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Selling directly to the final consumer (also known as Business to Consumer marketing) is not an easy undertaking.
You’ve got to optimize the journeys taken by consumers to scale sales. In other words, you’ve got to test, measure, and optimize for more success.
All these can consume significant amounts of time and talent. Besides, the process can easily overwhelm you. To counter these challenges, we’ve rounded up 8 valuable marketing strategies you should try if your goal is to scale your revenue.
In this blog, you’ll learn:
Before we delve right into the B2C marketing strategies, let’s address the following questions:
Pay-per-click (PPC) is a form of advertising that allows you to advertise on search engine result pages (SERPs) for queries containing specific keywords or phrases.
If your ad wins the bid auction, it is displayed on the SERP. And if the user clicks the ad, they’re directed to your website, and you pay for that click.
PPC operates with the same fundamentals for B2B marketing and B2C marketing strategies.
Typically, consumer-oriented businesses operate in a highly competitive market, which implies they need out-of-the-box ideas for B2C marketing strategies to survive.
PPC ads for B2Cs work in the same way as B2Bs do. You bid on certain keywords relevant to your brand and are intent-driven, especially to the target audience.
Pay-per-click marketing, or PPC marketing, is one of the unique ways to increase sales.
Unlike SEO, which focuses more on traffic and the long game, PPC allows you to instantly reach an audience that is more likely to convert. However, after some time, the process of running pay-per-click campaigns can become automatic.
While this is a great way to scale the process, it does stop many marketers from experimenting and finding more viable tactics.
Funnels are incredibly crucial to directing visitors to pages that can help them secure your services. Digital marketers have different approaches when it comes to funnels.
Some believe that the quicker the user gets through the funnel, the more likely they are to buy. The idea behind this is that they came this far, and now it is just about getting them to click on the right spots.
However, this is not always the case. Â
Other marketers believe that engagement is more important. They think that the more information and interaction they can provide, the more likely they are to secure a satisfied customer.
You want to take a look at your funnel and see how it works. Consider what parts of the funnel can use some improvement. Adding videos, demos, information, or previews can lead to more conversions.
If you have been in marketing for a while, you might feel like you have a clear picture of your target audience.
And this is a narrow target audience group that is most likely to click through and purchase your products. While it is the goal of every business to identify its unique market, it can also limit you later on.
Focusing solely on that target audience can restrict your growth, leaving you in a vulnerable situation.
If your targeted audience does not engage with your ads, then you will see no ROI.
Expand your target audience and improve engagement. Add one or two interests to your target audience, thereby changing the demographic you are targeting. It is a small change that can bring about some fresh customers.
The goal here is not to completely change who you target, but to add a broad second interest to the primary interest of your “unicorn audience.”
Spending a substantial amount on the testing phase goes against many marketers’ instincts.
In fact, most campaigns begin with a small budget, and they only grow when they get results. While there is logic in playing it safe, it is also limiting. Testing things gradually delay the time it takes to get results.
This is why some marketers think it is better to dive in and test things out with a larger budget. This doesn’t mean pouring all you have into testing. Instead, it means getting more creative and changing your approach.
Focus on fewer prospects and analyze the results. Allocate 15% — 20% more resources into testing and get intel to map out your future campaigns.
Lastly, while pay-per-click campaigns for B2C are typically set up with brand names and generic product or service search terms, they require significantly more research into the variations of keywords and phrases.
From industry-specific jargon to long-tail keywords used during different stages of the buying cycle, it’s important that your Google Ads campaign is populating with all of these keyword variations.
For instance, a consumer will most likely search “emergency ac repair” whereas a business may search “commercial HVAC for office buildings”. While one company may provide both services, they would want to set up two distinctly different campaigns and website landing pages that target the different types of keywords used by consumers versus businesses.
So what should you look for in an effective B2C pay-per-click (PPC) campaign?
From keywords to landing pages there are certain differences that need to be kept in mind while setting up and running B2C paid search campaigns.
Remember that the main goal of B2B PPC advertising is not to generate a sale. Yes, you read that right.
Ensure your company’s products or services are present and considered during the extended purchase cycle and a lead inquiry is generated. Also, check that your PPC advertising agency is following all of the techniques for B2C PPC advertising to ensure the most ROI for your business:
PPC advertising can broaden your reach, expand your market and drive your sales off the charts because:
Keep reading because we’ll cover how B2C marketing works in the coming section.
The goal behind B2C marketing strategies is to convince the final consumer to buy your brand offering.
However, many different variables come into play before the final transaction actually occurs. Essentially, leads become prospects, and prospects become customers.
But how do they move through the funnel?
The answer lies in B2C marketing strategies.
Let’s say, for example, that you sell online courses for photographers. You might find it easier to influence your target marketing if you create marketing materials that include the following:
But you have to figure out what your customers want and how you can package your product to fulfill those desires.
B2C marketing works by introducing a visitor to your business, encouraging them to interact with your brand, before leading them towards the purchase (conversion). The aforementioned are the three stages of a B2C marketing funnel.
The next section will cover the following topic: B2C marketing importance in business.
As we said, B2C marketing is mainly focused on serving final consumers of a product or a service. B2C marketing strategies are crucial to brands that sell products or services aimed at consumers.
Think of restaurants, supermarkets, fashion shops, car companies, software companies, etc.
The Internet is where B2C marketing is most frequently used to promote goods and services and research consumer behavior, demands, and wishes.
Check out some of the advantages of a strong B2C marketing strategy:
Small businesses often don’t have the time and resources to attend to all aspects of B2C marketing strategies or plans.
Customers can easily move on to another business if they don’t receive the kind of experience your brand promised.
B2C marketing takes place in very crowded spaces. Customers are constantly subjected to ads and messaging, which leads to fatigue.
Every customer interaction and touch-point creates a mountain of data that can be hard for small businesses to manage. Thankfully, inexpensive applications, such as PPC Signal, can help you crunch data and deliver actionable insights.
Following are top 8 B2C marketing strategies you should keep in practice:
Let’s start with content marketing.
If you’re focused on building relationships with your prospects, treat them like emotional beings, not ATMs, to dispense cash for your products.
Whether you’re writing blog articles or posting on social media, create authentic content to your voice and brand. Communicate with people on a human level, whether you’re sharing your own story or helping them understand their frustrations.
The idea is to present yourself, and your business as a solution to the pain points your customers personally experience.
Who doesn’t love contests?
The idea of winning something for free is almost too attractive to pass up, especially if an entry doesn’t require much effort or time.
You can host a contest on your blog, social media, or anywhere else that seems appropriate.
Many online entrepreneurs use webinars to hold contests. And this way, they can boost attendance for webinars and gain exposure.
Ensure you’re following the rules on whatever platform you choose. Also, it’s essential to give away something that your target audience will view as valuable.
Also known as a gift with purchase, a free offer with every purchase adds even more value to the product you sell. In other words, it lets people know that they’re getting something extra without having to part with more money.
That’s a win for everyone involved.
You get paid for your product, and the customer receives a bonus item in return.
The free offer can be anything. Maybe it’s a mini-course that’s related to your main course.
Many entrepreneurs fail to consider searcher intent when they optimize their content for SEO.
Avoid assuming that all Google searches, for instance, are the same.
They’re not.
Searcher intent refers to the reason behind a Google search. For example, if you want something to eat, you might search for “Chinese restaurants near me.” If you’re interested in cooking, you might search for “Chinese recipes for beginners.”
The type of search indicates its intent.
Some consumers are just gathering information, others are comparing their options, and some are ready to buy.
Ideally, create content for people in each phase.
Retargeting sounds like a difficult concept, but it’s actually pretty simple. It’s all about reconnecting with consumers who have previously connected with your business. It’s particularly relevant for B2C marketing strategies.
As a form of paid advertising, retargeting can dent your budget.
However, the ROI can make the expense worth it if you use it correctly.
When a consumer makes contact with your business, a sequence gets triggered. The next time the customer visits Facebook, for example, they will see an ad for your business.
That customer might not immediately click on the ad or buy from you. However, seeing the ad reinforces your brand image and helps the consumer remember your company in the future.
Think of a membership program as a form of gamification.
Besides, it encourages consumers to interact with your business.
Also called a loyalty program, a membership program combines competitiveness and rewards. As consumers move up the membership levels, they gain access to more rewards, enhancing their relationship with your business.
In other words, you can use a membership program to supercharge your B2C marketing strategies.
Many brands have achieved amazing success using social media. Some of them advertise on social media, while others take the organic approach.
Yes, and it gets better.
If you lack a sizable budget for paid social, focus on building your following through B2C marketing strategies. There are many ways to get people to interact with your brand on social media.
Consumers expect brands to be present on social media platforms in today’s world. Having solid B2C marketing strategies specifically for social media can help you widen your customer base and increase revenue.
When you say “influencer,” people often hear names like Kim Kardashian, Selena Gomez, and Beyoncé.
However, micro-influencers are often more engaging with their social content, plus they don’t cost millions of dollars.
Micro-influencers are social media personalities in a very specific niche. They often have small but loyal and devoted followings of people who make buying decisions based on influencers’ advice.
Adding micro-influencers to your B2C marketing strategies can drive your sales off the charts.
B2B and B2C marketing strategies aim to convince the final consumer to buy your brand offering.
However, many different variables come into play before the final transaction actually occurs. Essentially, leads become prospects, and prospects become customers.
They both widen consumers’ preferences.
Business-to-consumers (B2C) are more beneficial to final consumers because they deal directly with them. In others, consumers come into contact with B2C brands on a personal level.
However, B2B brands do not deal directly with final customers. Instead, they focus on other businesses.
B2C social media marketing is heavily centered on creating engaging, shareable posts, such as images, videos, and reviews.
You can tap into humor and emotion, giving your brand a personality and creating what Seth Godin calls a tribe.
Some of the platforms you can leverage includes:
Selling directly to the final consumer (also known as Business to Consumer marketing) is not an easy undertaking.
You’ve got to optimize the journeys taken by consumers to scale sales. In other words, you’ve got to test, measure, and optimize for more success.
All these can consume significant amounts of time and talent. Besides, the process can easily overwhelm you.
To counter these challenges, we’ve rounded up 8 valuable marketing strategies you should try if your goal is to scale your revenue:
We recommend you follow the 8 B2C marketing strategies we’ve just highlighted if your goal is to scale your brand operations.
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