How To Connect With Your Target Audience When You’re B2B
Reaching your target audience is getting harder. The competition is fierce and noisy. As difficult as it’s becoming to reach your audience, it’s equally hard to resonate with them due to online congestion.
Your audience is definitely out there, and they’re looking for you. You may just have to work a tad bit harder at finding them than you would if you were B2C.
You’ll need a well-defined marketing plan in place to be seen and heard by your target audience. Read on to learn more.
How Well Do You Know Your Target Audience?
You may have a general idea of who your target audience is, especially if you have a niche product or service.
Before creating any content, you should have a deeper understanding of whom you’re directing your messaging. You want to connect dots from your audience to your product, and from your product to purchase.
In order to do this, you’ll first:
- Define what solution your product or service offers
- Know who your current audience/customer is to shape your customer persona
- Know what type of audience you want
- Who is your competition
- Why customers should come to you instead of the competition
After you’ve answered those questions, it should give you some more clarity on what direction to take your content. Your content is what you’ll use to reach your target market and audience.
To truly reach your target audience, every piece of content you publish needs to somehow resonate. Whether it’s a blog post, image, video, podcast, social post, or email form, your content must have a mission or purpose.
Content with a purpose will:
- Be valuable and useful to your audience
- Highlight your product
- Show and tell your audience how it will solve their primary issue
How do you do this? How do you make content your audience will connect with? By focusing on things they care about, and not just your product.
By deeply understanding who your audience is, you will be able to address their pain points and produce valuable, insightful information they can actually use.
To find out what they actually want:
- Survey your current audience.
- Use Google Analytics to gain insights into their searches and where they are coming from.
- Create character sheets that help you go deeper into the personality of your audienc.e
Knowing your audience is the key to choosing words and ideas that will resonate and compel.
To get directly to the source you want to land in your customers’ inbox. Email campaigns are one of the most effective and resourceful ways to lead your audience through the buyer’s journey.
You can set up email campaigns through platforms like MailChimp, Constant Contact, Hubspot, or any of many others available.
Linkedin (Social Media) Is Where It’s At
Your customers hang out on social media. B2B, however, is a different beast. Linkedin is where you’ll find and connect with company decision-makers.
To do that, you have to be present. Which means, producing content and interacting with other content producers’ posts. This could be through a reaction, a comment, or a share.
For your personal content, repurpose blog posts and turn them into a Linkedin post. There is an 1100 character count max. And, don’t forget to include relevant hashtags. Add emojis, they are big on Linkedin and can help make your content more appealing.
For more information on utilizing Linkedin, please read: How To Use Linkedin To Effectively Market Your Brand
There are other ways to connect with your target audience, like paid social and Google ads. We’ve presented you with organic content options, which are cost-effective and they work when done right.
B2B businesses can be as successful connecting with their audience as B2C, it just takes a little elbow grease.