What channels should you bet on if you want to get leads while working in a narrow B2B niche? How to maximize the efficiency of using VK Ads? Should B2B invest in promotion using TG Ads?
Natalia Dereshchina, a paid advertising specialist at the Traffic Completo unit , shares her experience and insights .
Why Targeted Advertising Isn’t the Most Popular Tool for B2B
The B2B audience is more narrowly focused payroll directors email lists and difficult to define compared to the B2C audience, and experience shows that it is not easy for manufacturers to attract new B2B clients.
Therefore, in the context of B2B promotion using why data scientists are falling in love with julia targeted advertising, several difficulties usually arise:
- the targeting audience is colder than, for example, contextual advertising, which interacts with more or less formed demand. In this broad mass of potential clients, it is more difficult to identify B2B-TA ;
- due to the lower interest of the audience in targeted advertising, in order to “warm it up”, it is necessary to use other relevant marketing channels ;
- high cost per lead and low conversion . To positively influence this, it is worth preparing offers relevant to the interests and needs of the target audience at each stage of the sales funnel.
Ineffective B2B promotion channels in the Russian Federation
As practice shows, in the current realities, B2B companies aimed at attracting new clients from Russia should not focus on targeted promotion executive list in prohibited social networks, as well as on platforms that have limited access to their functionality (Twitter Ads, LinkedIn Ads, TikTok Ads).
Advertising on such platforms can be effective for, for example, developers whose target audience is scattered in neighboring countries, but working with these promotion channels, in addition to a competent strategy, also requires deep knowledge of their specifics.
Much more interesting are those platforms and channels that are still available to advertisers from the Russian Federation.
VK and TG Ads as platforms with high potential: advantages and features
According to the rating of AKAR and ROCIT , VKontakte is the most promising social network in the Russian Federation. Telegram has firmly established itself in second place.
VK Ads: Why B2B Should Use It
In my experience, VK Ads is an effective tool for B2B companies due to the following advantages :
- the ability to “catch up” with the target audience in the social network itself and on the VK ecosystem platforms, thus influencing different segments of the target audience at the upper levels of the sales funnel;
- affordable prices for advertising placement and a fairly low entry threshold for advertising budgets. However, it is worth considering that it is necessary to correctly calculate the media plan based on your business goals. Moreover, placing targeted advertising on VK can help representatives of some B2B niches reduce the overall cost of attracting a lead;
- availability of a pool of various advertising formats: banners, videos, clips, products, lead forms. You can advertise services, products, show your expertise to an audience that perceives content visually, and collect applications immediately using lead forms.