Who should be the Audience? Who should be the Target?

“My target audience is a C-Suite executive” is a statement heard too often. In layman’s term a C-Suite used for chief executive. At times the statement may be true as the B2B market has evolved and it will continue to do so. The question is do you remember when was the last time a C-Suite executive called you to inquire about your product?

 

A C-SUITE EXECUTIVE should be your audience, not the target audience

By a popular research, the B2B audience is becoming younger. More than half all B2B researchers are Millennial, and they have grown in number quite rapidly. The answer is the target audience to be reached is none other than Millennials. Why do so? It is because they are the ones who learn about your product or service so they can sell it to the C-Suite executive for final sign off.

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According to a study, 89% of all users start their research on the Internet using non-branded, generic search terms, thus highlighting the importance of Search Engine Optimization. These search items could be generic and vary from questions about a topic or a product.

After finding a product, the user would look for detailed information about the product. Contacting the company would not be the option for the user regarding the query about the product, instead they would look for it everywhere else. Research shows the sale cycle of those involved in research happen before contacting a company. This highlights the consequence of not providing detailed description of your product or service. The content could be:

  • Product videos
  • How-to videos
  • Customer review videos
  • Data sheets
  • White papers
  • Webinars
  • How-to articles

 

WHO ARE MILLENNIALS?

Around the year 1980’s Millennials were born, the same year the first set of personal computers was released. With computers in the house, Millennials developed with digital media surrounding them.

As they entered the workforce, computers were a daily life use for emails and other basic requirements for clerical work. Social media began and progressed along with the generation, and business transparency became more established than ever before.
Millennials appreciate brands that are transparent, entertaining, and useful, and that share similar values or beliefs as them. Hence, if these values are met by your brand then you would be successful in drawing their attention. Millennials value brands that adapting new ways of learning.

 

SMART WAYS TO MARKET TO MILLENNIALS?

  1. Millennials grew up in the digital era. They are content creators who share their photos and thoughts daily via social media. Their views are a must listen by setting up Google or Talkwalker alerts for your product or brand name. Tools like Topsyor Fresh Web Explorer aid in monitoring the social media site tools.
  2. Never miss a chance to share or know their thoughts on Facebook. Same with Twitter, be there. Use your research to determine which social channels to follow. If they are not talking about your brand yet, test a few social platforms to strike up a conversation.
  3. Be creative. Because this way it might be useful and may solve problems for Millennials, marketing the feature is plain boring. Be creative and stand out from the crowd. Create videos, graphics, and additional resources to show how you can help Millennials be successful.

The aim is to target the millenials. It is only a matter of time before Millennials might take over your industry.

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