B2C marketing which is targeted at consumers, differs significantly from B2B marketing, which is marketing to other companies.
Unlike B2B consumers, the end customer is usually looking for products or services that offer an immediate solution to their problems. They do not research their purchases extensively (as compared to B2B), and their decisions usually take only a few days or even hours.
That is why B2C marketers need to focus not only on the value and benefit that their products or services offer, but also on invoking an emotional connection with the customer.
You probably know a lot about digital marketing, but to help you further, we have outlined four essential steps to make your B2C marketing work and impress the customer in the new decade! Let’s dive in!
Four steps to improve your email marketing campaign
1. Understand the power of emotions
We are emotional beings by nature. Psychology studies have shown that emotional triggers can stimulate the customer's mind and encourage a purchase 3,000 times faster than rational thinking.
This result is not a surprise - while rational thinking can lead consumers to do extensive research before making a purchase, emotions lead them to make impulsive decisions.
Therefore, historically, marketing has focused on how to manipulate consumer emotions to make sales.
But while in the past this often meant pushing a brand into people's minds, today, B2C marketing seeks to create positive relationships with potential customers to encourage them to buy.
Of course, some of the old tactics still work: using attractive colors, images and phrases that provoke emotions are great ways to generate positive reactions in the consumer.
A more recent and equally valid way of creating good impressions is with storytelling, a communication technique that can be quite persuasive.
Storytelling is the interactive art of using words and actions to reveal the elements and images of a story, fuelling the listener's imagination. In line with your content marketing strategy, storytelling can work wonders by evoking emotions in your audience and, consequently translating into sales.
2. Prioritize intention-driven B2C marketing
SEO remains an essential strategy - 93% of shopping experiences start with internet research.
However, it is not surprising that major global brands usually obtain the most competitive keywords. And while many companies dream of taking the top positions in regards to relevant keywords, doing so can be costly and require a lot of effort.
Instead, a good strategy is to prioritize intention-driven marketing using long-tail keywords, those specific to your product or service, with more than 26 characters.
Long-tail keywords appear in 70% of Internet searches. Although 26 to 40-character keywords generate significantly fewer impressions, they are much more efficient than the main keywords.
To summarize, you don't have to spend your entire budget trying to rank in keywords that are taken by big brands, but you can surpass them in keywords that generate fewer common searches.
3. Invest in mobile
In the digital age, the internet has become not only the battleground but the main channel through which B2C marketing is done. But the means by which consumers access the large network has become equally important.
In 2019, 80% of consumers used a mobile device to search the internet. This means that your customers are increasingly using small screens to research your brand or buy from your company.
Unfortunately - or fortunately for you - most companies offer a bad mobile experience. Their mobile sites are slow to load even on the most advanced tablets and smartphones and do not offer a responsive design, which fits any screen size.
As a result, customers who wanted to make a purchase at the moment on their cell phone leave it to finalize later. And later means that you might even lose the sale to a competitor.
To convert your audience today, and not have abandoned carts, you need to build a mobile experience that is equal to or better than that offered on desktops and notebooks.
4. Clean your mailing lists
Email marketing remains one of the main B2C marketing tools, and you are probably one of the 87% marketers who use email to nurture and convert their leads.
For successful email marketing campaigns, however, B2C companies must be familiar with market trends and know their target audience's buying habits, needs and preferences.
But how do you do this without being sure that the leads on your email list are really valuable?
Email verification tools allow you to filter out the contacts that no longer exist, are role-based or were typed wrong.
Correct data allows you to not only ensure that your campaigns reach the people who really matter, but that you can focus on how to create messages that convert more.
Today's consumer has been empowered by the internet and the mobility provided by their smartphones.
Therefore, your B2C marketing campaigns must be attention-grabbing, mobile responsive, easy to access and focused on meeting the needs of the consumer.
What about you? Do you check emails from your list often? We can help you!