In the fast-paced realm of B2B marketing, the allure of paid media campaigns can be enticing. However, before plunging headfirst into PPC and other paid advertising avenues, brands must ensure they have a solid foundation in place. Here are six key areas that should be addressed before ramping up B2B paid media investment:

CRM Setup

The cornerstone of any successful marketing campaign is accurate data tracking and lead management. Without a well-configured CRM system, tracking campaign performance and understanding lead progression becomes challenging. It’s essential to set up the CRM to capture crucial information such as campaign source, medium, and lead scoring to effectively measure ROI and optimise marketing efforts. Having the correct CRM set-up is crucial as this can greatly impact the ability of an SEO agency in Essex or your chosen agency/ in-house team to report accurately on key metrics. This could then hinder your ability to correctly calculate ROI and therefore impact the success of your campaign

Lead Follow-up Strategies

Generating leads is just the first step; the real value lies in nurturing those leads through the sales funnel. Having a well-defined lead follow-up strategy in place ensures that no lead falls through the cracks. Prompt and personalised responses to inquiries can significantly impact conversion rates and ultimately drive revenue.

Mobile Website UX

With the proliferation of mobile devices, optimising the user experience for mobile visitors is paramount. A seamless mobile experience not only improves conversion rates but also enhances the effectiveness of paid media campaigns. Brands must ensure that their mobile landing pages are user-friendly and provide clear calls to action to maximise campaign performance. Whether you are using a web design agency to help you with your website or you are utilising a skilled in-house team, making sure your user experience is the best it can be is crucial as this will have a significant impact on conversions.

Ad-to-Landing Page Alignment

Consistency is key when it comes to guiding users through the conversion process. Aligning ad messaging with landing page content and CTAs ensures a cohesive user experience and reduces bounce rates. Moreover, matching keyword intent with landing page content enhances relevance and increases the likelihood of conversion.

Audience Understanding

Successful marketing hinges on a deep understanding of the target audience. Brands must identify their ideal customers, understand their pain points, and tailor messaging accordingly. Building awareness among potential customers and addressing their needs at each stage of the buyer’s journey is crucial for effective targeting and engagement.

Performance Expectations

Rome wasn’t built in a day, and neither are successful marketing campaigns. Setting realistic performance expectations and allowing sufficient time for optimisation is vital for long-term success. B2B marketing often entails a longer sales cycle, so patience is key. By understanding the nuances of the B2B landscape and setting realistic timelines, brands can avoid disappointment and achieve sustainable growth.

Before allocating resources to B2B paid media campaigns, it’s essential to lay a solid foundation. By addressing key areas such as CRM setup, lead follow-up strategies, mobile website UX, ad-to-landing page alignment, audience understanding, and performance expectations, brands can maximise the ROI of their paid media investments. Investing time and effort into these foundational elements will pay dividends in the form of improved campaign performance and long-term success.

For more information on how you can better your digital marketing strategy, get in touch with our experienced SEO Agency in Essex.