In marketing, the approach matters just as much as the message. Imagine a salesperson walking into a busy Starbucks and boldly asking strangers to buy their coffee. This scenario highlights the absurdity of cold outreach—many marketers send unsolicited emails to potential customers they’ve never met, asking for money or commitments. Unsurprisingly, this method yields a mere 1% conversion rate, as it leaves prospects feeling uncomfortable and unvalued.
To effectively monetize an audience, organizations must first invest time and effort into building relationships. This involves sharing valuable insights and good news that resonate with their ideal customer profile (ICP) and personas. Understanding what interests your audience is crucial for effective communication. A compelling marketing campaign is futile if the audience isn’t engaged.
Building an audience requires dedication and consistency. Marketers often face pressure from leadership to deliver immediate results, but in B2B marketing, such expectations can be unrealistic. Audience-building is about cultivating relationships, and prospective customers will only engage with a company after establishing a foundation of trust and value.
Providing value means sharing helpful information—like market analysis, tutorials, or economic data—without expecting anything in return. Companies like HubSpot and Salesforce have successfully positioned themselves as authorities by consistently offering valuable content, enhancing their credibility and making their audience more receptive to solutions when needed.
Avoiding self-promotion is essential; instead of focusing solely on why your company is superior, concentrate on what matters to your audience. Share good news and insights that resonate with their interests, such as industry-related content and thought leadership pieces. This consistent approach builds trust and credibility, fostering a loyal audience.
Remember, audience building is a long-term commitment that requires patience and genuine dedication to providing value. By consistently delivering valuable content, organizations can position themselves as trusted resources, making it easier to ask for business when the time comes.
If you want to dive deeper into the strategies for effective audience building and relationship cultivation, read the full story.