17 Online Hotspots to Effectively Target Your B2B Audience

Where can B2B businesses find their customers online? It's a crucial question for any business owner aiming to improve customer outreach. Many end up spending money on the wrong platforms. They might not even be active on them, wasting valuable resources. This guide helps B2B marketers and business owners discover where their future customers are online.

What is this directory? It’s a straightforward list of platforms where your potential B2B audience engages. The goal is to reach them where they already are.

However, this directory won’t identify your target audience. You should have a clear understanding of who they are before exploring this list.

To make this information actionable, we divide it by customer journey stages.

1. Awareness phase: These customers don’t know about you yet or may not be aware of the problem your business solves.
2. Consideration phase: They recognise the problem and actively seek solutions.
3. Decision phase: They are ready to buy a product or service that addresses their needs.

Awareness phase: How can I inform and attract customers?

In the awareness phase, your potential customers may not even know they have a problem. How can you engage them? Your goal is to inform them about the problem and show how your solution can benefit them.

Harry Dry, from Marketing Examples, offers strategic advice: avoid pushing links to your website. Provide valuable information directly on the platform where your B2B target audience interacts. This builds trust and reinforces your brand. You can discover more about this approach here.

Below are effective channels for targeting customers in the awareness phase.

Social media feed: Where should I post my content?

Are you selling to younger audiences? If so, they likely use social media platforms. For B2B businesses, LinkedIn and Facebook are particularly relevant.

To attract customers through social media, focus on creating content tailored to your "smallest viable audience." Share insights that position your brand as an industry authority.

For instance, Willow helps expertise-driven businesses consistently post valuable content on social media. This effort helps establish credibility. Interested? Learn more in a free demo or try our free 14-day trial.

Social media extended networks: How can I leverage connections?

Social media interactions go beyond your feed. Your friends and followers can help you tap into their wider networks. How can you encourage this?

Engage your immediate network. Their likes, comments, and shares will expose your content to their audience. Trust is stronger among friends than between businesses and consumers.

Want tips on building a strong presence? Download our e-book: 6 pillars of social media.

Video and display ads: What are the best platforms to consider?

How can video ads work for you? Platforms like Google, YouTube, and social media allow you to target user interests effectively. Use brand awareness campaigns on these platforms focusing on impressions. Keep in mind that awareness phase customers won’t buy immediately.

Consideration phase: How can I engage and educate my audience?

In the consideration phase, customers are recognising the problem your business solves. They are actively searching for information about it. As a B2B marketer, how can you reach them?

Backlinks on relevant websites: Why is this important?

In this phase, audiences consume vast amounts of content related to their issues. For example, if you work in accounting, your potential clients are likely reading blogs on financial management. If those blogs contain backlinks to your articles, you might gain new visitors.

While some backlinks happen naturally, actively pursue them once you have solid content on your site. Reach out to similar businesses and suggest linking to your work in their content.

YouTube: Why should I create video content?

Can video content help attract engaged audiences? YouTube is the second largest search engine after Google, making it a goldmine for B2B businesses. From software reviews to help guides, creating educational content for your audience could drive traffic to your site.

Ensure your videos are well-structured. Use subtitles, compelling titles, and thorough descriptions to help potential viewers find you. Include links to your website in descriptions to facilitate conversions.

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Content curation websites: How can I feature my articles?

Platforms like Medium host mini-magazines such as Elemental and OneZero. These publications curate high-quality articles by topic, aimed at audience interests. Subscribing to relevant topics on Medium can put your work directly in front of interested readers.

How can you get your articles featured? Write compelling content that fits the publication's theme. Use appropriate tags when publishing your pieces. If it’s of high quality, your work could be included in their curated collections.

Editorial websites: How do they work?

Editorial magazines like Forbes and Fast Company accept paid articles to get published. They have a broad reach and typically create buzz when new content is shared. This can generate valuable leads.

When considering editorial sites, choose niche ones for more qualified leads. For example, a design agency targeting potential rebranding customers would benefit from getting featured in branding-focused publications like Onbrand Magazine.

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YouTube influencers: Why collaborate with them?

How can YouTube influencers benefit your business? Rising independently, YouTubers attract specific audiences who may be interested in your product. Many allow businesses to sponsor their content, offering discounts to their followers. This method can increase exposure significantly.

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Discussion forums: How can I contribute effectively?

Discussion forums serve as valuable platforms where B2B businesses can connect with potential customers. You can engage in two types: forums directly related to your industry (e.g., legal help) and those focused on other interests shared by your potential clients.

Identify discussions related to your offerings by leveraging platforms like Reddit and Quora. Contribute valuable information and solutions. Keep your promotions subtle and lead with helpful advice. This builds authority and could convert interested individuals into clients.

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Newsletters: How can I tap into targeted mailing lists?

Newsletters cater to engaged audiences who actively seek information. Many business newsletters have high open rates and strong followings, making them prime candidates for advertising.

Consider platforms like Morning Brew and Bloovi. These newsletters often look for sponsors, allowing you to reach thousands of like-minded professionals directly.

Quora: How can I use it to my advantage?

Quora functions as a forum for knowledge sharing, similar to an updated Yahoo Answers. It's a goldmine for B2B businesses, given its vast user base actively seeking solutions and insights. How can you make the most of this platform?

Identify questions related to your business, and provide thoughtful answers. Avoid excessive self-promotion. Instead, focus on establishing authority and credibility. Providing value encourages users to check out your profile and, ultimately, your product.

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Niche podcasts: Why should I consider advertising on them?

Podcasts are immensely popular, with millions of listeners seeking business-related content. This presents B2B companies a unique opportunity to reach engaged audiences seeking solutions.

How can you engage with this audience? Consider advertising on Spotify or reaching out to podcast hosts for guest appearances. By giving valuable insights, you can share expertise with listeners while subtly promoting your business.

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Social media comments: How can I engage through comments?

Engaging in social media comment threads can help establish connections with potential customers. Keep an eye on trending discussions related to your industry, especially on platforms like LinkedIn.

By following relevant hashtags, you gain insights into important topics. Participate actively by answering questions and offering suggestions. Building relationships through these interactions could eventually lead to valuable business connections.

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Decision phase: How can I convert interested leads?

Comparison websites: Why do they matter?

When prospects are ready to buy, they often consult comparison sites. Platforms like G2, Trustpilot, and Capterra allow users to evaluate various options. Customers making their decisions often use these tools to compare features and reviews of similar products.

To benefit from this, ensure your profile on these platforms is complete. Consider claiming your business and providing a thorough overview of available services. Positive reviews can build credibility. Highly rated businesses gain badges to display on their websites, enhancing trust with potential customers.

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Social media: How can it aid conversions?

Social media platforms are excellent for maintaining engagement with potential leads. Once they follow you, they are exposed to your content, increasing the likelihood of conversion.

Offer valuable information through targeted ads featuring comparisons, benefits, and special deals. Tailor your content to appeal to your audience's interests. Encourage them to take the next step and engage with your business.

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Google search: How can I optimise for search?

How do prospective buyers use search engines? They often search for solutions, comparing products and services. Make sure to target relevant keywords around your offerings.

Once you’ve attracted awareness phase customers, they'll look for your business by name. For those unfamiliar with you, they'll be searching for competing options. Use Google Ads to promote your business effectively during this critical stage.

If you need assistance with Google Ads, consider enlisting professional help. At Willow, we’ve experience running effective Google ads alongside social media strategies. Get a demo from our Sales team today.

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Your mailing list: How can I segment effectively?

Finally, your mailing list is filled with leads interested in your offerings. Segmentation is essential; not everyone wants to receive offers right after signing up. B2B journeys can be lengthy.

Use engagement metrics to gauge interest. If a prospect visits your pricing page, they may be reconsidering their choices. Leverage software like Hubspot to segment your lists effectively.

Once you’ve identified your engaged audience, send targeted offers that resonate with their interests.

This list isn't exhaustive. It’s a thoughtful collection of both popular and lesser-known channels to help B2B marketers and business owners connect with their audiences.

Have you discovered other hotspots where the B2B target audience congregates online? Consider trying our free trial and elevate your outreach efforts.