Welcome back, to conjecture
This week I want to follow on slightly from the last chat about content, today I am going to talk a little about targeting.
Why Targeting? For a start many business operate a campaign style approach to social media and on some channels that may be fine and may work for them, however if you want to operate a campaign surely you are better off just advertising and using a programmatic approach to purchase display advertising. This approach does not work for when we start to introduce high value content.
We also need to look at vanity metrics, which are still rife, do not obsess about the likes these do not always equate to pounds and pence. Instead focus on getting the content right and aimed at the correct person.
Targeting is not just about hitting your audience it is about getting the right message out to your audience and understanding that within B2B you will have different factors influencing a purchase decision.
If we look at sales software as an example, the head of sales, IT manager, MD and FD are likely to all be key stakeholders in this decision, but are they all looking at the purchase from the same perspective?
All too often it's easy to create one piece of content that tries to hit all decision makers, going back to last weeks show we need to strip this back and look at the individual challenges and who drives the decision.
Let's assume the sales team here are the key driver, if the software increases sales and productivity then the business wins, so our content needs to address the generic issues of sales teams. Pipeline management, productivity, following up, reporting, integration. If we hit the core issues engagement is likely to be higher and we are able to drive prospects into the sales funnel.
However this only works if the content is high value, many B2B businesses do need to build relationships to gain sales and through Social Media the only way to do this is to be continually engaging.
Targeting can go too far, and their are plenty early examples of businesses trying to become super personal. I guess for me the point here is really to avoid sending a generic sales message out, try breaking down who you are targeting into smaller chunks and look for common issues that you are then able to address.
Make sure you think about who you are trying to reach, and adjust your content accordingly.