Does your business sell products direct to individual consumers, rather than to other businesses? If so, B2C marketing strategies deliver the results you need. Business-to-consumer, or B2C, marketing is a term that refers to the various marketing techniques and tactics a business can use to present products or services intended for personal use to their potential customers. These strategies are often short, simple, and to the point.
Unlike business-to-business marketing, which usually speaks to a team of buyers involved in a lengthy purchasing process driven by logical factors such as price, support services, and return on investment. B2B marketing campaigns focus on product features, functional benefits, and building close relationships between suppliers and buyers. That’s not the case with B2C marketing strategies. These are aimed straight at individuals in the middle of the purchase decision. To reach the consumer, appeal to their feelings and emotions. Highlight the benefits your user will enjoy from your product or service, and illustrate how the product or service resolves their problems.
B2C marketing encompasses a range of techniques that target particular segments of the consumer market, trying to appeal emotionally through all the phases of the purchase journey. The internet and social media play a big role in most effective B2C strategies. Small businesses use mobile marketing, videos, and email campaigns to entice and engage both new and existing customers. Loyalty programs, such as those used by Canadian Tire Money, PC Optimum, and Indigo’s Plum Rewards, are also popular and effective forms of B2C marketing. The most successful consumer marketing methods deliver valuable messages through the interactive platforms shoppers use every day.