Effective lead generation strategy should always start with the research of your potential audiences. Then one needs to find out the best way to target them. If you have no idea who your target audience is, it’s hard to know where to find them, how to attract them, and finally how to approach them once they are on your page. That’s one of the basics of corporate digital marketing.
Target audiences for B2B differ in many characteristics. It can be their age, background, their interests, and needs. So obviously, it’s impossible to talk about universal tactics or strategies. That also means that there are no one-size-fits-all online marketing solutions, they should be chosen according to the type of your audience and goals.
It’s even hard to tell whether your message will be understood and well met by every person in your target audience. Although there are some factors that can help you to divide your potential b2b audiences into large groups. Understanding their differences can help you work out an effective approach and strategy.
How do B2B audiences differ from others?
First of all, B2B customers are less likely to demonstrate impulsive behavior when it comes to purchasing products and services. They tend to make larger purchases compared to B2C clients. B2B audiences are hardly going to buy a single $15 product in the middle of the night. They are much more thoughtful while making their purchases. And most of the time they make their own research before buying anything. A sales decision for B2B customers takes 22% more time than 5 years ago.
The other thing you should keep in mind while working with B2B audiences is that it’s not just the buyer who influences their purchasing decision. It’s not like buying a box of cereal when you should probably ask your children’s opinion. Or like purchasing a washing machine for your house when you probably would want to talk it over with your partner or landlord. Businesses usually have several levels of management. So the purchasing decision will most likely include opinion and expertise from CEOs, financial officers, and employees who are going to directly use your product or services.
In order for you to be able to effectively develop and implement your marketing strategies, you need to know what types of audience members are there for B2B. That’s why we are going to outline them and give a little description of those who are influencing the sales decision.
One of the main things to remember about users in B2B in comparison to B2C is that in B2B “user” very often includes a number of people. It can be a team or a few employees. So it’s fairer to say that B2B is working with “user groups”. Many of business-to-business products are addressing several needs of a company simultaneously. They have numerous features and are rarely designed to be used by one individual solely.
Usually, the users themselves or their managers will earlier than others sense and express a need for a brand new or improved solution. You need to understand what kinds of user groups will most likely be interested in your product, so you can build the strategy to draw their attention and make sure that they see your ads or know about you at all.
What should you include to appeal to users:
- product demonstrations;
- description of the relevant features and functions;
- case studies;
- reasoning behind why your product is exceptional;
As we mentioned earlier, B2B clients tend to do their own research before making the purchase. That’s where influencers come into play. To find out about influencers relevant for users, you can scan through the channels users choose. Do they prefer following them on Twitter, or maybe they find case studies that include the opinion of an influencer more reliable?
Influencers can be even inside their organization! Maybe there are teams or department that is already using your product, so they can share their experience with their colleagues, and maybe it will be employed in other departments as well. Or there is a well-established communication between companies, and through that other organizations can find out about the solutions you offer.
Here the importance of continuous interaction with your past leads becomes obvious. Your engaging and marketing efforts shouldn’t stop after a customer made their purchase. Lead nurturing is a very effective way to increase order value. Developing your leads at every stage not only increases the value of you and your product in the eyes of the customer but also creates positive influencers.
What you should keep in mind to appeal to influencers:
- including opinions from big players in the industry;
- expressing and demonstrating why your solution is different from others on the market;
- having other influencers’ trust;
This type of audience members is focused on financial aspects and their budget more than others. Often, appealing to the emotional factors and giving them reasons to love your solution works with users or influencers. Buyers are different. If they don’t clearly see the value of your product, then it will be easy for them turn down your offer. The other reason could be budgeting. So estimating the budget of the company and trying to make sure that it matches your price can be helpful. Also, you can try to research how big the company is to check whether the scope of your services suits them.
Another good idea would be to give them comparison to other solutions on the market. Pricing must be included so that it would be easier for users to show your offer to buyers inside their company.
What you should do to attract buyers:
- clearly state your products or services’ value, detailed scope of features, how it solves their problems, and why your solution is better than others on the market;
- make sure that your prices do not exceed their budget;
- comparison to other options on the market (including pricing);
It would be fair to say that decision-makers are the most important factor in deciding whether the company is going to purchase your services or products or not. You need to make a research to understand the structure of the company and who is responsible for decision-making. It can be CEOs, but in some cases, depending on the size of the organization, it could be managers or buyers who make the final decision.
What marketers can do in order to influence the decision-maker is, first, to understand how much power they have in the making of purchasing decisions. If the prices for your solutions are higher than average on the market, make sure that you clearly and persistently explain its value in your marketing. There is a high probability that a decision-maker has to go through a lot of options and decisions daily, so you have to make your materials simple and provide only the essential information necessary.
What they expect:
- clear value proposition;
- corresponding to their company’s goals;
- abundant information about the features of your solution;
This information, as well as insights from your own research will be extremely helpful on your way of creating buyer personas’ profiles. An accurate understanding of the types of your audience members is crucial for making your targeting and lead generation more effective and precise.
If you need professional assistance in building the visibility of your brand and online presence, you can always reach out to TOP.Studio. We stand out from other performance based marketing companies and agencies because of our quality service at affordable prices.