Television advertising is still a key component to a successful marketing campaign. With a 70% likelihood of recouping an investment within three to six months, TV commercials as part of a marketing strategy continue to bring a positive ROI. For those companies marketing B2B, TV ads can be just as effective as those put out by B2C companies, provided you are using the right advertising strategy.
Here are a few tips for advertising your B2B company on TV.
1. Know your target audience and where they consume their television.
If your business’s focus is selling to other companies, you know that you need to attract the attention of the key decision makers within those companies. What are the basic demographics of your target audience, and how do they prefer to receive their TV content? Are they more tuned in to broadcast television, or is OTT more their style?
Create a buyer persona just as you would for a B2C business. In this case, you want to profile your clients in terms of the company demographics, who it targets, its geographical location, and, most importantly, identify who makes the buy.
2. Time slots are important.
Part of understanding your target audience involves knowing when they are most likely to consume your TV ads. Time slots that do not compete with the workday, like early morning hours or nightly programming, may give you desired reach. Media professionals have access to all the statistics on demographics related to which time slots are popular with which viewers. The success of your TV marketing plan depends on this insight.
3. Less is more.
TV ads are short. Coming in increments of 15 seconds, 30 seconds, or 60 seconds, there's not a lot of time to get a message across. Instead of trying to pack in too much content, keep your concept simple. Concentrate on clearly showing who you are as a company and what you provide. Write an explanatory script without being too wordy. You want potential clients to feel like they can trust you. Sensory overload will have the opposite effect of what you are going for.
4. Use targeted elements.
Use elements in your communication that target your B2B audience. For example, if you sell insurance to governmental agencies, your ads should speak to that audience and be directed toward viewers who fit that demographic. Then position those ads where that audience is most likely to see it.
5. Advertise during the news.
Forty-seven percent of news consumers prefer to watch rather than read the news. Viewers in professional/managerial positions who make purchasing decisions are included in the group most likely to watch television news at some point in the day. In addition to traditional commercials, place your brand on local news networks through sponsorship opportunities.
6. Use your ad on social media sites.
Once you have a completed ad, air it on TV and share it on social media sites. Learn which sites your target audience follows and integrate your marketing there. Many businesses have a Facebook page as part of their marketing efforts, so you want to be sure to engage with them and encourage them to reciprocate.
Be true to your brand and keep your message consistent across all platforms. Make sure your commercials are formatted to fit any size screen. You want your communication to reach decision-makers wherever they may be.
7. Consider working with professionals.
Marketing your business is a necessary expense for your company, but you want your ad to be effective. Media professionals and ad agencies specialize in producing and placing ads where they are most likely to be seen by your target audience. It pays to consider using their services so you can gain access to their marketing tools and expertise.
TV advertising for B2B companies can be very effective if you follow a few best practices. As long as you identify your target audience, understand their needs, and aim to give them your message where they’ll see it, you can be successful. Working with a trusted media partner can help you reach your goals.