As you peruse our website and blog, the theme you’re going to see over and over is inbound marketing. This is more than just a current buzzword. It’s a highly effective method of marketing, which we’ve seen yield great success for businesses of all types and sizes. While a lot of the success stories you read about on inbound marketing agency’s websites are about B2B (Business to Business) companies, the methodology can be applied just as well for B2C (Business to Consumer) marketing. And your fellow B2C marketers seem to agree. The Content Marketing Institute recently reported that 77% of them use content marketing.
Some aspects of inbound marketing for B2C companies are no different from the approach taken for B2B companies. The main point remains the same: Attract potential buyers by providing them with engaging informative content. How does an inbound marketing agency execute this?
The first step reveals the main difference in marketing for B2C vs. B2B companies: Identifying your target audience. B2B businesses need to market to the decision-makers in their client companies, and do so by developing buyer personas. These personas are an attempt to create a profile of the ideal customer for your business. In the case of B2C companies, the buyer persona is not going to be an employee, spending his company’s money, but the end user, the retail consumer who has a need for your type of product or service.
A revamping of your website is probably also in order. You’ll want a site which fits in with the inbound strategy. It should be simple, uncluttered, pleasant to use, and easy to navigate. In short, it should be sales-friendly, to facilitate the buyer’s journey from visitor to lead to customer. Of course your content will be highly visible there as well.
Most importantly, an inbound marketing agency will help you get your content out there. They’ll help you develop a strategy which will include blog posts as well as offers of more extensive content. Blog posts should be made frequently, at least a few times a week, and should be done at regular intervals. Eventually, posting on a daily basis would be best. Your blog posts should all be structured for SEO (Search Engine Optimization) through the use of keywords. The content offers will consist of more in-depth writing on similar topics, which can be downloaded, often as eBooks.
The icing on the cake your inbound marketing agency bakes for you is additional promotion through developing your social media presence. Your social media efforts should be integrated with your inbound strategy and help you stay visible. It also serves to put a face on you and your company, and is in effect, the neon sign in your window in the digital era.