There are many articles written every day on how to acquire more users, clients and how to take advantage of the most prominent advertising channels out there, like Facebook.
But, do they apply to B2B businesses?
The truth is, most B2B businesses are very, very different than B2C businesses in pretty much every sales aspect.
Especially in choosing the right acquisition channels.
In this article, we will take a look at the best acquisition channels for B2B businesses and how to make the numbers work for your business.
Adwords is *the top* acquisition channel for B2B businesses.
Whatever it is that you do, your first priority should be to make Google Adwords work for you.The reason is that some people are searching for your product or service directly and they have a very high buying intent (we will get to an example soon).
Also, in order to maximize your conversions and minimize your costs, you can focus on specific locations where you can take the conversation offline.
Here is an example:
A construction company in SouthEast London should bid for the keyword “Construction company SE London” *and* they can bid for the highly competitive keyword “industrial construction company”, while targeting only people who live in SouthEast London, by radius and postcodes.
These are virtually guaranteed to increase your conversions and reduce your CPC.
For some nice little extra traffic and conversion, duplicate your successful campaigns to Bing.
Writing For Industry Publications
Any B2B company that is growing and wants to build a name for itself needs to write for leading industry publications.
There is both direct and indirect acquisition benefits with this process.
If you write consistently, some articles will end up ranking pretty high ending up bringing you referral traffic and leads for a long time for free.
This is the direct acquisition.
Indirectly, as you write and provide value to your readers they start seeing you around and end up trusting you more.
And everyone knows where trust leads to… More and better clients!
Next time when they are searching for whatever your company offers, your company will be the first to come to mind and they will send you an email to make them an offer before going to your competitors.
Not to mention the backlinks and the higher rankings you will start getting…
But, this tactic has a price… it needs great content from senior people in your company.
The ideal way to go about this is to have your content marketer interview those persons, write the article and then send it to the senior person for some final edits.
That’s the most efficient way I know and most people do it this way.