Paid search campaigns are a vital component of digital marketing for B2B tech companies, enabling them to appear in search engine results for relevant queries.
B2B Paid Social Media
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Influence and Engage Your ICPs
Technology companies targeting B2B audiences are leveraging LinkedIn Ads for its precision in reaching ICPs. Utilizing platforms like LinkedIn, businesses can effectively target their audience, deliver personalized content, and support sales initiatives. Below, we detail the process and strategies for a successful Tech B2B paid social media campaign.
Key Components of B2B Paid Social Media Marketing
Researching Ideal Customer Profile (ICP)
- Define the characteristics of your ideal customer.
- Identify the pain points and challenges they face.
- Understand their decision-making process and buying journey.
Determining Total Addressable Market (TAM)
- Assess the overall market demand for your product or service.
- Calculate the potential market size and the segments you can realistically capture.
- Analyze market trends and competitive landscape.
Forecasting Engagement and Conversions
- Utilize historical data and industry benchmarks to predict campaign performance.
- Set realistic engagement and conversion goals.
- Implement tracking mechanisms to measure key performance indicators (KPIs).
Mapping Content to Customer Journey
- Develop content that addresses each stage of the buyer’s journey: Awareness, Consideration, Decision.
- Create educational and value-driven content for top-of-the-funnel prospects.
- Provide case studies, testimonials, and product demos for middle and bottom-of-the-funnel leads.
Deploying LinkedIn Ad Targeting and Ad Formats
Targeting Options:
- Job Title
- Company Size
- Industry
- Seniority Level
- Skills
- Groups
Ad Formats:
- Sponsored Content: Promote articles, updates, and videos directly in the LinkedIn feed.
- Message Ads: Send direct messages to target audience's inbox.
- Text Ads: Simple ads displayed on LinkedIn pages.
- Dynamic Ads: Personalized ads that use LinkedIn profile data.
- Video Ads: Engage audience with visual storytelling.
- Carousel Ads: Multi-image ads to showcase different products or features.
Leveraging ABM Lists in Campaigns
Create and utilize Account-Based Marketing (ABM) lists to deliver personalized campaigns.
Segment audiences to tailor messaging and assets for specific groups.
Examples include:
- Marketing to an existing database.
- Targeting Marketing Qualified Leads (MQLs), Sales Qualified Leads (SQLs), and opportunities (Opps) still in the pipeline.
- Supporting sales outreach and nurturing prospects through the funnel.
Campaign Execution and Optimization
- Launch campaigns with defined budgets and timelines.
- Monitor performance regularly and adjust strategies as needed.
- Use A/B testing to optimize ad creatives and messaging.
Jobs to be Done (JTBD) Methodology
Identify the primary jobs your customers are hiring your product or service to do.
Align your social media content and ads with these jobs to highlight how your solution addresses their needs.
Example JTBD for B2B tech:
Job: Streamline data management.
- Content: Case studies showcasing improved data efficiency.
- Ads: Highlight features that automate data tasks.
Our Process for Building Paid Social Programs
KICKOFF
Identify stakeholders, timelines & expectations. Categorize and prioritize service offerings/solutions/technologies, establish program OKRs & goals.
TARGETING
Identify target personas, total addressable market (TAM), ideal customer profile (ICP), ABM lists & key accounts, target competitors.
CONTENT JOURNEY
Identify customer journey stages. Align personas, pain points, and interests. Map stages to content, pinpoint gaps, and determine content production needs.
R&D
Analyze lead database, lead scoring methods, sales cycle. Audit PPC setup & data. Research competitive landscape, keywords (+/-), adjacent technologies.
STRATEGY
Paid media strategy recommendations, paid search/paid social structures, budget allocation, campaign rollout schedule, content & design production schedule.
OPS & ANALYTICS
CRM workflows, response emails, lifecycle stages, list building, SFDC campaign tracking. Analytics setup for GTM, GSC, GA4, key events, conversion tracking. Aggregate reporting, custom dashboard setup.
PRODUCTION
Production of accounts, campaigns, ad groups, keywords, text ads, ABM lists. Design & messaging for landing pages, image ads, email templates, animations, new content pieces.
OPTIMIZE & SCALE
Once programs are live, optimization starts. Nephila will monitor KPIs, lead quality, pipeline influence and ROAS. We'll identify areas to streamline or areas where we can double-down.
Related Services.
Account-Based Marketing for Tech B2B Companies
Our Account-Based Marketing (ABM) services are designed to help tech B2B companies identify, target, and convert key accounts into loyal customers.