Case study: B2B advertising optimised for our client World Capital

The field of B2B advertising is an intricate challenge, often more complex than the B2C approach. Our experience with World Capital gave us a unique opportunity to explore this topic in depth.

The distinction between B2B and B2C in advertising

Entering the field of B2B advertising requires a change of mindset: it’s about understanding the needs of a company, which are very different from those of an individual consumer. When it comes to advertising for businesses, you need to keep in mind a target audience that makes decisions based on factors such as ROI, projections and long-term planning.

The distinctive features of B2B advertising for real estate

Digitalisation has also revolutionised the way real estate advertising is done. Now, more than ever, it’s essential to make the most of the opportunities offered by digital platforms. But while online advertising, including on social networks, is by now more than widespread for the B2C target, in the B2B sphere the situation is more complicated because of a more specific, demanding and, above all, limited target.
The challenge? Delivering campaigns aimed at renting offices or selling warehouses, seeking to attract the interest of medium and large companies.
Companies today are looking for quick and effective solutions. B2B real estate advertising must therefore be incisive and relevant, without losing sight of the sector’s specific needs.

The collaboration with World Capital

The relationship with World Capital’s communication department was essential to begin studying the target market for these campaigns. Together we identified the best products to capture our target’s attention. Once we had studied the market data at both local and national level, we built consistent communication across all channels. Nevertheless, only 2 platforms were selected for B2B advertising.

Google and LinkedIn: the pillars of B2B advertising

The world of real estate advertising is changing rapidly. Digitalisation has opened new doors, making it possible to reach increasingly specific targets, such as those interested in renting or buying commercial premises. But it’s important not to overlap with searches by small businesses and private individuals.
Although several platforms are available, Google Search and LinkedIn emerge as the go-to channels in business-to-business advertising. Both offer tools for precise targeting, ideal for an area such as corporate advertising.

Google: the search hub

Google is the main point of reference for many companies looking for solutions to their needs. This search engine, with its vast reach and ability to connect, has become an indispensable tool for those looking for services, products or business partners.
Optimising advertising campaigns on this platform, therefore, is not just a choice but a necessity. Making proper use of Google’s potential means reaching your target at the exact moment they are showing an interest or a need, making interactions more relevant and, consequently, campaign results more effective. Care in selecting and working on the right keywords, therefore, becomes essential to ensure you intercept the most relevant searches and turn them into concrete opportunities.

The importance of the right keyword

In this context, the careful selection of keywords proved crucial and essential to ensuring the success of the campaigns. Considering the particular needs of our client World Capital, a real estate agency specialising in the business-to-business sector, it was essential to refine our strategy. It was, in fact, a matter of addressing a specific and well-defined audience. World Capital deals with properties of considerable size and high value, and therefore its target is made up of companies with significant investment ambitions.
For this reason we had to take a meticulous approach: understanding the needs and expectations of such companies was at the heart of our strategy. We therefore identified and worked on keywords that reflected these needs, ensuring that every interaction was targeted and relevant to that particular market segment and that it didn’t lead us to waste budget.

YouTube for corporate advertising: a visual showcase for World Capital’s properties

The power of a video cannot be underestimated, especially when it comes to showing prestigious commercial properties in detail. World Capital made the most of this feature, using YouTube as its main platform to present illustrative videos of commercial properties both for sale and for rent.
These video contents, crafted down to the smallest detail, offer a complete overview of the spaces, allowing potential buyers or tenants to concretely imagine what it would be like to operate within these facilities. But the YouTube channel needed to grow by engaging the right audience. The videos produced became the cornerstone of video advertising campaigns on Google. This allowed World Capital to reach an even broader and more segmented audience, capturing the attention of interested companies and investors with appealing visual content directly relevant to their needs.

B2B advertising on LinkedIn, the network of the professional world

LinkedIn is not just a simple social network: it represents the hub of the professional world online. With a vast community of professionals, managers and decision-makers, figures crucial to companies, this platform has established itself as the perfect environment for presenting business proposals.
In this context, every post, ad or message is carefully designed to reach a select and attentive audience, making every marketing campaign on LinkedIn ads a golden opportunity to reach those who really matter.
For this reason it was decisive to first of all identify the right messages to convey to our target. But studying the data combined with the creativity of a nice phrase is not enough. In such a vertical case, it’s necessary to verify the effectiveness of the communication.

The art of optimisation: between testing and clear messages

In the world of advertising, especially when it comes to B2B, there is no magic formula that guarantees immediate success. On the contrary, it’s a journey made of dedication, analysis and continuous adjustments. To turn a simple campaign into an effective communication vehicle, it’s essential to adopt a holistic approach that takes into account every detail and nuance of the message.
This is the reason that led us down the path of continuously verifying the effectiveness of the messages we create.

A/B tests: the compass of our strategy

One of the most valuable tools in our toolbox is undoubtedly the A/B test. Through comparative tests, in which different versions of an ad or a message are evaluated, we had the chance to gauge our target’s reactions in real time. This dynamic approach allowed us to identify which content, images or calls-to-action generated the most positive responses.
With each test, we refined our strategy, ensuring that every post on LinkedIn was not only attractive but also perfectly in line with the expectations and needs of our target audience.

The synergy between strategy and platform in B2B advertising

Navigating the world of B2B advertising requires a combination of intuition, in-depth analysis and targeted strategic choices.
Our experience with World Capital has shown how effective B2B real estate advertising can meet and even exceed the objectives set. Through the use of platforms such as Google, LinkedIn and YouTube, and the creation of specific content, it’s possible to successfully penetrate the market, capturing the attention of the right companies.
ARvis.it is proud to have actively contributed to this success, demonstrating once again the importance of a reliable and competent partner in the world of B2B digital marketing.

On the subject of B2B, also read How B2B SEO grew Amilon’s revenue

Interested in a quote for a B2B advertising campaign? Contact us

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