Are you a B2B or a B2C?
For starters, what do these two acronyms mean? B2B is business-to-business, which is a model that focuses on selling products and services to other companies whereas B2C, or business-to-consumer, is the type of commerce transaction in which businesses sell products or services to consumers. Examples of B2B include the team here at H2H Consulting as we work with other companies on their social media. On the other hand, B2C examples can include eating dinner at a restaurant or downloading Spotify Premium on your phone.
Whether your company is a B2B or a B2C, there are valuable techniques that each can learn from the other.
What B2B can learn from B2C:
- Generate Content to Clients: By targeting a specific group of people, you are more likely to get engagement from them. This includes positive reviews, more social media followers, and loyal clients. You don’t have to give them Coca-Cola’s with their names on it, but by putting out content that appeals to them, you are standing out from other businesses. (In order to generate specific content, you have to get to know them!)
- Prioritize Mobile: A study by SmartInsights reports that people in the United States spend more time on their mobile phones (51%) more than desktops. (42%). Most companies have had their desktop websites figured out by now, so it’s time to focus on how they look on mobile. You need to make sure they’re easy to navigate, the content is laid out well, and that it doesn’t take too long to load.
- Get Your Company’s Name Out There: The best way to get business is, shocker, to have people know about you. Social media is a part of this, but it’s not the only important aspect. Consider co-sponsoring an event with a person from another business or doing a special holiday giveaway with a product that has your company’s name and information on it. You never know who will be at that event or be receiving the holiday gift.
What B2C can learn from B2B:
- Don’t Give away all your Information: Caio Tozzini, a Growth Hacker at Twitter Hacker recommends only posting what is “absolutely needed to kick off your sales process.” Including every bit of information upfront can overwhelm customers and drive them to different places. By allowing them to ask the questions they want to know, your company is being helpful and it increases the likelihood of good customer service reviews.
- Be Present on All Social Media: Different businesses (and different customers) prefer to be on and use different social media platforms. The best way to access the most people is to be being on most, if not all, of the sites. This doesn’t mean post 5 things each day to each platform. It means being aware of which audience (college graduates on LinkedIn, high schoolers on Instagram, Baby Boomers on Facebook, etc.) is on which site, and how to market appropriately to each group on their preferred platform.
- Use CTAs: A Call to Action, which you can read about here, directs people to other services or items you may have. David T. Scott, who is the CMO at Livefyre, suggests adding CTAs after every section. These sections can be on your website, social media, or email newsletters. By using CTAs efficiently, you’re driving the customers to what you want them to see. This includes a form to signup for emails, a special sale you’re having, or to get new faces to your social media sites. Include verbs in your CTAs such as create, call, or save. The CTAs with verbs have higher turnout rates.
Whatever your company specializes in, we hope this blog post gives you some tips from the other side.
At H2H, we know that in the end we are all people so we practice human-to-human marketing and integrated communications. Let us know if we can give you a hand.