Creating Loyal Customers (and What B2B Marketers Can Learn From B2C)

Here’s our latest roundup of digital marketing tips.

B2B: What B2B marketers can learn from the B2C space

B2B and B2C are traditionally viewed as very different marketing strategies. Many companies focus on their solutions and make the customer connect the dots. Focus on outcomes, what’s in it for customers, and familiarize yourself with their life cycle journeys. Then personalize the experience and messages they receive based on that cycle.

Client takeaway: In B2B, the purchaser is a person just like in B2C. Some of the same strategies resonate with them just as they do in the B2C space.

Suggested implementation: Consider their business problems and how you can solve them instead of focusing on product facts and showing everything you offer.

Content creation: Should you write for fans or customers?

Your content marketing has fans, second customers, and customers. Fans love everything you write and contribute ideas. Second customers help spread the word about your business (though they don’t purchase anything). And customers make purchases. It’s ineffective to try to make every piece of content meet the needs of every potential reader.

Client takeaway: You serve no one when you combine fan content and existing customer information into a single piece of content.

Suggested implementation: Focus content pieces toward a particular group. Create second customers by creating content that meets their needs as well as the needs of their audience.

Customer retention: What makes customers loyal to brands?

Seventy-five percent of Americans think brands should implement better strategies to encourage brand loyalty. Corporate responsibility, social media, nostalgia, trust, discounts, special offers, and customer service all help build a loyal customer.

Client takeaway: Consider which aspects are most applicable to your business and breathe it into your strategy.

Suggested implementation: Customer service can be applied to any business. Make it a focus point in your marketing strategy and strategize about how to execute it.

Marketing strategy: Coca-Cola could lead the way to more product-focused ads

Coca-Cola’s new tagline “Taste the Feeling” is acknowledging a new reality in food and beverage marketing (and arguably other B2C markets): If you sell products, you better talk about them. Consumers want to hear about the product itself, what’s in it, and how it’s made instead of high-minded concepts that are disconnected from the brand.

Client takeaway: Coca-Cola could lead the way to a more product-focused marketing world, where brands leave out the heavy topics and focus on the product.

Suggested implementation: Create a campaign around what the product does for consumers, including how the product is made.

SEM: SEM fatigue? Boost your strategy with these 4 tactics

Google’s best practices can only get you so far. To give your SEM strategy a boost, consider that a higher position isn’t always the best option for ROI. Organize ad groups by match type, continue to A/B test, and set automated rules.

Client takeaway: Make each change individually and check on them regularly to keep your SEM strategy performing at its best.

Suggested implementation: For the best ROI, find the lowest position you can while maintaining a solid conversion rate. Position 2 or 3 may be your sweet spot.