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Questioning the “Why’s”: Your 3 Steps to Finding the Right Audience

To succeed in B2B marketing, you have to have an eye for success. What do I mean? You have to plan, create your mission and goals, and implement them. You need to think bigger but start small. You need to understand your audience. Then tailor your content to your audience.



  1. Create the right content for the right audience.

Understanding your audience is not always easy. Remember to dive into what you have to offer first then associate it with the needs of the right audience that you can reach. Like in building a house, everything starts with a foundation. So lay a foundation or a principle before you dwell into your right audience. Learn to ask the following questions:


2. What do your customers need the most?

Here, you find out the needs of your customers.


Who benefits the most from what you offer?

Who are the people who find value in what you offer?

What are the essential pain points you address?


Your audience has pains and there’s no other way than to figure out a solution to these pains. If you do that, you’ll make it. If you don’t then they’ll find someone else who can.


What makes you and your business unique?


What quality sets you apart from the rest? Ask yourself things like, who offers the lowest price? If you don’t have that unique feature, they’ll always settle for the cheapest price and you’ll forever settle for being the cheapest brand.



List down detailed Marketing Personas for your audience.


Knowing your offering when done makes you move to the next phase - to identify who your audiences are. The best way to do this is to list down the Marketing Personas. Marketing Personas offer a detailed sketch of a key aspect of your audience. It allows you to determine relevant and useful content for the right audience.

The first step is to determine what you offer first then list down personas to represent them. You give them a name and sort them based on location, position, and age. After this, you keep in mind their personas and connect your content based on the realizations you had out of these personas.

The thing is, marketing personas are never easy. You need a lot of hard work and following these tips.



Personalization is what makes things tick. You can be posting content and not talking to anybody. Break it down into simpler steps. Follow the rules:


Rule 1: Imagine and start detailing what your ideal customer looks like.

This will be your filtering stage. Dwell with demographics and other characteristics your ideal customers have. These answer who you are going to serve.


Rule 2: Learn to determine the “whys” of their ability to buy what you offer.

What are their struggles and challenges? What are the gaps you need to fill? What do they pay for and did it make them happy?


Rule 3. Identify what their buying process looks like.

Are they going to buy already or do you need to convince them? What makes them have doubts to choose your products over a competitor? Are you targeting rank-and-file employees or high-profile managers to buy your products?


Rule 4: Strategize how you can get yourself in front of them.

Getting your brand in front of them is to determining what social media applications they are using. Is it on Facebook or Instagram? What content are they interested in? Do they use desktops or computers or on-the-go laptops and cellphones? What answers are they searching for and where do they try to find these answers?


Research is key.

Make use of survey questionnaires or other research tools that lets you talk directly to your audience. You can also check the analytical tools of social media platforms which can help you plan your content.


Remember always that you are unique, so dwell on your unique and distinctive offering, draw out your marketing personas, and improve on your offerings. With that said, you’ll find what you’re looking for - the right audience. Then, you can now tailor your content every time and see successful results.



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