What is targeting to improve the precision of B to B marketing? Introducing setting methods and usage media

When selling your products or services, “targeting” is used to determine what kind of consumers you want to buy.

It is of high importance not only in B to C, but also in B to B, and is a strategic element that should be clarified at the beginning of business activities.

Many companies may be wondering how to set their own targeting in order to grow their business efficiently.

In this article, we will analyze and explain targeting settings to improve marketing accuracy and the media you should mainly use.

Reference source:
How to set up targeting for BtoB companies? Introducing advertising media with high targeting accuracy

What is targeting?

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Targeting

,” which clearly defines the customer base to which a company sells its products and services, is an important marketing strategy that can be said to be the starting point for business activities. The key point is that advertising can be targeted to the consumers to whom products are sold, so it is possible to maximize effectiveness while keeping costs down.

In order to determine which targets a company should approach, it is first necessary to set up segmentation, which involves dividing the target into smaller sections based on items.

After that, targeting is the process of selecting the group to which the company wants to sell its products and services from among the finely divided customers.

Once a target has been determined, positioning is carried out by researching competitors’ products and considering strategies that will give the company an advantage over other companies.

By sequentially analyzing “STP analysis” consisting of the initials of segmentation → targeting → positioning (Segmentation / Targeting / Positioning), you can organize the company’s current location and environment and avoid unnecessary competition with other companies. It will be possible to clarify the optimal measures that an organization should take.

How to set targets that are effective for B to B companies

For strategic marketing activities to be successful, detailed targeting that improves the specificity of needs and the precision of measures is important.

The key is to organize and extract data from existing customer data, such as the company’s industry, size, location, person in charge of selecting products and services, and decision maker, which are directly related to the company’s profits. It is also important to create target personas based on this data.

B to B companies need to set up an “individual persona” for the person in charge of selecting products and services, and a “corporate persona” for the company selling them.

For the “person in charge,” clarify information such as department, position, age, personality, goals, and work-related concerns you want to solve.

In the “Company” setting, details such as the size of the organization, number of employees, sales, services handled, issues faced, etc. are set.

If created accurately, the target will be shared throughout the organization, making it easier to generate various ideas for predicting behavior.

Reference source:
How to set up targeting for BtoB companies? Introducing advertising media with high targeting accuracy

How to use targeting

If you set a detailed target audience, you can also use it to create your own content such as LPs and e-mail newsletters.

You can effectively appeal to high-potential customers by displaying advertisements on SNS, displaying advertisements linked to search terms, and displaying advertisements on owned media to customers who have a history of visiting the site.

Specifically, Google ads are highly accurate and strong in campaigns, Yahoo! ads are popular along with Google ads, Facebook and Instagram ads are attracting attention as lead acquisition methods, Twitter ads can be operated at low cost, and the number of customers who use them is The main medium is overwhelmingly LINE advertisements.

Reference source:
How to set up targeting for BtoB companies? Introducing advertising media with high targeting accuracy

summary

Narrowing down the target and taking a more effective and precise approach is a major measure that can be said to be essential in marketing activities. It is important to utilize the detailed personas you have created to promote and develop your company’s products and services.

Reference source:
How to set up targeting for BtoB companies? Introducing advertising media with high targeting accuracy