While inbound marketing has been around for a few years, the fact is that some B2C companies are benefiting much more than others.
And so this begs the question: what’s the secret to their success? Do they have “friends in high places” at HubSpot and Google? Are they spending a small fortune each month on in-house experts and specialists? Do they have a vast ecosystem of digital properties and social media communities that help them steal the spotlight from their competitors?
The answer to all of these questions is a clear, definitive NO. It’s actually straightforward and transparent. Companies that are winning the B2C inbound marketing game – and dramatically boosting their marketshare, mindshare, sales, revenues and profits — are applying a series of best practices that are putting them over the top; and keeping them there for the long-term. Below, we highlight 3 of these best practices.
1. Offer Quality Research Information
According to a study by GE Capital Retail Bank, 81% of customers browse products online before they purchase them in a store. This has increased by over 20% in the last year alone! Further, in the US there are over 200 million online shoppers searching and purchasing products on their computers and mobile devices.
In light of these numbers, it’s easy to see why B2C companies that consistently achieve the best inbound marketing results are those that offer their customers quality research information and tools. This is done by thoughtfully and objectively answering their questions (such as through an ebook, blog posts, an infographic, a video, etc.), helping them make informed decisions, providing them with insights on how to differentiate between products and services, and so on.
2. Remember that Content is King
Customers can easily tell when they’re being engaged by “filler” content — and they loathe it! Their time is valuable, and what’s more, they have an infinite number of other content options that are a 1-second click away.
As such, businesses that attract and convert highly profitable customers through their inbound marketing campaigns consistently remember that content is king. This means that the writing, design, and production values are at a professional level, and the message and information is relevant, interesting and worthwhile.
3. Develop Robust, Realistic Buyer Personas
Like their B2B counterparts, successful B2C businesses build robust, realistic buyer personas that serve as fictional representations of their customer groups. Such buyer personas are invaluable for determining and shaping content, delivery and offers.
What’s more, they help businesses focus their resources and efforts on their most profitable customer groups – which may not necessarily be the ones who are doing the most buying at the time. For example, in terms of volume, businesses may be generating the most revenues from young urban professionals aged 21-25. However, through the buyer persona development process, they may discover that their most valuable customer group is comprised of mid-level urban professionals aged 35-45. As such, the business can either adjust its marketing or, more likely, create a new outreach campaign to target this coveted group – and reap the rewards.
Stay Tuned for Part 2!
In part 2 of this series, we’ll look at 3 additional best practices that B2C companies are using to win the inbound marketing game. Stay tuned!
For more information on Inbound Marketing and how it can help your business, download our FREE eBook “A Guide to Inbound Marketing Best Practices” below!
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