Compared to B2B companies, businesses that serve consumer audiences target a shorter sales cycle because of the cost and nature of purchases.
B2C companies are looking for a complete, one stop sale and focus their strategies, typically, on a single customer segment and not multiple decision makers or influencers. The following points highlight important factors when considering your B2C strategies.
You possess your brand, now own it… & get to know your audience while you’re at it.
Often companies will find that, when they set out to create a social media presence, a presence has already been created, in the form of fan pages, etc., and going strong. Customers are loyal to a brand, as we will discuss later on here, and it is important to interact with this built-in audience and to analyze and utilize this market information.
Social media is a slam dunk as a focus group for internet marketers to understand how, in real time, a customer interacts and shares about a company or product. A company can engage with its target market using social media and create an ongoing relationship to learn things about them that might have taken years to learn without. As well, understanding consumers will allow a personalized approach to brand awareness and encourage ongoing engagement.
Monitor the effectiveness of posts to identify which post styles generate the most user engagement. There are some standard, know marketing concepts, for example including food, children, or animals that occupy a large portion of the frame generate more audience participation than other types of posts.
Use analytics websites like Brandwatch, Google Analytics, Hootsuite, and Buffer, which offer complete data analysis to provide valuable insights about the audience’s digital traffic, regional trends, and to optimise your SEO strategies.
Your Brand Should Have Devoted Followers
Once you have researched effectively and created an ongoing platform for interaction with your audience, then a better understanding of the type of information they consume and share will be created. This same process, via social media, will also build brand awareness and encourage loyalty. Strategies to include are creating promotions that encourage repeat business and giving customers inside information about upcoming products or promotions.
Benefit from Content Generated by Users
SEO specialist Michael Dehaven, during SES Chicago on “User Generated SEO,” stated that 80-90% of total content on many major e-commerce sites is user generated. This means that the catchy slogans and phrases that marketers are coming up with can be completely misleading to the consumer. Keyword and SEO strategies must utilize this data by researching what consumers are saying about a brand.
Negative Feedback Means Positive Action on Your Part
Nobody likes negative feedback. A lot of time and effort is put into producing perfect campaigns and if feels bad when the rug is pulled out by a negative comment or review. Keep in mind that it isn’t the end of the world when this happens and that if it is handled correctly, a positive spin can be put on it. Since negative comments travel far and wide, very quickly, on the internet, a positive reaction can travel with it, creating an excellent marketing opportunity for your brand. Don’t just delete a comment and come up with a lame excuse to explain the original campaign. Use the negative feedback to improve your brand, and make it known to your customers that you are as loyal to them as they are to you.