Strategic Digital Advertising Campaign Services for B2B & Industrial Clients
by
Mansfield Marketing
At Mansfield Sales & Marketing, we are proficient in managing Google and Bing Pay-Per-Click (PPC) advertising campaigns, but our expertise is not limited to search engines alone. We recognize that B2B and industrial advertising strategies are fundamentally different from those targeting consumers. Our advertising programs are crafted to go beyond the typical limits of search engine PPC, designed specifically to reach your prospects and inspire action.
The Right Campaign for the Right Goal: Advertising with FADA®
Effective advertising requires more than just launching a campaign; it demands a clear strategy where the goals are well-defined and the results are measured accurately. Not every ad is designed to generate an immediate sale. Using our proprietary FADA® Marketing Framework, we align your advertising campaigns with specific, strategic objectives to ensure success.
1. Foundation (Branding Campaigns) The primary goal of a branding campaign is to establish brand recognition and trust. These campaigns are not measured by direct sales but by their ability to define your business as the preferred provider and leading authority in your industry. Success is evaluated through metrics like reach, impressions, and growth in branded search queries over time.
2. Awareness Campaigns The objective here is to inform more decision-makers about the solutions you offer. We precisely target professional and organizational attributes to ensure your message reaches the right people. The success of an awareness campaign is measured by an increase in website traffic from target demographics, engagement rates, and the ability to penetrate new market segments.
3. Differentiation Campaigns These campaigns are designed to distinguish your business from competitors and perceived competitors. The strategy focuses on highlighting your unique value proposition, ensuring that when potential customers are ready to buy, they choose you. Success is measured by click-through rates (CTR) on ads that emphasize competitive advantages and conversion rates on landing pages that detail why your solution is superior.
4. Action (Direct Response Campaigns) This is the campaign type most people associate with PPC. The goal is to increase the probability that a qualified sales prospect will contact you and enter the sales pipeline. These ads use compelling calls-to-action to generate immediate and measurable results like phone calls, quote requests, or RFP submissions. Success is clearly measured by lead volume, cost-per-acquisition (CPA), and return on investment (ROI).
Executing Your Strategy: Choosing the Right Channels
Success depends on choosing the right type of campaign and deploying it on the right platform. While Google and Bing are powerful tools for capturing high-intent leads ("Action" campaigns), building "Awareness" and "Differentiation" among B2B buyers often requires a different approach.
Our team is LinkedIn Certified and adept at creating strategies that cut through the competition on professional networks. We carefully select the right combination of internet marketing and traditional media to achieve the unique branding, awareness, and sales goals of each client.
Measure What Matters for True Success
A successful advertising partnership begins with defining the right goals. A direct response campaign that doesn't generate leads is a failure, but an awareness campaign should not be judged by the same metric. We work with you to establish the correct Key Performance Indicators (KPIs) for each campaign, ensuring your investment is accountable and directly contributes to your business objectives.
Contact Mansfield today for a free evaluation to determine if we are the right fit for your business.
