Maximizing your B2B paid media ROI with alternative platforms

In the realm of B2B marketing, sticking solely to traditional channels could hinder your potential.

With audiences diversifying and new platforms emerging, expanding your media strategy could be a game-changer in reaching decision-makers where they are most active.

But how can you determine which channels align with your strategy and resonate with your target audience?

This piece delves into strategies to help you gain a deeper understanding of your audience, create a concise and impactful media plan, and explore overlooked platforms that can give your B2B marketing a fresh perspective.

First things first: Understanding your audience

Surprisingly, many individuals feel ill-equipped to comprehend their audience. Your CRM likely holds valuable insights that can address three key challenges:

• Data tied to your business: Your CRM, if properly maintained, tracks all interactions with your business, making it easy to identify trends and patterns.
• Buying committee exploration: Does your CRM include information on who is involved in sales and pipeline activities? This data can validate whether your targeting is reaching the right audience.
• Understanding who seems qualified but isn’t: Identify common factors among accounts that appeared ideal but were ultimately disqualified by sales to adjust your strategies accordingly.

Other tactics to enhance your audience understanding include:

• LinkedIn groups: Explore job titles and firmographics in relevant LinkedIn groups to understand discussions, concerns, and pain points.
• LinkedIn Insight tag: Utilize this tag to gather insights on visitors to your website based on attributes like job titles, company names, and seniority.
• Your competitors’ websites: Analyze the industries and job titles highlighted by your competitors to gain valuable insights into their priorities.

Dig deeper: Marketing on LinkedIn: What you need to know

A common misconception is that being present on every channel with a limited budget can be effective.

However, this approach restricts scalability and meaningful results. A focused media plan consolidates your efforts, providing a clear view of each channel’s potential and aiding in budget allocation for maximum impact.

An effective media plan should encompass:

• Target audience segmentation and identification.
• Clear goals and objectives.
• Multichannel strategy.
• Budget allocation.
• Performance measurement and analysis.

Off the beaten path: Uncommon platforms for B2Bs

With a well-defined media plan, you have the opportunity to explore new avenues, including less conventional platforms.

Reddit Ads

On Reddit, users actively seek quality advice, presenting a unique opportunity as a large portion of Redditors are not on LinkedIn.

Reddit serves as a valuable research resource throughout the B2B buying process, allowing engagement at every stage.

• Identifying the problem (awareness).
• Exploring solutions (consideration).
• Evaluating fit (research).
• Confirming a shortlist (advocacy).
• Offering community support (retention).

For Reddit advertising, consider setting up your pixel, targeting relevant subreddits, and understanding ad inventory options.

Dig deeper: Reddit marketing guide – maximize your spend

YouTube ads

While unconventional for some B2B marketers, YouTube can be a powerful tool in providing information and guiding potential buyers through their decision-making process.

YouTube delivers content to users who may not be actively searching, a crucial factor when targeting buyers who are often not actively seeking solutions.

Explore different campaign types on YouTube for reach, brand consideration, engagement, and conversions.

TikTok

TikTok, a rapidly growing platform, cannot be overlooked, especially with younger demographics holding significant purchasing power.

To start on TikTok, set up custom audiences and consider leveraging TikTok search ads to connect with key decision-makers.

As B2B marketing evolves, embracing fresh approaches and platforms is essential for success.

By seizing new opportunities and remaining adaptable, you can effectively engage with your audience and achieve your business objectives.

View the full presentation from SMX Advanced.