Your ultimate guide to B2C Content Marketing
23rd December 2020
Marketing is an all-encompassing term, but you can’t apply the same rules to every business. Sure, many of the fundamentals are similar, but your results will totally depend on who your audience is and how you speak to them.
B2C businesses are unique in that you’re communicating directly to your potential consumers, rather than a group of decision-makers in a company. Developing the best B2C marketing strategy for your business will depend entirely on your goals, but there are a few B2C marketing tactics you should consider when it comes to your content.
Your marketing materials are paramount to getting results across both B2B and B2C, however, where B2B is about proving you’re an expert in the field and offering a business the best possible solution, B2C is somewhat different.
With B2C marketing, it’s more about making an emotional connection to your audience than B2B. Industry knowledge alone will get you nowhere; piquing their interest, showing common ground, and relating to your consumer is really the way forward.
The B2C marketing world is constantly changing, but there are a number of essential things you should ensure your strategy covers.
Emotion is at the heart of any B2C marketing strategy, and consumers are savvy. They can tell in an instant if you’re being untruthful or seem untrustworthy, so it’s important to be authentic and establish real connections. Your customers are human beings - not just numbers on a profit sheet.
The content you provide, whether it’s website copy, a newsletter, or social media posts, needs to be valuable, meaningful, and show your potential customer what your brand stands for.
A connection alone isn’t enough to get you that sale, though. With review platforms, social media comments, influencers, and more to contend with, it’s important that your business is deemed trustworthy by the buyer before they make a purchase.
Turning your customers into loyal ambassadors takes time, but they will become brilliant assets to bring new customers in. Using B2C marketing tactics like referral codes and user-generated content creates a community around your brand while rewarding current customers with discount codes and special offers will encourage them to stay loyal. Furthermore, asking for feedback and honest reviews not only makes them feel valued but shows other potential customers what they can expect from your products and services.
Due to the many touchpoints of modern businesses, your customers are able to have a variety of different experiences. Some may find you through a blog post, while others stumble upon an influencer’s unboxing video. Each of these avenues is an opportunity to create loyal customers, so you should explore each of them to find out what works for your business.
Instagram posts, newsletters, podcasts, videos, even funny off-hand tweets - each of these is a chance to show a potential buyer what your business is all about and connect with them. You should assess your B2C marketing strategies frequently to ensure you’ve analyzed every avenue and aren’t missing out on an amazing opportunity.
With billions of people scrolling through Instagram, Facebook, YouTube, and Twitter every single day, you can’t afford to scrimp when it comes to social media. In fact, these days, many consumers will forego emailing or phoning in favor of a direct message, so you can’t afford to miss an opportunity to convert.
Managing your social accounts is a full-time job - don’t be fooled into thinking you don’t need an expert to see you through. Your social media inbox and comment threads could be the key to landing a sale. If a consumer has a query and gets a swift response from a real person who answers their questions and leaves them feeling satisfied, they’re more likely to invest in your business. Automation is brilliant - up to a certain level. There’s nothing more frustrating than getting stuck with a bot when you really need to speak to a person. Showing your customers you aren’t too busy to speak to them in this fast-paced world is priceless.
Your social media accounts are one of the most powerful marketing tools you own, and if utilized properly, you can ride the wave of organic engagement time and time again.
Speaking of social, influencers shouldn’t be discounted in your B2C marketing strategy. Whether micro or macro, influencers have a pool of dedicated followers who trust them and their recommendations, meaning they’re a valuable asset to your brand.
Influencers can offer you both time in front of their followers with shout-outs and reviews, but also create brilliant content that you may be able to repost with their permission. It’s a double whammy.
You can choose to work with a select number of influencers, turning them into brand ambassadors, or spread the net wide and send out products for potential reviews - whichever way you work, be sure to include influencers in your B2C marketing strategies.
While having a detailed content strategy is a must, as is planning your content in advance and using a great scheduling tool, don’t forget to pay attention to what’s happening here and now. Brands can capitalize on trending content just like influencers and regular Joes. What’s to stop your tweet from going viral if you’re quick off the mark and have a brilliant idea or response?
Similarly, while going viral is the dream, being part of a trending conversation can allow your brand to be seen by new people, and showcase a little bit of who you are to create intrigue. Commenting on trending posts, taking part in trending hashtags, and befriending influencers who are on their way up to the top can benefit your business.
Content marketing for business may seem like a minefield, but by staying authentic, true to your brand, and true to your consumers, your B2C marketing strategy is already off to a great start. By creating a community of loyal ambassadors who can rely on your product and service, you’ll see your business grow from strength to strength.