Marketing is an essential aspect of any business. But with so many channels to choose from and tactics available, it can be hard to know where to start. Businesses that cater to consumers have different needs than businesses that sell to other companies. Below, we’ve outlined the best marketing tactics for each industry.
Business to Consumer (B2C)
Create content for consumers
Consumer-driven businesses often have difficulty creating content that their customers want to see. This is because they need to understand what their audience cares about and how they can best engage with them. One way of doing this is using social media listening tools such as Brandwatch, Talkwalker, or Simply Measured, allowing you to monitor conversations around your brand in real-time.
Creating content that adds value to your customers will help to build trust and loyalty while also increasing the likelihood that they’ll recommend your brand to others. It’s important to note that content-driven businesses are not only found in the B2C space. As more people realize the importance of creating high-quality content for their business, we’re seeing many brands become more focused on this aspect.
One of the most effective marketing tactics for consumer-driven businesses is customer testimonials. It can be compelling when a customer shares their experience with your brand. A testimonial serves as an endorsement of your business and helps to build trust with new prospects. You must take the time to thank customers for sharing their experience and ensure that you have an easy way for them to submit these types of content (such as a simple form on your website).
Many professional services, such as independent accountants, financial advisors, and lawyers, will use testimonials as an effective way to showcase their credentials. If you are a small business owner or entrepreneur, then you must take the time to write down your personal story and share it with others. Your personal story can help to build trust with new prospects and grow your business. The medical industry has also started to use testimonials as a way to build credibility with new patients. Many dental orthopedics, chiropractors, and other healthcare professionals have started to create professional videos highlighting their work and personal stories.
Business to business (B2B)
If your market is B2B, then you must have a strong lead generation strategy in place. A great way to do this is by using video marketing. Video is an incredibly powerful tool available nowadays that can help you generate leads and increase sales. If your business sells products or services, then you should consider creating an explainer video that demonstrates what your product or service does as well as how it solves a problem. You can also create a promotional video to showcase new features of your company’s products and services.
Lead generation is a key component of any B2B marketing strategy. The best way to generate leads is through inbound marketing, which includes blogging and social media. You can also create a lead magnet or offer something of value for free — like an eBook, webinar, or white paper — that gets people interested in what you have to offer them. Once you’ve generated leads from your content and offers, nurture those leads with email campaigns and follow-up calls until they convert into sales opportunities for your business.
Lead nurturing is the process of delivering highly relevant content and offers to your prospects to move them through the sales funnel. It can help you move leads who aren’t ready to buy yet into a position where they will become more interested in what you offer and are ready to make a purchase decision. Lead nurturing helps eliminate the “drop-off” between initial contact and conversion by providing additional information that educates your prospect while also moving them closer to buying from you.
There are several types of lead nurturing that can be used depending on your needs. These include email drip campaigns, newsletters, social media engagement, and content marketing. Drip campaigns are a series of emails sent over time that educate your prospect about the problem they have and how it can be solved by you or one of your partners. They help build trust with prospects because they see that you care about them enough to provide relevant information for them—even if they aren’t ready to buy yet. Email newsletters are similar to drip campaigns, except they’re sent out less frequently and are focused on providing more content that is not directly related to your product or service.
Marketing strategies and tactics often affect businesses positively or negatively. It’s essential to understand which strategies will work best for your business, as well as how to implement them effectively. Whether you have an existing marketing strategy or are starting from scratch, these tips can help you get started on the right foot and ensure your business reaches its full potential.