Ways to Increase B2B Lead Generation with SEM

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If you're not familiar with search engine marketing (SEM), it is a technique of using paid advertising to promote your business on search engine results pages, also known as SERPs. SEM allows you to advertise in search results, increase your website traffic , attract potential customers and generate new sales. In fact, SEM contributed to 30% of lead generation in 2022.

As digital marketing continues its ever-evolving journey, reviewing Colombia Mobile Number List your current strategies is important to ensure relevant searches lead to your business content. Discover seven ways to increase B2B lead generation and have better advertising performance with SEM in today's marketing world.

1. Know your target audience
It may seem obvious, but B2B companies often develop advertisements for products and services without having a clear idea of ​​who they are targeting. Knowing and fully understanding your target audience is essential to developing accurate personas that serve as reference points for all your messages.

Creating effective buyer personas can be broken down into five steps:



Understand the sales cycle and all the people involved in the decision-making process.
Focus on 2-5 stakeholders who typically participate in the buyer's journey.
Determine the stakeholder groups: Finance, Technology, Executive, Project Management, etc.
Find an existing customer in each group who is willing to talk to you.
Research each group on LinkedIn or career sites to understand their key roles and responsibilities.
With well-developed personas that represent your target audience, you'll be able to create more accurate and compelling ads . As your products and services evolve, so should your people, so be sure to review them often to consider any adjustments or modernizations.
2. Observe your competition
If when searching for your ads you find yourself inundated with content from your competitors, you have a problem to solve: how can you differentiate yourself and get your ads to the top? Competitor research should help you discover some of your competitors' top strategies so you can find ways to use similar tactics or surpass them with your own.

You'll also find missed opportunities in your own marketing plan by looking at what your competitors are marketing to what is likely a similar set of potential customers, especially when it comes to their keywords and other SEM tactics. Make sure you are positioning your business competitively compared to similar companies.