Marketing Strategies for B2C Businesses

When it comes to reaching customers directly, marketers can utilize plenty of different strategies effectively. However, there are some tried and true options that practically any B2C business can utilize and achieve certain levels of success with.

Paid Advertising

One of the tools that businesses can use to increase website traffic is paid ads, with one of the most popular types of paid ads being pay-per-click (PPC) ads. For these types of ads, the company essentially buys a link that shows up as an ad in search engine results pages (SERPs) whenever a user enters keywords in the search engine that are related to that company’s products or services.

Then, every time a user clicks on the sponsored link, the company pays a small fee for each visitor to the search engine or whichever other third-party host website the business is using for PPC ads.

Email Campaigns

Another effective tool that companies can use to nurture and convert potential customers is email campaigns. However, it’s important to keep in mind that these campaigns have to be well planned and executed so that they don’t end up in the subscribers’ email spam folders.

With the help of email campaigns, companies can use an automated process that will target specific customers or leads, with the objective of influencing their buying decision. The success of email campaigns is generally measured by the email open rates as well as the click-through rates. That means that companies need to utilize strategies such as attention-grabbing email subjects and personalization to achieve success.

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There’s also the strategy of marketing and selling to customers who are already inside a store and are ready to make a purchase – hence, the point-of-purchase marketing strategy. With these strategies, businesses can utilize coupons on the packages of products, product displays, word-of-mouth , and many other attention-grabbing tactics that can influence a customer’s buying decision. The ultimate goal with these types of strategies is to make a product appear so irresistible that consumers won’t want to miss out on it.

Social Media Platforms

Creating and distributing content on social platforms is the core of content and social media marketing strategies. With these two tools, companies can provide leads with valuable content that potential consumers will want to share on their own social media accounts, which results in increased awareness and traffic for the business.

The social media share of a company’s marketing content can also contribute to the company’s SEO efforts because they tend to increase the company’s relevance within the social media platforms that the company is using.

Direct Sales

Finally, with the help of direct selling, B2C companies can market and sell their products directly to their customers. With this strategy, salespeople such as distributors, business representatives, or even independent consultants are building face-to-face relationships with leads simply by demonstrating and then selling a product in retail settings.

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Ronn Torossian is the founder and CEO of 5W Public Relations, one of the largest independently-owned PR firms in the United States. With over 20 years of experience crafting and executing powerful narratives, Torossian is one of America's most prolific and well-respected Public Relations professionals. Since founding 5WPR in 2003, he has led the company's growth, overseeing more than 175 professionals in the company's headquarters in midtown Manhattan. With clients spanning corporate, technology, consumer and crisis, in addition to digital marketing and public affairs capabilities, 5WPR is regularly recognized as an industry leader and has been named "PR Agency of the Year" by the American Business Awards on multiple occasions. Throughout his career, Torossian has worked with some of the world's most visible companies, brands and organizations. His strategic, resourceful approach has been recognized with numerous awards including being named the Stevie American Business Awards 2020 Entrepreneur of the Year, the American Business Awards PR Executive of the Year, twice over, an Ernst & Young Entrepreneur of the Year semi-finalist, Metropolitan Magazine's Most Influential New Yorker, and a 2020 Top Crisis Communications Professional by Business Insider. Torossian is known as one of the country's foremost experts on crisis communications, and is called on to counsel blue chip companies, top business executives and entrepreneurs both in the United States and worldwide. Torossian has lectured on crisis PR at Harvard Business School, appears regularly on CNN & CNBC, was named to PR Week's "40 under Forty" list, is a contributing columnist for Forbes and the New York Observer, and his book, "For Immediate Release: Shape Minds, Build Brands, and Deliver Results With Game-Changing Public Relations" is an industry best-seller. A NYC native, Torossian lives in Manhattan with his children. He is a member of Young Presidents Organization (YPO), and active in numerous charities.