Landing Pages, Social Ads, And B2B Buyers

Landing pages should match channels • Broad targeting for social ads • B2B buyers need a story to tell their boss • People buy certainty

Hi everyone,

Eight months have passed since the first and last time I wrote an issue of my newsletter (saaslessons.com) and, as it’s typical of this time of the year, I’ve decided that I want to do better and publish more frequently.

In order to do that, I’ll write shorter posts in bullet point format. The content will stay the same: I’ll share my key lessons learned from working on all the marketing and growth initiatives that we have going on at Nira. This is my first attempt with the new format:

Lesson #1: Landing Pages Should Match Channels

The experience a visitor has on a landing page should match the experience they were having on the channel they came from. If a visitor is coming from TikTok or Instagram, try providing them with more engaging content than standard text and images. Quizzes (see an example here) and videos can do really well.

Lesson #2: Broad Targeting For Social Ads

To bring down the cost per click when running ads on socials, try moving away from demographic or interest-based targeting and test broad targeting instead. Call out the audience the ad is for in the first lines of your copy (or the first seconds of your video) to filter out those who are not a fit (e.g. are you a Google Workspace administrator?).

Lesson #3: B2B Buyers Need A Story To Tell Their Boss

Seth Godin said: "In B2B, buyers are humans like you but they're not spending their money, they're spending someone else's money. So, what they need is a story they can tell their boss". This is golden advice and applies to getting introduced to potential customers too. When you're asking a friend for an introduction to a potential customer, you need to give them a story to tell. That story needs to be so compelling that it could be used to convince a decision-maker to have a meeting with you. If the story you tell is compelling, you'll get meetings. Otherwise, you most likely won't.

Lesson #4: People Buy Certainty

One of the most common reasons people buy stuff is to remove uncertainty in their lives. It happens in B2C and in B2B too. Some people buy online courses (screenshot below from Springboard) because having some level of structure makes it more likely that they learn a new skill. Or, in other words, it reduces the risk that they fail. It definitely happens in our industry too. Companies buy Nira (nira.com) because we give them an access control solution that helps them reduce the risk of unauthorized access to their documents.