Paid, shared, earned, and owned media are like the parts of a well-working B2B marketing and PR machine. The mix may change based on the campaign, but using all four usually leads to success.
Still, many B2B marketers are hesitant to spend money on paid media. A report shows that to get good results, you need to invest a certain amount.
However, only half of the marketers are spending enough. Why is this happening?
1. The Law of Double Jeopardy
The ‘Law of Double Jeopardy,’ discovered by McPhee in 1963 and later expanded by Ehrenberg, says that bigger brands naturally get better returns and lower costs per action because of their size. This makes it harder for smaller brands to stand out, meaning they often have to spend more for visibility.
However, this challenge creates an opportunity for smaller brands: by focusing on very targeted strategies, they can reach their audience more effectively. And it all starts with investing in paid media. Here are five ways it could change your next campaign.
2. Reach relevant, new or niche audiences
For B2B marketers, relying only on organic methods can make it hard to reach the right audience. By investing in paid ads, you can directly target key decision-makers, boost traffic to your key pages, and increase revenue.
Paid ads also help grow your top-of-funnel activity, giving you an important advantage for business growth and supporting your B2B sales process.
3. Achieve multi-channel engagement
Paid media lets you run campaigns on email, social media, search, display, and more—all at the same time. Using multiple channels can significantly boost your campaign’s performance. Research shows that single-channel campaigns have a 5.4% engagement rate, while those using three or more channels can reach up to 18.96%.
Choosing the right mix of channels can be challenging. With changes in online behavior, people now expect smooth, multi-platform experiences. Our top tip? Align your channels with your business goals and keep a balanced approach.
Focusing only on lower-funnel tactics might give short-term success, but it can slow down long-term growth.
It’s essential to balance brand-building with performance marketing. Emotional ads support long-term growth, while rational messages work better for quick results. Combining both approaches in your strategy is key & paid media allows you to do that.
4. Track and measure ad effectiveness
One big benefit of paid media is the ability to track and measure how well your ads are performing. This helps you see which channels, audiences, and tactics work best.
With this data, you can optimise your campaigns by focusing on the channels your audience engages with the most. Plus, it gives you insights into which messages resonate, making it easier to improve future campaigns.
Tracking results has always been a key topic in paid media, especially now with concerns about cookie tracking and data accuracy. But here at TTT, we’re confident in our ability to measure ROI and the effectiveness of paid media—and you should be, too.
5. Boost conversions with retargeting
Buyers are much more likely to choose your brand when they see a second round of ads after showing initial interest.
Paid media makes this simple by letting you easily re-engage potential customers with personalised messages. With the 95-5 rule in mind—where only 5% of B2B buyers are ready to purchase at any time—it’s important to keep reminding users of your brand and work on building a lasting relationship.
6. Scale campaigns for maximum growth
Whether you’re looking to expand your reach, generate more leads, or adapt to changing market conditions, paid media offers the flexibility to adjust your budget and scale your campaigns as needed. This helps keep your campaigns in line with your business goals & the current market trends.
7. Unlock your paid media potential
In the B2B world, reaching the right audience at the right time is key. Paid media’s flexibility, accuracy, and measurable results allow businesses to maximise ROI and gain a competitive advantage.
If you’re still unsure about investing in paid media, it’s time to reconsider. The cost of missing out is too high.
Conclusion
In conclusion, investing in paid media is essential for B2B marketers looking to effectively reach their target audience and maximize ROI.
With its ability to track performance, adapt to market changes, and re-engage interested buyers, paid media offers a strategic advantage. By leveraging a mix of channels and tailored messaging, businesses can enhance engagement and build lasting relationships with their audience.
As the landscape evolves, embracing paid media is not just a choice but a necessity for long-term growth and success. Don’t miss out on the opportunities it presents—consider integrating paid media into your marketing strategy today.
Ready to start your paid media journey? Contact us today—we’re here to help you get started!
