5 B2C Marketing Tactics to Incorporate into a B2B Marketing Strategy for Your Business | Internet Legal Solutions Inc.
B2C marketing is all about driving sales through direct communication with consumers. But what does that mean, exactly? And how can you use B2C marketing tactics to grow your B2B business?
Before we dive in, let’s cover some of the basics.
“B2C” stands for “Business-to-Consumer” marketing, while “B2B” stands for “Business-to-Business” marketing. Most corporate law firms engage in B2B marketing tactics to connect with companies and in-house attorneys, while Direct-to-Consumer (DTC) practices such as personal injury, lemon Law and estate planning rely heavily on B2C marketing for brand awareness and creating relationships with potential consumers or customers. There are many types of B2C marketing, but some of the most common tactics include social media marketing, influencer marketing, email marketing, content marketing, and paid campaigns.
When done right, B2C marketing can be a powerful tool to drive sales and grow a business, and B2B businesses can benefit from implementing the following marketing tactics to hack their strategic marketing plan, grow brand awareness and connect on a more human level with customers. and prospects.
1: Collaborations, Takeovers, and Guest Posts
Collaborative marketing, also known as “collaboration,” occurs when two or more brands come together to create content that promotes each other. Collaborations can be useful because they help brands reach new audiences, create content more effectively, and build relationships with other businesses.
For example, let’s say you’re a small firm or a corporate law firm that wants to reach a larger audience on Instagram. You can team up with a co-counsel or a client who has a similar target audience, and together you can create content that promotes both of your services simultaneously. This content would be more effective than if you created it yourself, reaching a wider audience and is more likely to lead to lead conversions because subscribers who know and trust your contributor are more likely to do business with you. Plus, the relationship you’re building with the other brand could lead to future collaborations.
Another tactic you can use is guest posting on your blogs, in your email marketing campaigns, or on your social media platforms. Ask a client or co-competitor* to create content with you that can be published and reused on BOTH of your platforms. By co-creating content with other businesses or clients, you can tap into new audiences, generate new ideas, and build relationships with industry leaders. The advantages of coopetition** far outweigh the disadvantages.
Additionally, a social media account takeover is one of the hottest trends in 2022. It means that an employee, influencer or customer is taking over your company’s social media account(s) for a predetermined period (one hour, one day, one week, etc.). Our own Seymour Links will occasionally take over the LISI Instagram account. It’s a great way to show off a different stack of content, show off new faces, and boost engagement on your organic posts.
By pooling your resources with those of another brand, you can create a truly unique and engaging experience for your readers. And who knows, you might even make new friends and referral sources along the way.
*Co-operator = Collaborative competitor.
**Co-opetition = Competition you can collaborate with.
Don’t compete, cooperate! There are plenty of deals out there for everyone.
2: Opinions and testimonials
In today’s digital world, reviews and testimonials are more important than ever. Consumers are increasingly turning to online reviews to get an idea of what a business is like before making a purchase or before committing to an engagement with a service provider.
A recent study found that around 89% of people trust online reviews as much as personal recommendations and will go out of their way to read both positive and negative reviews before making a buying decision. This means that if you’re not careful with your online reputation, you could lose a lot of business. You can even reuse reviews and testimonials as content for your website, proposal stack, and social media posts (#TestimonialTuesday).
Of course, you can’t please everyone all the time, and you might get the occasional negative review. But as long as you pay attention to your review profile and respond to reviews, you can turn even negative reviews into positive opportunities. After all, potential customers will consider how you handle reviews as well as the number of positive reviews when making their decision. So be sure to actively manage your review profile – it could be the key to winning new business.
For B2B businesses, this is where a customer feedback program is crucial to informing your strategic marketing plan. If you don’t get genuine feedback from the customers you trust the most, how do you know if the relationship will continue to be successful in the future? Feedback is imperative for customer retention and relationship management.
3: Paid Marketing Campaigns
Paid marketing campaigns are essential to growing a business, and many DTC businesses would not succeed without paid media. But with so many options, it can be hard to know where to start. Should you invest in paid social media ads? Or maybe pay-per-click (PPC) campaigns are more your style? The good news is that there is no wrong answer; it depends on your priorities for your business.
Paid marketing is all about experimenting and finding what works best for your business or practice. So if you feel lost, take a deep breath and get started. Start with a small, limited-edition paid Meta campaign for your Facebook and Instagram pages to reach consumers, or paid LinkedIn ads and LinkedIn sponsored posts from your business page. to increase your reach with potential business contacts. Once you feel comfortable with smaller campaigns, consider implementing PPC campaigns on Google to highlight a specific practice area or lawyer within the firm.
It’s important, however, to continue your organic posts alongside your paid campaigns so that your current audience continues to be engaged and your organic reach doesn’t diminish for lack of content.
4: Remarketing and retargeting
Most businesses struggle to get people to come back and convert after visiting a business’s website. Web visitors can browse, click on certain links, and then leave without filling out your contact form. Or, they may sign up for your mailing list but never open or click through your emails. This is where remarketing comes in.
Remarketing, also known as retargeting, is a way to re-engage people who have already shown an interest in your services. By remarketing to these people, you can increase the chances of conversion and increase your results.
There are several ways to remarket your audience. A popular method is email list segmentation, and most businesses already have an email marketing platform ready in their arsenal to help them out. List segmentation is the process of dividing your mailing list into smaller groups based on similar interests or characteristics. For example, you can segment your list based on people who clicked on a specific blog post or resource on your website, customers who have used your services before but haven’t engaged in a while, or people who signed up for your newsletter but didn’t click on any of your emails. By segmenting your list, you can send more targeted and relevant messages that are more likely to be opened and clicked.
Another way to remarket is to use Google AdWords, which is also a paid marketing campaign tactic. AdWords allows you to show ads to people who have visited your site but have not converted. You can create different ads for different pages on your site so people see an ad that’s relevant to the page they were on when they left. For example, if someone downloads a white paper from your website, you can show them an advertisement for the associated practice area or an associated lawyer biography page and invite them to log in for a first call. of discovery with your firm.
Remarketing is a powerful tool that can help you increase your conversion rate and grow your business. So, if you’re not already using remarketing in your marketing strategy, now is the time to start!
5: Create Compelling and Engaging Content
Content is king when it comes to B2C or B2B marketing. By creating high-quality blog posts, infographics, videos, or other types of content, you can position yourself as a leader in your industry and drive more customers to your business.
One of the biggest hurdles we see in creating content for B2B businesses is that blog posts and written content tend to include more legalese than necessary or, quite frankly, desired. Lawyers are great writers, there’s no doubt about it, but the majority of Americans can’t digest legal jargon and technical terms like someone who’s completed a JD program. Even if your audience is well-educated, we recommend cutting back on technical terms and creating content that speaks to the average US consumer.
If you’re struggling to keep your audience engaged, here are some tips to help you up your game.
First, think about ways to reuse your existing written content or future content. Instead of posting the same links and captions over and over again, try offering new approaches to familiar topics or turn those evergreen list posts into eye-catching graphics for a social media carousel post.
Second, add value to your audience when you create blog posts or social media content. I see many B2B companies posting only their awards and accolades and not enough content to solve a problem for their potential customer base.
Finally, don’t be afraid to have a little fun with your content. After all, social media is about interacting with your followers. So go ahead and crack a few jokes, post cute pictures of cats, or whatever you think will get people talking. Remember to stay professional(ish).
If you keep doing what you’ve always done, you’ll probably get the same results. If you’re looking to grow, try one or two different strategies and track the results. We hope you will be pleasantly surprised.