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The digital marketing lead-gen funnel is pretty well established.
Awareness channels like display ads and paid social lead to organic social and website content, which in turn drive towards a lead magnet and email automation, before potential customers either click to contact a sales rep or are handed over to sales as warm leads. Post-purchase emails and loyalty promotions keep existing customers engaged.
This funnel is standard because it works for many, many B2B and B2C lead-based businesses.
But it all depends on being able to fill the top of the funnel through awareness channels, like Google display ads or paid ads on Instagram, YouTube, or LinkedIn.
What do you do if your audience isn’t using these channels?
For some B2B businesses, especially those whose customers are a little more niche, more traditional, or who don’t have a lot of free time, these standard channels might not be a good way to get in front of their audiences and capture their attention.
So, then what?
If you’re one of these businesses, here are some alternative approaches you can take to get in front of your target customers and create awareness for your brand:
1. Find their niche.
While channels like Instagram and LinkedIn are the bread-and-butter of lots of B2B brands, not everyone spends time on these channels. Some groups, like technical or academic audiences, prefer to engage and find information in more specific channels like Reddit, Discord, or industry forums.
Reddit's r/biotech subreddit has 175,000 members interested in biotechnology.
These sorts of channels often have highly specific subgroups of hyper-engaged users, making them a fantastic option for B2B brands to get in front of niche audiences. What’s more, because their platforms are smaller, they’re often more affordable advertising options, as well.
So, how do you find out what niche channels your audience is using?
You can start by talking to your existing customers. Ask them where they like to get information about work topics or who their favourite work-related thought leaders are.
You can also check out where your competitors are building a presence. Search for them online or check out the footer on their website to see what channels they link to to find out where they’re engaging with customers.
And finally, you can search online for keywords related to your product or service and see what sorts of posts, conversations, and platforms come up in the results. Are lots of people talking about your product category on Discord, or maybe complaining in a forum about a problem your service can solve?
Once you find the channels your audience is using, research them further to find out how they work and what sort of advertising options might be available to you.
2. Go offline.
Some audiences, like those in the agriculture and manufacturing sectors, don’t spend a lot of time online. Their job is in the shop or in the field, and scrolling or surfing the internet aren’t part of their routine.
So, how can you get your message in front of these audiences if they’re not online? Through real-life channels like trade shows and industry events, industry publications, radio, and SMS.
The World Ag Expo in California attracts over 100,000 people interested in agriculture every year. Photo credit - visitvisalia.com
Like niche online channels, many of these options are highly targeted with high engagement, offering focused options to get in front of your specific target audience. They likely require a little more hands-on effort, like attending a trade show or working directly with a publication to place ads or run sponsored content, but they allow you to get in front of your audience where they are and when they’re already thinking about topics relevant to your brand, which makes them more likely to engage.
A key element to think about with offline promotions is measurement. Unlike online channels, which offer easy analytics, you’ll need to think about what you’re asking your offline promotions to do for you, and how to track their success.
One tried-and-true approach is to use unique URLs, QR codes, or phone numbers for each offline channel. This way, you can track how many visits or calls came in from each offline channel in order to track their success.
3. Try direct outreach.
Like audiences who don’t spend a lot of time online, some other audiences simply might not spend a lot of time engaging with brands on social media or websites. When they don't spend their time scrolling, getting in front of your audience enough times to make an impact can be hard.
One way to get in front of these audiences is through direct outreach.
Typically thought of as a sales tactic, direct outreach can be integrated into your marketing funnel as a way of creating awareness of your offering and getting your audience to engage with further messaging.
Direct mail can be very effective for reaching audiences who spend less time online. Photo credit - botanicalpaperworks.com
Personalized phone calls, emails, or direct mail pieces can be used to introduce your brand and to drive your audience towards more information on your website or social channels. If you’re able to touch on a problem they have, and present a possible solution, this is a great way to break through the noise in their day-to-day and get them to follow up for more information.
Just make sure your audience can easily view your messaging in the next channel you send them to, since they’re likely to disengage if they have to do something complicated like set up an account or learn a new platform. A simple landing page is best for this kind of communication.
And, like offline channels, make sure to think about how you’ll track the success of your direct outreach, such as custom landing pages or by using a CRM to track and manage engagements with potential customers.
One final consideration for direct outreach is to make sure your communications are compliant with data privacy rules like CASL, CAN-SPAM, CCPA, and GDPR. The rules in each jurisdiction are different but typically include making sure the contact information you’ve used was publicly available and that you allow contacts the option to opt-out of your communications and/or remove their contact information from your list.
Wherever you get customer contact information from, whether you search for it online, use AI to find it for you, or buy a list for a particular audience group or industry, ensure that you’re respectful of your customers’ data and on-side with the rules.
How a fractional CMO can help
Have you tried the typical marketing channels, but you're having trouble finding your ideal customers? A fractional chief marketing officer like me can help.
I work with my clients to develop marketing strategies that align their marketing to their unique audience and business goals. From developing a brand strategy to position your company in a way that addresses your customers' needs, to marketing communications planning that designs marketing tactics based on their behaviours, to marketing management that ensures your marketing efforts get the results you want, I make sure your marketing supports the success of your organization.
I also provide planning and consulting services on a project basis to give you and your team clear direction for your marketing activities. Get in touch if you’d like to learn more!
Meet your audience where they are
While traditional digital marketing channels like social media and display ads are effective for many businesses, they might not reach every audience effectively. If your audience isn't in the usual places, exploring niche online communities, leveraging offline marketing methods, and utilizing direct outreach might be good ways to connect with them.
Understanding where your audience spends their time and how they prefer to consume information is the key to creating a successful marketing strategy.
