How do you reach your targeted audience that comprises of employees in different levels of each company? What best strategy should you take? Instead of deciding on one strategy and one social platform, diversifying your method is the best way, while keeping consistency – which is vital – in your message.
If you are trying to reach executives, the C-level employees, who make the final decisions, especially on financial matters, you will not use the same process as you would the manager and employees on the floor.
C-level employees, the executives, are not spending time on social media sites like Facebook. These executives typically have very limited time during the day. If they go on the Internet, it is usually to find specific information regarding their company, their industry and/or their competitors.
In some industries, lower-level managers and employees may have more time when it comes to the Internet. They are not always seeking more information about their industry, their company or their company’s competitors.
To reach the C-level suite, email marketing is still effective, to be followed by direct mail. You can acquire industry information from companies such as Hoovers or IBIS World. With well-crafted emails, you can reach these decision-makers and keep their attention. This must be followed up with direct marketing efforts.
These are the leads you want to ultimately reach. However, you cannot discount the influence lower-level employees have.
To reach lower-level employees, social media sites, the biggest being Facebook, are still applicable. But these posts, however, must have attention-grabbing imagery and/or video. The information gathered here can be shared with upper-level management, who have access to the C-level suite.
For example, a construction supply company has a particular product. Their challenge is to reach the decision-maker. At the same time, they would like to reach the construction project manager, and even the construction worker.
With a diverse approach, using targeted emails, direct mail and social media, the construction supply company can reach its diverse target audience.