Effective B2B and B2C marketing typically require different approaches, and as a result B2B professionals tend to shy away from learning and using ideas that come from the B2C realm. However, being open to learning and utilizing strategies from different sectors can yield rewards in the form of increased website traffic and a boost in sales. Below we share four valuable marketing strategies B2Bs should steal from B2Cs.
1. Leverage Visual Marketing
One B2C strategy that many B2Bs fail to employ effectively is visual marketing. Though many B2B marketers fear their products aren’t visually appealing, you can still use your creative juices to find a worthwhile angle for a visual campaign. Chobani does this well by sharing sumptuous photographs of dishes created using their yogurt. Think of ways that your customers use your product, as well as topics that would interest them, and use those ideas to tell stories through pictures
2. Add a Personal Touch
Personalization is an increasingly popular B2C marketing technique that can help B2Bs better provide highly relevant content and offers to their audiences. Personalization is a hallmark of retail giant Amazon.com. From the time you log into your personal account, you see suggestions based on your past purchases and products you’ve viewed. Emulate this by showing your prospects that you’re in tune with who they are and what they need, whether that means taking time to further personalize an email, or customizing a report to better solve a prospect’s problem.
3. Build a Relevant Community
Building a community around your brand means establishing trust and familiarity, as well as providing a place for your audience to express themselves and find useful information—regardless of whether you’re a B2B or B2C business. Backpack maker Herschel Supply Co. does this by curating customer travel photos using the hashtag #WellTravelled. Community building requires a long-haul commitment when it comes to growing revenue, but it’s a vital step for brand building. Set community KPIs to keep things on track, and relay useful community information, such as product improvement suggestions, back to your managers and team so that they can see just how advantageous it is.
4. Employ Brand Transparency
Today’s customers have more information at their disposal, and as a result, people demand transparency. McDonald’s Canada stepped up to the plate in 2012 with their “Your Food, Our Questions” website. They encouraged visitors to ask their toughest questions about the restaurant chain’s offerings, which they provided honest answers to. As a result, McDonald’s has established trust with its Canadian customers and improved their reputation. Invite your audience to ask questions about your brand, and answer them on your website, blog, or on social media. You can also offer “behind the scenes” content of your sourcing and production processes.
Though B2C and B2B marketing strategies typically differ, B2B marketers shouldn’t be afraid to implement these B2C tips if they want to see better results.
