When dealing with B2B and B2C marketing strategies i.e. individual end users, as opposed to corporations – your brand strategy must appeal to a whole different set of ideals. The emotional base of a target audience such as this is unique, as is its members’ reasons for buying.
Here’s a gist of what we at IdeateLabs focus on for your B2C Marketing Strategy:
- Your target market should be identified with the understanding that it will be much larger than a B2B market. In most cases, a B2C brand strategy must allow for a large number of small sales, as opposed to a small number of large sales. This doesn’t mean that a smaller profit margin should be expected; it simply means that the brand strategy must be adjusted to accommodate a short sales cycle and a highly efficient method for moving customers through the purchase spectrum.
- The branding flavour of a B2C brand should be about the product or service and its benefits, as well as tapping into the motivational emotions of the individual buyers – all of which should, in large part, overshadow personal relationships.
- The worth of the transaction should be put upon a pedestal, highlighting the value of the product or service and the prestige, peace-of-mind, or comfort that comes with owning it. Remember that B2C purchases are largely emotional, with decisions being made based on how the brand makes consumers feel. Know your audience, know what feelings are most valuable to them, and create experiences that satisfy those needs.
- Activities and promotions should be coupled with product or service purchases. Experiential branding and marketing marries great experiences and memorable moments with your product, meaning that whenever your customer sees, hears, smells, touches, or tastes your product, a memory anchor will go to work, associating good times with your brand.
- Brand awareness is integral to B2C sales. The reputation of the brand often precedes sales, and is therefore the first step in establishing brand loyalty. B2C online marketing strategies should move potential customers from awareness to trust to purchase. And remember: not all loyalty comes with purchase. Some of your brand’s best proponents will be those consumers who have not yet bought into your brand – they’re either in the funnel or they’re working to spread the word about your brand.
A brand strategy for a B2C application should focus on building brand awareness in the market, making conversions quickly and dependably, and fostering a reputation that promotes loyalty and there’s no one better than our team of experts with their plethora of specific knowledge to build your strategy!