Ashley Zeckman

5 Tips For More Effective B2C Internet Marketing

Internet Marketing

Is your internet marketing strategy putting customers to sleep?

Compared to B2B companies, businesses that serve consumer audiences are typically focused on a much shorter sales cycle due to the cost and nature of the purchase.  They are searching for a one stop sale.  B2C companies typically target a single decision maker or customer segment instead of multiple decision makers and influencers.  As a result, the approach and internet marketing tactics mix needs to be more relevant to the consumer vs. the business buying experience.

The Holiday season gives B2C marketers plenty of reasons to improve their focus on best practices in internet marketing. Competition is tough for online buyers, so what should B2C marketers keep in mind with their Internet marketing strategy? Here are 5 essential tips for B2C marketers to get more sales online:

Understand Your Audience

Social media serves as a great focus group because you can see in real time how they interact and share.  By engaging with your target market via social media you will continue to learn things about them that you may have not been privy to before.  This will continue to allow you to target consumers in a personalized way to increase brand awareness and encourage engagement.

Own Your Brand

When a Minnesota based international restaurant chain had an interest in creating a Facebook and social media presence they discovered that there were already hundreds of pages created by fans on behalf of their brand.  The organization was able to analyze what their fans were already doing and strategically establish their corporate Facebook presence alongside the fan pages.  The page currently has 3.7 million fans and quickly became a major hub for the brand.  They continue to have a very high user interaction rate and have created customized landing pages to drawn additional fans into their page.

Capitalize on User Generated Content

According to SEO specialist Michael Dehaven 80-90% of total content on many major e-commerce sites is user generated.  This statistic alone should encourage B2C marketers to research what consumers are currently saying about their brand as well as their competitors.  This research will lay the foundation for strong keyword and social media strategies.  Often times as marketers we can get caught up in creating a catchy or attractive way to describe our offering instead of finding out how our consumers would describe the product or services.

React Appropriately To Negative Feedback

ChapStick has been in the media over the past few months due to their strange advertisements that generated a lot of negative feedback.  More important and detrimental to the brand was the way that ChapStick poorly handled the feedback.   Instead of listening and responding to feedback from consumers ChapStick decided to simply delete negative comments and refused to respond to the feedback. This only added fuel to the fire.  On top of this ChapStick began defending their choice for the advertising campaign instead of listening to what consumers were saying.  While I believe ChapStick did eventually release an apology it was too little too late.  If you would like to read more about the campaign and ChapStick’s response be sure to check out this article released by AdWeek.

How do you think ChapStick could have handled this situation better?  Perhaps some real time research and crowdsourcing could have helped create a more consumer friendly campaign in the first place.  If ChapStick had run a promotion or campaign for consumers to help put together the campaign they would have not only had a better product but consumers would have been more excited to share the information with their networks therefore increasing ChapSticks visibility even more.  However, a realistic solution would have been very simple.  Listening and responding to negative press will help manage the relationship with the consumers that are unhappy as well as anyone else they share information with.

Build Brand Loyalty

If you have effectively researched and interacted with your audience then you will have a better understanding of what sort of information they like to consume and share.  Providing top notch customer service  via social media and other web properties can also be a great means of building brand awareness and encouraging loyalty.  Some other tactics might include creating number of promotions or discounts to encourage repeat businesses, or providing your consumers with “insider information” that has not been made available to the general public.

Effective online marketing often requires massive amounts of research, creation, measurement, and adaptability.  However, the benefits can far outweigh the costs.   If you are a B2C marketer I am curious to know what mishaps you have faced and how you have (or haven’t) overcome them?

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Ashley Zeckman About Ashley Zeckman

Ashley Zeckman is the Director of Agency Marketing for TopRank Marketing. In addition to finding innovative ways to showcase the exceptional work of her team, she is also responsible for creating digital marketing programs that drive customer acquisition and growth for the agency. Her background includes expertise in everything from content marketing strategy to branding, account management and social media.

Outside of her role at TopRank Online Marketing, Ashley prides herself on being a great home chef, painter, prankster and dog mom.

Comments

  1. These are very useful and need to know tips for everyone who plans using Internet marketing to promote his business.
    I and i say this from my own personal experience, think that email marketing is the marketing strategy that offers the biggest return for the initial investment. It is really easy to set up.
    All you need is a good email template to get your potential customers interested and an email database with opt-in email addresses that you can gather on your own or buy from one of the many email list providers on line.

  2. These are very useful and need to know tips for everyone who plans using Internet marketing to promote his business.
    I and i say this from my own personal experience, think that email marketing is the marketing strategy that offers the biggest return for the initial investment. It is really easy to set up.
    All you need is a good email template to get your potential customers interested and an email database with opt-in email addresses that you can gather on your own or buy from one of the many email list providers on line.

  3. qustudent says:

    I liked the topic.I’m really  surprised from what Chapstick did.In this way,many customers switch to other brands and stop buying their products. I think they should listen to their customers and respect their opinions.They forgot that the purpose of the business is to create and keep customers.

    • I strongly agree with you qustudent that the purpose of establishing any business from any kind is to create new customer and keep the old ones because our business depend on them because firms will not be exit without it customers, therefore the SEO have to allocate their resource to meet their customer demand. because as we new satisfy customer lead to increase both revenue and company market share. otherwise they will left the company to other brand as it happend to Chapstick.   

      • Anonymous says:

        I like your observation that ChapStick actually may have lost customers due to their approach to a social media crisis. If you aren’t keeping your customers happy they will turn to your competition. Thanks for reading.

  4. qustudent says:

    I liked the topic.I’m really  surprised from what Chapstick did.In this way,many customers switch to other brands and stop buying their products. I think they should listen to their customers and respect their opinions.They forgot that the purpose of the business is to create and keep customers.

  5.  B2C Internet marketing  help the orgnization to increase their profits by producing more leads to sales , help drive more potential customers to web site,and bring organization up to date on the newest and most effective marketing campaigns.Therefore i agree with you that companies how are looking for suceesd  should devolop their strategy and adapt the internet in their process that they can reach more customer and increase their share. the sucess key factors that you have explain are the basics way to efficiency use of internet in the marketing. a- Understand Your Audience:the most important factors to help the marketers to better use of the their website is understanding the audience and analysing their trend via internet process this help the manager to specify their message and reach their target customer. b- Own Your Brand:as you said that when the company should own their business and brand on the internet that the customer will not be lost between the owner website and the follower. c- Capitalize on user generated content: i totally agree with you that marketers we can get caught up in creating a catchy or attractive way to describe offering instead of finding out how our consumers would describe the product or services.
    d- Negative feedback:
    the feedback are the only way for the firm to evaluate their business performance from the customer point view. and the manager should use those information to enhance the company performance. so they should accept the negative as well as positive feedback to make the change. because the anger customer with negative feedback are the most valuable resource that help the company to understand their drawback.
    f- brand loyality:In order to success in the internet world the company should esstailty build brand loyality that overcome other competitor on the internet.
    i enjoy reading your artical and i hope to read other post of yours  

  6. i totally a gree with Archon that email marketing is best way reach the audiance and better communicate with them which offers the biggest return for the initial investment. 

  7. Bluemontoya says:

    Very good tips on internet marketing, thanks for the post.

  8. I’ve always wondered what B2C Marketing entails. There’s such a contrasting cluster of business types that I really should read up more on them, since I’m thinking of localizing and starting a much smaller scale business brand.

  9. I agree with you Adam that good customer servic will unlimitedly increase the company sale and revenue. because the happy customer with positive  experience will always come back to same store because he feel that the company understand his need and succesfully meet those needs which create brand loyalty.
    Other mager benefit we can get from happy customer positive world of mouth that help to increase number of vistors. because when individual are satisfy with particular service or product they will be happy to share their story with relatives and friends which directly will effect the company postion on the market.
    so the online marketer should strongly foucs in their audiance need and try satisfy each customer even it is hard to implement but it is possible.

  10. Doug Ravish says:

    Thanks for the info all are very good making tips and must dos if you want to be successful in internet marking.

  11. Thank you for the informative post. I especially like the tip ‘Understand Your Audience.’ I wrote a similar post about building community engagement online. Feel free to check it out and let me know your thoughts:) http://monicacthompson.com/2011/11/5-steps-to-building-community-engagement/

  12. I agree with you.Today social media is the best platform to B2C marketers.The organization are able to analyze what their fans are doing already.B2C marketers to research what consumer are saying your brand and their competitor.Really nice tips and also very effective.

  13. Mohd Ummed says:

    digital marketing is good marketing

    all the above information are very good
    related to the digital. i observe that all the information of digital
    marketing and for digital information any one can visit at digital
    marketing

  14. Excellent tips, My suggests If you are running the business just start the blog. It has something to gain by business blogging and absolutely nothing to loose. I have the blog and day by day traffic will be increases. Thanks.