Understanding your digital audience is a difficult task because you’re not dealing with a group of people that have the same preferences, but rather a group of individuals with diverse backgrounds and needs. Still, building out the optimal target audience profile is critical to your digital success. The key is to identify similar trends of your primary B2B audience and incorporate these insights into your digital strategy.
The next step is to operationalize these insights so you can target key audiences and provide more tailored high converting experiences for prospects and customers. By precisely targeting your B2B audience, you bring in more prospects and get more engagement. Not only will these engagements raise conversion, but also raise your reputation as a thought leader while exposing you to similar customers in your target audience.
So let’s discuss some of the basics of how to target digital audiences:
B2B Audiences are mostly found online
It comes as no surprise that most of the B2B audiences are using the internet to find and research. In fact, 89% of B2B buyers use the internet during the B2B research process with 62% completing more than half of the process online. On average, buyers will conduct a search 12 times before they even engage with your site. This means that they would have seen 11 other sites before they visited yours, so it’s imperative to have a strong digital presence to reach and build a strong rapport with your audience that enables purchasing.
B2B audiences aren’t quick buyers
It takes a long time for B2B audiences to decide to make a purchase, and this number keeps growing. The process takes 22% longer than it was five years ago because the decision making process is highly complex, involving larger, more invested purchases. B2B audiences have a great deal of data to organize and condense, which means you have to remain visible throughout the process. On average, it takes eight touches before you can convert a lead, but some research suggests that you may need to go as high as 16 touches, providing in depth information, like white papers or application notes, throughout.
B2B companies often have buyer committees
Adding to the complexity of the decision making process are the multitude of people your product will be vetted through before a purchase is made. Each individual has their own interests and ideals, which may include the desire for a good deal, different performance requirements, or lower risks.
Simplicity and efficiency are king
B2B audiences have low tolerance for needless complexity when browsing your website. Based on the top B2B marketing statistics, 47% of users will leave when the website doesn’t have a clear message and 37% will leave due to poor website design. And when users click away, 88% of them will not come back. Your website must also perform well, because the slower your site loads, the higher the chance of users bouncing away. A delay of 400ms is enough for your search volume to drop by .44%. The opposite is also true. Increasing the performance of your site would increase your total revenue and page views. According to the same article, when a company reduced their site’s latency from 7 seconds to 2 seconds, their revenue increased by 7-12% and their pageviews rose 25%.
It Takes Multiple Touches to Convert
Surprisingly, 80% of buyers answer “no” four times before saying “yes'' and 89% of sales people have already given up by the fourth contact with prospects. B2B audiences take a longer time to make decisions and require multiple touches to convert. In fact, it’s only around the 9th contact that the prospect will be ready to buy and have a 90% chance of calling you. They might say “no” when they’re still contemplating their decision so make sure to at least follow up eight times before giving up on the deal.
Building relationships via digital
Building a personal relationship with your B2B audience is important because it develops trust and brand recognition. Most B2B suppliers have loyal customers, whether for maintenance or recurring purchases. Failing to add potential repeat customers is a huge loss, given that nurtured leads lead to purchases that are 47% larger.
B2B audiences are more cautious and demanding when purchasing products or services. They approach purchases desiring active participation, rather than being just passive recipients and require more nuance throughout.
Need help defining and growing your audience? Big Zeta has decades of experience helping B2B companies grow their audiences through optimized websites, strengthened digital presence, and enhanced customer engagement. Get in touch today!
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