What time does your Target Audience engage with your content?
Finding the sweet spot for your B2B content. When do decision-makers actually think about their decisions?
Importance of right timing for B2B target audience
LinkedIn being a professional network, we’re here to leverage our connections for B2B marketing. We ain’t selling refrigerators here but we may be the company making a part that goes into the refrigerator and we want to find decision makers from big manufacturing companies.
The big question is that “what is that time when the business decision-makers actually think about their decisions?” This is a crucial question for any B2B marketer to be a part of the consideration set or if you are carefully nurturing leads until they’re ready to buy. It’s worth paying attention to the answer, because it may very well surprise you.
The best time to engage with Target Audience – Based on Experience.
At ANTS Digital, we do a content-led campaign for is a service led brand. The campaign essentially focuses on engaging e-commerce companies. While the campaign was tweaked for many things, one of the most important adjustments involved the best time for deploying the campaign’s Sponsored Updates.
Since most of the client’s target audience is outside India, their initial instinct was that the best time to grab their attention and engage them would be at 5 pm when they were wrapping up their day and organizing their thoughts at the end of the day.
Analytics proved it otherwise. It turned out that the best time to engage business decision-makers was safely outside of business hours. The vast majority of quality engagement actually came in hours later than we had imagined, at 8 pm.
This was because for these decision makers who were either business owners or senior people of the company; work, emails, and phone calls didn’t stop coming until 6 pm. They keep flowing, from all over the globe and a range of different time zones.
Best Time for your Target Audience
The best time for them to engage with content that makes them think about what they are reading was when they had shut down their workplace computer and were using the smartphone, tablet or laptop on their way back or while relaxing at home. This was the moment when they settle down with the professional content they really want to spend time with.
We questioned if we were trying to engage with already stressed people suffering from a terrible work-life balance. That’s not what the engagement numbers suggest. The truth is that for this audience, late-night professional content consumption is rather satisfying. It’s part of their reading habit.
Senior decision-makers tend to be heavily invested in the decisions they make. They are decisions that matter to them and that they are fundamentally interested in, and that kind of material tends to get allotted the premium thinking time in the evenings.
This trend towards consuming professional content and musing about business decisions outside of traditional hours is something we see across all levels of seniority. Then we found data on the internet that said professionals spend 60% more time consuming professional content at home than they do at work. Many business decision-makers don’t see making decisions as a 9-to-5 job. It’s not part of their working routine.
With this insight, we realized that brands will not only have to focus on the right channels to disseminate content but timing it based on target audience will be equally crucial. With LinkedIn, brands will need a holistic approach to B2B marketing. This reflects the working habits and content consumption habits of professionals.
Every B2B marketer on Linkedin will have to find his own sweet spot. It will depend entirely on the category you are marketing and the characteristics of the people you are marketing to. Just as different consumer decisions take place at different times of the day, and in different environments, so too with business decisions. Some are made by more junior executives where much of the discussion happens at work. A 7 am update that becomes top of their mind and leads to a conversion during the day might be perfect for them. If you’re trying to catch the senior lot, then an after work time may be more suitable.
The key to success is to know precisely who your B2B target decision-maker is – and how and when they tend to do their thinking