
A Service Level Agreement is a sort of contract that helps clear up some of this misdirected pressure, while still holding both teams accountable to goals that further your company’s overall revenue and growth goals. For example, with a quality SLA, your marketing team may be responsible for delivering a certain number of quality leads each month. Then, your sales team may be responsible for converting a certain percentage of those quality leads each month.
This agreement makes it clear what each team is accountable for, while still framing it in the light of one overall company goal — to produce more revenue and long-lasting clients for the company by converting highly qualified leads.
Every company’s SLA will look a little different. What’s important is that you get the sales and marketing teams together to agree on an SLA that’s fair and contributes to your company’s growth goals. When both teams understand what they’re accountable for, and that accountability feels fair to both sides, you’ll get a lot more out of everyone.
Leverage Sales Enablement Tools
It’s easy to forget that the sales team can benefit from inbound methodology tools as much as your marketing team can. Many of your favorite marketing platforms and CRMs are designed to help your sales team as much as they are your marketing team.
Encourage your sales team to use tools like email sequences and CRMs that implement lead scoring systems for you. The information they put in the CRM, and the data they generate helps them make better selling decisions, and it offers valuable information for the marketing team to move forward and optimize with as well.
When your sales team is comfortable with enablement tools, it’s also easier for your them to reach out to marketing and ask for content that will help them close deals.
Case studies, whitepapers, and ebooks about your product or service are all assets that are traditionally created by marketing. When sales is empowered to ask specifically for the content they know will help them close deals, marketing can focus their efforts on just the content that sales knows will be powerful and impactful to your buyer personas.
And again, that’s an effort that cuts down on wasted time, while still promoting the targeted lead nurturing tasks that will help your company grow.
Keep a Common Goal in Mind
Finally, one of the hands-down best sales and marketing alignment strategies is to set a common goal. Even though sales and marketing do different things and have different processes, they’re both on the same team. When they’re both working towards the same goal, it’s so much easier to see that they’re on the same team. Make that overarching goal clear to both teams, and you’ll see the results that marketing and sales alignment can deliver.
The more closely your sales and marketing teams are aligned, the more efficient your company will be in identifying qualified leads and closing deals. And when you close deals efficiently, you work smarter, and you grow.
If you’re looking for more sales and marketing alignment strategies, tools, or tricks, we’d love to help. As a digital marketing agency, we often align with B2B sales teams to promote overall company growth, and we also train companies with existing sales and marketing teams how to align for better results. To learn more about what we do, get in touch.
The primary goal of any business activity is to increase profit, and your digital presence is no exception. Your B2B website exists to market your company, products, and services to potential future customers and convert them into leads. For many B2Bs, those visitors and conversions aren’t appearing. Here are five reasons why your B2B website isn’t generating any leads:
#1 Your Website Isn’t Mobile Friendly
Teens aren’t the only ones addicted to their cell phones. Nearly everyone is accessing the internet from mobile devices rather than desktop computers. What this means is that people are seeing your site on a variety of different screen sizes, and your website needs to be adaptable to any size screen. If not, your site will be too difficult to access and people are going to quickly navigate away.
#2 Your Website Is Old and Outdated
You’d think that at some point, we could stop saying it, but that day has never come: there are a lot of B2B websites that are old and out of date. Your website needs to be more than just a digital version of your current marketing materials, a few static pages with no way to get in contact except your phone number.
If you never ask your website visitors to become leads, you can’t convert them to leads. That’s why you need calls-to-action (a.k.a. CTAs) all over your site. A CTA is often a button or link that asks the reader to do something, to “request a quote” or “contact us.”
These calls to action need to address the content they are surrounded by as well as the stage of the buyer’s journey that your potential lead is in. Some prospects might not be ready to give your sales team a call—but they might be interested in an ebook with more information on the topic you addressed in your most recent blog, and gladly give you their email address in exchange for it.
#4 Your Website Doesn’t Use Any Landing Pages
If your paid search and PPC ads are directing clicks to your website’s home page, you’re missing out on huge opportunities to convert visitors to leads. Landing pages ensure that visitors who click on specific ads are seeing the specific content that is relevant to them.
Additionally, landing pages are essentially one big CTA—they limit options for the visitors to navigate away from the page, offer them the information they want, and include forms for visitors to enter their contact information and convert. They’re also crucial for tracking analytics and gating your content offers. Learn more in our post Landing Pages: Why Your B2B Manufacturing Website Needs Them.
#5 Your Site Content Wasn’t Written With SEO and Inbound Marketing Best Practices In Mind
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.
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.