• Seven little-known secrets to good B2C outreach

    Seven little-known secrets to good B2C outreach

    In today’s e-commerce landscape, there’s more competition than ever for business-to-consumer companies. Customers have near-infinite options on how and where to spend their time online as well as multiple choices when it comes to most products and services. The leaders of a B2C company must develop effective strategies to both reach their target audience and persuade consumers to choose them rather than a competitor. While most companies prioritize keeping up with the latest marketing trends, there’s more to building strong customer relationships than placing clever ads. Below, seven members of Business Journals Leadership Trust share their best B2C outreach secrets. Follow their advice to stand out from the competition and engage with your customers. 1. Show your true self on social media.After seeing all those clever ads, people still need to know who you truly are. Social media is a powerful tool in this regard. Customers want to know who they are doing business with, and they want to feel comfortable with that person or brand. Show them your real self. – Kris Lindahl, Kris Lindahl Real Estate 2. Respond to comments, messages and reviews.Connection is at the core of successful businesses. In today’s digital world, social media presents a unique opportunity to build relationships, loyalty and trust with your customers by maintaining an open, two-way conversation. Be sure to respond to comments, messages and reviews on social media for a personal touch that humanizes your company and inspires a sense of transparency. – Melea McRae, Crux KC 3. Build a community forum.Creating a strong community forum or a customer council for continuous feedback is a foolproof solution. Providing customers with early access to new products can help you eliminate a host of problems before you bring a new product to market. – Donna Michaels, LMGPR 4. Treat your prospects like human beings.If you’re focused on building a strong relationship with your prospects, you must treat them like human beings. Present yourself and your business as a solution to the pain points of your customers. – Alina Clark, CocoDoc 5. Provide exceptional solutions.An exceptional solution to your customer’s problem is an easy and efficient method for building lasting relationships. Customers will inherently want to engage and trust an organization that helps them solve their problems. – Rachel Namoff, Arapaho Asset Management 6. Define your brand’s impact on consumers.To achieve brand loyalty, a brand or product must truly make a positive impact on consumers — for example, by making their lives easier in some fashion. The ultimate goal is the lifetime value of the customer. You want them to return over and over and also become an ambassador for your brand, singing your praises to other consumers in their network. – Jessica Hawthorne-Castro, Hawthorne Advertising 7. Encourage customer reviews.To build relationships with new and existing customers through marketing, don’t forget Google customer reviews. New and existing customers of your business utilize internet search constantly to validate or discover a vendor. Carefully building your business’s Google customer reviews and rating is one of the least expensive and most powerful ways to build trust. – Jason Dunn, DACS Asphalt & Concrete

    Know More

  • Six critical strategies for defining your B2C company’s target audience

    Six critical strategies for defining your B2C company’s target audience

    Identifying, understanding and targeting the right audience for your product or service is key for a business-to-consumer company to be successful. However, the group B2C company leaders think is their target audience may not actually be the primary consumers of their product. This misunderstanding can be especially prevalent in B2C startups — entrepreneurs often focus first on what they do rather than who, specifically, will most value or benefit from it. Further, your customer base is unlikely to remain static. As your business grows and your offerings expand or change, your customer base may evolve accordingly. Defining your target audience is an ongoing effort for every B2C company. It’s a process that not only drives marketing and outreach but also product development, customer service and more. If you’re searching for ways to define the core customer base for your B2C business, leverage these six strategies shared by the members of Business Journals Leadership Trust. 1. Ask them directly.There’s no better way to understand your core audience than to ask them directly. Identify and survey customers who have left positive reviews for your business to understand their background, pain points and experience — this will help you build a “sweet spot” persona. By engaging your brand advocates, you can build brand evangelists and gain a deeper understanding of your audiences. – Melea McRae, Crux KC 2. Conduct in-depth market research.Research, report and rapidly respond. There are many custom research houses, universities and agency options. Ensuring the data is gathered and shared in a timely fashion is very important. If you slip past 30 days, the market could change again. – Donna Michaels, LMGPR 3. Track competitors’ sales.Tracking the sales of competitors can help you learn about the audience you should focus on. It will also help you distinguish your brand from theirs and create a certain presence in the market. If a competitor is doing well, try to identify their pros and cons and develop solutions that address what they aren’t offering. This process will automatically land you the audience you’ve been looking for. – Alina Clark, CocoDoc 4. Track down brand advocates and influencers.There’s no substitute for research. Have your team go to where sales are happening and speak with customers. Create a profile of a typical buyer; putting a name and face to data helps keep everyone focused. Perhaps most important, consider who the third-party advocates and social influencers for your products and services are. They’re often the best source of future revenue and feedback. – John Palter, Palter Sims Martinez PLLC 5. Take a ‘boots on the ground’ approach.Question, ask and question. A “boots on the ground” approach will likely reveal your true audience and uncover their problems and pain points. There are never too many questions — just too few answers. – Rachel Namoff, Arapaho Asset Management 6. Do an ROI analysis.Do an ROI analysis to make sure that your target audience is indeed the audience that is purchasing your product, not just those who are clicking through without taking final action. Ensure you are spending any paid marketing on the audience that generates ROI. – Jessica Hawthorne-Castro, Hawthorne Advertising

    Know More