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B2C marketing is the short form of business-to-customer marketing. It has been identified as the most common type of marketing, against B2B (business-to-business) marketing. Simply put, B2C marketing is the framework for running marketing campaigns to attract and retain customers for a business. It is a marketing process that involves businesses going out of their way to communicate with their customers through different media; social media, email marketing, and traditional advertising.

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Several businesses are carrying out this form of marketing without even knowing what it is, how much more, or the strategies that will help them perform better. This is the core mission of this article, to identify B2C marketing strategies that can help you take your business to the next level. Ready? Let’s go!

Content marketing

This is the bedrock of B2C marketing. It is the content you put out that will make your prospective customers notice you and want to buy from you. To effectively follow through with content marketing, you must understand and effectively apply inbound marketing. Hubspot defines inbound marketing as “a business methodology that attracts customers by creating valuable content and experiences tailored to them”. It is a marketing strategy that allows you to connect with your prospective customers on a human level.

Your content should not just sell, but primarily, it should tell why your business exists in the first place and build a lasting relationship with your prospects. Your content should be centred around how your product can help your prospects succeed and reach their goals, whether in health, relationship or finance.

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Your prospects will not be able to connect with a business, an app or a product, but rather, a human figure that is interested in their wellbeing. So make provisions for that in your content marketing.

Contests/giveaways and discounts

I grouped these together because they oftentimes, produce the same results. Perhaps, there is this thing in the human brain that gets tickled when the word, “free” is mentioned. People love free things and will do literally anything to get free stuff. However, we know there is nothing that is absolutely free. If people are lured into getting free things from dishonest people, why can’t you do it? Instead, yours will be for good.

Organize contests that will demand that your prospects follow your social media handles, engage with your content, purchase your products or sign up to your mailing list. Offer discounts on every purchase or the first purchase made by your customers. These will encourage your prospects to engage with your social media platforms, enter your marketing funnel and buy your products. You can also collaborate with influencers to help you out with this.

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You will then be jumping into their own traffic and taking some for yourself. Just think of creative ways to do this and you will be glad you did.

Influencer marketing

We explored one way you can take advantage of influencer marketing in the previous point. However, there are other benefits to this. Especially as a small business, you will want to employ the services of micro-influencers. Since the goal is to appeal to the emotions of your prospects and get them interested in your product or service, you will have to get influences that actually engage with their audience. These micro-influencers have built trust over time with their followers and will be more willing to go for whatever they advertise to them. To build this trust for your business as well, get across to micro-influencers that are in your niche and have them promote your business. To a great extent, this guarantees awareness and sales for your brand.

You have probably been employing these strategies but in the wrong ways. I believe this article has given you some sort of direction for your next B2C marketing campaign.

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This article was first published on 27th August 2022


Chidiogo Shalom Akaelu holds a degree in English and Literary Studies, from the University of Nigeria. She is a freelance writer, editor and founder of Loana Press, a budding online publishing outlet.

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