When you’re looking for a product or service, what’s the first thing you do 9 out of 10 times? Go online to google (the verb) that product/service so you can research it, get a feel for its value to you, and find out where you can buy it.

Right?

No matter if it’s in their business or personal life, people rely on the Internet to tell them the best brands of products and services. They usually start the process by googling a general term for that product/service. For B2B companies, showing up on the first page of those search results is critically important—the higher in the rankings, the better.

But if consistently addressing search engine optimization (SEO) is too time-intensive, or you don’t have the in-house knowledge to do that, or you just want to double up on the chances a prospect will find you when they’re looking for your product, you can try pay-per-click (PPC) advertising.

PPC 101

PPC stands for “pay-per-click.” In simplistic terms, you create a simple text ad with targeted keywords, and when someone clicks on that ad, you pay the website a small fee. Because you’re paying money per click, the website that is hosting your ad—commonly a search engine, but not always—will place it at the top of the search results, or the top of the page, or in the “news feed.” The more you’re willing to pay per click, the higher you’ll be listed in relation to other companies that have bid on those same keywords.

The top two results are ads that match the keywords “B2B software solutions.”

The Cost-friendliness of B2B PPC Ads

Paying $1 per click, for example, may seem like a lot, but it's really not, compared to the benefits you can receive. The people who click on the ad link tend to be more qualified prospects already looking for your product/service/solution. If not, they won’t click on it, and you won’t have to pay.

If you can convert a fraction of those who click on the ad, you’ll likely make more than enough in sales to make the PPC ad investment worth it.

Because it’s (by far) the most-used search engine in the world, you’d want to focus your PPC campaign on Google Ads. You can also advertise on social media sites and blogs that target the same audience as your marketing efforts.

The Benefits of a PPC Advertising Campaign for B2B Companies

If done right, PPC advertising can offer some enticing benefits for B2B companies:

• They’re cost-effective because you’re only paying when a user clicks on your ad and goes to your landing page or website, rather than paying for the ad to run for a length of time
• You can choose how much to pay
• It’s targeted, so you can choose your audience according to demographics and interests
• You can use PPC ads on many different sites: social media, search engines, blog posts, online newsletters
• It’s measurable, so you can determine how much return you’re getting on your investment
• It’s customizable—if it doesn’t seem to be working, you can make adjustments to improve performance
• You can see the impact of your PPC efforts almost immediately

It’s Not As Easy As it Looks, Though

But, as with any effective marketing strategy, a lot goes into crafting a successful PPC campaign. You’ll need to research and select the right target groups and keywords, write a relevant ad with the keywords in the right places, and make sure the landing page that the ad leads to is optimized for conversions.

That’s where a full-service B2B marketing/branding/creative agency like BayCreative can help. We’re experts in crafting content for a variety of marketing materials, including PPC campaigns. If you’re looking to increase your leads through the use of PPC ads, please let us know.

 All the best,
- Team BayCreative -

The math is simple...

The more leads you have on qualified B2B prospects for your product, service or solution, the more customers you’ll end up with. That’s why 85% of B2B marketers say lead generation is their most important content marketing goal, and why 53% of marketers say half or more of their budget is allocated to lead gen.

By “lead generation,” we specifically mean cultivating the names and contact information of people and businesses who have shown interest in your product/service/solution. Once in place, lead generation campaigns allow you to fill out your sales funnel with qualified leads with little active effort on your part. Instead, you can you focus on converting those new prospects into customers.

Cultivating those leads takes time, but there is a straightforward method for doing so.

How B2B Lead Gen Works: An Overview.

An effective lead gen campaign is built around an offer of something of value to the prospect, such as a white paper or webinar that tells them how to solve a common problem. You create the piece, post it or the information for accessing it on a landing page on your website, and then post ads and send out emails and sales letters spreading word about the offer.

When the interested prospect signs up to access the material, they provide you with their contact information. Your sales team can then maintain contact with those prospects and gently move them down the sales funnel.

The Foundation of Any B2B Lead Generation Campaign is the All-Important Offer

The offer (sometimes called a "magnet") must hold some value for your prospects to convince them to share their contact information. After all, nobody enjoys getting sales calls, so they’re not going to just hand you their phone number or email address for nothing.

So your offer has to be informative and narrowly tailored to your prospects. Give them something they can use right now, and if it happens to be connected to your product, that’s great. (It should definitely connect with your product/solution/service. Don’t give them a baseball card price guide if you sell CRM software.)

What Content Will Work Best for Your Lead Gen Offer?

Some formats perform better than others at converting leads; it all depends on your audience. What would they prefer—an eBook or a webinar? A white paper or an online demo?

According to Hubspot, here are the types of offers that generate the most amount of leads, in order of performance:

• eBooks or guides that explain how to do or accomplish something or that walks the audience through a process
• Templates or presentations that make their job easier, lay out a step-by-step process, or provide them with a script
• Research and special reports, which are more educational and are especially popular among service companies
• White papers that have a topic of high interest to prospects. These are frequently about a new technology, recent innovation, or a new way of doing something
• Kits, which are really multiple offers packaged together. These often include a brochure, video card or CD with a demo, customer success stories, technical specs, and more. These work best with prospects who already know your company
• Live webinars and on-demand videos, which are really a white paper or special report done in an instructional format

It’s important to test different types of offers with your audience to determine what works best for your company.

How to Get Your Lead Gen Campaign Done

63% of marketers say their top challenge is generating enough traffic and leads. That’s partially because they don’t have the internal resources to devote to it: 61% of B2B marketers report that a lack of resources such as staff, funding, and time is the biggest obstacle to successful lead gen efforts.

At BayCreative, we can provide you with the expert resources for a successful lead generation campaign that targets the right audience with the right content. If you’re ready to fill your sales funnel with qualified prospects, please just let us know. 

All the best,
- Team BayCreative -

Since 1998 BayCreative has served as a trusted digital partner to some of the best brands in the U.S. and beyond, providing a full suite of marketing, creative and branding services. With the rise of social media and other digital platforms, the cultural significance of brands has never been higher, with good brands having a staying power like never before. The services BayCreative provides allows businesses and organizations to elevate their brands to praise and success, and they have earned us some praise ourselves.

Our agency is pleased to share that independent research firm Clutch has just named BayCreative as an industry leader among brand consultants in San Francisco. Clutch is a B2B ratings and reviews platform that uses data-driven research and client reviews to help businesses make more meaningful partnerships. After being the subject of this research, BayCreative was ranked among the leading 15 agencies, out of almost 400 of the top branding firms in San Francisco.

"Although we have Clutch analysts to thank for this recognition, we owe most of it to our extraordinary clients," notes Arne Hurty, the agency's Chief Creative Officer and Founder. 

According to Clutch, the most important factor they consider when evaluating firms is what the agency's clients have to say about them, and BayCreative clients have delivered! Hurty continues, "more than 20 BayCreative clients have shared their stories of working with us, and as a result we have an outstanding rating of 4.8 out of 5 stars."

Although we have received a large amount of feedback, we were struck by the words of one of our clients. When asked what they found impressive about BayCreative, they responded by saying:

“BayCreative demonstrates excellent listening, flexibility, a clear sense of design, and a knack for creative problem-solving. The team works closely with us to accommodate changes to the statement of work and never turns down a request.”

Scott Danish, BayCreative President and Co-owner, reflects "We strive to be a valuable partner on every project we complete, and reviews like this let us know that we are hitting our mark. We appreciate this opportunity to keep track of how we are performing for our clients, and we cannot wait to see what else they have to say about us."

BayCreative may have been recognized by Clutch as a 2019 Top Branding Industry Leader, but the quality of our full suite of digital marketing and creative services has also been commended. We are excited to be featured as one of the top digital agencies in San Francisco on "The Manifest." The Manifest is a sister-site to Clutch, and serves as a resource for small to midsize firms, providing industry insights and how-to guides. In addition, BayCreative garnered recognition over the past two years from Clutch as a: Top California Service Provider, a Top Digital Agency, a Top Video Production Company, a Top Ad & Marketing Agency and Top Web Designer.

Danish adds "the BayCreative team is proud to receive this praise, but we recognize that we did not earn it alone. Thank you to all of our amazing clients... we absolutely could not have done this without you. If you are pleased with the work we have done for you, feel free to submit your own BayCreative review on Clutch. And if you are looking to elevate your brand and your business, don’t hesitate to drop us a line. These first two decades have been kind to BayCreative, and we cannot wait to see what the next few hold for us!"

All the best,
- Team BayCreative -

Beating the bushes for new clients can be disheartening. You make calls and constantly get voicemail. Send emails and a majority go unopened. Follow up and get ignored. Make a fabulous offer… and get ignored some more. You pay for a display ad in a trade publication and hope the right people happen to see it at the right time.

There’s an easier, less expensive, and more effective way to consistently fill your sales funnel with targeted prospects: B2B inbound marketing.

According to Demand Metric, inbound marketing generates three times more leads than traditional methods—and costs 62 percent less. So it seems like a worthwhile addition to your B2B marketing program. 

What is B2B inbound marketing? And why is it effective?

Why B2B Inbound Marketing Works

HubSpot coined the phrase “inbound marketing” in 2006. It means using a combination of relevant, informative content in various channels to increase your brand’s reach and draw people to your website, landing page, or tradeshow booth rather than outwardly pushing your brand, product, or service onto prospects. You attract people’s attention, engage with them, convert them to customers, and then delight them with more useful content.

It’s effective because by offering your audience something of interest and value, you’re cutting through their innate skepticism of advertising. If fact, it’s like you’re not even advertising at all. Rather, you’re communicating and helping them, and that difference can be powerful. You’re building trust, credibility, and momentum with your prospects and customers. 

Most Successful B2B Inbound Marketing Channels

The key to a successful inbound marketing program is to create content specifically designed to appeal to your targeted customers. Here are the most common channels used in inbound marketing:

• Thought leadership pieces such as white papers, eBooks, and infographics that you post on your website or present on industry websites. Those pieces of content show audience members how to do something in a new and/or better way. If the reader likes what they read, they may look around your website to learn more.
• Case studies. Here you’re showing the audience how an organization similar to their own solved a common problem—and maybe your reader will benefit from a similar approach.
• A Blog (like this one!) that offers useful, practical advice that the audience can act on.
• Videos that can take on the role of thought leadership, customer testimonials, product demos or blog posts.
• Social media campaigns that offer quick insights into trends or useful tips and tricks.
• Targeted pay-per-click campaigns on social media and online community pages that offer the promise of something relevant and useful to the viewer. It’s important that you deliver on that promise.

Inbound or Outbound? Both

An inbound marketing element can take some of the frustration and stress out of your marketing efforts by bringing prospects to you while you focus on outbound marketing efforts. That’s the key to an effective marketing strategy: It should incorporate both inbound and outbound marketing to capture the greatest number of prospects.

Lead Nurturing Accelerates the Sales Cycle

If someone choses to convert on your website (fill out a form) for certain types of content, you begin to identify at what level they are in your sales funnel. Designing and programming a series of lead nurturing workflows will help nurture these leads through the funnel over time in an automated fashion. Each month, as you add additional digital assets, these nurturing strategies get updated. It is common to have many of these campaigns running on your website.

Why?  Companies that automate marketing activity see up to a 10% revenue increase in just 6-9 months. (Source: Gartner Research).

Generally, it takes multiple touch points to successfully create a prospect. By building a relationship with a buyer, you can deliver the right content at the right time to move them to the next stage in the buying cycle. This allows you to deliver more highly qualified leads to your sales team and shorten the sales cycle when that conversation begins.

Email Marketing is Still an Efficient Way to Generate Leads at a Reasonable Cost

When you offer your website visitors useful or entertaining content, they choose to opt-in to your information by converting on your website forms. Email marketing is used to keep relationships with leads strong and to promote new content for effective lead nurturing.

Why? 50% of qualified leads are simply not ready to buy. (Source: Gartner Research)

Just because a website visitor becomes a lead doesn’t mean he or she is ready to buy. Email marketing is a great way to keep your name in front of your prospects. Moreover, one email blast can have different messages for different segments of your list. These highly targeted lists can improve your open and click-through rate, increasing engagement with a lead.

Make the Investment in B2B Inbound Marketing

Whatever mix you incorporate into your marketing efforts, you’ll need to invest either dollars or time. If you’re bandwidth is running thin and you need expert support, BayCreative can help. Please just let us know.

FOR MORE INFORMATION:

From Forbes: “In order to stand out today, brands need something more. They need to focus on selectively, strategically positioning themselves as true thought leaders.”

From Neil Patel: “22 Inbound Marketing Strategies Your Startup Needs to Start Using Today”