Marketing business-to-business (B2B) products presents a distinct challenge in the digital world. When selling something like socks or toilet paper, the target audience is vast and easily accessible online. This holds true for many business-to-consumer (B2C) products, creating a sense of the audience being readily available.

However, B2B marketers often face difficulty finding their niche audience outside of industry-specific publications. Many targeting options on advertising platforms feel either too broad or misaligned with their goals.

So, does this mean B2B advertising is a lost cause? Should we simply give up?

Absolutely not!

The secret is that B2B users are just as active online as B2C consumers. The difference lies in the need for more strategic targeting.

Essentially, professionals making B2B decisions are still individuals with personal interests. They might enjoy cat videos or engage in political discussions on social media. The key is to connect with them effectively and differentiate from the B2C clutter.

Let’s explore some actionable strategies:

1. Target Users Throughout Their Buyer Journey

Search engine marketing remains crucial. While targeting keywords related to your product is essential, consider all stages of the buyer journey.

Think about the various phases businesses go through when seeking solutions. Use keywords to target these stages, not just the final, solution-oriented searches.

For instance, consider the problem of slow internet service. Here are various keyword types applicable to this issue:

• Problem-Focused: “slow internet speed,” “internet constantly disconnecting”
• Solution-Oriented: “best internet providers,” “switch internet service”
• Informational: “how to improve internet connection,” “steps to change internet providers”
• Feature-Based: “high-speed internet,” “fiber optic internet plans”
• Benefit-Driven: “reliable internet service,” “internet with minimal downtime”
• Comparative: “top internet providers comparison,” “best internet companies near me”

Translate these keyword types into the context of your B2B offerings. What challenges are your potential customers facing, and what solutions are they seeking?

Moreover, it’s crucial to remember that nearly 15% of all queries appear on Google every single day.

Therefore, think outside the box when choosing keywords and regularly analyze search query reports.

2. Leverage the Power of LinkedIn

When it comes to B2B prospecting, LinkedIn reigns supreme. However, its exceptional targeting comes at a cost – high cost-per-click (CPC).

To maximize your return on investment, I recommend get the most from your LinkedIn CPCs through a comprehensive cross-channel retargeting approach.

While Job Titles might seem like the go-to targeting option, they often have the highest CPCs on the platform. Instead, explore unique combinations of other targeting parameters to reach your desired audience at lower costs. Just remember that keep your audience size in mind and aligns with your campaign goals. Smaller audiences typically translate to higher CPCs.

Once you’ve implemented these campaigns and established a multi-channel retargeting strategy, we can move on to the next step.

3. Utilize Audience Insights Tools

Recently, I highlighted the importance of how to use these tools to better understand your audience in a Search Engine Journal article. This holds true for B2B as well.

These tools offer invaluable insights into the demographics and interests of your ideal customers. Analyze the remarketing audiences created from LinkedIn users who visited your website. This allows you to translate those audience characteristics into targeting options on other platforms.

Similarly, utilize Customer Upload features. Upload your customer list and examine the segments they belong to. This helps uncover new prospecting audiences and refine your targeting strategies.

4. Embrace Experimentation

No platform offers flawless targeting. Even on LinkedIn, targeting companies with over 100 employees might result in leads from smaller companies.

Therefore, avoid getting fixated on the literal definitions of targeting options.

While this might sound chaotic, hear me out. There will always be gaps in targeting capabilities, either due to limitations or the platform’s lack of awareness regarding specific needs.

This doesn’t mean abandoning all logic and targeting irrelevant audiences. However, in B2B marketing, being overly aggressive with exclusions from the start can be counterproductive. Start with your core targeting criteria, and then refine based on performance data.

5. Enhance Your Lookalike Audience Strategy

Lookalike audiences are a B2B marketer’s secret weapon. They combine aspects of the previous points, automating the process.

By uploading a “root” audience, you enable platforms like Google, Facebook, or even LinkedIn to analyze and create a “persona” of that group. The algorithms then identify other users with similar online behaviors, effectively finding users who “look like” your initial audience.

Consider your own honesty with social media platforms. Do you meticulously update your LinkedIn profile with all skills, experiences, and interests? What about Facebook or Google?

Probably not entirely.

Lookalikes offer a powerful way to reach beyond standard targeting options. They leverage algorithmic learning to uncover new potential customers.

Connecting with Your B2B Audience

While finding the right B2B audience can be challenging, they are online just like B2C consumers. B2B marketers need to be more strategic and persistent in their approach.

Start by capturing demand through search engine marketing, then expand into prospecting channels. Leverage tools like audience insights and lookalike audiences to refine your targeting and connect with the right customers. Happy targeting!