We’re a B2B company, so we spend most of our time trying to reach “decision makers.” These are the people within a company that have the seniority and authorization to make purchases on behalf of a company. Why do we need these individuals? Because the person handling the accounting can’t make a deal with us; but the decision maker can.
While this allows us to focus on specific individuals, it also limits our options. If the decision maker doesn’t see things our way, then we’re out of luck. But when you’re in the B2C arena, you don’t have those kind of restrictions. Who are you targeting? Everyone (that aligns with your buyer personas of course)! Virtually anyone is a potential customer in the B2C space. And that actually makes it perfectly suitable to inbound marketing techniques. Here are four reasons why:
The entire internet is your oyster
As mentioned above, B2B companies have to market directly to decision makers, which really limits what we can do. Who do you think the average decision maker is? Probably a minor-to-mid-level executive, or a business owner, which means they’re likely middle-aged and have been with the business for a long time (most of the time). That’s a pretty specific audience.
But with B2C companies, you can market to anyone and everyone. Of course, you’ll have ideal customers, but there’s nothing stopping you from taking a wide-ranging approach to marketing and seeing who responds. That’s the kind of luxury B2B companies don’t have.
Content doesn’t discriminate
One of the central tenets, or perhaps the central tenet, of inbound marketing is content. Content is the engine that drives inbound campaigns, in the form of blog articles and content offers (white papers, eBooks, etc.). And the good news is, content appeals to everybody! Whether it’s a senior vice-president at a tech company or a stay-at-home mom who likes to shop online, blogs are equally attractive to both. That’s because your blog articles will provide helpful information to your visitors, and who doesn’t like that? Whether you’re a B2B or B2C outfit, content will work for you.
Social media is a major component
Inbound marketing relies heavily on social media, because it’s a valuable tool for spreading the word. Strong site traffic is essential for successful inbound marketing, and social media helps us accomplish that goal.
You should post links to every new piece of content on every social media channel, which will boost your traffic numbers. Additionally, there’s a chance that followers will share your link, expanding your reach and giving you access to new potential leads. Finally, you can create special landing pages just for social media followers. That way, you can evaluate the potential for generating leads via social media.
You don’t have to rely on one buyer persona
Within inbound marketing, we target “buyer personas.” These personas basically symbolize our ideal customers, and by picturing these individuals, we can cater our content directly to their needs.
The good news is, you don’t have to rely on a single buyer persona. In fact, that’s probably not a great idea. We have at least two buyer personas for each of our clients, and there’s nothing wrong with having a couple more. By alternatively catering to each persona, you expand the potential of your content. And with time, you’ll see which personas are the most responsive to your campaigns so you can adjust accordingly.