If you’d like advice to help make the most of your social content, feel free to book a call with the PR team at GroupWhistle.
Shifting the sales cycle
with paid social
Get more from social media: 10 ways to boost your results
Are you worried that your company exists in an echo chamber on LinkedIn despite feverishly posting content? Here’s how to make a difference and achieve measurable business development results with an affordable paid social strategy.
Read our top ten tips and sign up for our free channel audit to see how your social strategy aligns with your business goals.
1
Success =
organic + paid
Don’t give up because your organic posts aren’t making the phones ring with new customer enquiries. A successful business development strategy using paid social relies on a sound foundation of organic content.
2
Prioritise brand
familiarity early
Awareness is key – if buyers don’t know who you are, they won’t add you to their shortlist. In a recent LinkedIn study, 81% of B2B buyers chose a supplier they already recognised. Using top-of-funnel tactics to reach your target audience early, before they’re ready to buy, will give you a serious edge.
3
Match messaging to each stage of the buyer journey
Selling products or services is rarely a quick win. It’s often a consultative sale with multiple decision-makers and a long lead time. Plan content around key stages in the buyer journey – awareness, consideration, decision – and deliver messaging that speaks directly to where your audience is right now. We can help you tailor ads by audience segments so you stay relevant throughout the sales cycle.
4
Use full-funnel campaigns to guide the next step
Once you have segmented prospects by their buying stage and created content that speaks to each stage of the funnel, it’s time to sequence your ads from attention-grabbing to value-focused and finally direct calls to act. This helps nurture engagement and push interest closer to decision.
5
Connect your CRM
from the start
Critical to tracking prospect evolution is an integrated CRM that allows you to shift from social ads to personalised email marketing at the appropriate point in the business development cycle. Ensure you have one in place from the start to maximise data.
If you’d like advice to help make the most of your social content, feel free to book a call with the PR team at GroupWhistle.
6
Utilise ad formats that work
At a recent LinkedIn B2Believe event, it was announced that video content dominates social media, driving 40% higher engagement on LinkedIn. Video is the strongest ad format in the awareness phase to capture attention and showcase product demos.
7
Optimise landing pages to convert, not just inform
Your landing pages need to do more than look good. They should reinforce the message from your ad, offer clear next steps and make it easy to take action. Use focused calls-to-action, and if your CRM supports it, build custom landing pages that speak directly to your audience simply and quickly.
8
Reconnect with warm prospects through retargeting
Not every visitor converts the first time but that doesn’t mean the opportunity is lost. Retargeting is a smart way to stay visible to those who’ve already shown interest, allowing you to stay visible and nudge prospects further along the buying journey.
9
Reduce friction with
native ad formats
Features like LinkedIn Lead Gen Forms, Meta Instant Forms and Conversation Ads are designed to keep prospects engaged without leaving the platform. They make it quick and easy for users to respond, which helps lower drop-off rates and improve conversion.
10
Analyse and audit performance often
Constantly review performance metrics to identify areas where your ads can drive faster results, and make real-time adjustments to keep campaigns agile. Be sure to use tools like Pixels and UTMs so you know what your audiences are – or are not – doing.
Talk to us
To discuss your communications requirements call us on +44 (0) 1865 600 495 or
With so much noise in the automotive technology sector, a considered paid social programme will allow your business to have its own clear signal, generating cut-through to deliver business gains that will be limited to just the general awareness from routine organic output. If your business would benefit from a free audit of its social channels and how they are performing, please book a call with our social team
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