Out-of-Home (OOH) and Digital Out-of-Home (DOOH) advertising are often overlooked components in B2B marketing strategies, particularly in the face of digital platforms like LinkedIn. However, with the increased competition online and the evolving nature of B2B buyer behavior, OOH and DOOH are emerging as compelling alternatives for engaging potential leads at the top of the sales funnel.
The Role of LinkedIn in B2B Marketing
LinkedIn has long been regarded as the go-to platform for B2B marketers aiming to generate high-quality leads. Its ability to target specific professions, industries, and even job titles makes it incredibly effective for bottom-of-funnel activities, translating interest into conversions. According to research, 40% of B2B marketers consider LinkedIn the most efficient platform for lead generation. Despite its strengths, LinkedIn’s effectiveness is often limited to engaging prospects already towards the end of the buying cycle. However, generating awareness and interest within the larger pool of potential buyers requires a more diversified approach. Here is where LinkedIn tends to fall short, focusing so heavily on the bottom funnel that it overlooks the broader, and equally essential, top-of-funnel activities. Consequently, utilizing additional strategies to capture the early-stage interest can bridge this gap, directing more quality leads through to conversion.
Challenges in Digital Advertising for B2B
Modern digital advertising, despite its advancements, is fraught with challenges, especially within the B2B landscape. One of the primary concerns is market saturation. With countless businesses vying for the same attention online, standing out becomes increasingly difficult. Sophisticated B2B buyers now demand more personalized, value-driven content, making it harder to capture their interest through generic digital campaigns.
Data privacy concerns have also tightened the noose around traditional digital advertising methods. Stricter regulations mean that marketers need to find innovative ways to gather and use consumer data responsibly. Furthermore, ad fatigue is a growing issue—continuous exposure to online ads leads to diminished effectiveness and reduced engagement rates.
The 95-5 Rule and Its Implications
The concept of the 95-5 rule presented by the B2B Institute is a critical insight for marketers. It suggests that at any given time, a whopping 95% of potential buyers are not actively in the market for new products or services. Concentrating solely on the 5% who are ready to purchase means missing out on opportunities to engage and nurture the remaining 95%.
This insight underlines the necessity for continuous brand advertising to maintain mental availability. By consistently keeping your brand in the buyers’ minds, you ensure they’re more likely to consider you when the time to purchase arrives. The implication is clear: a robust B2B marketing strategy must incorporate top-of-funnel activities that drive long-term brand recognition and engagement.
The Importance of Mental Availability
Achieving mental availability in the B2B sector is crucial. Building a robust brand that people remember and associate with certain needs or values can drive a significant competitive advantage. This involves creating brand-relevant memories that potential buyers can recall effortlessly when faced with a purchase decision. Utilizing high-attention advertising channels like OOH can be particularly effective for this—its physical presence commands attention and offers tangible authenticity.
OOH advertising serves as a high-attention medium that can place your brand visibly and tangibly in the daily lives of your target audience. By occupying space in high-traffic areas like business districts or conferences, you ensure that your brand message is both seen and remembered.
The Need for Full-Funnel Marketing
Marketing strategies need to address the entire B2B sales cycle, which means integrating both top-of-funnel awareness tactics and bottom-of-funnel conversion efforts. By solely focusing on the funnel’s bottom, you might be undermining the effectiveness of your entire strategy. Full-funnel marketing ensures that your brand is not just known to those ready to commit but also to those who might be future clients.
Incorporating OOH advertising into your marketing mix enables you to capture the attention of potential leads early on. As they progress through the funnel, aided by continuous brand exposure through OOH, their familiarity and trust in your brand grow, making conversion more likely.
OOH as an Effective Top-Funnel Tool
Out-of-Home advertising excels at creating top-of-funnel awareness due to its non-intrusive, broad-reaching nature. Unlike digital ads that consumers can bypass or ignore, OOH’s physical presence means it is often unavoidable. This intrinsic visibility lends credibility to your brand, especially important in B2B markets where trust and reputation are paramount.
Targeted outreach through OOH can be remarkably precise. Ads can be strategically placed in business districts, near industry events, or within specific geographical areas where target decision-makers are most likely to see them. This location-specific relevance reinforces the message and helps in accurately reaching your intended audience.
Cost-Effectiveness and Accessibility of OOH
Contrary to some misconceptions, OOH can be a cost-effective way to achieve large-scale reach. While many assume that traditional media like OOH is prohibitively expensive, the reality is that it often provides an excellent return on investment. The tangible nature of OOH, combined with its ability to command attention, offers immense value, often at lower per-impression costs compared to digital ads.
Digital Out-of-Home (DOOH) advertising takes this a step further, providing flexibility and precision that traditional OOH can’t match. DOOH enables marketers to schedule ads dynamically and adjust messaging in real-time. This allows for hyper-targeted campaigns, reducing media wastage and ensuring that messages are relevant to the audience at any given moment. OOH and DOOH together provide a comprehensive approach to B2B marketing that can complement digital strategies effectively.
Overall, the integration of OOH and DOOH advertising into your B2B marketing strategy can bridge the gap left by digital platforms like LinkedIn. They excel in creating brand awareness and mental availability among potential buyers early in the sales cycle. Thus, companies that leverage these powerful tools can create a more robust and comprehensive marketing strategy capable of driving significant brand growth and conversion.
Conclusion
Out-of-Home (OOH) and Digital Out-of-Home (DOOH) advertising are frequently undervalued when it comes to B2B marketing strategies. While many marketers lean heavily on digital platforms such as LinkedIn to capture leads, there’s a growing acknowledgment that OOH and DOOH can play a crucial role, particularly in today’s competitive landscape. Online spaces are becoming increasingly crowded and costly, making it more challenging to stand out and reach your target audience effectively. Meanwhile, B2B buyer behavior is continuously evolving as decision-makers are exposed to a wider variety of media channels outside of their office environments.
OOH and DOOH offer a unique opportunity to engage potential clients when they are outside their usual digital realm, catching their attention in everyday settings such as during their commutes or at industry events. These advertising formats provide high visibility and can create a lasting impression, contributing significantly to brand awareness and recognition. Particularly at the top of the sales funnel, where initial engagement is critical, OOH and DOOH campaigns can effectively complement digital efforts. By integrating these advertising methods into your B2B strategy, you can diversify your touchpoints and increase the chance of capturing high-quality leads, thereby driving business growth in a competitive market.
