Lead Gen for B2B Print

Based on a recent study conducted by Signet Research, 52% of subscribers to B2B print magazines say their preferred format is print-only. Overall preference for the digital edition is 30%, while 4% said they preferred website-based content only. If you are a B2B marketer, consider using the following techniques when implementing your B2B print ad campaign:

Use product/service imagery: While image advertising is effective for brand awareness, product or service advertising works better for generating sales. Refrain from running an ad with vague, generic copy and an image of a mountain, waterfall, flower, etc. Run an ad specific to your industry.

Highlight your benefits: Emphasize your benefits in the ad headlines to capture a prospect’s attention and generate inquiries from more qualified leads.

Show and tell: Talk about what your product or service is intended for and how it can be used. When readers are able to match your product to their need, they are more likely to respond.

The power of testimonial ads: Testimonials are a power tool of B2B advertising because people are inclined to trust recommendations from their peers. Give the full name, title and company affiliation of the person being quoted or list a few well-known companies who are your existing clients.

Make your whereabouts known: If you plan on exhibiting at a trade show, make sure to put your booth number on the ad in the issue before the trade show and the issue distributed at the show. The ad should have a snipe that says something like “Visit us at booth #829. XYZ Expo, June 14-17.”

Frequency is key: Try advertising in every issue because your ad needs to be present when a prospect is looking for a solution to their problem. If your budget is smaller, consider decreasing ad size, but stay away from black & white ads that blend in with editorial.

Use a time-limited offer: Offer a discount or some other incentive to people who respond by a certain date. Make sure your incentive is product or service-specific and of interest only to those that you would consider qualified prospects.

Everyone likes to test-drive first: Offer demo or samples of the product. Also try offering examples of how other buyers solved their problems by using your product/service.

Contact Info: Make it easy for your prospect to get in touch with you. Include your 800-number, email address and website URL in each ad.

Tracking: To be able to track ads individually, use a unique 800-number and/or website URL for each ad. At the very least, when prospects call or email, ask them how they heard about you.

For a comprehensive media plan that will maximize your lead generation goals, contact Applegate Media Group today at 877.515.5557, or info@applegatemediagroup.com.