3 Ways B2B Can Apply B2C Principles
Marketing is divided into two categories: B2B and B2C. There is quite a distinction between the two in the way they market, primarily because of the differences in their audiences.
Why don’t more marketers take what works in one industry and apply it to another? We’re going to show you how to apply three B2C principles to your current strategies:
- Customize copy
- Engage customers
- Utilize creativity
Customize copy. Some brands can’t have a ‘one size fits all’ message. When you’re reaching a variety of different people or industries, it’s best to create content and copy that’s best for that audience. Certain tones work better for certain people and industries, so researching your audience a little more will be helpful in determining how to write for your audience.
One example of writing copy is our client ViaQuest. They provide a variety of healthcare services, and each service page touches on certain points tailored to their audience. Their veteran services page focuses on the fact that ViaQuest is a veteran-owned company and how their services can help veterans. They also offer hospice services whose page tone centers around providing hospice care for the patient and a respite for the primary caregiver. It’s message is much different from the veteran services page.
Engage customers. Social media, especially LinkedIn, Twitter and Facebook, are great ways to interact and engage with your customers in real time. Don’t just use social to promote your own expertise; consider creating conversations with your followers and focus on your clients’ expertise, successes and/or relevant, timely topics in your industry.
Social is a great place to get free, sometimes unsolicited feedback, as well as other data that can be used on improving your current marketing initiatives. Social media management software company Sprout Social does a great job engaging their readers. Their actions humanize their brand and are an easy way to engage with readers and can potentially create new leads.
Get creative. This goes without saying—if you want to stand out from the rest you must get creative! Don’t be afraid to play around with layouts and colors. The majority of people are visual learners, so the more eye-catching it is the better your chance of being seen.
Tech giant Cisco does a great job adding creativity to their social media posts. Their graphic imposed into the post is eye-catching and is another way to promote their brand. The colors and design evoke the Cisco brand image with all of the detailed technology pieces placed all over the background. Marketing is always pushing the limits, so as long as you don’t go too far and get off track from your objectives, you’ll be on your way to gaining more successes.
Whether you work for a large corporation or a small business, they all need to stand out in their own way. Try implementing these B2C strategies in your next marketing plan. They’re an easy way to make your brand stand out even more.
Does your B2B business apply B2C principles? If so, tell us which ones you use in the comments!
Alexander Lunder • October 30, 2015
Posted in these categories:Healthcare Marketers, Marketing Tips, Social Media Marketing Tips, Writing Tips
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