As a small business owner, whether B2B or B2C (Business-to-Business vs Business-to-Consumer) you need to have clear descriptions in your mind of who exactly your target market is BEFORE you attempt any type of marketing. To be successful in marketing your business in today’s world, you have to clearly define your target market niche.

When duck hunting, you don’t aim at the whole flock, you aim at one bird. When duck hunting, you don’t aim at the whole flock, you aim at one bird.

For B2B, you need to think of your target not as "the company", but of the person who is the decision-maker in that company. People do business with people, not companies. 

It's no longer B2B or B2C, it's P2P -- People-to-People

Here are some questions you need to ask yourself about your B2B target market: 

  • What Industry are they in? 
  • How large is the company?
    • Number of employees?
    • Amount of annual sales?
  • Where are they located? Are they local, national or international? How 
  • What are their Goals & Objectives?
  • What’s their main service or product? Who is their customer?
  • Who is the decision-maker in the company? This person becomes your “consumer”.
  • What are their Pain Points, Challenges or Problems that you can alleviate or solve with your product or service? 
  • What makes them happy

Put yourself in their shoes. How will your product or service benefit them? Think like them. What are they going to enter in the Google search box to find you? 

Think also in laymen's terms. You're the expert in your field or industry. More than likely, your target is not. When you write content for your website or blog, put yourself in the mind of your consumer. Use words that they will understand -- especially if you're in technical or medical fields. 

You can have more than one target. 

Now you can write up your Personas. Give them names. Let's say that you're offering Corporate Wellness Solutions. Your target is probably the HR director.

Here's a sample persona along with 2 scenarios: 

Helpful Helene: 40, year-old HR director in a company that offers cybersecurity solutions for businesses. The majority of the employees work in stressful situations. The c-level executives (big bosses) have decided to offer a health and wellness program and have told Helene to get some proposals and ideas within a specific time-frame.

Now, she is challenged with a task. Where does she go?

Scenario One: LinkedIn. She figures since she has over 500 connections, someone in her network must either deal in corporate wellness solutions or know someone who does. 

She enters the term "corporate wellness" in the LinkedIn search box and she finds someone who is a "2nd" connection to her. (Gee, this could be you!) She finds the 1st connection between her and the person and requests an introduction. Her connection is more than happy to introduce them because he or she wants both her connections to be happy. 

It's not who you know, it's who your friends know. 

Scenario Two: Google. She searches for "corporate wellness" and up come several choices including some paid ads. She ignores those and scrolls down to the organic results and clicks on a link with an enticing title. It goes to a blog article on wellness and stress relief in the workplace. She reads it and is impressed. She then goes back and Googles the company name to see what else comes up -- good reviews or not-so-good items like lawsuits or BBB reports. She may visit their Facebook and Twitter pages. She'll do this for maybe 2 or 3 other companies, researching and looking for credibility in the corporate wellness field. 

People buy from whom they know and trust. 

You, as the business owner, need to make sure that you come up in searches, both on Google and the social media networks when someone is looking for what it is you have to offer. 

For B2B business, LinkedIn is a must. Greater Phoenix SCORE offers a LinkedIn Seminar every 3 months. Click here for the schedule. 

As for coming up on the first page of Google, you have to have the right keywords (what your target is searching for) in both your static pages and blog posts. Your content needs to be fresh, requiring you to blog regularly, at least once a week. The more good content you publish, the more Google will recognize your website as an authority on the topic and give you a higher ranking

There's much more to today's search engine optimization (SEO). Greater Phoenix SCORE offers an SEO and blogging class every 3 months. Click here for the schedule. 

In conclusion, you need to take a step back and look at who you're targeting.What do they see when they search for what you offer and if are using these online resources effectively. A SCORE Mentor can help you with your target market personas and putting together a strategic plan to effectively reach them. Click here to book a free mentoring session. 

About the Author(s)

 Giselle  Aguiar

Giselle Aguiar, founder of AZ Social Media Wiz is a social media, content and digital marketing consultant and trainer. She specializes in market research, strategic planning, social media and marketing automation setups, training and coaching.

Social Media Marketing Strategist, Trainer and Coach, AZ Social Media Wiz
What you Need to Know to Clearly Define Your B2B Target Market Personas