In this blog post, you will learn the best PPC strategies to generate leads in 2020. We will also answer the question on everybody’s lips – is advertising on the expansive platform TikTok the next big thing? This Blog Post is based on our podcast episode with Andrea Cruz, at KoMarketing, which you can listen to here.
Let’s start with discussing how PPC strategies can generate leads more effectively. Starting off by narrowing down the subject by describing it as a marketing method that enables access to more targeting options. With PPC strategies you’re able to be more specific with your audience and can choose from a variety of platforms such as Google Ads and LinkedIn Ads.
Start with the goal and go from there
When you start building a successful strategy based on PPC, start with the goal. Ask yourself what are you trying to achieve? What’s the purpose? are you trying to close deals or create awareness? Regardless it’s going to affect the tactics. When you’re done you can dive into things like the persona and how much the contact is going to cost you.
When it comes to decide the best marketing mix for an effective lead generation, you need to look at your audience. If the audience is very narrow and you know who to contact, then LinkedIn is a really good choice. That’s because it’s the only B2B platform that allows you to target by company name, title, seniority and function, which does it very specific.
From that point you can gather an interesting pool of people and retarget them on other platforms such as Facebook or Google Ads if you like – further down the sales funnel. That it’s way easier and cheaper than staying on LinkedIn.
Nurture your contacts
It is important to nurture valuable contacts and enhance the list of prospects. To be able to connect to more companies, Microsoft Ads and Cora Advertising is two price worthy choices. Specially to target people in the middle of the sales funnel. And emphasise the importance of having a landing page aligned with the ad copy and make it a good one. In order to succeed, you want to be unique and different from the amount.
What will the future offer?
The future will offer new possibilities, especially with the millennials entering the arena and all new channels that will emerge. But we will also see a lot more targeting based on persona, demographics and behaviour based traits.
So, is TikTok a good choice for B2B organisations in the future? Probably not from an advertising perspective.
But of course, it depends on whom you want to target, if you’re trying to reach entry-level employees it could work well. Let's not count it out in advance! The final advise to B2B companies is to avoid putting all eggs in the same basket. Spread the risk and choose two or three platforms to start with.
Would you like to learn how to succeed with your social selling initiatives on LinkedIn? Check out our webinar on demand "How B2B Tech Salespeople can Succeed on LinkedIn".
