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JSA’s Clients Leverage LinkedIn Ads, Google Ads and Retargeting for B2B Lead Generation in the Wake of COVID-19

With so many industry conferences cancelled and postponed amid the COVID-19 pandemic, many data centers and telecom companies are struggling with how to keep their sales funnels full with fresh leads – after all, how do you reach prospects who are working remotely from home? With an unprecedented surge in internet traffic and upwards of a 61% increase in social media engagement,  many are finding the answer to B2B lead generation in digital marketing, utilizing LinkedIn and Google platforms, including Google’s retargeting advertising abilities.

Digital Ad Opportunities Defined

JSA’s dedicated in-house digital marketing team works with clients to identify the best mix of digital marketing initiatives to best target our clients’ potential prospects – focusing on LinkedIn and Google for the best ROI.

LinkedIn Ads

LinkedIn is the top social media platform for professionals with over 690 million users around the world, including 2.8 million decision makers and 260,000 C-suite executives. Microsoft recently reported that Linkedin sessions are up 26% for the quarter. In March alone, LinkedIn saw a 55% increase in engagement between connections – clearly illustrating how so many professionals are turning to the platform during the coronavirus pandemic.

LinkedIn is unique amongst social media platforms, as it offers the opportunity to target specific companies, verticals, job titles, industries, and member skills via ad campaigns. Text, display, messaging, and video ads are excellent options to dive into LinkedIn ads – with many clients integrating LinkedIn Lead Gen Forms to their approach, which integrates seamless pre-filled forms for prospects to download an eBook or sign up for a webinar. 

“When we wanted to promote attendance of our annual OCP Global Summit, we looked to JSA for their digital marketing expertise, specifically with LinkedIn Lead Gen Ads, to target a key C-Level audience. Their efforts resulted in increased web traffic and 74 new leads within 20 days of the event.” – Dirk Van Slyke, Director of Marketing, Communications & Events, for  the Open Compute Project Foundation (OCP)

Google Ads

The #1 search engine offers a mix of display, text and video ads, in addition to retargeting ads, which follow a user to other websites after they leave yours. With such a surge in web traffic while so many work remotely, Google Ads rounds out a digital marketing strategy by placing ads in the right place at the right time while potential clients are viewing search results, websites and blogs. 

“At the beginning of the global pandemic, we quickly shifted to an all-virtual digital marketing strategy with JSA’s support. Our lead generation campaigns leverage both LinkedIn Ads and Google Ads with a variety of ad formats, including lead gen forms, videos, text ads and display ads. We have been very pleased with how JSA has applied their expertise to each of these campaigns to fine-tune our target keywords and messaging to maximize exposure to our target markets, resulting in a 123% increase in total visitor website traffic and 775% increase in leads over the past three months.” -Andy McNeill, Founder & CEO of American Meetings, a worldwide live and virtual meeting services organization, servicing over 60 countries

The time is now to integrate digital marketing into your multi-faceted marketing approach. Read our latest press release here to learn more about JSA’s digital marketing services and how clients are leveraging our dedicated in-house digital marketing team for lead generation.

 

Need immediate support to pivot your marketing strategy during the pandemic? Please reach out to our JSA team here to brainstorm.

 

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