When you’re a B2C business, there are many ways in which your customers stumble across your product or service, and make a quick purchase decision. However, this journey is more complicated for B2B entities. There are numerous decision-makers involved, and the discoverability and the information-gathering process aren’t as seamless either. In short, the purchase decision is complex. In a survey by Gartner, 70% of B2B customers attested to this.
Given this unique predicament, finding new audiences constantly is crucial for any B2B business! It essentially refers to expanding or widening your audience set in order to cultivate more buyers. In a nutshell, once you create a primary audience database, don’t walk away from the table. As time passes, devise ways of adding to it. As you grow, so should your audience.
With this in mind, here’s how you can find new audiences online.
Target look-alike audiences
Audiences that look similar also behave similarly. Imagine two different audience segments. One is aged above 30 years, with an IT manager or a higher designation. The other is aged 40-45 years and has a designation of senior security manager or higher. People in both these positions are decision-makers for their companies, even though their departments differ. So, if you are offering cyber security services, for example, it only makes sense to target both to improve your chances of conversion.
Maintain your relevance
Another tip is to keep up with the changes in the market and adapt your business. This way you will continue to be relevant to a large set of people, even amidst a changing or fast-evolving landscape. Always invest in identifying what your audience prioritizes, and then build a marketing strategy that shows how you seamlessly fit within their belief system and provide a fix for their want or need.
For instance, if you specialize in providing support services to the healthcare industry, you now know that to attract new audiences, accuracy, speed and timely delivery or execution have to take precedence over all else. It is the only way you’ll stay relevant to your existing audience, and attract new customers in today’s climate.
Repurpose high-performing content
Identify existing content that has performed well in the past. Then, find a way to repurpose it. How is this helpful? Consider this: You have a blog that has garnered good traction. Now, you can convert it into a video, share it on a video-sharing platform, and reach new, fresh audiences. This is an easy, efficient, and cost-effective hack!
Scrap the formal tone
Many B2B companies stick to a rather formal tone in their content and include too many technical words. While this may seem like a sure way to show off your expertise, it also runs the risk of alienating prospective customers instantly.
So, instead, find a balance between a casual and formal tone. This way, you can create engaging and compelling content that a wider group of people will be interested in reading, while subtly showing off your expertise. When you combine this thought process with providing value to your readers, you’ll be able to reach new audiences more easily.
Build a backlink network
Building a backlink network is beneficial for many reasons, and improving discoverability amongst fresh audiences is one of them. When you’re able to build a strong backlink network via complementary sites that are related to your business, industry or the core benefit that you offer, more ‘right-fit’ prospective customers will begin to find your business.
The simple way to do this is to provide well-organized, valuable content and give link-building focused attention. Above all, be patient—this is a mid-to-long-term approach. While it may be tempting to force pages to backlink as soon as your content goes online—don’t, as this can result in penalties.
Lastly, finding new audiences should be a constant focus for any business. By frequently reviewing your strategy, you can ensure that you are reaching out to as many people as possible, and in turn maximizing your chances of success. If you’re still unsure of how to communicate to people, or market your business to attract more audiences, write to us. We have the best minds in digital marketing and lead generation who will come together to create a winning strategy for you. Contact us to learn more.