By Win Salyards, Marketing Expert at Heinz Advertising and marketing
B2B marketers focusing on tech personas know nicely at this issue that they make attribution frustratingly tricky. We know the place to achieve them, but they are notoriously skeptical and personal. So, how do we make attributions or seize qualified prospects when a possible tech contact is going through your material like a ghost? I locate it close to not possible. That is why you need to employ other tactics and channels. Two channels I see as staying specifically promising are Stack Overflow and Reddit. To me, these two channels hold the opportunity for approaching complex tech personas, developing trust, and probably acquiring them self-establish. This is the second of a two-section web site write-up. Read through the to start with element on Stack Overflow below.
A whole lot has been created about promotion on Reddit around the past number of several years, most of it adverse. And, I will admit that there are matters about Reddit to be cautious about, this sort of as manufacturer safety. Nevertheless, I think that Reddit has opportunity as a channel with the proper use case–targeting technical personas.
Reddit’s printed very best practices motivate wide ad strategies targeted dependent on fascination classes. Having said that, this is not the right tactic for focusing on tech personas in this scenario. The better way is to target your Reddit campaign based mostly on distinct communities–subreddits–and to retarget. By targeting dependent on community, you are going to have a lesser but a lot more related viewers than you would by developing your marketing campaign on desire places.
Deciding upon communities
When selecting communities to target, continue to keep these three matters in mind:
- Relevant subject
- Qualified slant
- Very good moderation
Your specific communities should be related to your specific persona and solution, have facets of a professional local community, and have excellent moderation insurance policies that maintain it manufacturer-safe and on matter. If these use to your target communities, they’re fantastic to go.
Other things to consider
Reddit Advertisements is even now a get the job done in progress for the organization. They are however adding to the system and refining their devices. This can make it incredibly dynamic in what you can do as an advertiser, but it also indicates you have to keep up to date with the system if you’re using it. Reddit also has a the natural way advertisement-skeptical viewers, considerably like Stack Overflow. Your adverts must target on giving value, resolving issues, and avoiding overtly “marketing” communicate.
If you choose the time to get to know Reddit as a platform, it can be a reliable channel to exam out when focusing on technological personas and can have a broader vary of subjects coated in contrast to Stack Overflow, these as mechanical engineering or architecture.