We have recently introduced a B2B advertising project. To put it simply, the service allows advertisers to display their ads on relevant (tourist) websites and pay for each unique click.



We have managed to connect several popular websites. However, the challenge lies in attracting advertisers, as without them, it becomes difficult to entice new websites, rendering our efforts useless...

To tackle this issue, we have employed various strategies such as placing contextual ads on Yandex.Direct, utilizing banners on multiple sites, and implementing SEO optimization and promotion. Additionally, I reached out to travel agencies, but the results were not significant.

Now, I am curious if there are any aspects that I might have overlooked. Are there any specific techniques or nuances to consider when promoting B2B projects? I kindly request individuals with experience to share their insights.

When it comes to promoting B2B advertising projects, there are several techniques and nuances that you can consider to attract advertisers. Here are a few additional strategies you may want to explore:

 -- Targeted Email Marketing: Build a robust email list of potential advertisers within the tourism industry and craft personalized email campaigns to reach out to them. Highlight the unique benefits and ROI they can achieve by advertising on your platform.

 -- Industry Events and Conferences: Attend relevant industry events and conferences to network with potential advertisers directly. This can provide valuable face-to-face interactions and opportunities for partnership discussions.

 -- Content Marketing: Create high-quality content that educates potential advertisers about the benefits of B2B advertising on relevant tourist websites. Use blog posts, case studies, and whitepapers to showcase successful advertising campaigns and demonstrate the value of your service.

 -- Influencer Partnerships: Collaborate with influential individuals or organizations within the tourism industry who can promote your B2B advertising service to their network. This can help increase brand awareness and credibility.

 -- Referral Programs: Implement a referral program that incentivizes existing advertisers to refer new advertisers to your platform. Rewards or discounts can be offered for successful referrals, encouraging existing customers to spread the word about your service.

 -- Social Media Advertising: Leverage social media platforms, such as LinkedIn and Twitter, to target and engage with potential advertisers directly. Create compelling ad campaigns that highlight the benefits and success stories of B2B advertising on your platform.

 -- Competitive Analysis: Conduct thorough research on your competitors to identify gaps in their offerings or areas where you can differentiate yourself. By understanding what sets your service apart, you can tailor your marketing messaging accordingly.

 -- Partnership with Complementary Businesses: Identify businesses that cater to the same audience as your B2B advertising platform but offer different services. Forge partnerships with these businesses to cross-promote each other's offerings. For example, you can collaborate with hotels or travel agencies to offer bundled advertising packages.

 -- Thought Leadership and Guest Blogging: Establish yourself or your company as a thought leader in the tourism industry by writing informative articles and guest blog posts on relevant websites. This can help build credibility and attract potential advertisers who are seeking industry expertise.

 -- Webinars and Workshops: Organize webinars or workshops on topics related to B2B advertising and invite industry professionals to participate. This can position your platform as an authority and provide opportunities to engage directly with potential advertisers.

 -- Testimonials and Case Studies: Gather testimonials and success stories from existing advertisers and showcase them on your website and marketing materials. Highlight the positive results and return on investment that advertisers have achieved through your platform.

 -- Offer Free Trials or Discounts: Consider offering free trials or discounted rates to attract new advertisers. This can help overcome any initial hesitations and allow potential customers to experience the value of your service firsthand.

 -- Remarketing Campaigns: Implement remarketing campaigns to target individuals who have shown interest in B2B advertising platforms but haven't converted yet. By displaying targeted ads to these prospects across different websites, you can increase brand visibility and encourage them to reconsider your offering.

 -- Attend Trade Shows and Exhibitions: Participate in trade shows and exhibitions specifically focused on the tourism industry. This will give you the opportunity to showcase your platform, network with potential advertisers, and stay updated on industry trends.

 -- Target Niche Market Segments: Identify specific niche market segments within the tourism industry and tailor your advertising messages to appeal to their unique needs and interests. This can help you differentiate yourself from competitors and attract advertisers looking for highly targeted advertising opportunities.

 -- Utilize Influencer Marketing: Collaborate with influential bloggers, vloggers, or social media influencers within the tourism industry to promote your B2B advertising platform. Their endorsement and reach can significantly increase brand visibility and attract potential advertisers.

 -- Offer Customized Advertising Packages: Provide advertisers with the flexibility to create customized advertising packages that align with their specific goals and budgets. Offering a range of options can make your platform more appealing and cater to the diverse needs of advertisers.

 -- Leverage Data and Analytics: Showcase the effectiveness of your advertising platform by sharing data and analytics on click-through rates, conversions, and return on investment. Demonstrating measurable results can help build trust and confidence among potential advertisers.

 -- Provide Exceptional Customer Support: Offer excellent customer support to existing advertisers and showcase this as a key differentiating factor. Positive word-of-mouth recommendations from satisfied customers can attract new advertisers to your platform.

 -- Collaborate with Industry Associations: Partner with tourism industry associations or organizations to gain access to their networks and promote your B2B advertising platform. This can lend credibility to your service and open doors to potential advertisers.

 -- Consider Refining Your Targeting: Review your targeting criteria to ensure you are reaching the right audience. Experiment with different targeting options such as geographic location, demographic characteristics, or specific interests to optimize your advertising platform's effectiveness.

 -- Host Webinars or Virtual Events: Organize webinars or virtual events specifically tailored for potential advertisers in the tourism industry. Use these platforms to educate them on the benefits of B2B advertising and showcase success stories from existing advertisers on your platform.

 -- Leverage Influencer Partnerships: Collaborate with popular travel influencers who have a significant following in the tourism industry. They can create sponsored content or promote your advertising platform to their audience, increasing brand exposure and attracting potential advertisers.

 -- Offer Free Resources or Tools: Provide valuable resources, such as e-books, industry reports, or marketing tools, that cater to the needs of potential advertisers. This positions your platform as a trusted source of information and establishes credibility.

 -- Optimize Your Website and Landing Pages: Make sure your website is user-friendly, visually appealing, and optimized for search engines. Create dedicated landing pages that highlight the benefits and features of your B2B advertising platform, making it easier for potential advertisers to understand and take action.

 -- Engage in Social Listening: Monitor social media platforms, forums, and online communities related to the tourism industry. Engage in conversations, answer questions, and provide helpful insights. This helps you build relationships, establish your expertise, and potentially attract advertisers through word-of-mouth recommendations.

 -- Network with Industry Professionals: Attend industry conferences, seminars, and networking events to connect with key decision-makers in the tourism industry. Establishing personal relationships can lead to fruitful partnerships and opportunities for collaboration.

 -- Generate Press Coverage: Pitch your B2B advertising platform to relevant media outlets and industry publications. Securing press coverage or being featured in articles can significantly increase your visibility and attract potential advertisers.

 -- Analyze Competitor Strategies: Evaluate the strategies employed by your competitors in the B2B advertising space. Identify gaps or areas where you can differentiate yourself and provide unique value to potential advertisers.

 -- Partner with Tourism Associations or Organizations: Collaborate with local or regional tourism associations, chambers of commerce, or other industry organizations. They can help promote your B2B advertising platform to their member base and provide valuable networking opportunities.

 -- Utilize Influencer Takeovers: Arrange for influencers in the tourism industry to take over your social media accounts or blog for a day. This can create excitement, generate engagement, and attract advertisers who want to reach the influencer's audience.

 -- Create Industry-Specific Content: Develop informative and engaging content that specifically targets the needs and interests of potential advertisers in the tourism industry. This could include case studies, best practices, or insights into advertising trends within the sector.

 -- Provide Targeted Demographic Data: Offer advertisers detailed demographic data about the audience on the websites where their ads will be displayed. This helps them make informed decisions and ensures their ads reach the right audience.

 -- Offer Flexible Pricing Options: Consider offering different pricing options to accommodate the budgets and preferences of potential advertisers. This could include pay-per-click, pay-per-impression, or fixed-rate packages based on their specific advertising goals.

 -- Engage in Online Forums and Communities: Participate in online forums or communities where tourism professionals and advertisers gather. Share your expertise, answer questions, and engage in discussions to build your reputation and generate awareness about your B2B advertising platform.

 -- Leverage Affiliate Marketing: Implement an affiliate marketing program where individuals or companies can earn a commission for referring advertisers to your platform. This incentivizes others to promote your service and expand your reach.

 -- Use Retargeting Campaigns: Implement retargeting campaigns to reach out to potential advertisers who have shown interest but haven't converted yet. By displaying targeted ads to them across various platforms, you can increase your chances of converting them into customers.

 -- Offer Customized Advertising Solutions: Work closely with potential advertisers to understand their unique needs and goals. Tailor your advertising solutions to meet their specific requirements, such as offering targeted ad placements or campaign customization options.

 -- Provide Data-driven Insights: Highlight the data-driven insights and analytics capabilities of your platform. Showcase how advertisers can gain valuable insights into their campaigns' performance, audience engagement, and ROI through your reporting and analytics features.

 -- Develop Case Studies: Create case studies that showcase successful advertising campaigns on your platform. Demonstrate the tangible results and benefits that advertisers have achieved by using your service. This social proof can be compelling for potential advertisers.

 -- Target Online Marketplaces: Explore partnerships with online marketplaces catering to the tourism sector. This allows you to tap into their existing customer base and promote your B2B advertising platform as an additional revenue stream for businesses already engaged in e-commerce activities.

 -- Collaborate with Influential Bloggers: Engage with influential travel bloggers or content creators who have a strong following in the tourism industry. Encourage them to feature your platform or write sponsored posts about the benefits of advertising through your service.

 -- Utilize Social Proof: Display testimonials, reviews, and ratings from satisfied advertisers on your website and marketing materials. Positive feedback from existing clients can help build trust and credibility among potential advertisers.

 -- Offer Special Promotions or Incentives: Run limited-time promotions or offer special incentives for new advertisers to join your platform. This could include discounted rates, free trial periods, or bonus ad impressions. These offers can help attract new advertisers and incentivize them to try your service.

 -- Engage in Content Partnerships: Collaborate with popular tourism websites, blogs, or online publications to publish guest articles or sponsored content. This allows you to reach their audience and position your platform as an industry leader.

Create a profile of the client and determine their current location. Surprisingly, they are currently offline. However, there are methods to connect them to the network, such as through exhibitions, seminars, and conferences. The more specific and focused these events are, the better the results can be achieved.

To begin with, I would develop a brochure (a white paper) that highlights all the advantages of utilizing a specialized PPC (pay-per-click) strategy. This would include comparisons of advertising campaigns, testimonials from internet advertising experts, successful case studies, and more. Additionally, I would plan out a schedule for releasing press releases to build hype around the platform. These announcements would cover the platform launch, the release of the brochure, collaborations with notable platforms, participation in relevant industry events, and any other significant updates.

Building on the press release activity, the next step would involve arranging interviews with online publications specializing in marketing and advertising. These interviews would focus on discussing the niche startup and its potential impact. Furthermore, I would explore the possibility of organizing a webinar exclusively for potential clients. This webinar would be tailored to a smaller audience of around 30-50 individuals, providing an in-depth explanation of the information summarized in the brochure. Of course, it would also include some additional exclusive perks.

By following this step-by-step process, the goal is to gradually attract the potential audience into the marketing funnel. It's important to approach this methodically, taking each step with care and ensuring that the target audience feels engaged and valued throughout the journey.

In conclusion, successfully transitioning the client from an offline position to an active participant in the online world requires thoughtful planning and execution. Through a combination of targeted events, informative materials, and interactive opportunities, we can effectively nurture and engage the client, ultimately converting them into a dedicated user or customer.

To quickly achieve results, focus on direct sales by reaching out to decision-makers directly. Utilize personal contacts, social networks, and profile sites to establish connections. Communicate with them through letters and phone calls. Additionally, attending offline meetings related to your niche can be beneficial. While sending personalized letters is recommended, the response rate typically ranges from 2% to 10%, depending on the content.

I suggest concentrating your efforts on a specific segment, such as providing travel assistance to a less popular country or specializing in paperwork assistance. Build a network of websites within this niche and reach out to all relevant agencies. Prepare separate comprehensive proposals for each agency, including concrete figures and data.

You're missing the boat on programmatic advertising-why aren't you using DSPs to target travel execs with precision? And reaching out to travel agencies?

That's low-hanging fruit with zero sizzle - most of 'em don't have the budget or vision for your platform. You're not even hyping up case studies or social proof to build FOMO among advertisers. Also, your banner ads are probably bleeding cash with no retargeting strategy - am I right? Step up your game, fam, or you'll be stuck in no-man's-land with no clicks and no cred.