Making the most of your B2C social media strategy
25th January 2021
Social media was initially created for (unsurprisingly) social purposes, but quickly became a mammoth marketing tool for anyone with a product to sell. With millions of users ready and waiting to consume great content and purchase brilliant products, there has never been a better time for B2C businesses to embrace the value of social media marketing.
B2C companies utilize social media to drive traffic to their websites, generate sales and build brand reputation. While B2B companies also want to achieve these goals, they have the added task of generating leads.
B2C social media marketing is heavily centered around creating engaging, shareable posts, such as images, videos, and reviews. Businesses can tap into humor and emotion, giving the brand a personality and creating a community of loyal customers.
Historically, B2B businesses have exclusively opted for more formal content including whitepapers, webinars, infographics and case studies. And while those content types aren't going anywhere, B2B businesses are also embracing a more B2C approach to their tone of voice, online brand personality and shareable content.
The strong differentiating factor that remains is the platforms that B2C and B2B companies invest in. It makes sense for B2C businesses to focus on more consumer led platforms: Facebook, Twitter, Instagram, and Pinterest, leaving the more corporate platforms, LinkedIn and Twitter, for B2B organisations. That said, Facebook for business and targeted Instagram advertising that allow for highly precise audience segmentation, are making traditional consumer platforms much more attractive to B2B bussinesses.
Consumers expect brands to be present on social media platforms, it is a key marketing avenue for large numbers of potential customers. Having the right B2C social media strategy lets you widen your customer base and increase revenue.
Word of mouth is still a potent tool in growing brand awareness and social media channels allow that to happen online, as well as in private conversations. To be a part of those conversations, you have to be visible to your potential customers, which means having a presence online.
If gaining website traffic is one of your goals, social media can provide you with a stream of visitors coming from many different sources, leading to increased ad revenue, or more eyes on your product catalog.
In order to trust a product, customers rely on reviews and advocates, which can all be gained via social media. Enlisting influencers to help advertise your products or services is a powerful way to generate sales as they already have an engaged follower pool, meaning less work for your sales team and smaller marketing budgets.
In order to create a B2C social media strategy that works for your business, you should bear a few things in mind to ensure success.
Throwing all of your resources into every social media platform might seem like a sure-fire path to success, but can be a waste of time and resource. Recognizing where your brand is best suited and the types of content that work well for you is one is the smartest ways to build your social media following.
For example, most businesses can benefit from existing on Facebook, Twitter, and Instagram, but not all will have content suited to Pinterest or YouTube. LinkedIn will absolutely be a useful tool to ensure your business is looked upon by current and potential employees, plus investors and potential partners, but it might not be where you’ll find your customers.
Consistency is key to a great B2C social media strategy, so you should post regularly to stay at front-of-mind with your customers. Episodic content is a great way to keep people engaged and wanting more and it's worth taking time to think about unique content series’ that your customers will love.
However, being consistent doesn’t mean being complacent, so you shouldn’t be afraid to try new things. One of our top B2C marketing tactics is to split your content 80/20 - 80 percent tried and tested, and 20 percent new. This allows you to find out what does and doesn’t work for your brand while keeping your content relevant and fresh.
Consumers are looking for an emotional connection when they visit their favorite social media sites, so make sure you’re creating content that your followers actually want to see. If you don’t have something engaging to say, it’s often worth not saying anything at all.
Authenticity plays a huge part in B2C social media; don’t be afraid to deliver something that isn’t totally polished. Showcasing behind-the-scenes content, letting the audience get to know your team, and providing your take on social media trends helps to show off the humans behind the brand, encouraging an emotional connection.
Trending topics and social media trends allow you to leverage the many eyes that are already checking out a popular content stream, so you should absolutely take these opportunities where you can. Reacting to national days, trending hashtags, world news and viral trends, not only help you tap into a vibrant audience of potential customers, but is also a great brand awareness exercise.
Check out our key dates Calendar for 2021 so you can keep on top of upcoming trends and events.
Hashtags might seem like throwaway bits of text, but they can help to showcase your content to followers already engaged with a topic. Spend some time researching the best hashtags for your brand, with a mixture of popular, medium, and niche wording to maximize your potential.
While organic B2C social media should be a large focus of your strategy, don’t forget about paid social media. Consumers are familiar with sponsored content and aren’t put off by seeing it on their feeds. If they already have an intent to purchase a well-placed, engaging ad can make all the difference between a sale and a scroll. The best B2C marketing strategies will feature a mixture of both.
Influencers aren’t the only people who can advocate for your brand. In fact, a comment section full of happy customers who vouch for your company is just as, if not more, compelling than an endorsement from a paid influencer.
Be sure to engage with your customers, answering each comment or query, and provide stellar customer service each time. Don’t be afraid of negative comments; see them as an opportunity to convert a customer into a loyal subscriber. Encourage engagement with a clear call to action (CTA), questions and polls to show that you care about your customers’ opinions.
For tips on community management, check out our guide right here.
Finally, one of the simplest B2C marketing tactics to put into place: find a social media marketing tool that allows you to do all this with ease. ContentCal gives you the resources to plan and schedule content, respond to interactions quickly, generate reports, store all of your assets and encourage collaboration across multiple teams within your business - generating the best B2C social media strategy possible.
Looking to do more with content marketing? Check out our guide to B2C content marketing.
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