What B2B brands can learn from consumer brands?Article
Its official, the lines between B2B and B2C marketing are blurring. Once upon a time, when being social or going mobile were considered purely B2C , are now crucial factors deciding how well brand engage and win customers. It’s all about P2P now – person to person. Any tactic or channel that helps convert a person to a returning buyer is now a part of the B2B marketer’s tool-kit. Having said that, gaps do persist between B2B marketing and B2C marketing (both good and bad). In this article, we have identified some useful takeaways for B2B marketers derived from consumer marketing.
Use social media
Consumer brands are actively using social media to acquire, engage and retain prospects and customers. They use the channel to carry forward conversations with buyers from other channels. B2B brands are still only using social media to engage with audiences either in the awareness or in the post-buying stages. They need to actively have conversations with prospects and customers using social media channels and forums to help buyers have faster and better buying experiences.
Customer loyalty is important
While B2C customers are doing everything short of headstands to retain their customers, B2B marketers are more focused on acquiring new customers. While most of the business for B2B brands comes from existing customers, very little is actually done to win customer loyalty. Along with customer acquisition, customer retention and loyalty should be prioritized for life-long relationships with buyers.
Keep it simple
There is often a tendency for B2B marketers to get excited about their products and solutions and creating all content and communication about them which often gets complex and unappealing to the buyer right away. The key is to keep it simple. However you decide to indulge your prospects, always keep it simple. Some B2B brands have gotten this right. For instance, apart from having some impressive product videos, Cisco has also released simple videos which use humor to connect to their audience as they realize that any person whether technically inclined or not will relate to that.
Whether you are marketing to brands or individuals, the key is to focus on the customer and on supreme customer experiences that should be universal, above everything else.
Would you like to add to the list? Please leave your thoughts in the comments section.