What are your business goals for promoting products to consumers? I tend to increase brand awareness of my company’s services through content marketing. You, on the other hand, might prefer to focus on increasing post-sale loyalty.
Whatever your targets, it’s unlikely your customers will seek you out if they don’t know your business exists. This is why a well-thought-out strategy makes the difference between profit and loss.
If you’re targeting individuals, B2B (business to business) content marketing may not gain you the desired results. Instead, B2C content marketing strategies are the way forward—here’s why you need to start using them.
What Does B2C Mean?
In short, business-to-consumer.
It’s a term used to describe the process of selling products directly to the end-user i.e. the customer. It differs from marketing to wholesalers who then sell your products on to the user (B2B).
For example, when a business produces goods like, sports apparel and sells directly to the audience who’ll be wearing them, they are using the B2C route.
B2B is unemotional, heavily focuses on logic and emphasizes how your target business conducts operations. A B2B marketer would demonstrate how the product saves time, money and investment in a sales pitch.
The B2C route requires several distribution channels. There’d be a focus on the benefits of the product to the consumer. A B2C marketer needs to identify the pain point of the target consumer and highlight this while marketing.
Why Do I Need to Market Directly to Consumers?
It’s a good idea to eliminate the middleman when you engage in business transactions with customers. That way, you shorten the process your business undergoes, plus you achieve profits within a shorter length of time.
Including middlemen in the sales cycle complicates the decision-making process for your business. Furthermore, when you consider the consumer’s buying decision is final, this may not be the best option.
Your enterprise exists because of the consumer, not the third party. If you do decide to include them in your content marketing strategy, there’s a good chance you’ll be promoting to a business.
You might obtain retail patronage by marketing to a company, but a strategy that’s not inclusive of the customer will distract you from your goals.
A B2B (business to business) content marketing strategy is traditionally written in a crisp, official-like language. Whereas, B2C is geared towards the individual and presented using an emotional style.
This shortens the customer’s decision-making process and closes the sale fast.
Stay Ahead of The Competition
It’s pointless coming up with a content marketing strategy if you can’t get to your target audience before your competitors do.
Why does it matter?
In the world of business, customers tend to have tremendous brand loyalty. The paradox of choice in selecting a product can be overwhelming for them. This makes it tricky to lure allegiant consumers away from the opposition.
How do I get to them first?
Timing is of the essence. It’s important that you always know what the latest trends are in your line of business. Keeping up with the topical conversations on social media will help you with content marketing to your customers.
The physical time you market also matters—days, mornings, evenings. For example, you’re more likely to catch your potential purchasers during lunch break than mid-morning. However, weekends and evenings are prime time.
But here’s the tricky part:
Locating your customers without answering their questions won’t do much.
Your clients are searching for something specific when they discover your content. There are even times when they want the answer anticipated and a solution proffered before they engage with your website.
Conduct keyword research to identify what your customers’ are seeking before you come up with a content marketing strategy.
Once you’ve ascertained your customers’ needs, you can locate them online, market content to them and Voila! You’ve closed sales.
The Four Pillars of Content Marketing
Now that you have established your customers’ needs, incorporate the four pillars of content marketing in your strategy—which are:
1. The Product
Your product has to be relevant to your customer. The customer doesn’t care about well-marketed content that doesn’t meet his needs. Your amazing infographic might make the customer look at your article but it won’t influence his final decision to click on “check-out”.
How do I influence the customer to close the sale?
You need to focus on and promote the benefits of the product in your content marketing to the customer. This should move them to close the sale.
As far as content marketing is concerned—it’s not enough to know where to find your customers online. You need to guide the prospect through each stage of the sales funnel until he closes the sale. Fix problems that can make a customer abandon your site before he makes a purchase, for instance slow loading times.
B2C content marketing also includes local marketing. You might find some of your local customers on Facebook, or on Twitter. However, if most of them are to be found on Pinterest, tailor your content marketing to suit this platform.
3. Promote Your Price
The paradox of choice makes it important for you to highlight your product’s amazing value in content marketing. The customer’s decision to purchase is greatly influenced by how much it will cost.
This is where bold graphics that highlight the price in a conspicuous manner comes in handy.
4. Emphasize the Extras
How do you promote your content when you’re marketing to your customers? It’s a wise decision to promote your product in such a way that you gain brand loyalists.
Does your product have a returns policy? Highlight this when content marketing to the customer.
Do you have any fringe benefits to reward consumers who always return to your products? Be sure to emphasize this in your content marketing strategy.
3 B2C Content Marketing Strategies You Need to Start Using
According to recent research, B2C content marketers invest heavily in these key areas of their strategy:
1. Content Creation
Here are the main points to consider when composing your content:
- Quality content boosts return rates. It’s a great idea to create content that increases loyalty to your product. It’s well-known that your repeat patrons spend more than first-timers.
- Speed is of the essence. When shopping online, consumers don’t like unnecessary delays. In fact, 61 percent of people who conduct online searches for a product want their purchase within the hour.
- Highlight the benefits. It’s easier for the customer to choose your product when the advantages are clear to see. Attention-grabbing headlines are helpful in content marketing. A good title generator can help you with this.
- Is your website user-friendly? A site which is easy to navigate goes a long way to help consumers find what they need. Plus it encourages them to stay on the page long enough to make the all-important decision to purchase.
- Keep it short and engaging. Brevity is of the essence. The customer is not reading your content for entertainment purposes. Lengthy sentences will deter them which also reduces the prospect of hitting the “buy” button.
- Get Sharing. Does your website contain social sharing buttons? It’s unlikely your business will be sourced via search engine results alone. Sharing on social media is a great way to make your content open to participation.
- Engage your audience. Content marketing goes beyond posting via social media. Encourage them to contribute by including a comments section—and aid your B2C content marketing strategy too.
- Create your own community. Did you know that creating online groups on social media will help improve your content marketing? Brand loyalists often engage with one another in an online community—writing posts that aid your content marketing.
2. Pay Attention to User Intent
The customer has something in mind when conducting an online search. Look up popular keywords within your niche before you strategize for your content marketing.
When a consumer is online, they want to explore content relevant to their query. They also want content indirectly connected with their search, in the hope that could encounter something relevant to their needs.
Does your business have several branches? Remember that they will want the one closest to him when they’re looking up your product online.
When understanding user intent and creating online content, “Do-Know-Go” is a handy term to remember:
- DO: helps your customer perform a specific action.
- KNOW: provides the reader with information.
- GO: directs the consumer to an online location.
This will help you to identify long-tail keywords that satisfy the user intent of your customer.
3. Nurture Your Leads
It’s a lot easier to nurture your leads with marketing automation software. By doing this, you don’t need to manually perform repetitive tasks like emails and social media posts. Not only that, your leads receive a personalized experience via marketing automation software.
Brand loyalists are swayed by emotions, which is why they stick to a particular and familiar label. An email with the customer’s own name in the body is sometimes all that’s required.
B2C content marketing addresses the needs of the consumer, not a business. While they may not purchase goods in such large quantities, it’s a fundamental area of any market.
Appealing to the emotional side of your reader influences the success of content marketing directly B2C (business-to consumer).
Don’t overlook the importance of B2C content marketing—or the marketers who produce it. Contact Clever Touch Marketing today, to discuss your business goals and how our content marketing team can help you.