B2C Marketing: 7 Tips for Consumer Marketing

B2C (or business-to-consumer) marketing targets a diverse array of individual consumers as its customer base rather than trying to sell products to other companies or retailers. B2C marketing campaigns make use of social media channels and other forms of digital marketing to directly target consumers. Marketers also try to personalize their messaging to individual consumers in a way they wouldn’t necessarily be able to if they adopted a more traditional mass marketing strategy.

B2C marketing, or business-to-consumer marketing, focuses on selling products directly to consumers instead of to other companies, which is the case with B2B marketing, or business-to-business marketing. Strategies overlap with each type of marketing, but this difference in end goal leads marketers to emphasize or utilize different approaches.

B2B businesses might still use digital marketing to entice B2B buyers, but their overall marketing strategy tends to be more thorough than that of B2C companies on average. B2B marketing must convince another business to purchase and implement products and services throughout an entire company for an extended duration of time. This makes for a more stretched-out decision-making process. For example, you’re more likely to see an hours-long informative webinar about a product from a B2B business than from a B2C one.

A B2C business can market with the knowledge its end users will be happier to make much more impulsive buying decisions than B2B companies would. For B2C brands, the only decision-maker they need to convince to buy their products is a single consumer. While certain individualized products and services—like houses or medical care—require more thorough consideration, B2C purchasing decisions usually require less forethought than B2B ones.

Keep these seven tips in mind as you start to carve out your company’s unique B2C strategy:

1. 1. Address pain points. Ensure every element of your B2C customer journey converts into sales or engagement and address any pain points along the way. Reassess pricing if a similar brand is outcompeting you with lower costs. Do market research to better understand how to reach prospective customers. Calibrate your advertising with actionable steps on your site’s landing page to increase your conversion rate.
2. 2. Build a brand personality. Once you identify a target audience, create a brand personality that will appeal to this group of people. B2C content should fall within the purview of your overall brand persona. When you tailor your content marketing to targeted consumers in a personalized way, they’re more likely to raise brand awareness by telling friends and family about your products or services.
3. 3. Focus on personalization. One of the main benefits of B2C marketing is how well it allows you to customize the customer experience for each and every individual consumer. Even if you use marketing automation software, add a human touch to your B2C strategy. When a consumer opens your app or sees an ad from your company, greet them with a personalized experience from beginning to end.
4. 4. Incentivize repeat transactions. B2C sales rely just as much on retargeting loyal customers as reaching out to new ones. Make it a top priority to incentivize continual transactions with your company. Implement a customer loyalty program that promises discounts, free items, and other perks. Offer a tangible benefit to signing up for a newsletter, and then include other incentives in your ensuing email marketing for engaged and repeat customers.
5. 5. Make an impression fast. B2C campaigns need to act fast to get a consumer’s attention. The digital age is one of constant distraction and information bombardment, so the sales cycle moves faster than ever. Ask yourself how you can use a short video or post to get a new consumer over to your e-commerce site in just a few seconds. To achieve conversions, work on a marketing plan that foregrounds immediately engaging content complete with actionable steps.
6. 6. Reach out to new customers. Use social media platforms and other digital marketing channels to constantly grow your B2C customer base. Target potential customers with marketing messages you think will appeal to them on an immediate and personal level.
7. 7. Use a multipronged strategy. B2C marketing strategies should target and appeal to customers from several different angles. To reach today’s consumers, you might use social media marketing, influencer advertising, podcast ads, search engine optimization (SEO), and other digital marketing strategies.

Get the MasterClass Annual Membership for exclusive access to video lessons taught by business luminaries, including Sara Blakely, Chris Voss, Robin Roberts, Bob Iger, Howard Schultz, Anna Wintour, and more.

B2C (or business-to-consumer) marketing targets a diverse array of individual consumers as its customer base rather than trying to sell products to other companies or retailers. B2C marketing campaigns make use of social media channels and other forms of digital marketing to directly target consumers. Marketers also try to personalize their messaging to individual consumers in a way they wouldn’t necessarily be able to if they adopted a more traditional mass marketing strategy.

B2C marketing, or business-to-consumer marketing, focuses on selling products directly to consumers instead of to other companies, which is the case with B2B marketing, or business-to-business marketing. Strategies overlap with each type of marketing, but this difference in end goal leads marketers to emphasize or utilize different approaches.

B2B businesses might still use digital marketing to entice B2B buyers, but their overall marketing strategy tends to be more thorough than that of B2C companies on average. B2B marketing must convince another business to purchase and implement products and services throughout an entire company for an extended duration of time. This makes for a more stretched-out decision-making process. For example, you’re more likely to see an hours-long informative webinar about a product from a B2B business than from a B2C one.

A B2C business can market with the knowledge its end users will be happier to make much more impulsive buying decisions than B2B companies would. For B2C brands, the only decision-maker they need to convince to buy their products is a single consumer. While certain individualized products and services—like houses or medical care—require more thorough consideration, B2C purchasing decisions usually require less forethought than B2B ones.

Keep these seven tips in mind as you start to carve out your company’s unique B2C strategy:

1. 1. Address pain points. Ensure every element of your B2C customer journey converts into sales or engagement and address any pain points along the way. Reassess pricing if a similar brand is outcompeting you with lower costs. Do market research to better understand how to reach prospective customers. Calibrate your advertising with actionable steps on your site’s landing page to increase your conversion rate.
2. 2. Build a brand personality. Once you identify a target audience, create a brand personality that will appeal to this group of people. B2C content should fall within the purview of your overall brand persona. When you tailor your content marketing to targeted consumers in a personalized way, they’re more likely to raise brand awareness by telling friends and family about your products or services.
3. 3. Focus on personalization. One of the main benefits of B2C marketing is how well it allows you to customize the customer experience for each and every individual consumer. Even if you use marketing automation software, add a human touch to your B2C strategy. When a consumer opens your app or sees an ad from your company, greet them with a personalized experience from beginning to end.
4. 4. Incentivize repeat transactions. B2C sales rely just as much on retargeting loyal customers as reaching out to new ones. Make it a top priority to incentivize continual transactions with your company. Implement a customer loyalty program that promises discounts, free items, and other perks. Offer a tangible benefit to signing up for a newsletter, and then include other incentives in your ensuing email marketing for engaged and repeat customers.
5. 5. Make an impression fast. B2C campaigns need to act fast to get a consumer’s attention. The digital age is one of constant distraction and information bombardment, so the sales cycle moves faster than ever. Ask yourself how you can use a short video or post to get a new consumer over to your e-commerce site in just a few seconds. To achieve conversions, work on a marketing plan that foregrounds immediately engaging content complete with actionable steps.
6. 6. Reach out to new customers. Use social media platforms and other digital marketing channels to constantly grow your B2C customer base. Target potential customers with marketing messages you think will appeal to them on an immediate and personal level.
7. 7. Use a multipronged strategy. B2C marketing strategies should target and appeal to customers from several different angles. To reach today’s consumers, you might use social media marketing, influencer advertising, podcast ads, search engine optimization (SEO), and other digital marketing strategies.

Get the MasterClass Annual Membership for exclusive access to video lessons taught by business luminaries, including Sara Blakely, Chris Voss, Robin Roberts, Bob Iger, Howard Schultz, Anna Wintour, and more.