23rd Aug 2018

5 Marketing Channels to Leverage for your B2C Business

If you want your business to grow, you’ll want to use channels that have been proven to drive results.

If you’re a B2C (Business to Consumer) brand, there is no doubt about it that marketing is getting more intricate and expensive for you by the day and a good ROI is getting even more challenging to achieve. Hundreds of companies are vying for the attention of the same audience, and it’s all starting to look like an impossible hit-or-miss game.

If you’re looking for better conversion in terms of customer acquisition, sales, and customer retention, here are 5 marketing channels I’d recommend that you focus on for your B2C business.

5 Marketing Channels to Leverage for your B2C Business

1. Video marketing

Video marketing is growing, and brands are getting creative with how they use video content. 82% of B2C marketers use videos as part of their marketing strategies and you should to. From Instagram stories to Facebook Live, there are now several ways to connect with your audience. Videos convey emotions, which is an important factor in the purchase decision-making process. Us humans are visual creatures, so it’s easier to draw us with emotion and using the things we see.
With video recordings, you can put a face and personality to your brand. Giving users an insight into the people on the backend of your brand makes it easier for them to connect to you.
Videos are also great for keeping the social engagement train going. There are several types of video content that you can create such as vlogs, interviews, behind-the-scenes, webinars, and so much more.
When it comes to sales, you can use video as a persuasion tool to encourage users to become buyers. For an even better reach, you can invest in online advertising using your marketing videos.

2. Google Ads

Google Ads is still the most effective lead generation option for B2C business owners and marketers.
With a well-defined AdWords campaign, you can start acquiring leads using your website, e-commerce site, or any other online platform with one of your landing pages. The reason why business owners see a better ROI with Google AdWords is that it leads their target audience right to them.
With the right keywords, you can place your content above that of your competitors, and get viewed, and possibly clicked on, first.
AdWords allows you to advertise products, services, and other offers using the keywords you choose. You can also use AdWords to initiate long-term relationships, instead of going straight for the sell. This is very effective if your audience is looking for information on a topic, and you are able to provide a free guide, ebook, webinar, report sheet, or more. Using an effective funnel, this can become the first step in new brand-customer relationships.

3. Social media

Over the years, industry experts have wondered if the impact of social media visibility for businesses could slowly decline. We are yet to see that happen. Instead, many brands are now moving all communication efforts to their social media pages. Users can do everything from make purchases to receiving full customer support, right on their social media apps. Brands are using engaging content, user-generated content, paid ads, and influencer marketing to connect with their target audience and make sales.
Every brand, especially B2C brands, should consider expanding their social media efforts as they grow.
Approach social media marketing as a strategy, not as the ‘in’ thing that is expected of you. Your visuals should offer an appeal to your target audience. You should also encourage users to engage with your page as often as possible.
An important tip is to remember that users see business pages as a customer support platform. If they have a complaint, they might try to resolve it there, simply because almost every other business uses social media for customer support. If you have active social media pages, it is important that there is someone to answer inquiries quickly at all times.

4. Content marketing

Even though 76% of B2C marketers use content marketing, many business owners struggle with implementing it, simply because they don’t believe that it is right for their business. For example, how will a plumbing service business benefit from online content?
Well, it’s very simple. To ace content marketing, you will have to use a problem-solving approach. First ask, what type of content will someone who is in need of plumbing services search for online? If they are the DIY type, they will probably search for how-to guides. If they prefer to hire someone, then they’re going to be looking for plumbing services near them.
Using content marketing, you can easily reach both groups effectively. Your website should be optimized for local search so that potential clients in your area can easily find you. Also invest in creating useful content, so that people who need you (but don’t know it yet) will find your answers. When they encounter obstacles beyond their DIY knowledge, their next option will be to reach out to the available expert; possibly you.

5. In-person networking events

As convenient as online events are, it is almost impossible to form real networks through them. And as a business owner, you need networks. Your marketing should go beyond online efforts to get to your audience. There are several ways to do this.
The first is to make yourself available for events where your target audience hangs out. Many business owners were able to build their brands by being their own influencers. Specifically, in local events, your business should have a consistent presence. You can also do this by sponsoring events. You might not have the budget for funding, but you can give free products and services to support a few local events. Ensure that your chosen events will have your target audience present. Your sponsorships should be marketing efforts in themselves, not just giving free stuff away. Also stay open to collaboration (not competition) with other brands as they can open your business up to a new pool of potential customers.

Each of these channels has provided great results for B2C business owners (including our clients), but not every single one of them will work for you. The secret to finding the right marketing channels for your business is by trying, testing, and analyzing. When you find the ones that provide results, invest resources to optimize them for even better performance. From there, you can continue to operate and evolve.

As a business owner/marketer, what marketing channels have worked best for you?

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