Best Practice: For B2B branding, it is critical to narrow down to your target market with both demographic and psychographic information.
Today’s Article: Tips for Brand Implementation for Business to Consumer (B2C)
B2C stands for business to consumer. B2C is a business that promotes their brand to sell products or services to individual consumers.
B2C Examples: store front retailer; online retailer; professional to consumer, i.e. MD, DDS, CPA, Attorney, architect, etc. or any service business that sells to individual consumers, i.e. electrician, lawn care, plumber etc.
Once you understand who your consumer customer is by using demographic and psychographic information, it is time to select what traditional and online marketing approaches you are going to use to promote the brand.
Traditional Marketing Categories to Promote the Brand
Broadcast: radio, television, theater ads, digital billboards and company TV networks
Cold Calling: Calling on homes in person without an appointment
Direct Mail: brochures, catalogs, fliers, letters, postcards and other material that is printed and mailed directly to consumers
Exhibiting: Going to B2C conventions, trade shows, and events to showcase the business
Networking: Connecting with local community groups to meet new contacts and build relationships
PR: Submitting press releases with an article or story to print publications
Print: ads in directories, magazines, newspapers, newsletters, billboards, posters and other publications
Telemarketing: calling people over the phone
Online Marketing Categories to Promote the Brand
Blogging: Creating content called a post that individual consumers read
Downloadable Content: Online info that can be downloaded from a website, i.e. an article, guide, eBook, white paper etc.
Email Marketing: Connecting with a person through an email message or newsletter
Message Board: Online site where people can hold conversations in the form of posted messages, also called an Internet forum
Paid Search: Pay per Click (PPC) is an internet advertising model used to promote a brand, in which the company pays a search engine company like Google a fee each time the company ad is clicked on as a way of directing traffic to their website
Podcasting: Creating and sharing a digital audio file made available online for downloading to a computer or portable media player
Online PR: Creating an article or story that directly or indirectly promotes the company brand that is distributed online to media or an online press release distribution system like PR Web.
Organic Search: The process of researching words and phrases that people use to search on the Internet and incorporating them into your company website to connect and attract people to your site without paying a search fee to a company like Google.
Social Media: Social media is the online interaction among people in which they create, share or exchange information, ideas, pictures and video through an online platform or community. The best social media platforms for B2C is Facebook, Twitter, Google+ and Pinterest
RSS Feeds: RSS (Rich Site Summary) is an online platform for regularly viewing the latest changing web content. The content created within the RSS feed contains story headlines and brief descriptions. Each headline links directly to a full story.
Video: People today want engagement. Video creates greater engagement with words, sounds and live images versus just printed words and images. Increase brand engagement by using video to promote your products and services. The number one video distribution platform is YouTube.
Website: Website is an online site where individual consumers can learn about your organization. The three primary parts to create a website: a domain name, web host and content about your brand, company, products or services and value added information.
Action Step: Make a list of the marketing approaches you are going to use to promote your brand to B2C consumers?
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