BtoB: how to organize your AdWords strategy?

While AdWords no longer has to prove itself in the BtoC world, in the BtoB market, many advertisers are simply not convinced. Too expensive, too complex, too few leads… There is no shortage of flaws that need to be highlighted. However, experience has shown us that Google AdWords also offers real potential for converting from professional to professional, provided that you set up your campaigns accordingly. Explanations!

LifeTime Value, the metric that changes everything!

When you target a BtoC population, the average basket is around 100€. Let’s imagine that your customer makes, on average, 3 purchases over his or her lifetime as a customer. In this case, its LifeTime Value is about 300€. Let’s say your margin is 25%, your Customer Acquisition Cost cannot exceed 75€.
Now let’s take the same example in BtoB. Generally, the average basket is much larger and orders are more recurrent. You are a business partner, you do not offer an impulse purchase… As a result, the LifeTime Value of a customer is considerably higher.
At the heart of your AdWords strategy is the calculation of a client’s LifeTime Value. From this calculation, your AdWords budget but also your CPA and CPC will be derived. In our example, even if you had to spend 1500€ to close a sale, the campaign remains profitable.
Unlike BtoC, we recommend BtoB to start with large budgets and then refine. The month you launch your campaigns, multiply the groups in order to aim wide. Very quickly, you will collect sufficient data to find the ideal PLC. Be careful, in this phase you must also be able to quickly handle an additional volume of requests!

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AdWords BtoB, micro-targeting in action!

If targeting is essential in BtoC, it is essential in BtoB, for the good and simple reason that the targeted audience is considerably reduced. First and foremost, you need to understand your target’s needs and expectations in order to make the right connection.
Unlike BtoC, targeting generic keywords, duplicating a few ads and waiting for the customer rarely pays off! It is better, indeed, to circumscribe one’s territory in :

  • identifying issues to be resolved
  • excluding all requests that are too generalist, that do not lead to a professional solution
  • excluding highly competitive and ambiguous requests, which are driving up the CPC
  • opting for micro-targeting expressions, rather than broad queries
  • working on key messages by target groups

In short, give priority to the quality of the keyword and the conversion rate, rather than the volume of traffic. Your KING will be all the better for it!

AdWords Pro, think solution rather than self-promotion!

Many entrepreneurs are proud of their creation. Eager for branding and recognition, they shout out their name/brand loud and clear. Some even base most of their communication on this issue… Risky strategy!
Unless you are a well-known and recognized brand, it is rarely your name that will make your butter. But the solution you bring. The heart of your AdWords campaign should therefore be based on a single axis: what problems does my product provide a solution to?
Based on this reflection, create different groups of advertisements, each including the response to an identified problem, itself associated with a target audience. In the same dynamic, differentiate different objectives and associate a dedicated landing page to each one.

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Elaborate an efficient communication strategy for your start-up company

When setting up a company, it is essential to put in place a communication strategy. The latter will allow you to create and amplify visibility in order to achieve your goals over time. To do this, it is important to make the right choices and, above all, to use the right channels. of communication. Here are some tips that may help.

1. Establishing a communication budget

Good communication requires financial investment. As said before, when you carry out a communication strategy, you select several and different free and paid channels. That’s why you need to budget for it, even when you start your business. Moreover, if you opt for a crowdfunding campaign for the launch of your project, it is already a means of communication. Indeed, today, crowdfunding platforms are highly coveted and used by many investors. So that will give you some visibility already.

2. Carry out market research

Conducting market research is an essential step when you start. It allows you to inform yourself precisely about the market, your competitors and, above all, your customers. Beyond this marketing aspect, by carrying out your study you are already indirectly communicating to your respondents (who may be your future customers). Do not hesitate to save their contact (with their agreement) to inform them of the launch and progress of your project.

3. Communicate with originality

Communicating is one thing, but communicating with originality (and authenticity) is another. Indeed, bringing a touch of originality to your communication is an asset. This originality can manifest itself through your writing style, your visuals, your videos, etc. You can also surf the wave of humour, some trends and current events for inspiration.

4. Communicating on Social Media

Nowadays, a company must be present and communicate on social networks. Whether on Facebook, Instagram or Twitter, your challenge is to create and animate a community. The point of creating an online community is to unite a good number of people around your product or service. Once you start creating your community, you need to manage and animate it to generate visibility and engagement. Hence the interest of being actively present on the networks and doing community management. The larger your community, the more visibility you will have. Besides that, you can also develop a blog for your company.

5. Organizing events

Organizing an event around your product or service is also a good means of communication. Events are more and more popular with companies, they allow a certain promotion and visibility of your activity. For more impact, you can opt for partnerships and/or sponsoring, this will amplify your visibility on a large scale.

6. Targeted advertising

Finally, to increase your visibility, it is recommended to carry out targeted advertising campaigns, in particular thanks to AdWords, Google’s “advertising agency”. The latter allows you to optimise your advertising through paid referencing (also called SEA: Search Engine Advertising). AdWords allows you to place your ad not only on the search engine but also on the videos, etc. Targeting your advertising is important because it allows you to better reach your niche, your goals so you don’t throw your money out the window.

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