Should I create a landing page or is the website enough?

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SEM campaign for B2B companies, everything you need to take into account
Plan your SEM campaign
Before launching ads just for the sake of it, it is clear that you will need to take a number of elements into account in order to achieve the expected results.



To do this, the first step of all is to establish some objectives , that is, what you expect or want to achieve with said campaign:

Increase sales
Capture new leads
Get collaborations
…


Depending on what interests you, the campaign should be focused in one way or another. For this reason, at Ipanema , as SEM specialists, we recommend that in the first part of the planning you ask yourself a series of questions. Let's look at them below.



1. What do I want to offer?
The product you offer in the ad is essential . You can advertise a specific service, a new product or even your brand in general. Choose your offer carefully since the entire campaign will be based on it.



For the B2B sector, we recommend that you start with a generic campaign around your brand to position it and once it is in the consumer's mind, you can carry out another campaign focused more on a specific product or service.



2. What keywords do I want to rank for?
Keywords are essential for your company's positioning . For example, if your company revolves around ERP, it is obvious that the words “ERP” and “management software” should appear, since that is what you offer.



Analyzing your competition is a good way to see what keywords they are using and which ones you might be interested in using as well.



3. Who am I addressing?
Having a clear idea of ​​your target audience is essential to creating a good message . You will not speak to a supplier in the same way as you would to an end customer. It is important that you have a clear idea of ​​your Buyer Persona and that the advertisement is designed exclusively for them.



For example, it understands what problems and needs you have in order to offer you exactly what can help you solve them.


4. What message do I want to give?
This question is somewhat related to your objectives and what you intend to achieve with this campaign. How do you want your clients to see you? What image do you want them to have of you and your brand?... The message is very important to make clear who you are and what you do .



But remember, SEM campaigns have a limited number of words , so you will need to be very concise and direct .



We recommend that you write a description of your product, service or korea telegram mobile phone number list brand of no more than two lines.



5. Type of Call To Action ?
Calls to Action are essential for a user to click on the ad . At the end of the message you can add “Contact us!”, “Visit us!”, “Let’s talk?”, in this way you encourage your potential clients to click on the ad.



6. Where will the ad link?
It is important that you choose carefully where you want the ad to take users ; to the home page of your website, to the services section, to who we are, or to a landing page with a form to obtain their data.



You see that the options are endless, so we recommend that if it is a generic campaign about the brand, you first link that ad to the website's home page . However, if it is a specific campaign, it is better for the link to direct to a specific part of your website or landing page .