B2C marketers have some amazing things going for them in today’s market, but one problem being that 44% of them admit to having is a lack of strategy, which equals a lack of results and no sales, and for B2C companies, that’s unacceptable.
Because of the shifting market towards the millennial generation, more and more direct-to-consumer companies are having to become better enthusiasts and salespeople, who, in order to make sales, understand and read digital costumers like books.
Besides being the most dominant ruler of all the social media kingdoms, Facebook is also the most prominent platform for B2C marketers and for good reason, but the leading mistake B2C companies make with Facebook is failing to create high-value content.
1. High-value Content
High-value content is material that seizes your audience’s attention and compels them to watch, read or participate. Although both B2B and B2C companies can market and promote content on Facebook, B2B content in general is more informative and professional while B2C content tends to be more effective when communicating in an entertaining and relaxing vibe. Try focusing more on entertaining your followers instead of informing them. Use your content to promote brand awareness and get people talking about you. Funny and how-to videos are excellent tools for Facebook because they’re easy to share and they get people talking, which ultimately does the promoting for you.
2.) To Ad Target or Not?
Specificity can either be helpful or an extreme waste of energy depending on your industry. Facebook’s advertising options allow you to market to broad groups (men aged 31-50 in Detroit) as well as highly targeted, more intimate groups (women aged 21-25 in Detroit who recently got engaged within the last two months and have the job title of project manager listed). You can use Facebook to create relevant ads that will only appear to those who fit certain criteria, but the industry of business you are in should ultimately determine how specific you need to be with your advertising. Most B2C companies cater to all types of people with all types of backgrounds, so consider your industry. The specificity might be higher for a children’s apparel line than for a food and beverage company.
3.) Going Viral
The end goals of B2B and B2C marketers are very different when it comes to Facebook. The end goal of B2B marketers on Facebook is simple – lead generation. And while B2C marketers can also use Facebook ads to direct followers over to their websites, your goal for Facebook marketing is usually community engagement and involvement. You need to get a plethora of raving followers who further your content by sharing. For most B2C marketers, making content go viral on Facebook is your end goal, and this always circles back to content. Employ the most creative minds within your reach in crafting your videos and posts, and be sure to perform multiple tests so you can be confident in their entertaining and/or enlightening value before posting it.
Pinterest is an incredibly simple virtual pinboard. It allows you to organize and share the things you find interesting on the web. With the highly innovative platform it provides, Pinterest has become very popular especially with B2C marketers, offering massive referral traffic opportunity and in addition, a huge audience consisting of customers/potential customers and influencers. It gives exponential reach by utilizing an incredibly viral platform, empowering your company to leverage content and increase visibility. But people people are also being driven to websites and buying because of what’s on Pinterest. Almost 90 percent of visitors have bought something from being on Pinterest, and that’s an even higher buying rate than Facebook.
Pinterest enables you to segment your audience by category as well as gender, which translates into targeted content that generates buzz, community and - no kidding - sales.
Unlike many other crowded marketing platforms, there are many more Pinterest users than there are businesses with Pinterest accounts, which means you’re competing for a large portion of the population, but not against an overwhelming influx of businesses. The length of connection with audiences is longer with Pinterest audiences, too, which means you are able to use content that may not be immediate. Availability, pricing, and direct purchase are all available to you as great tools to complement what you’re pinning. You can also promote pins, which you can target to specific audiences. To see how Pinterest for B2C is done successfully, take a look at businesses who’ve modeled it well, such as Nordstrom and TOMS. You will repeatedly see the same tactics employed by B2C companies again and again because they work. These include, but are not limited to, pinning inspirational or how-to content, paying attention to good captions, utilizing zoomed images and quotes, and highlighting seasons, holidays and events.
The Instagram app is designed primarily for mobile users and has a vigorous hashtag search mechanism. Instagram has worked hard to maintain an almost exclusively mobile site, which has created an amusement-only app for people respiting (if but for a minute) from their busy lives. As marketing ideas go, this site is ideal for your B2C business.
Audience size is often referred to as a ‘vanity metric’ because whilst it looks impressive to have a big following, it doesn’t necessarily mean you are actually getting any ROI from your social media efforts. A better metric to review is engagement. Instagram leads for engagement in almost every industry, so if you haven’t yet set up an Instagram channel, 2016 may be the year to start.
Some key ways to maximize your B2C marketing on Instagram:
- Post images of your staff in action. Appeal to the humanity in your audience by pulling them into the real life behind-the-action of your team bringing together their favorite products.
- Create vignettes of your products in interesting settings or with interesting-looking people. Some companies make waves by posting photos of their products in unlikely settings or with controversial people, and even this can create likable waves for your Instagram followers.
- Post quotes that inspire. People want to feel. Speak to your audience directly with short, uplifting, and enlightening quotes.
- Post photos of your customers along with stories or testimonials of them using your products. Make them as entertaining as possible.
Keep in mind that your industry is key to understanding the avenues you take with your B2C company. Once you’ve nailed down which social media platform your particular audience is hanging out at, reach out to them with moving, valuable, entertaining content and then, keep it coming. You’ll gather an engaged following in no time. And what follows an engaged following? Sales. 10twelve can help you with follower engagement, business strategy or formulating a social media plan. Contact us today!