5 Tips on Getting a Most Out of Paid Channels as a B2B Marketer

paid channels

Presenting your business to other fellow ventures is a multi-layered process. Still, if done properly, it will enable you to establish lucrative business relationships and expand your professional influence. In order to achieve those goals, it’s crucial to make the most your marketing strategies.

Getting Most Out of Paid Channels

The number of advertising options in the online environment is growing as we speak. Therefore, you need to employ the most efficient ones to work for your business. Today we’re going to present some advanced tips on using paid channels for B2B marketers.

Use The Potentials of Paid Traffic

You must have heard various Internet pundits claiming that the only thing that counts for a website is organic traffic. While organic traffic is of great importance, often it can’t win the online battle on its own. Because of that, you can visualize paid and organic traffic like a buddy-buddy tandem from an action movie. Each of them has its advantages and flaws, but they’re most efficient when they work together.

Having said that, it’s vital to highlight the potentials of paid traffic, regardless of its kind. First of all, investing in Internet advertising will increase your online visibility.

Apart from that, you can calculate your cost per lead and easily control your return on investment (ROI). However, it’s vital to constantly track the conversion, so that you can react on time and redirect your investment in a different channel if the present tactic doesn’t bring the desired results.

Display Ads Should Lead to Landing Pages

Display ads, or banner ads are a powerful way of attracting new potential business partners to your website. However, you shouldn’t make some cheap mistakes if you want other businesses to start working with you.

For starters, each of your display ads needs to lead to a specific landing page on your website. As opposed to that, sending every entrepreneur that clicks on your ad to your homepage will look ridiculous and you won’t convert these visitors into leads.

Moreover, those landing pages need to be as related to your target audience’s queries as possible. For instance, let’s say that you advertise various design services. What’s important here is that every single display ad pertains to one particular service. When an Internet user looking for that design service clicks on your ad, the offer on the landing page will match their particular need.

Such a transparent tactic will yield new collaborations and business projects. What’s more, Google is also trying to help website owners optimize their landing pages, so business pros can improve this area of their online presence learning more about these advancements.

Apply More Specific Keywords


The designer from the previous paragraph also has to narrow down the number of their target keywords. If you just use the most generic keyword related to your field, the potential number of clicks on your ad is tremendous. Nevertheless, using these broad terms is likely to result in poor conversion rates. Why is this so?

The thing is that while your generic keywords – let’s say “design” in the given example – is a great bait for a wide audience, it will truly target only a small number of these people. What you need is to reduce the number of clicks, but increase the conversion rates. This is done through search intent optimization. In a nutshell, it means conducting research of your target audience and creating ads that will target their particular(ized) needs.

All this can be achieved by thinking through the expected keywords that could win over your potential business collaborators. At this stage, it’s important to do some research on online searches in your niche, so as to identify the potential lucrative keywords.

Apart from that, it’s important to follow the news and reports on the field of keywords and learn what to expect in the near future.

Utilize Facebook Ads


With almost 2 billion users worldwide, Facebook is the leading online platform. While most people use it just for fun or communication, it’s only the tip of the iceberg. Yes, Facebook users don’t have to pay for any usual content features, but there are lots of great business options on this social network. This is why every business can use Facebook and its paid ads to improve their revenues.

Of course, the essence of this advertising is the same as on any other online platform. First, you need to determine your target audience – the narrower, the better, at least for starters. The Audience Insights tool can help you at this stage.

After that, it’s important to choose the right ad format. It will depend on your target audience, as well as on your pre-set business goals and desired outcomes.

Finally, make sure that you follow up on your Facebook advertising efforts and analyze the pros and cons of your paid ads on this network.

It will take some time to master the tricks of Facebook advertising, but you can start numerous business collaborations via this medium.

Aim at Resolving Issues

When you’re making an effort to present your business to other companies, do your best to be unique. In other words, offer your potential business partners something they can use at once. From your keywords and your ads to your services, you need to market a thread of practical benefits you can bring to other businesses.

If your advertising is concentrated on pointing out your fast solutions, you’ll be more successful in reaching your goals. What’s extremely important here is that you never mislead other businesses as they keep following your ad threads. From the moment they raise interest in the offer in your ad, to visiting the landing page and contacting you, they always need to get what you’ve advertised.

Also, before you start working on such collaborations, make sure that you offer a proper project estimate. It’s even more important to show professionalism when you have generated a lead. All these steps will ensure that your paid advertising strategy results in establishing new relationships with other businesses, based on mutual trust and success.

Business owners and managers can use paid channels to spot and engage other business ventures. Since every such investment means spending their budgets, it’s crucial to get some knowledge in advance, before you opt for paid channels. Our guide will help you extend your knowledge of this niche and see what works best for you. As a result, you’ll be able weigh pros and cons of this type of advertising more efficiently, finding the best solution for your business needs.