{"id":3716,"date":"2021-11-24T20:14:49","date_gmt":"2021-11-24T20:14:49","guid":{"rendered":"https:\/\/judinc.com\/blog\/?p=3716"},"modified":"2026-03-21T22:48:07","modified_gmt":"2026-03-21T22:48:07","slug":"the-cold-hard-truth-of-how-to-build-a-b2b-audience","status":"publish","type":"post","link":"https:\/\/judinc.com\/blog\/the-cold-hard-truth-of-how-to-build-a-b2b-audience\/","title":{"rendered":"The Cold Hard Truth of How to Build a B2B Audience"},"content":{"rendered":"

Building an audience for B2B isn’t easy. <\/p>\n

In the B2C world, it tends to be much easier because you most likely have a product or service that people like (hopefully), and getting people to engage with something they already like really just requires marketers to be present. Show up on social media, market your product, engage with your audience. <\/p>\n

Often, if a brand is big enough, people will automatically follow your brand on social media and\/or sign up for emails. Half your work is done!<\/p>\n

But B2B…eeeew. How do you build an audience for an HVAC supply distributor? Commercial janitorial company? Building elevator repair outfit?<\/p>\n

Well, let’s find out!<\/p>\n

0. Get ready for the long haul<\/h2>\n

IMPORTANT: Building an audience is one of the most effective marketing and ROI driving activities you can engage in. If you don’t have an audience, you have to PAY to force your messaging and offers down people’s throats via advertising. This route is much more difficult and has a substantial cost to it.<\/mark><\/p>\n

With that said, what you’re about to embark on is always worth it. Even if you fail. Because you’ll learn what doesn’t work when you’re trying to build an audience. <\/p>\n

RECORD AND DOCUMENT WHAT DOESN’T WORK AS WELL AS WHAT WORKS<\/U>. Make sure everyone at your company has access to this documentation. That way, if you leave, the next person can jump in where you left. All too often, I see marketers that join a company having to start from scratch again.<\/p>\n

So, get ready to put a lot of time into this. Expect years. You don’t have to get overwhelmed by it, BUT NEVER LET GO. NEVER STOP. BE SURE TO PUT IN WORK EVERY WEEK TOWARDS THIS ACTIVITY.<\/p>\n

1. Start with employees and maybe even family members and friends of employees<\/h2>\n

This step is really for those of you who are starting from scratch. No followers on social media. No one on your email lists. Just needing to get out of the painful “0” follower\/subscriber count..<\/p>\n

\"zero<\/p>\n

Your first job is to ask your fellow employees to like and follow your social media accounts. Try to get to double digits. See if their family members will give your accounts a follow or like. And while you’re at it, ask your friends for some help.<\/p>\n

2. Make sure you link to your social media accounts from your company website<\/h2>\n

This step is sometimes overlooked, so just check to make sure you can find your company’s social media accounts by going to your company website.<\/p>\n

3. Content Strategy: How do you make content that provides value or becomes an educational resource for your customers?<\/h2>\n

O.K., now on to the real work. To build an audience you’ll need some sort of content to share and engage with people. There’s no way around this part.<\/p>\n

Quick refresher. Content can be:<\/p>\n