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The competitive environment of PPC marketing requires a clear understanding of the goals of marketing activities. Failure to understand the target audience significantly complicates brand positioning in the market, as all marketing efforts are in vain if the information does not resonate and is ignored. How to succeed in PPC advertising and understand your B2B client? In this ADV Advantage blog post, we’ll look at the main ways to reach your B2B customer by changing your approach to understanding them.
Focus on yourself
Before offering your services, it is important to clearly understand their benefits to the target audience. Ask yourself the following questions: “Is my product/service able to solve a real need?”, “How likely is it that the client will choose my product?”, “Does my business benefit the chosen field at all?”. Frank answers to these questions may be painful, but this process is a path to self-improvement. It is important to understand that a typical client is more likely to choose the one that offers atypical ways to solve his or her problem among the mass of typical offers on the market. PPC advertising that operates exclusively with undeniable facts about real benefits is most effective among B2B audiences that are not prone to rapid change. Do you already have a number of unique offers that solve real business problems? Great! Then let’s focus on the customer.
B2B customer base
It is logical to ask: “How exactly are we going to offer unique conditions if we don’t understand the needs and problems of the audience?” In fact, all the opportunities for dialog with current customers have long been known, and timely identification of commonalities among your customers is key. So how do you learn more about your audience? There are the following ways:
- personal dialog
- short online surveys
- assessment of the company’s activities
- evaluation of activities in social networks
If you’ve really managed to understand the end user of your products or services, then offering them profitable, perhaps even personalized, offers won’t be too difficult. Simply apply this knowledge of industry similarities when creating your next advertising campaign. Additionally, you can also focus on external market trends in your chosen field. External trends are a separate area of research, but who exactly sets these trends? That’s right. Competitors. So it’s time to focus on competition, because the competitive environment already has the necessary experience.
Study of competitors
Most likely, your business area is not new, so a competitive environment has long been formed there. It would be wrong not to use the knowledge and achievements of competitors when creating your own advertising strategy. To begin with, make a list of five direct competitors, then you should determine what type of business they serve, and then you should make a rough estimate of their budget. In the process of analyzing competitors, you can not only find an audience that has been ignored, but also identify related areas that require your attention. Every business has strengths and weaknesses, so focus on your competitors’ shortcomings and offer them favorable conditions. Add these offers to your PPC ads and target them correctly to selected customers. Usually, large companies ignore small and local businesses, so you can start by targeting such an audience and create an appropriate advertising budget.
Analytics and behavioral insights
B2B marketers need to be able to operate with a huge amount of data on the psychographics of their audience, which involves understanding the client’s lifestyle, behavior, views, values, and even their personal hobbies. The data obtained should be structured by similarities and the ideal customer personality should be extracted from it. The more accurately you understand your customer’s personality, the easier and more effective it is to create advertising creatives that resonate with them. This process of creating an “ideal client” is worth spending a lot of time and resources on, because accurate results are almost a guarantee of success. In the future, it will only be enough to create really interesting offers and target them to similar characters, which are often united in separate communities on social networks, and you already have direct access to them from your advertising account.
Conclusions
Successful PPC activities depend on an accurate understanding of both the audience and its needs and problems. A marketer must understand everyone at once and individually, so that ads really meet the needs of the business client, and are not launched blindly based on general theses or ideas. We remind you that ADV Advantage has more than 10 years of experience in promoting small and large businesses, working with B2B and B2C, and offers a wide range of services within the Growth Strategy. With the help of ADV Advantage specialists, you can achieve sales success in just 2-3 weeks and immediately become one of the competitors in your chosen field. Get a consultation by leaving your details in the Contact Us section.
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