What is B2C digital marketing?
B2C digital marketing is the use of online channels to market a business to consumers. In comparison, business-to-business (B2B) digital marketing is the use of online channels to market a business to other businesses.
B2C digital marketing explained
If you want to define B2C digital marketing, it’s best to break it down into its three components: B2C, digital, and marketing.
First, marketing is simply any form of promotion for your business. It’s a way of advertising to your target audience, so they’ll know you’re there and be persuaded to buy from you.
Second, the “digital” component refers to any form of digital or online media, most commonly the Internet. That includes websites, mobile apps, email, search engines, and more.
Finally, B2C stands for “business-to-consumer,” which means you’re marketing specifically to individual consumers rather than organizations or businesses.
Altogether, B2C digital marketing is a type of promotion for your business that involves using various types of digital media to reach an audience of individual users.
Why do you need B2C online marketing?
Now that we’ve established what B2C marketing is, what makes it so important?
As indicated earlier, digital marketing is essential for reaching your audience. Firstly, it’s crucial for brand awareness — that is, letting people know that you exist. More than that, though, you need it in order to convince people to buy from you.
Your marketing is the tool with which you can show people how great your products or services are and encourage them to make a purchase. Marketing online is particularly effective since it allows you to reach such a vast audience without even leaving your desk.
Without digital marketing, you won’t get very far — but with it, you have the opportunity to make your revenue skyrocket.
6 expert B2C marketing strategies
Digital marketing doesn’t come down to just one process. On the contrary, it covers a broad range of strategies you can use to reach different audiences online. Several strategies in particular stand out from the crowd for their effectiveness, and we’ll cover each of them below.
Here are six digital marketing strategies for your business to try!
1. Search engine optimization (SEO)
The first B2C digital marketing strategy on our list is search engine optimization (SEO). SEO is a strategy that involves optimizing web content to rank in Google search results. Essentially, it comes down to making your website satisfy Google’s ranking algorithms.
One of the best ways to improve your SEO is to integrate keywords — that is, search terms — into your content. For example, if you write a blog post featuring pest control advice, you could include the keyword “pest control tips” throughout, so Google will rank it for that search.
Other SEO tactics you can employ include:
- Earning reputable backlinks from third-party sites
- Writing compelling title tags and meta descriptions
- Optimizing the images on your website
- Creating a Google My Business profile for your company
- And more!
The better optimized your site is, the higher it will rank in Google. Ultimately, that will result in more users encountering it and visiting your site, leading to more traffic and more conversions.
2. Pay-per-click (PPC) advertising
Pay-per-click (PPC) advertising is a form of marketing that focuses on displaying paid ads online. Those ads can appear in various locations, including:
- Google search results
- In the margins of third-party websites
- On social media
- In mobile apps
- And more!
To set up a PPC campaign, the best option is to use Google Ads. In Google Ads, you can bid on specific keywords that you want to target. If you outbid your competitors and earn a high Ad Rank — Google’s placement of your ads based on their quality — you can get your ads into ideal spots.
From there, you can design the ads themselves, along with landing pages where they’ll lead users who click on them. Those landing pages should be built around specific calls to action (CTAs) urging users to convert.
Ultimately, PPC is an excellent B2C digital marketing strategy for driving conversions and spreading brand awareness. The best part about PPC is, you only have to pay for your ads when users click on them!
3. Social media marketing
Did you know that social media is home to 33% of the average user’s Internet time? With so much influence in today’s world, social media is the optimal location for advertising your business, and there are a couple of different ways you can do that.
First, you can set up an account for your business. You can do this on one or more platforms of your choice, with your options including:
From your account, you can post engaging content to draw your audience in. That content might include:
As users engage with your content, many of them will end up visiting your website and becoming leads.
You can also run paid ads on social media, which appear right in users’ social media feeds. You can even target those ads toward users based on demographics like age or location, ensuring that you reach the exact audience you’re aiming for.
4. Web design and development
SEO, PPC, and social media all aim to lead users back to one particular place: Your website. Your website is the center of all your online marketing, as it’s where users can learn the most about you and — crucially — where they can convert into customers.
For that reason, using high-quality web design on your site is essential. It’s not enough just to have a site — that site has to be optimized to create the best possible user experience. That means designing it to look appealing and function smoothly.
Just a few notable web design techniques you can implement include:
- Using responsive design to make your site more mobile-friendly
- Improving your page load speeds
- Creating an intuitive navigation setup
- Using visual design to communicate your unique brand
- Incorporating multimedia like video and images
- Using plenty of white space
- Making your site more secure with HTTPS
- And more!
Ideally, your website should load quickly and be easy to navigate, in addition to having a good visual design, so users will want to stick around. The longer people stay and the more pages they visit, the more likely they are to become leads or convert.
5. Content marketing
Content marketing is a strategy that — as you would guess — focuses on creating compelling web content to draw in users. That content can take a variety of forms, from written pieces like blog posts to videos. A good approach is to use multiple formats across your site.
Whatever form your content appears in, though, it should be aimed at teaching users about your services and persuading them to convert. That means you can create some content to be more informational, introducing users to your business and topics in your industry, while other pieces can be more salesy.
As you might expect, content marketing ties in very closely with SEO. First, you create some compelling content aimed at attracting users, and then you use SEO to get that content ranking where users can actually find it.
The end result is that users will not only visit your site, but stick around to engage with your content.
6. Email marketing
The final B2C digital marketing strategy worth mentioning is B2C email marketing, which is a form of marketing that involves sending emails to your target audience. However, these emails aren’t unsolicited. You don’t want to simply draw up a list of random addresses and start sending emails.
Instead, you want users to sign up for your emails voluntarily. The way to do this is to create email forms on your website. These could appear at the end of blog posts, in the margins, and on their own dedicated pages. Use them to offer people a specific material, like a newsletter or special offer.
When people are interested in the offer, they’ll submit their email address and wait for you to email it to them, which you can then begin to do as you build out your email list. The great thing about email marketing is that you can be certain that everyone on your list wants to receive your emails, since they specifically requested them.
You can also use emails for remarketing when users begin a purchase but don’t finish it. You can send users reminder emails encouraging them to complete their purchase, which can decrease cart abandonment and boost conversions.