Marketing Tips for Business-to-Consumer (B2C) Companies

b2c marketing tips

Business-to-consumer (B2C) companies are what most people think of when they think of your average business.

They’re not the only type of business, of course. Business-to-government (B2G) firms, for instance, typically contract with the federal, state or local governments. And business-to-business (B2B) companies market directly to — you guessed it! — other businesses. They’re the ones who sell janitorial services to high-rise office buildings, software solutions to fintech firms, and nuts and bolts to Honda; they’re selling things that will help make the end product better.

Business-to-consumer (B2C) companies have it a bit different. They are selling the end product or service. And as such, they have to market it differently. They’re not looking to “help” the product or service to come to fruition – they’re directly responsible for delivering it to a consumer straight out of the box. And if it’s not fantastic, it’s a bad deal.

So how do you market as a B2C company? We have the scoop.

Market to the Individual

If you’re a B2B marketer, you’re likely going through a whole heap of people before you get to the decision-maker. You’re starting with the receptionist, hopefully getting to a middle-manager, and eventually, if you’re very lucky, finally connecting with someone in power.

Not so for B2C marketers. The person you want to talk to is the one who is looking for your solution to theirproblem. Are there mice in the kitchen? They’re the one buying the mousetrap. Did the head gasket in their aging Suburban just blow? They’re the one walking into your automotive shop, the steam coming out of their ears rivaling the steam coming out of their SUV.

As a B2C marketer, you need to connect directly with the individual. Define their problem and offer a solution. The more personalized your marketing efforts, the better. When you connect on an individual level, it’s immediately clear that you’re in it for them, not for the green stuff in their wallet.

Make It Personal

Imagine you’re tasked with catering a company picnic for 1,800 people. You’re probably going to make sure that there’s enough food for everyone and that there are vegetarian/vegan options for those who need them. You’re going to do your absolute best, but given the scope, some things might fall through the cracks.

Now imagine that you’re directly responsible for catering an intimate dinner for two. The customer has already told you that he’s planning to propose. Wouldn’t you make sure that the champagne is extra sparkling, and the dessert comes out just right with the diamond perfectly placed in the dollop of whipped cream on the cheesecake?

You’re going to pay more attention to the proposal dinner because it’s personal. And your marketing should be personal, too. As a B2C company, you’re not aiming for the masses — you’re aiming to please Keith and Jane, because tonight will (hopefully) be the best night of their life.

Sell Your Story

As a B2C company, your story is your brand. It’s why you do what you do, how you decided to do what you do, and, most importantly, why you are the best person for the job.

Did you start your not-for-profit legal aid service because you were tired of seeing indigent people beat down by the system? Are you championing your nut-free restaurant because your childhood best friend was highly allergic? Do you have kittens running around your coffee shop because you’re trying to find them proper homes?

Whatever it is that you do, sell it! When people identify with who you are and what you stand for, your marketing strategy practically takes care of itself!

Business to Consumer = Best to Customers

As a B2C company, you are in the unique position to market to the individual rather than the masses. But to do so, you need to see each customer as a whole, not just a part. Once you figure out how to do that, the rest comes easy!

Whether you’re B2B or B2C, Mischa Communications has the formula to market your business to the masses. How can we help?