Do you remember high school? I know, I try not to think about it, too. But, think back with me for a moment. Do you remember dealing with your locker? Lockers where great, except when they weren’t.
I remember many times being in a hurry to get to my next class and having the combination lock not cooperate. When it didn’t open the first time, my thought was “okay, I probably tried to do it too quickly and messed up a digit or two. I will be more careful and deliberate on my next attempt.”
The second time I tried, however, when it still didn’t open, something in my brain told me I needed to teach the locker a lesson (you have no right to thwart me!)… so I violently banged on it. Funny, that never seemed to persuade the combo lock to cooperate.
What’s my point? I need anger management classes? Well maybe, but that isn’t why I used that illustration. Here's my point…
Marketing your product or service to generate leads and sales can be viewed like a combination lock. If you only have some of the elements right, or if you have all the elements right—but not in the right order, the results can be very frustrating.
However, if the elements are on the mark and combined properly, it works like a charm!
The elements of a winning marketing combination look like this:
When you deliver…
… you dramatically increase the odds a lead will ultimately become a sale.
In this article, I want to focus on the final element of the equation – delivering your message to the right place.
Assuming you know exactly who your target audience is, where are some of the best places to deliver your message to them?
I would like to highlight what I believe are the three best places to find the perfect audience for a B2B marketing message.
LinkedIn is one of the premier fishing spots for B2B prospects. In the first quarter of 2018, LinkedIn had 562 million members in 200 countries. That is a pretty awesome fishing hole.
What makes LinkedIn so powerful for getting your message to the right people is its targeting capabilities in LinkedIn Advertising. Here are just a few of the segments you can home in on:
On LinkedIn, you can get your message in front of exactly the right people. Need to showcase your content to Chief Information Security Officers (CISO) who are in banks with 100 or fewer employees in North/South Carolina? No problem.
Added benefit: Finding the best message for your ideal prospect...
Since you have “the right people” targeted, you can also experiment with finding “the right message” that resonates best with them.
There are two messaging dimensions you can test.
Why expend the time and effort to create content you think will attract your prospect, only to discover later it is falling flat? Again, don't bother making guesses when you can know for sure!
This is a collection of over 2 million websites that reach approximately 90% of internet users worldwide. Although this platform is better for reaching B2C audiences, it can still be used effectively in the B2B context.
With this platform, there are two primary ways you can find and get your message in front of your ideal prospects:
This final platform is where your prospects go to find information, or a solution to solve a problem. Rather than going to find them, you let them find you using the right keywords.
There are two unique stages in the buyer's journey where you can attract the right searcher:
In both cases, you are attracting specific people who are interested in the topics and services with which your company has expertise.
There are other ways you can target your ideal prospect. It just requires you to step into your prospects' shoes and think about where you might hang out or go to dig up pertinent information for your job or business.
Your turn! Where have you found to be good places to reach your best prospects?
Patrick McDaniel is PMG’s Paid Search and Social Strategist. He likes figuring out how people work – in between facts and figures on organic search rankings, lead gen and engagement techniques, you’ll find hints of psychology and buying behavior in his writing. He loves helping readers understand how to reach and connect with their best prospects!
Tags: Paid Search & Social