There are many business-to-consumer (B2C) marketing strategies talked about online.
Sure, practical knowledge is helpful, but at the end of the day, none of it really matters until you fully understand what marketing for B2C is and how it works.
This quick reference guide will help you understand what B2C marketing is, why it’s important, the strategies that actually work, challenges you will face, and tips for success.
What Is Marketing for B2C?
Consumers are everywhere. They have weak impulse control, money to burn, and don’t like making decisions for themselves.
The only thing standing in the way of you and them is access. That’s where B2C marketing comes into play.
B2C Marketing Definition
B2C means “business-to-consumer” but hopefully you already knew that.
When people talk about B2C marketing, they’re referring to free & paid strategies to get your brand in front of consumers.
But not just any customer. B2C marketing targets those who are looking for your products and services, or could be convinced to buy your products and services.
The Difference Between B2C & B2B Marketing
Sometimes people confuse B2C & B2B marketing, or think they’re the same. Well, they’re not. Not by a long shot.
B2B marketing is “business-to-business.” Therefore, the customer is completely different. While B2C focuses on trying to get people to purchase their products and services, B2B marketing tries to get businesses to purchase their products and services.
The main reason B2B marketing strategies don’t work for B2C brands is this difference in who the customer is. B2B customers are spending A LOT more money on average than B2C customers and it’s their job to choose the perfect product or service. B2B customers are logical, research their options, compile facts, and present them to decision-makers, resulting in a long & competitive sales cycle.
B2C customers on the other hand are typically frugal, impulsive, don’t do a lot of research, and make most purchasing decisions emotionally, not logically. This means the sales cycle can be much shorter. And with the right approach, the sale can be much easier.
Savvy B2C brands know this. The ones who figure it out for their audience quickly become superstars in the industry.
Why B2C Marketing Is Important
You want your product or service to get purchased right?
Then you need to ensure consumers know you exist by appearing where they’re looking.
B2C marketing’s main purpose is to increase sales. In order to do that, you need to create a marketing funnel that:
- Gets you more website traffic
- Grows your email list
- Educates the consumer
- Increases brand recognition
- Brings them back for more
- Uses compelling copywriting to get consumers to BUY NOW!
B2C Marketing Channel Strategies
B2C content marketing is the tactic of creating content (blog posts, guides, infographics) that your target customer finds useful as you collect leads and build a relationship with them.
Content marketing for B2C businesses is one of the most important methods you can use to capture and nurture leads. Also, depending on what type of content you create, B2C content marketing can also help you get organic traffic by improving your search presence.
Search Engine Optimization
If you are going to the trouble of creating a ton of helpful content, you should take the time to optimize it for search. SEO for B2C brands is pretty straight forward.
Create super high-quality content that your customers find useful (this is content marketing), optimize the On-Page SEO elements like page speed, title tags, etc., and build links from relevant sources back to that useful content.
Yet, very few companies take the time to optimize for search because they want instant gratification. Therefore, they rarely even consider how their content marketing, paid ads, social media, and SEO can all work together to amplify results.
Between Pay-Per-Click (PPC) ads on Google, image & video ads on Facebook or Instagram, and the deployment of remarketing ads, there are a lot of ways to get your ideal customer’s attention. But don’t get distracted or overwhelmed with all the options. The best strategy is to combine high-quality content with paid ads and SEO.
Not all ads are created equal. To create good ones, you want to start by creating good content. For paid ads, that often means a landing page that converts but it doesn’t have to be. This is the place you’ll drive people to from your ads with the hope of getting them to buy now.
This is where lazy marketers stop, but not you. You understand paid traffic is… expensive. So you’ll have email capture tools set up, retargeting pixels configured, and email automation funnels that convert.
Social Media for B2C
A lot of business owners think social media is a waste of time, but that’s probably just because they aren’t creative or their content sucks.
When you create awesome content, social media is a breeze. When your content marketing team creates a new post, queue it up to post (include a direct link to your new content) on facebook, twitter, linkedin, pinterest and any other relevant platform for your business. This creates social mentions which can help with SEO (score!), can increase traffic to your website, and helps with brand recognition.
B2C Marketing Challenges
Even though it may be easier to sell to consumers than businesses, it doesn’t mean it’s a walk in the park. Here are a few common challenges B2C companies share with us.
Tracking / Attribution
For some reason, people are still having a hard time tracking the effectiveness of their marketing.
There’s really no excuse for this if you have google analytics, search console, and your pixels setup correctly.
Producing Engaging Content
If you are having trouble with creating useful content that engages your customers, you should go back to the planning phase and try to understand your target market a bit better.
Consumers expect their experience to be the same regardless of the device they use.
Optimize your user experience across platforms today… just do it.
Time and Resources
This is a tricky one because if you don’t have the time to create a legit B2C marketing strategy, build a conversion optimized funnel – and optimize the heck out of everything – you probably won’t ever be able to make it work.
B2C Marketing Tips
Marketing directly to consumers can be competitive so you want to be sure you’re strategic with every part of your B2C marketing funnel.
A few of our favorite B2C marketing tips are:
- Send Paid Traffic to Content Pages: Sending traffic to blog posts for a few days after publishing can help them index faster, as well as even increase your potential rank (if the traffic dwells on the page long enough). This same approach can be used for content pages you recently published.
- Target A Niche Audience: Determine your ideal niche and target it with relevant marketing that speaks directly to the interests and desires of people in that niche. They’ll be more likely to engage with your content and make a purchase since you are speaking directly to them. They’ll trust you more.
- Do the Occasional Press Release: Press releases can create backlinks to your site which can boost your SEO. Plus, when reporters see them, they may decide to write an article.
- Guest Post Outreach: You can gain backlinks and increase traffic by reaching out to relevant blogs in your industry and offering to write a guest post for them. They get free content, and you get a backlink to help your SEO. Win-Win.
- Increase Your Website Speed: Web page loading speed plays a major role in SEO and also the conversion rates. Google gives value to pages that load fast because they provide a better user experience. Apart from that, pages that are slow, especially ones that take longer than 3 seconds to render have drastically lower conversion rates.
Do you need a B2C Marketing Agency?
B2C marketing companies can help bridge the knowledge gap by providing services on individual parts of your funnels.
So if you are short on time or resources, finding the right B2C marketing agency might be the best option for you.
Get B2C Marketing Services Today
Grow your business with the exact set of B2C marketing services you need today.