Media Consumption - Anatomy of a Target Business

Interconnectivity is the name of the game when it comes to modern living.

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We’re mostly all firmly embedded within a digitised society and regularly exposed to social media and digital content.

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So, on that basis, why shouldn’t the media consumption of the businesses your organisation is targeting be a focus within your marketing strategy?

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In short, going digital is likely to play an important role in that killer marketing strategy for your target business.

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In fact, if you don’t have any kind of online presence at all, the harsh reality is that you’re probably losing out on business relationships and opportunities.

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And if that’s you, it might be tempting to rush in guns ablaze and establish a digital presence. Or, let’s say it as it is, to establish ‘any’ digital presence. 

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But hold your horses. While something may be better than nothing, really, it pays to think more carefully about how and where you focus your efforts. 

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Just like with other forms of marketing, the time and the place are important for reaching the target audience you want to get your product or service in front of.

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It’s not just a case of setting up twitter, whipping out content and hoping for the best.

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Here are some examples of digital marketing approaches you should consider (including some you will decide to rule out!): 

• Social media - Twitter, LinkedIn, Facebook, TikTok, Etsy, Pinterest.. The list goes on!
• Your website and the Search Engine Optimisation activity that might make it perform better
• Email marketing - sales emails, newsletters, following leads
• Content Marketing - will your company become a thought leader to raise its profile?
• Radio and Television marketing

And here are a few questions worth thinking about...

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• Are you optimising your marketing to send the right messages down the right channels?
• Are you considering what time of day or day of the week your target business is more receptive to digital media consumption?
• Are the individuals in the organisations you’re targeting more likely to read certain types of content?
• Are you pairing the right kind of marketing with your offering? For instance, it can make a great deal of sense to include video content when explaining how to use a particularly complex product.
• What is your budget? Where should you focus on to get the most ‘bang for your buck?’

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On top of this, when it comes to creating digital media content, quality over quantity still very much matters.

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You can be getting heaps of content to the right people via the right channels, but you still need to give them a reason to come back.

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And by this we don’t mean just ‘write more stuff’ (remember, most high-ranking executives won’t have the time to read a long email!), but rather be thoughtful in what you are producing and ensure it actually adds value for someone engaging with it. 

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Taking email marketing as an example, consider linking to some great (and relevant) bits of content in a concise email, rather than packing the email body full of words that don’t really need to be there.

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But as we have said, there is more to the story than just email marketing and social media...

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Increasingly, companies will go online to do their research before making a B2B purchase.

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Which means they’ll be looking at things like (you guessed it) your website.

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Don’t be scared – curiosity is a perfectly good thing!

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Given that around 74% of prospects viewing your website won’t have visited it before, however, you could be making a first impression. (1)

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And you want to tailor your messaging to the exact target businesses you have in mind.

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Statistics offered by the likes of Google Analytics can highlight what’s working and what’s not.

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Overall, the goal is to finetune your marketing strategy to deliver that top-notch first impression at the right time and in the right place.

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(1) https://tinyurl.com/3n2s2tcv