Successful B2C marketing depends on the ability to invoke emotional responses, rather than solely demonstrating value. But a company wanting to create an effective B2C marketing strategy needs to develop a solid and actionable plan that is aligned with the rest of the business. They must also be able to listen to consumers and deliver what they want in a personalised way. It’s a tricky balance to get right but once you do, you’ll have a strong competitive edge. Here are some of the essential features for your B2C marketing strategy for 2017.
Act on Data-Driven Insights
An important factor of marketing is to create and deliver compelling and consistent customer experiences. At times it can be a little overwhelming to deliver the right content at the right time to the right consumer; however with the vast amount of data available it is becoming easier to deliver exactly what they want when they want. Companies need to gather, interpret and act upon the data to create actionable insights and data-driven marketing campaigns. This type of marketing can enable companies to have a competitive advantage and with more tools becoming available it’s even easier to ensure that content resonates with customers at every stage of the customer journey.
Personalisation helps boost relevancy and is starting to become essential to capture a consumer’s attention. Monitoring and listening to social media interactions can provide real-time insights into what your audience is talking about allowing companies to create effective, high-quality, customer-centric content. It’s important to log customer data to track what pain points are reoccurring through different platforms like social media but also email, phone or a helpdesk. Examples of content that primarily focus on personalisation are types that speak to customer pain points.
KM World and Forrester Research asked 5000 customers “What created the biggest pain when you contacted a business for customer service?” The survey was conducted across a broad spectrum of industries but the overarching finding was the lack and consistency of agent knowledge. Using these findings KM World’s clients have been able to improve the customer experience. A leading bank reduced call handling time by 67% and a leading European telecommunications company reduced unwarranted handset returns and exchanges by 38% through better problem resolution at the contact centre. It’s likely these companies would still have poor performance in the eyes of their customers if they hadn’t identified these pain points.
Additionally, personalisation is all about giving customers what they crave, it’s not just about resolving their pain points. For example customers may want more content than what is available and this isn’t recognised in the researched pain points. Companies should realise content is king and should aim to provide as much detailed and relevant content as possible so customers are informed about everything and have no unanswered questions.
Invest in Social Media Resources
Social media platforms have our attention more than ever with people spending an average time of 35 minutes per day on Facebook alone. SocialMediaToday calculated that the average person will spend an estimated 2 hours on social media every day, this equates to 5 years and 4 months over a lifetime that’s more time than we spend eating and drinking within a lifetime.
As social media is a prominent part of consumer’s lives it is worth investing in resources that are dedicated to social media. Personalisation is key and companies should engage with current and potential customers in order to maintain as well as establish new relationships. Many companies often publish generic content in order to reach a wider public audience but this shouldn’t mean the content needs to be generic or of little value.
A content marketing strategy (a strategy focused on delivering relevant, valuable and consistent content) and editorial calendar (a calendar of when content will be created and published) is so important to effectively target followers and potential customers. By creating these, you’ll be able to reach your main objective which for most companies should be to get consumers interested in your product/service offering and buy it based on the relationship you’ve created with them.
Videos enable companies to share a lot of information in a short period of time in an entertaining/eye capturing format in order to capture the attention of audiences. Videos are also a great way to increase a company’s visibility as they can reach a much wider audience once shared on social platforms.
Research has proven that humans process visual content faster and that visual language is more powerful than any other form. With mobile becoming a more prominent marketing platform, interactive video is making a huge impact with audiences. A video that stands out, draws an audience in and connects with them will provide a competitive edge to your marketing efforts. Social media platforms are getting better at integrating videos into their feeds making it easier for users to watch videos and become immersed in them. However, new technologies are disrupting the ways in which videos are interactive experiences, for example VR can transport a person into another world. Even as new technologies come into play, it’s still important to understand the consumers and the story you’re trying to tell.
Trust and authenticity go a long way when customers are deciding which brands to purchase from. An effective way to demonstrate this and build relationships is to attend conferences, trade shows, events etc. in order to network and promote products. Attending such events increases visibility, generates traffic, increases awareness, engagement and also leads all of which are crucial to any company’s growth strategy. Attending events enables companies to create more content surrounding the event as well as interact with consumers at the event through games or interviews or online through live streaming.
A great example of a company using these methods is Audi. For Audi’s 2017 NAIAS Reveal event, the company had released content about the cars before the event, on the event day and after the event on their company website and on social media. Audi also live streamed the event on Facebook.
All in all, there are many ways to create an effective B2C strategy for 2017 but some of the most effective ways are to utilise data-driven insights to truly understand what customers want, then deliver this in a personalised way via the channels they mostly use which in many cases is social media, with Youtube and Facebook being the most frequently used channels. With improved video integration on social channels, companies can better inform consumers and raise awareness around product or service offerings, however, it is still important to remember to be present and attend events in order to build trust and authenticity.comments powered by Disqus