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How can you use native advertising to reach your B2B audience?

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Native advertising is a form of online marketing that blends in with the content and style of the platform where it appears. Unlike traditional ads that interrupt or distract the user, native ads aim to provide value and relevance to the audience. But how can you use native advertising to reach your B2B audience effectively? Here are some tips and best practices to help you create and execute a successful native advertising strategy.

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Kevin Hjorslev

Co-founder @ Profound North | 1 of 45 LinkedIn Certified Marketing Experts in the world | B2B | HubSpot | Dreamdata
Steve Hooper

AI Digital Business Automation Consultant | I Help Business Owners Work Smarter | 30+ yrs Digital Strategy Expertise |…

1 Define your goals and metrics

Before you start creating native ads, you need to have a clear idea of what you want to achieve and how you will measure your results. Do you want to increase brand awareness, generate leads, drive traffic, or boost conversions? Depending on your goals, you will need to choose different platforms, formats, and content types for your native ads. You will also need to define the key performance indicators (KPIs) that will help you track and optimize your campaigns.

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Steve Hooper

AI Digital Business Automation Consultant | I Help Business Owners Work Smarter | 30+ yrs Digital Strategy Expertise | Championing Customer Growth with AI
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Before diving into native ads, pinpoint your objectives. Aim for brand awareness, lead generation, traffic, or conversions. Your goals will guide platform and content choices. Determine KPIs like click-through rates, engagement, or conversion rates to measure success and fine-tune your approach for the best ROI.

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2 Choose the right platforms and formats

Native advertising can take many forms, such as sponsored posts, articles, videos, podcasts, infographics, or widgets. Each platform and format has its own advantages and limitations, so you need to do some research and testing to find out which ones work best for your B2B audience. For example, you might want to use LinkedIn or Medium for sponsored articles, YouTube or Spotify for sponsored videos or podcasts, or Quora or Reddit for sponsored Q&A or discussions.

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Steve Hooper

AI Digital Business Automation Consultant | I Help Business Owners Work Smarter | 30+ yrs Digital Strategy Expertise | Championing Customer Growth with AI
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Selecting the right platform and format is crucial for native advertising success. For B2B, LinkedIn and Medium are stellar for articles, while YouTube or Spotify excel for video or audio content. Test to see what resonates with your audience and adjust your strategy to maximise engagement and conversion.

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3 Create valuable and relevant content

The most important aspect of native advertising is the content. Your content should not only match the style and tone of the platform, but also provide value and relevance to your B2B audience. You need to understand their pain points, challenges, goals, and interests, and offer them solutions, insights, tips, or stories that can help them. Your content should not be overly promotional or salesy, but rather educational or entertaining. You should also include a clear and compelling call to action (CTA) that invites them to take the next step in your funnel.

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Steve Hooper

AI Digital Business Automation Consultant | I Help Business Owners Work Smarter | 30+ yrs Digital Strategy Expertise | Championing Customer Growth with AI
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For native ads, content is king. Ensure it aligns with your platform’s style while addressing your B2B audience's specific needs. Offer solutions and insights over sales pitches, and always conclude with a clear CTA that smoothly guides them through your funnel.

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4 Optimize and test your native ads

Once you have created your native ads, you need to optimize and test them to ensure they perform well. You should follow the best practices and guidelines of each platform, such as using high-quality images, catchy headlines, concise copy, and relevant keywords. You should also use analytics tools to monitor and analyze your native ads' performance, such as impressions, clicks, conversions, cost, and ROI. You should experiment with different variables, such as audiences, platforms, formats, content, and CTAs, and see what works best for your B2B audience.

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Steve Hooper

AI Digital Business Automation Consultant | I Help Business Owners Work Smarter | 30+ yrs Digital Strategy Expertise | Championing Customer Growth with AI
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Optimisation is key in native advertising. Employ platform-specific best practices, use analytics to track performance, and continuously test variations to hone your strategy for the best engagement and ROI with your B2B audience.

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5 Build trust and relationships with your B2B audience

The ultimate goal of native advertising is to build trust and relationships with your B2B audience. You want to position yourself as a credible and authoritative source of information, solutions, and value for them. You want to engage them in meaningful conversations, feedback, and interactions. You want to nurture them through your funnel and turn them into loyal customers and advocates. To achieve this, you need to be consistent, authentic, and transparent with your native advertising strategy. You need to respect your audience's preferences, privacy, and expectations, and deliver on your promises.

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Steve Hooper

AI Digital Business Automation Consultant | I Help Business Owners Work Smarter | 30+ yrs Digital Strategy Expertise | Championing Customer Growth with AI
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Native advertising in B2B isn't just about clicks—it's about cultivating trust and forging long-term relationships. Position your brand as an authority by delivering genuine value through your content. Engage in authentic conversations and honour your audience's preferences and privacy to transform them from listeners to loyal advocates. Consistency, authenticity, and transparency are your allies in developing a trustworthy native advertising approach.

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6 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?

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Kevin Hjorslev

Co-founder @ Profound North | 1 of 45 LinkedIn Certified Marketing Experts in the world | B2B | HubSpot | Dreamdata
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We currently see a quite significant shift in B2B marketing regarding how we're creating creatives and content. We're moving away from the traditional viewpoint that B2B marketing needs to be very formal and conservative, to do more of what we've seen B2C doing great for many years. People buy from people, first and foremost - so showing who's behind can be a very strong tactic. Also, considering how many people who are chasing to become thought leaders within their niche, being more native, also with ads, will help people recognize what the ad is showing and trying to solve. The association might already be there.

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How can you use native advertising to reach your B2B audience?

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3

4

5

6

1 Define your goals and metrics

2 Choose the right platforms and formats

3 Create valuable and relevant content

4 Optimize and test your native ads

5 Build trust and relationships with your B2B audience

6 Here’s what else to consider

B2B Marketing Strategy

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How can you use native advertising to reach your B2B audience?

1

2

3

4

5

6

1 Define your goals and metrics

2 Choose the right platforms and formats

3 Create valuable and relevant content

4 Optimize and test your native ads

5 Build trust and relationships with your B2B audience

6 Here’s what else to consider

B2B Marketing Strategy

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