As we start the 2021 media planning season, we recently finished what we refer to as “Media Week”. Typically done in-person, COVID-19 allowed us to flex our digital muscles and conduct 26 one-hour virtual meetings using various virtual platforms over the course of four days. In total representation, there were 33 different B2B media publishers that focused on our customers’ marketing priorities for 2021.
Quite a challenge, but it allowed us to glean important information about various B2B industries encompassing everything from Food & Beverage to MRO to machine designers to consulting/specifying engineers. In addition, we also discovered new opportunities for effective digital advertising as well as what emerging technologies are available to B2B advertisers. This year-over-year knowledge is what allows our team to develop custom, comprehensive B2B media plans and provide the right solutions to answer the challenges of our customers.
Research continues to show that print remains a foundational part of any B2B advertising campaign. However, as new technologies emerge and B2B buyers become more sophisticated in how they engage content, advertisers have a myriad of digital options at their disposal.
With seemingly unlimited digital options available, below are some of the more creative (think out-of-the-box) ideas on how to deliver your message to potential customers, along with a few staple digital offerings that typically realize high engagement numbers.
Sponsored Content
Working with specific trade outlets, promote your client within the media outlets’ channels. That can be done via articles on the website, social channels and newsletter placements.
In-Article Video Advertising
Working with specific trade outlets, this tactic provides an opportunity for your video ad to be placed within video article summaries on specific media outlet websites. To take it up a notch, make sure you work with the trade outlet to include your video within articles that would be relevant to your target markets.
Custom Blasts
Working with specific trade outlets or utilizing your own database, target your messaging to a specific audience or industry. Most trade outlets allow you to select specific job functions or titles, industries and even purchasing authority within specific product categories.
FAQs
Answer common questions about a particular topic, issue or trend and convey your industry expertise. You can promote this on your own social channels, or work with a trade outlet to promote the content.
Webchats
Answer common questions about a particular topic, issue or trend and convey your industry expertise. You can promote this on your own social channels, or work with a trade outlet to promote the content.
Quickchat Videos
Four to six minute editorially driven video interviews that help to deliver broader context to the issues being covered. You will want to work with a trade outlet on this, to both create the content (think third party credibility) and to increase exposure.
Geo-Targeting
Increase your exposure at large industry events or around potential customer locations. This tactics allows you to target specific geographic areas, which provides for very niched marketing efforts.
Infographics
Helpful for visual learners, this graphic translates data into graphically appealing insight. Similar to FAQs, you can promote this on your own social channels, or work with a trade outlet to promote the content.
Virtual Round Table
Assemble your team of topic experts and give users the opportunity to connect through a live streaming experience. Perfect for delivering industry know-how from a variety of perspectives and helping professionals understand the impact of industry trends. Ideally done with a trade outlet, to help with experts, technology and promotion.
If you want to know in greater detail what we gleaned and the latest and greatest digital advertising opportunities and technologies available, contact our Media Director, David Fahr.
