Business to Consumer
If your business is one that needs to appeal to the average online consumer, then you know how important it is to have a business to consumer (B2C) content marketing campaign that focuses directly on their needs. But is that really all that’s needed? Besides an immediate need for a product, consumers also consider product availability, stellar customer service and a generous return policy as a few of the top reasons why they choose to buy a product.
Consumers all have different reasons as to their decision to purchase a product. Their reasons can range anywhere from pure emotional motivation to an immediate need. But understanding how and why the consumer arrives at a buying decision is important in understanding the business to consumer content marketing strategy. To use it effectively, it’s required to understand trends and use creativity to help sales work in your favor.
Businesses know to employ the benefits vs. features argument in its advertising strategy. In your content management delivery, work towards making each piece of content something that the consumer finds valuable and can use as a take-away. Give them something memorable in your content and a reason to want to come back to you in the future. Along with that, however, you should include methods that consumers regularly employ:
Consumers Love Deals
Whether it’s a free trial, a 50% off discount or a buy-one-get-one-free, businesses will always get an influx of customers when they offer a deal. To enjoy repeat customers, add their names to a newsletter mailing list and contact them when you have other deals to share and especially new product launches.
Consumers generally determine buying trends because of the demand principle. If enough items of a product are sold, there’s demand for more of that product to be made. Social platforms like Facebook and Twitter show typical trending topics or items, so appeal to customers by posting relevant trending content that’s interesting. Trends do come and go, however, so it’s important to stay abreast of different buying trends within the consumer market.
This means shopping online and through mobile devices. Large, successful online consumer retailers know that customers love to use their smart phones and mobile devices to shop at their convenience. Ensure that your website is stocked with valuable, relevant content. This includes thorough and detailed product descriptions, an FAQ section and blog post articles that gives the consumers good information.
Yes, consumers love deals, but they also want to save. Not the kind of savings with deals and discounts, but the savings as in future costs, maintenance, time, etc. Use info graphics to show the customer potential product savings. Make a YouTube video displaying the use of a product so that the customer can “see” how they can save. If a product can help a consumer capitalize on those kinds of savings, they’ll certainly invest in it, gladly.
Most consumers at one time or another have done it: impulse buying. There’s really no logic to it, hence the word impulse, but there’s something about the product that appeals to one or more of the consumer’s senses. And even outside of the five senses impulse psychology, perhaps they just simply want it…so they buy it.
If businesses understand some of the reasons why and how consumers think, they’ll know how to curtail its advertising efforts to appeal to the customer and create business to consumer content marketing tools that work and get results.
What kinds of content marketing strategies do you currently use? What (if any) do you think needs changing in your marketing strategy?