Instagram: The Most Engaging:-
It is safe to say by now that your audience is using the image-sharing app. Whether it is at work, home or the beach, over 1 billion people around the world are using Instagram. How is it relevant for B2B agencies, you might ask? Instagram is completely relevant for B2B agencies given that their largest engagement ratio comes from Instagram. Nearly 55% of Instagram users check their feeds multiple times a day, making the social channel the second most engaging platform after Facebook.
And, around 77% U.S. businesses are using Instagram for their advertising efforts all because it brings in higher interactions per follower.
Instagram ads CPC cost on an average around $0.70-$1.00. Same as Facebook, the cost differs for various demographic groups. As less men use Instagram, getting clicks from them is costly.
As for ROI, Instagram gives out a higher return on investment. Though the CPC for ad placement is costly, it has a high conversion rate of 1.08%, which is more than Twitter and Pinterest.
For B2B brands, the cost is higher as people are less likely to be on Instagram to buy software. But, if a brand is still looking to optimize their ad spend on Instagram, a good hack would be to use Facebook’s automatic placements option and Instagram campaign reports to see if it’s a good place for showing your ads.
The amount of time Instagram users spend on the app is staggering. This makes it one of the major channels for brand awareness and increasing website visits, and there is your ROI. An overwhelming 83% of users say they discovered new brand products and services through Instagram.
Pinterest: The Photo-only Channel:-
Around 82% of users say that Pinterest helps them decide what to buy, which is why major B2B companies like Salesforce and Marketo are using Pinterest for audience engagement.
Being a picture-only platform, the demand is for high-resolution and engaging picture-ad formats. Bring on those whitepapers, ebooks, and guides and turn them into entertaining and informative infographics. Infographics are a great resource for audience engagement; they're crisp, visual and informative.
The best way forward for B2B agencies is, of course, Pinterest ads. Promoted Pins and Carousels are the two types most commonly used for engagement. To optimize your spend, it is critical to be highly visual and engaging backed up by relevant keywords and hashtags.
What’s the expected ROI, you ask? Increased website traffic, brand awareness and building customer trust by showcasing expertise through infographics.
Quora: Answer to Earn:-
An unlikely source of advertising for B2B marketers. But with 200 million monthly visits, Quora keeps questioning. It’s a pretty good channel to start off by answering questions from your target audience.
Quora ads are only available on an auction basis, meaning there is a bidding system in place which requires advertisers to bid for the value for a click, while performance of the ad decides the cost of the click.
There are a few ways to optimize your Quora ad campaign:
Quora Pixel: Allows you to unlock Audience Targeting, track conversion and performance data.
Ad Set Level: Helps in topic targeting, monitoring weekly impressions, identifying the context of your ad including keywords, topics and questions and allowing separate ad sets as per desktop and mobile traffic, the cost for both differ. It also allows you to build location-specific ad sets and track performance by location, increasing your bids to win more ad positions.
The best thing about Quora is that your target audience is out there discussing their problems in the open and looking for answers. And it’s a good place to show off expertise by answering questions, which eventually builds trust.
On concluding thoughts, whatever your paid advertising strategy is, make sure you choose platforms that align with your brand's needs. And use these simple hacks to optimize your paid advertising spend.