What is a B2C Model?
In 1979, English entrepreneur Michael Aldrich invented online shopping, or teleshopping, to enable online exchange processing between consumers and businesses, or from one business to another. Aldrich’s technique later became known as e-commerce; it didn’t become economically viable until the Internet came to be.
A B2C model means a business-to-consumer model of selling items or services. As the name suggests, this refers to any business that takes place where the consumer directly receives the goods or services. Chiefly, we may very well see it in the case of restaurants or with lawyers.
What is the difference between B2B and B2C?
As referenced above, the crucial difference that wins between B2B and B2C models is the method that the companies use to offer their products to the purchasers. The pricing design of the two models is marginally unique.
Additionally, in a B2C model, the value-based relationship is significant as to give a coupon in return for feedback on the following purchase, yet in the B2B model during the deal time, individual relationships are significant.
In a B2B model, there is no compelling reason to stress over the branding as a retailer consistently manages many brands, yet in a B2C framework, this becomes crucial to have a brand’s name, acclaim, and components.
B2B requests that the master become familiar with the language or the phrasing, yet in a B2C model, to draw in shoppers, one needs to sell a message or an idea that is genuinely associated with the brand
Top 10 Business-to-Consumer Marketing Strategies
What do business professionals think about different types of marketing strategy to reach consumers? We took a look at recent survey results and reports that compiled data on the topic, and created a list of 10 B2C marketing strategy examples commonly recognized as successful regardless of industry. Here’s what we found, in no particular order:
Social Networks and Viral Marketing
Social media marketing focuses on providing users with content they find valuable and want to share across their social networks, resulting in increased visibility and traffic. Social media shares of content, videos, and images also influence Search Engine Optimization (SEO) efforts in that they often increase relevancy in search results within social media networks like Facebook, Twitter, YouTube, and Instagram and search engines like Google and Yahoo.
Paid Media Advertising
Paid media is a tool that companies use to grow their website traffic through paid advertising. One of the most popular methods is pay-per-click (PPC) links. Essentially, a company buys or “sponsors” a link that appears as an ad in search engine results when keywords related to their product or service are searched (this process is commonly known as search engine marketing, or SEM). Every time the ad is clicked, the company pays the search engine (or other third party host site) a small fee for the visitor — a literal “pay per click.”
Internet marketing, or online marketing, combines web and email to advertise and drive e-commerce sales. Social media platforms may also be included to leverage brand presence and promote products and services. In total, these efforts are typically used in conjunction with traditional advertising formats like radio, television, and print.
There’s also a lot to be said about online reviews and opinions. Word-of-mouth advertising is unpaid, organic, and oh-so-powerful because those people who have nice things to say about your product or service generally have nothing to gain from it other than sharing good news. A recommendation from a friend, colleague, or family member has built-in credibility and can spur dozens of leads who anticipate positive experiences with your brand.
Email marketing is a highly effective way to nurture and convert leads. However, it’s not a game of chance, as to whether your message winds up in spam filters. Instead, email marketing is an automated process that targets specific prospects and customers with the goal of influencing their purchasing decisions. Email marketing success is measured by open rates and click-through rates, so strategy comes into play, particularly when it’s used as a component of a larger internet marketing initiative.
Direct selling accomplishes exactly what the name suggests — marketing and selling products directly to consumers. In this model, sales agents build face-to-face relationships with individuals by demonstrating and selling products away from retail settings, usually in an individual’s home (e.g., Amway, Avon, Herbalife, and Mary Kay).
Point-of-Purchase Marketing (POP)
Point-of-Purchase marketing (or POP marketing) sells to a captive audience — those shoppers already in-store and ready to purchase. Product displays, on-package coupons, shelf talkers that tout product benefits, and other attention-getting “sizzle” often sway buying decisions at the shelf by making an offer simply too good — and too visible — to pass up.
Cobranding, Affinity, and Cause Marketing
Co-branding is a marketing methodology in which at least two brands join together to promote and sell a single product or service. The brands lend their collective credibility to increase the perception of the product or service’s value, so consumers are more likely to purchase and willing to pay more at retail. Secondarily, co-branding may dissuade private label manufacturers from copying the product or service. Similarly, affinity marketing is a partnership between a company (supplier) and an organization that gathers persons sharing the same interests — for instance, a coffee shop that sells goods from a local bakery.
There is no shortage of co-branding partnerships, but several more recent examples demonstrate particularly good natural brand alignment including the adventurous GoPro and Red Bull, luxurious BMW and Louis Vuitton, and fashion-forward Alexander Wang and H&M.
Likewise, cause marketing leverages and enhances brand reputation. Cause marketing is a cooperative effort between a for-profit business and a non-profit organization to mutually promote and benefit from social and other charitable causes. Cause marketing is not to be confused with corporate giving, which is tied to specific tax-deductible donations made by an organization. Cause marketing relationships are “feel goods” and assure your customers you share their desire to make the world a better place.
Best B2C Digital Marketing Strategies to Apply in 2022
Business-to-consumer, shortened as B2C, is the process of selling goods and services directly between businesses and consumers. And, consumers here are the end-users who stand at the bottom of the product chain, and actually consume the product.
So, B2C marketing is the practice of promoting a company’s goods and services directly to individual buyers. B2C digital marketing tactics often involve brands’ ability to capitalize on their value, trigger emotional responses, and generate social proof.
However, B2C products are not only sold in physical stores. The products like e-learning websites, knowledge commerce products, membership websites are traded and advertised through digital platforms.
Difference between B2B and B2C digital marketing strategies
The fundamental difference between B2B and B2C marketing strategies lays down on the technique that companies use to sell their products. In B2B, sellers offer smart solutions to simplify work processes, now automate business processes and gain efficiencies. It requires industry knowledge and the use of the field language to market those products.
But in B2C, you need to sell an idea that emotionally connects you with customers. Sellers need to have their name and style known among the audience, as there are a wide array of providers of similar products. Though consumers make impulsive purchases at times, a message that you deliver has a great impact on either case.
In B2B, consumers are more likely to purchase a product than in B2C. Because businesses always seek efficient and agile approaches to maximize their productivity. They are already in search of better solutions. The role of B2B marketers is to introduce their unique selling propositions (USP) tailored for customer needs.
How to develop B2C digital marketing tactics?
Setting reliable B2C digital marketing strategies comprises a holistic approach. It starts by introducing consumers to your brand, encouraging them to engage with your brand, and leading them to make purchases. If you use a pipeline model, these stages are awareness, conversion, consideration, and retention.
1. Connect with your prospects on a human level
As we stressed above, B2B purchase decisions are made with emotions and feelings. Few brands take the needed effort to know their consumers and connect with them on an emotional level.
Knowing whom you are talking to is the preliminary step in the establishment of B2C digital marketing trends. Most brands pursue promotional content without addressing customer pain points. If you do not want to fall into this trap, get to know your customers, understand their needs. This will let you create effective solutions that communicate with customer needs.
How? Use available customer pain points shared on the internet and explain how you can address their issues. For example, if you are providing psychology therapy for teens, look for what they are concerned about. You can share the general concerns you find on the internet (without mentioning user names) and explain the causes, required treatments, and then mention your service.
2. Embrace the power of content marketing
The next step to establish effective B2C digital marketing strategies is developing a winning content strategy. Understanding consumer psychology and justifying their needs give you a leg in this process.
If you want to create brand recognition for your brand, you need to continuously generate content. Use the outcomes of your research to create engaging content that gains consumers’ attention for your product.
It can be a blog post, guest post, video tutorial, or podcast. As long as the content is clear, articulate and the brand image is given, it will be easily consumed and spread. It is vital to provide content that gives value to the reader and brings traffic to your website.
3. Use social media
Social media transformed the marketing landscape and generated tons of followable B2C digital marketing trends. It lets you expand your brand recognition and grow sales with a tied budget.
While B2C prospects want to feel close to the message you present. Educative posts can still nourish your feed, focus on delivering a valuable message that speaks to the heart of your social media persona.
When starting off on social media marketing, you can try ads to grow followings. But to show authenticity and maintain the level of engagement, you need to constantly deliver fresh content to followers.
Creating valuable content takes a big part of your marketing efforts. It takes so much time to generate ideas for social media content creation. And sharing posts to multiple platforms might ruin your time and energy for crucial tasks. Instead, you can look for scheduling tools to simplify the social media posting process.
By automating social media posting, these tools allow you to schedule posts once and enjoy your time on crucial tasks. WordPress users can attain this efficiency with the help of plugins.
4. Host creative contests
Contests work best when rules are simple and the prize is worth it. If you impose a long list of social media accounts to follow, 10 people to tag in comments, you won’t receive the expected amount of growth afterward.
And, make sure your prize is valuable to your ideal customers. If the gifts have nothing to do with your business, hosting such content will be pointless. For example, If you are an e-learning website, giving a 3-month free course away is much more suitable than a dinner at a fancy restaurant for your target.
5. Turn customers into brand ambassadors
Turning loyal customers into brand ambassadors is also one of the popular B2C digital marketing trends. It is always a good idea to let your potential customers know what your consumers think of your products. B2C customers make decisions emotion-based, yet they also need directions to find the most suitable choice.
The testimonial section of your website shows genuine comments of your customers in addition to your own words. You can display feedback from your Google My Business account, Facebook reviews, or let people mention their comments on your website.
As part of your B2C marketing strategy, you can transform your happy clients into brand ambassadors. As people are more convincing than brands, they can generate more referrals as well.
6. Build influencer relations
Influencer marketing is an undetachable part of B2C digital marketing strategies. Influencers maintain a good state of relations with their followers and have a big share in the purchase decisions of their followers.