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What Are The Best Digital Advertising Platforms For B2B Marketers?

September 6, 2023

Summary: On which digital platforms do your business clients spend their time? We share the best digital advertising platforms for B2B marketers.

Which digital advertising platforms are you using for B2B marketing? Are you frustrated because digital advertising is expensive, and you are not seeing results as quickly as you hoped? We know the business-to-business (B2B) buying journey is long as more people are involved in purchase decisions. Clients also want the products or services they buy to offer long-term solutions, a return on investment (ROI), efficiency, and expertise.

Because B2B is all about building a long-term relationship, companies want to know who they are doing business with and that the service provider is trustworthy. Are you sharing your brand personality on digital platforms while offering thought leadership and information highlighting your expertise? It might make all the difference while you continue to target your prospects at every stage of the purchasing journey.

Is it time to see how you can improve your current advertisements or try another digital advertising platform? We discuss the top three platforms for your B2B advertising and what B2B digital advertising might look like in the world of Web3.

Google

Since business is all about numbers, we start with Google. Recent statistics show Google holds 93.63% of the global search traffic share and 58% of the search advertising market share, while search advertising is projected to reach $279B USD in 2023.

Google may be the biggest digital advertising platform in size, but if your Google Ads results are not what you want, you should try the following:

  • Negative keywords: Ensure you use all the negative keywords relevant to your business, products, or services to prevent unqualified clicks from wasting your budget.
  • Customize landing pages: Never underestimate the importance of making sure your landing page matches your Google advertisement, even when advertising several products or services.
  • Remarketing: As the B2B sales cycle is long, use remarketing to subtly remind your potential customers that you are still interested in doing business with them and that your business has the offering they need.

LinkedIn

LinkedIn is the world’s largest professional network and is ideal for lead generation for B2B businesses. Are you harnessing the platform’s full potential for your B2B advertising? Your company page is the pipeline for leads to click through to your website, so the header image and first two sentences should engage the potential client by putting their needs at the forefront. Create a Showcase Page for every single brand, business unit, or company initiative, as it allows you to build a long-term relationship with a specific audience.

Grow your network (and leads!) by joining a LinkedIn Group in your niche and maintain a level of activity to show your commitment. Don’t forget to publish content on LinkedIn as an individual and business. Quality content will boost your inbound traffic and complement your LinkedIn Ads’ outbound strategy.

Facebook

Are you one of the 93% of small businesses that use Facebook as a marketing tool? Since 81.5% of all users access the platform via a mobile device only, your Facebook ad campaign must be optimized for mobile.

So what should you do?

Keep the copy short with the most important information in the first two lines of the ad text, and use vertical videos and images that can be expanded to full screen. Videos are a great way to immediately show potential B2B clients how your product, service, or business can fulfill a need, and the right call-to-action will generate leads. You can use a standard video for a sales piece or Facebook Live to connect with your existing B2B audience for a live product demonstration.

B2B Marketing on Web3

Web3 is an ever-evolving concept, but there are ways you can already use it for B2B marketing. Do you currently have a loyalty scheme? Establish your own cryptocurrency and use the ‘coin’ as a reward for loyal clients. Produce non-fungible tokens (NFTs) that give your target B2B audience access to support channels, webinars, videos, and more to create a strong sense of community.

Do you want to improve your digital advertising results? Are you interested in adding another platform to your advertising strategy? Wherever you are on your journey, a WSI Certified Digital Marketing Consultant is ready to help!

Reach out today, and we will work together to improve your ROI from digital advertising platforms.

About the Author

Rick spent 20 years in the insurance industry in finance, primarily developing reporting platforms for B & C stakeholders.   His ability to speak to consumers of data (managers and analysts) and translate their needs to programmers led him to start his own digital marketing agency in 2004 to develop data driven solutions for business owners. 

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