Solved: Transitioning Design Agency from Retail to B2B Tech

Hi there,

Thanks for getting in touch. Happy to give you some initial thoughts and guidance on how to approach this pivot. It sounds like you're in a spot a lot of agencies find themselves in. Shifting focus is never easy, but paid advertising can definitely play a part in landing those B2B tech clients.

We'll need to look at LinkedIn...

First things first, I'd say ditch any thoughts of using other platforms. LinkedIn is where you're going to find your B2B tech decision-makers. It is your best bet as it is the best option to target prospects. The targeting options are granular enough that you can laser focus on job titles, company sizes, industries – everything you need to reach the right people. Don't waste your time and money on other platforms that won't give you the same level of control. You need to know who you are talking to and avoid the wrong kind of traffic.

One of the biggest mistakes I see is agencies going too broad with their targeting. They might target "marketing managers" at "tech companies," but that's way too generic. Really think about who your ideal client is. What are their specific pain points? What are their titles? What size companies do they work for? The more specific you can be, the better your results will be. I recall working with a software company where we achieved a cost per lead of $22 by using LinkedIn's B2B targeting options to target the specific decision makers at the companies that would benefit most from their solution. So yeah, really get into the nitty gritty of your targeting.

Another thing you'll want to keep in mind is ad fatigue. LinkedIn users are constantly bombarded with ads, so you need to make sure yours stand out. Use compelling visuals, write catchy headlines, and make sure your copy speaks directly to your target audience's needs. Keep refreshing your creatives. One thing you can do is test different angles and headlines. We have a customer that ran multiple versions of their campaign until they landed on a winning formula.

I'd say you need a killer portfolio...

Right now, your portfolio is retail-focused. That's not going to cut it with B2B tech companies. They need to see that you understand their world, that you've worked with companies like theirs before, and that you can deliver results. So I'd say that you need to create some new case studies. I can't stress this enough, as these are your key selling point. I would focus on the following aspects for each case study:

• Project goals: What were the client's objectives? What were they hoping to achieve by working with you?
• Your approach: How did you go about solving their problem? What strategies and tactics did you use?
• The results: What were the outcomes of your work? How did you help the client achieve their goals?

I'm thinking that even if it means doing a project at a heavily discounted rate (or even free) for a tech company, it'll pay off in the long run. It’s true! Nothing sells like social proof. Put yourself in their shoes: Would you hire an agency with a portfolio full of retail clients if you were a B2B tech company? Probably not. But if you saw a case study showcasing how they helped a similar company increase leads by 200%, you'd be much more likely to consider them. This is something we're doing for our current HVAC client. It helps you build trust with potential clients and demonstrate your expertise. You could also use your case studies *specifically* in your ads. Run targeted ads to your ideal clients and use the case studies as your unique selling point. This is a powerful way to generate leads and build your brand reputation.

You probably should invest in custom landing pages...

Please, don't send them to your general website. It's a massive turnoff. Create specific landing pages for your tech clients, with testimonials, case studies, and pricing info relevant to them. This is where you can really sell your services and convince them that you're the right agency for the job. Don't just throw up a generic page with some basic information. Think about what your target audience wants to know, what their pain points are, and how you can solve them. Write compelling copy that speaks directly to their needs. Use high-quality visuals that showcase your work. And make sure your landing pages are mobile-friendly, as many people will be viewing them on their phones.

Here are a few things you might want to include on your landing pages:

• A headline that grabs their attention: Make it clear what you do and how you can help them.
• A brief overview of your services: Highlight the benefits of working with you.
• Case studies and testimonials: Show them that you've helped other companies like theirs achieve success.
• Pricing information: Be transparent about your rates.
• A call to action: Tell them what you want them to do next (e.g., "Request a free consultation").

And remember to track your results. Use analytics to see how your landing pages are performing. Are people converting? Are they spending time on the page? Are they clicking on your call to action? Use this information to optimise your landing pages and improve your results.

I've detailed my main recommendations for you below:

This is a lot to take in, I know. Sometimes it helps to have an expert eye look over things and guide you through the process. That's where we come in. We've helped lots of agencies like yours pivot and find success in new markets. We can help you develop a paid advertising strategy that's tailored to your specific needs and goals. And we can help you create high-converting landing pages and ads that will drive results.

We offer a free initial consultation where we can review your current strategy and give you some actionable advice. It's a chance for us to get to know each other and see if we're a good fit.

Regards, Team @ Lukas Holschuh