B2B Inbound Marketing/Media Buying Approach

Developing a B2B media buying strategy requires a clear understanding of your target audience, their needs, where they can be found, and the type of content that will engage them. Here’s our media buying process:

Define Your Target Audience
Understanding your audience is the first step in any media buying strategy. Determine the specific industries, job roles, company sizes, and other demographic factors that define your potential buyers.

Select Suitable Channels
Based on your audience’s characteristics, we select the most effective media channels:

Trade Publications:
Trade publications are a valuable channel in B2B media buying because they offer highly targeted advertising opportunities. Readers of these publications are typically deeply involved in the industry, so they are likely to be interested in products or services related to their work. We identify the leading publications in your target industries and explore advertising options such as display ads, eBlasts, sponsored content, newsletter advertising.

Content Syndication:
Content syndication is a method of republishing your content on third-party websites. This strategy can help you reach a broader audience and generate more leads. We place your content on industry websites, blogs, or content portals that have a substantial and relevant audience.

Content Portals:
Content portals aggregate content from various sources, and are frequented by professionals looking for industry trends, insights, and solutions. Posting your content here can help you reach a wider audience. Examples include business news sites, industry-specific portals, or broader platforms like Medium.

LinkedIn:
LinkedIn is a powerful platform for B2B advertising due to its professional audience and robust targeting options. LinkedIn’s ad formats include Sponsored Content, Document ads (for content downloads, and lead gen formats. We utilize LinkedIn’s Lead Gen Forms for gathering leads directly within the platform.You can target audiences by job title, industry, company size, and more.

Other Social Media:
While LinkedIn is typically the go-to for B2B, we don’t ignore other social media platforms. Twitter, Facebook, and Instagram can all be effective depending on your audience and message. Sponsored posts, targeted ads, or even engaging organically through thought leadership content can be valuable strategies.

Targeted Display Networks
Display networks let you place your ads on a variety of news sites, blogs and other niche sites across the internet to reach more potential customers. With tools like Google’s Display Network or programmatic ad buying platforms, we can target your ads based on specific criteria such as the user’s browsing history, demographics, or interests.

Native Advertising
Native advertising involves creating ads that match the look, feel, and function of the media format in which they appear. They are often found in social media feeds, or as recommended content on a webpage. Native ads are less disruptive and provide a smoother user experience, which can lead to better engagement and conversion rates.

Online Directory Sponsorships
Online directories are a valuable resource for B2B companies. They provide a platform where businesses can list themselves with other similar businesses. By sponsoring these directories, you can increase your visibility among businesses that are actively looking for solutions.

YouTube
YouTube offers a variety of ad formats including in-stream ads, discovery ads, non-skippable ads, and bumper ads. With precise targeting options, you can reach the right audience based on demographics, interests, and even specific channels they subscribe to.

Implementing a B2B media buying strategy using these channels can help you reach your target audience more effectively, generate more leads, and ultimately, drive more sales. Remember, successful media buying isn’t a one-time event; it requires constant monitoring, testing, and optimization.

What makes NuSpark Founder Paul Mosenson an ideal partner?

A strong B2B media buyer like Paul possesses several key attributes that enables him to effectively strategize, negotiate, and execute media buys that drive results. Here are some of the essential qualities:

1. Strategic Thinking: A good media buyer like Paul needs to have a strategic mindset. They must understand the company’s business goals and align media buying efforts to achieve these objectives.

2. Analytical Skills: The ability to analyze data is crucial for a B2B media buyer. Paul understands and interprets data to optimize campaigns, measure their success, and provide insights for future planning.

3. Negotiation Skills: Media buying often involves negotiating contracts and prices with vendors or media platforms. Paul’s strong negotiation skills can help him secure favorable terms.

4. Attention to Detail: Media buying involves managing budgets, overseeing campaigns, and ensuring that ads are placed correctly. Paul’s attention to detail is crucial to avoid mistakes and ensure that campaigns run smoothly.

5. Adaptability: The media landscape is continuously evolving, so a good media buyer like Paul needs to be flexible and able to adapt to changes. This might involve exploring new media channels, adjusting strategies in response to data, or dealing with unexpected challenges.

6. Creativity:While media buying is often data-driven, creativity is also essential. This could involve finding innovative ways to reach the target audience, brainstorming unique ad placements, or thinking outside the box to solve problems.

These attributes collectively make Paul a strong B2B media buyer, who can drive a company’s marketing efforts forward, maximize ROI, and contribute to achieving business objectives.

B2B Media Plans Through the Years