B2B Marketing Channel Promotion——Baidu SEM

There are many types of B2B marketing, but online marketing is often the most cost-effective channel, especially for some small and medium-sized SaaS manufacturers, the conversion rate is often amazing.

Common B2B Marketing Advertising Channels

The previous article introduced advertising promotion in the 2B market. Here I summarize the content as above. In short, it is divided into advertising looking for people and people looking for advertising. In view of the particularity of the B2B industry and cost limitations, the marketing department often regards SEM as the first choice for corporate external promotion.

Baidu is the dominant player in the search engine field in China, and its own product line is relatively complete. In addition to conventional SEM, there are also brand starting lines, knowledge marketing, and DSP. As long as the information presented by Baidu, it can basically be handled by Baidu backend.

The following is Baidu’s most common brand starting line, SEM, and SEO display interface. Brand starting lines are often large companies that protect their own traffic and maintain brand procurement. The cost is determined by the brand's popularity and is often very high.

It has to be said that Baidu has exploited its own traffic commercially to the extreme, and there is almost no traffic that cannot be purchased, even the knowledge marketing Baidu Q&A.

Here we mainly focus on Baidu SEM, which is also the most commonly used promotion model for our B2B. Searchers actively search for information through Baidu, the needs are relatively clear, and the conversion MQL is often the highest.

The components of a Baidu SEM account include plans, units, keywords, creatives, and landing pages. The landing page is the front-end display of the website.

1. Set up the big framework plan. It is like building a building. The plan is equivalent to the framework of the floors, with different floors for accommodation, business, leisure and entertainment, etc., and different needs are set up to attract external investment. The same is true for account plan promotion. It needs to be based on the different promotional content of the company's website. This will basically be set according to product type and industry area. The plan setting is also the lowest standard for the health of the official website.

2. Similar units have different paths but the same destination. Different floors will also have different area settings and decoration styles, and the unit determines the expansion of keywords and the selection of landing pages.

3. High-quality keyword expansion. The number of effective and convertible keywords of an account usually does not exceed 100, but every SEMer will still expand the keywords to thousands or tens of thousands, with the aim of seizing the diverse search habits of netizens.

4. Creativity and front-end presentation. A good creative presentation should not only conform to the keyword reading habits, but also expand the size and area of ​​the creativity, thereby increasing the possibility of netizens clicking on it. You can make more use of Baidu Flash Investment for this.

5. The landing page is a different page of the official website. Each unit has the same landing page. As long as the unit keyword is used, it will jump to the unified landing page. Therefore, the unit settings cannot be ignored to avoid misidentification.

To promote the official website is to encourage customer clicks through creativity, and then capture customer interest within 5 seconds, thereby triggering consultation and registration. Otherwise, the website bounce rate will be very high, which not only wastes Baidu's budget, but also reduces the website's SEO weight.

The following is a mind map of each link of Baidu account promotion, for reference only.

Account building is not a one-off deal. Basically, if you don't check the backend for a week, Baidu will cause trouble for you. Keywords caused by various weird matching modes will consume a lot of the company's budget.

In my opinion, online promotion is the channel that best understands the customer journey for the marketing department. It can directly detect the influencing factors and conversion rates of different paths, and thus reversely infer the problems of each path and understand the competitive trends in the industry.

1. Baidu promotion has different plans for different purposes. Some plans are for brand exposure, and some are for lead acquisition. It depends on the company's marketing plan. If the display is not enough, you need to consider expanding keywords and increasing keyword bids.

2. If there are not enough clicks, you need to consider whether you need to optimize the creative. You can increase the creative ranking by raising the keyword bid, thereby increasing the possibility of clicks.

3. The problem of landing page bounce rate needs to be solved by optimizing the account’s keyword settings and website content, and optimizing the best landing page through continuous testing.

4. Finally, you need to optimize the account keywords through Baidu statistics search term report every day, reset the keyword matching degree, add negative keywords, increase or decrease keyword bids, add creative display forms, etc.

5. Set up website embedding points to detect the final conversion rate of different channels.

Finally, let’s make a summary:

1. Build it yourself or outsource the service? You can judge for yourself. My suggestion is to operate it in-house. Not only will you be more familiar with the company's marketing plan, but also, when outsourcing services, one person is often responsible for multiple accounts, making it difficult to focus on just one account.
2. Should I buy competitor keywords? It depends on whether you are a newcomer or a leader? In short, we need to let the industry know that there are more peers.
3. Internet promotion account rate? About 2%. The more vertical the SaaS, the smaller the order and the higher the conversion rate. Previously, the highest conversion rate was 10%.
4. Do a good job of rational data analysis, but don’t forget to use intuitive understanding.

Author: Little Mushroom

Source: M Shi Xiaopi Mushroom