If previously broad B2B could rarely be found on . A social networks, now many people use this method of promotion and increasing recognition. Moreover, 75% of B2B buyers and 84% of senior managers use social networks to make purchasing decisions.
The platform can also be used for additional contact with the target audience by setting up retargeting.
What mechanics can work:
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- launching a Look-alike audience based on the CRM database (if available). Of course, the database must be full, the mechanics will not work if it contains only 10 contacts. You can use third-party databases if you can find them;
- parsing participants from target communities . To do this, you need to analyze competitors, select relevant ones, “parse” participants from their communities and thematic ones by niche using special services and set up advertising for this audience;
- retargeting , which we talked about above;
- Leadforms are a form of advertising that allows you to obtain user contact information. The user sees the ad in the feed and leaves contacts without leaving the social network.
Contextual advertising: landing page features and working mechanics
Statistics show that for 62% of B2B buyers, online how to get facebook fans and boost your social influence search is one of the first resources they use to make a decision.
Contextual advertising mechanics are constantly updated, but most of Yandex’s innovations, unfortunately, relate more to B2C. For example, the mechanics of conversion optimization in the B2B segment, which cannot boast a large number turkey data of leads, do not work as effectively.
This is logical, because Yandex cannot wean itself on a small number of conversions. There is a kind of life hack: you can switch to microconversions, for example, scrolling a page or to some target action, for example, downloading a lead magnet.
It is also worth noting that among the existing interests in Yandex YAN there is no choice for large B2B.
To effectively attract leads using contextual advertising, you need to “pump up”:
- landing page ;
- targeting methods ;
- creatives .
By testing hypotheses, changing creatives, targeting and landing pages, we achieve the desired goal – we get leads.
Landing page
Let us recall that in the B2B niche the target audience is considered to be decision makers. Accordingly, the landing page must be adapted to them: show all the benefits and advantages that they will receive from cooperation.
It would be useful to conduct a survey of the target audience before creating a landing page, for example, talk to an existing dealer and find out what he paid attention to when choosing a partner and product, what “pains” he can highlight.
How we do it at Completo : we hold a briefing with the customer, analyze the target audience, identify needs and make sure that the landing page “covers” them.
