By Win Salyards, Advertising Marketing consultant at Heinz Advertising
B2B entrepreneurs concentrating on tech personas know nicely at this level that they make attribution frustratingly tough. We all know the place to achieve them, however they’re notoriously skeptical and personal. So, how will we make attributions or seize leads when a possible tech contact is transferring via your content material like a ghost? I discover it close to unattainable. That’s why you want to make use of different methods and channels. Two channels I see as being notably promising are Stack Overflow and Reddit. To me, these two channels maintain the potential for approaching complicated tech personas, constructing belief, and probably having them self-identify. That is the second of a two-part weblog put up. Learn the primary half on Stack Overflow right here.
So much has been written about promoting on Reddit over the previous few years, most of it damaging. And, I’ll admit that there are issues about Reddit to be cautious about, akin to model security. Nonetheless, I imagine that Reddit has potential as a channel with the correct use case–concentrating on technical personas.
Reddit’s revealed finest practices encourage broad advert campaigns focused primarily based on curiosity classes. Nonetheless, this isn’t the correct strategy for concentrating on tech personas on this case. The higher approach is to focus on your Reddit marketing campaign primarily based on particular communities–subreddits–and to retarget. By concentrating on primarily based on neighborhood, you’ll have a smaller however extra related viewers than you’d by establishing your marketing campaign on curiosity areas.
Selecting communities
When selecting communities to focus on, preserve these three issues in thoughts:
- Related subject
- Skilled slant
- Good moderation
Your focused communities ought to be related to your focused persona and product, have facets of an expert neighborhood, and have good moderation insurance policies that preserve it brand-safe and on subject. If these apply to your goal communities, they’re good to go.
Different issues
Reddit Adverts remains to be a piece in progress for the corporate. They’re nonetheless including to the platform and refining their programs. This makes it very dynamic in what you are able to do as an advertiser, but it surely additionally means you have to keep updated with the platform in the event you’re utilizing it. Reddit additionally has a naturally ad-skeptical viewers, very like Stack Overflow. Your advertisements ought to concentrate on offering worth, fixing issues, and avoiding overtly “advertising” communicate.
Should you take the time to get to know Reddit as a platform, it may be a stable channel to check out when concentrating on technical personas and may have a broader vary of subjects lined in comparison with Stack Overflow, akin to mechanical engineering or structure.
