Mascola B2B Marketing Blog, B2B Advertising Agency
Category Archives: Marketing Strategy

B2B Monday Myth: Paid Search Isn’t Worth the Money

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paid search for b2b

The Myth: Paid Search Isn’t Worth the Money

The Truth: Paid Search Can Provide Great Results If It’s Managed Right

One of the biggest challenges for B2B marketers is getting good search rankings. There are likely many companies battling for the top key words in your industry. Paid Search, when done correctly, can help you grab the spots above organic results at the very top of the SERP (Search Engine Results Page). It’s true that some have trouble getting results from Paid Search. But there are usually some elements they can fine-tune in order to make it a more successful campaign. So whether you’ve tried and given up, or are diving into Paid Search for the first time, here are a few important things to think about:

  1. Know Your Target. Make sure you know your target audience well so that the ads you create will resonate. In this way, it is not unlike traditional advertising.
  2. Choose Your Words (Message) Carefully. Be original and impactful with your word choices. If the message is off, the ads won’t work. This is one mistake many marketers make with Paid Search that can be easily avoided.
  3. Get Your Keywords Right. Luckily, this is something that you can fine-tune as you go, but having the right keywords is well, key. Because while keywords are certainly not the only thing to take into account, they are the foundation of search engine marketing. If your competitors are outbidding you, step back and take a look at how you can get more targeted with your keywords. There’s a possibility you can own phrases that they’ve never even considered.
  4. Consider Geography. If you do Paid Search and target every place on the globe, you’re likely wasting valuable dollars. Targeting can be as wide as by country or as narrow as by zip code. And it can save you a ton of money.
  5. Monitor and Refine. This is perhaps the most important piece of Paid Search advice. You can test what’s working. If one ad, keyword, or zip code is not performing as well as others, you can cut it and put more money into the ones that are. Or you can use that money to test new ideas, words, and offers. The possibilities are nearly unlimited, and you get more bang for your buck.

When you take these steps, the potential ROI for Paid Search is very high. Paid Search for B2B brands is constantly evolving, which means the opportunities for sellers to generate brand awareness and quality leads grows every day. Stay on top of where Paid Search is headed and how it’s performing for your brand. When you do, you’ll be able to reap the benefits of a carefully crafted Search Campaign.

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B2B Monday Myth: Old-School B2B Marketing is Dead

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traditional b2b marketing strategiesThe Myth: Old-School B2B Marketing Is Dead.

The Truth: A Perfect Mix of Old and New Marketing Tactics Makes for the Most Effective Marketing Strategy.

Cold calls, trade shows, print media, and traditional sales methods – do they still work in this day and age? Many would have you think they don’t, and that is true in part. But much of what used to work still works today — just in different ways. So don’t swap out the old wholesale for shiny, new marketing approaches; just figure out the mix that works best for your business.

In order to achieve maximum results, your strategy must bridge the gap between both schools of thought.

Consider these points when creating that perfect mix of traditional B2B marketing strategies and new ways to promote your brand.

  1. Trade Publications Offer More Than Just Print Ads. You might think that putting your ad in a trade publication is a waste of time since the future of print magazines is not looking great. But B2B publications are more important than ever, and if you develop a good relationship with your rep, it could mean editorial preference, digital opportunities and access to leads you wouldn’t otherwise have, and enhanced trade show experiences (see #3).
  2. White Papers Are No Longer White Nor Paper. But they are certainly still effective in the B2B realm. White papers still serve the same purpose as they did back in the day and contain the same valuable information as before. Only now, you can make them a whole lot nicer looking and easier to navigate. Of course, your content still needs to be fresh, relevant, and engaging. Today, you have more ways to get your white paper seen – whether it’s distributed to your email list, offered in a Facebook ad, or geo-targeted at attendees of a trade show, which brings us to…
  3. Playing the Trade Show Game. Trade Shows are a lot different than they used to be. It’s not just about setting up a booth and putting out a print ad in the event program to tell people to come for a visit. Social media can be used to engage with visitors before, during, and after the show. Try using a contest to drive people online and capture new, engaged leads. Or advertise a white paper on mobile phones within a certain radius of the hotel or convention center. There are lots of possibilities – here are a few to get you started.
  4. The Evolution of Cold Calling. Cold calling in its traditional sense is fairly controversial in the marketing world. Some think it’s dead. Others think it is still effective in the hands of the right salesperson. A few even think it is borderline unethical. But the truth probably lies somewhere in the middle. The call has, in most cases, become an email. And the best part is that it’s not cold at all anymore; it’s warmed up a bit. Using content marketing, you can build a database of warm leads who have actually expressed some interest in what you have to offer. Maybe they’ve signed up for a webinar your hosting or downloaded one of your white papers. The key is to nurture these newly cultivated relationships so that they convert to sales.

Old School B2B is not dead. It’s just changed a bit. Get the right mix for your brand, and watch the leads come rolling in.

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Why You Should Get to Know Your Industry Trade Publication

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advertising in industry trade pubs

Cultivating relationships is the foundation of any successful business. One of the most underutilized B2B relationships is with your industry’s leading trade publication. Trade publications are narrowly targeted magazines serving a specific field. They usually include editorial content, industry news, and related advertisements. Advertising in industry trade pubs is only the first step. They can also be a very important way to start filling your sales funnel.

You may ask yourself, why should I spend time nurturing a relationship with my sales rep at the trade pub when I can simply email them an order with my print schedule for the year and be done? Because, in the current communication age, trade pubs are much more than the monthly magazine they produce.

Here Are 4 Perks of Cultivating a Relationship with Your Industry Trade Publication:

  1. Inside Scoop on Last-Minute Deals. After inevitable last-minute cancellations, magazines will often offer premium placements (back covers, spreads, etc.) at deep discounts. Open communication with your sales rep will get you on the short list for these exclusive deals.
  2. Customized Digital Opportunities. Trade publications host webinars, cultivate a library of native advertising, and send out email newsletters to a curated audience. Discuss your marketing goals with your rep and upgrade your marketing campaign to involve yourself in some of these premium digital options.
  3. Enhanced Trade Show Experience. Trade publications are at the hub of many industry conferences, networking events, and trade shows. Work with your trade publication to become a leader at the next event, instead of just a passive attendee. (Don’t waste time; here’s how to make the most of your next trade show).
  4. Editorial Preference. Sales reps are a great resource to help get your most recent press release in the hands of the right person, whom you might not reach otherwise. Also, many trade publications are happy to work with you to publish advertiser-written editorial; all you have to do is ask.

Gone are the days where a trade publication’s reach is confined to the pages of their magazine. For many B2B industries, trade pubs — and more specifically, their websites — are the pulse of the industry. They’re also the first place your potential customers will look for current news, trends, and leaders of the industry. Next time, instead of blowing off that networking event or letting your sales rep’s call go to voicemail, take the extra 5 minutes to chat with your contact and reap the benefits of a strong relationship with your industry’s leading publication.

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