There are two types of marketing that is mainly carried out by businesses. These two types include:

• B2B Marketing (Business to Business)
• B2C Marketing (Business to Consumer)

In this blog we will be covering the basics of the latter. We will soon dedicate an entire blog to B2B marketing basics too so stay tuned for that. For now, let’s dive right into Business to Consumer marketing.

What is Business to Consumer Marketing?

B2C is a type of business mode basically. It means that the business sells directly to the consumer. There is no middle man or other business involved.  

Business to consumer marketing, therefore, will also comprise of marketing strategies that revolve around making a product appealing to the customer and highlighting the gap it will fill in the consumer’s life. 

How does B2C differ from B2B marketing?

There are a few key differences that should be kept in mind when selling a product to an individual consumer instead of a business. 

1. Your target audience in B2C marketing is someone who might just be looking to buy a product one time. It is a smaller investment. It also means that you just have to convince them to give your product one try. After that, if your product or service is any good it will encourage them to come again whenever they need it next.
2. Your advertising does not have to be too as information based as it needs to be with B2B

1. marketing. The reason behind this is that with B2B marketing whether you are selling a product or a service that decision on the other business’s part is made based on a variety of factors. Whether it is feasible for them financially as they will most likely be stocking up. If you are selling a service, they want to make sure it will offer their business the value they are looking for. 

Essentially, the main difference is that in B2B marketing you are selling to a party that is also looking to make profits. You have to keep that cost aspect in mind.

In B2C marketing, however, you only need to create a gap and then show the customer that your product or service will add value to their life. If you have done your research about your targeted demographic before deciding on the prices then the price will become a secondary hurdle. With reasonable and justifiable pricing, the main thing you have to sell is the value that the product will add. 

Tips for Business to Consumer (B2C) Marketing

1. In this digital age, personalized interaction with the consumer will do wonders for you. While it is not possible to personalize the traditional marketing experience (TV, radio ads etc.) to a great extent, you can do it online. Get the necessary information through contact forms and address their emails to them by their name. Adding simple personal touches like this will prove to be highly beneficial for you. 
2. Collect as much data as you can. Of course, keep in mind the ethical boundaries but data will help you reach your target audience and speak to them like they want to be spoken to. You can collect this information through online ads meant to generate leads. Or you can even collect information by observing the way a prospect interacts with your website and social pages. It will tell you a lot about your customers and will help you improve the way you approach them. 

Make offers they can’t refuse. Calculate the lifetime value a consumer offers you. In order to

1. keep them for a longer time and get multiple conversions from one person, it does not matter even if you offer them discounts the first time around. Uber, for example, had a great offer going in its starting days where you could invite a new person and get a discount if they used your invite. They would get a discount or a free ride too. This initiative led to some free rides, sure. But it also introduced that individual to the service and there is a great chance that they used it numerous times after that on their own. You have to be able to think and plan ahead like this. 

The B2C customer journey 

In B2C marketing, your target audience comprises of a large group of people usually. This means that at any given time your marketing team has to cater to people at different stages of their journey. 

The average customer journey for B2C marketing consists of the following steps:

Awareness -> Interest -> Consideration -> Purchase -> Post-purchase experience -> Advocacy

You have to make sure that the ads you are creating, the offers you are making, and the incentives you are offering for reviews and recommendations are catering to all these stages. 

Have incentives for those who are just getting introduced to your brand for the first time and thinking about giving it a try, as well as for those who are returning customers or those who may have recommended your product or service to others. 

Making sure you check all these boxes will mean that your marketing strategy is covering all parts of the customer journey. 

Creating a brand identity

Since in B2C marketing you are selling to the masses, you have to appeal to them. In order to do that, you need to figure out who you targeting and then create an identity around what you think will appeal to them. 

For example, if you are targeting females between the ages of 16 and 25, you might want to create an aesthetic that you think they will appreciate and use a tone of voice that they can relate to. You will have to take into account the society you are selling to and its structures. Whether you want to do something different or conform to what you know works, is completely up to you. 

You just need to make sure you have an identity that will make you recognizable and set you apart. 

Let us know what you thought about this piece in the comments below and if it helped. We also appreciate any suggestions on topics you want us to cover next!