How to market to B2B buyers not active on social media

LinkedIn is an amazing platform to target accounts and also people using titles, designations, functions and so on.

But what if your buyers are not active social media users? What if you can't reach them via ads? What if they never respond to outreach from sales/BD?

A lot of technical folks, developers, finance, IT personnel are not super active on LinkedIn the way sales, marketing or HR folks are.

Reaching buyers who aren’t active on social media can be challenging, but here are some proven strategies to effectively engage them-

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Collaboration with Niche Communities & Trade Associations

Why it works: Technical audiences often thrive in niche communities.

How to do it: Involve your experts in providing advice on relevant topics and questions. Co-create content with active community members. Sponsor educational initiatives or co-create market research with community members. Leverage hyperscalers, tech partners or resellers/channel partners for joint GTM

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Direct Mail

Why it works: Direct mail helps to stand out from the digital noise ads, email and social media

How to do it: Send relevant gifts to grab attention and provoke curiosity. Use highly personalized pitches and relevant case studies to make target accounts respond positively.

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Multi-threading Relationships

Why it works: Even if target buyers aren’t active on social media, other departments might be.

How to do it: Build relationships with peers in sales, marketing, client success, and data departments to gain insights and ask for introductions. Share insider information with sales and collaborate on content/marketing with the target account to boost awareness and strengthen relationships.

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User Generated Content (UGC) or Content Collaborations

Why it works: Content collaborations are an excellent way to connect, engage, and build relationships with target accounts.

How to do it: Use content collaborations as an excuse to reach out to target audience. Add element of personal branding for contributors and make it easier to distribute. Involve external experts in co-creation (curating or piecing together content from different experts). It’s challenging but rewarding.

To conclude: Just because your audience is technical doesn’t mean you can’t engage buyers.

I’ll try to break this down in a subsequent post.

Follow Nikhil Mirashi for more such tips.

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