Seven Ways To Segment Your B2B Live Stream Audience
Determining the right target audience is crucial for B2B content marketing, especially when using live. The right live stream audience can make the difference between having a positive or negative ROI on a live event into which you put tons of resources. Ensure you’re streaming to the right people by making sure these strategies line up with the goals of your live event.
Here’s a quick guide to segmenting your B2B audience before going live:
If you’re live streaming a product launch for a SaaS product or a B2B service, you probably already know what your dream accounts are. Target those companies specifically and increase your chances of pushing them further down the funnel through promotion and account-based distribution. Before your event, try to raise awareness and drive demand for your event through social media. LinkedIn, in particular, will be useful for getting your event in front of people from your target accounts. During your event, you can also make sure that people from your target accounts, or similar accounts, by serving your content to their employees all over the web. You can try to reach them on Facebook and Twitter by tagging them or get your live video in front of them on publisher sites across the web through a distribution service with Account Based Distribution capabilities.
It’s great to have target accounts that can guide your content strategy, but targeting specific accounts can be limiting when it comes to major exposure campaigns. Expand your audience and find new “dream accounts” by targeting based on industry. With LinkedIn, industry targeting and account-based targeting have historically been mutually exclusive, so you’ll need to approach promotion with a clear set of priorities. However, you can deliver your live content directly to both groups through a distribution tool during your event.
It’s important to have specific accounts in mind when marketing your B2B product or service, but what makes that knowledge actionable is access to decision-makers within those companies. Want to get even more granular on that dream account of yours? Target particular employees and departments based on job title. LinkedIn will be a powerful tool for promotion. However, social media channels are not as adept at targeting by job title, so you’ll need to do more research to find individuals you want to target. You can also employ a distribution service with job title targeting. If you’re going for major exposure to new audiences that are segmented by job title, a distribution service will play an important role in guaranteeing exposure among your target job titles.
We’ve touched on this before, and while it may apply more obviously to B2C marketing campaigns, targeting by age does still apply in a B2B or even an account-based setting. As with any marketing content, people will be receptive to different live video content based on their age and lived experience. Look at the event you’re planning on live streaming, and ask yourself: what age group would be the most receptive to this video? What kinds of references are you making? What kind of language are you using? Self-awareness is key when it comes to targeting by age. Knowing how different age groups will perceive your content can help you maximize efficiency and engagement when it comes time to distribute it to a target audience.
Targeting by location is important for cultural reasons and in terms of streaming in the right language, but in the context of B2B marketing, it can also be an indicator of industry. For example, if you want to target marketing decision makers at tech start-ups, setting up your distribution to focus on the Bay Area could make for a more narrow and efficient distribution strategy.
Delivering content to an audience that is already interested in your topic of discussion is an obvious advantage, but just how granular can you get? Interest targeting can be as broad or specific as you need. When targeting for a live event with a more broad range of target audience members, follow suit with a broad targeting strategy. If you’re a B2B marketer trying to drive sales of your product, make sure to target people interested in software and tech.
Targeting based on engagement can come into play before and/or after your live event. Before the event, pixel your registration landing page and build an audience of new people based on your registrant’s profiles, interest, etc. This can help refresh your contact list, and find new audience members who might be receptive to your message. Also, place a pixel on your live stream to follow up with your engaged audience after your event. This can increase your chances of converting target viewers.
On a high level, audience targeting is what allows you to be picky about who sees your content. But after a closer look, one can see the true power of proper targeting. Building an audience of people who are interested in your product and ready to buy is a marketer’s dream, and you can do it time and time again. For more on audience building be sure to check out this blog. And for access to all of the above targeting strategies and many more, visit the newly released AmpLive Platform today!