B2C Strategies Help Build, Amplify Your Brand in a B2B World

Business-to-business relationships may sound formal, but they don’t have to be. The essence of B2B relationships lies in understanding the customer journey, much like in the B2C space.

For many small businesses, the goal is clear: to make a meaningful impact on the lives of others and their customers. Ultimately, we are all end customers at some point, each with unique needs that technology can help address.

By embracing digital transformation within a company’s marketing efforts, businesses can adapt swiftly to these needs, utilizing technology behind the scenes while focusing on nurturing relationships and partnerships at the forefront. Now, more than ever, companies are embracing a B2C approach to enhance the customer experience.

Rather than focusing on your business's transactional nature, focus on its relational nature, and ask yourself: Who do you serve today? Your company is a collective of all its people’s expertise. So, how will you present that expertise to your customers?

Here are some strategies we recommend to help bring the best of the B2C experience into a B2B world.

Create a Brand Personality

Like people, brands can have their own unique fingerprints and attributes. To help your company stand out, ask yourself: What makes your brand unique? Embrace those attributes and pair them with empathy, innovation and trustworthiness through consistent messaging and storytelling. This is the opportunity to showcase your company’s values and mission by connecting with your audience on a human level through digital platforms.

Businesses are made up of people, and people have personalities. Think about your company’s collective personality and how individuals might show up to work every day. Ingram Micro, for example, is empathetic, kind of geeky and always honest.

Focus on Trust and Relationships

An age-old tactic that has resonated within the B2B communities, relationship-building is paramount in developing a loyal customer base within your online platform communities. Leverage digital channels to build credibility by featuring content like client testimonials, case studies and industry partnerships. Influencers and industry experts whose values align with your company can also help build credibility. Focus on prioritizing customers before pushing products to create meaningful interactions and relationships. Your customers drive your business, so put yourself in their shoes as you transition to a digital-first company. And don’t forget to stay consistent in your messaging to foster trust.

Understand the End User

Traditionally, many B2B companies have focused heavily on the transactional aspects of business; however, the companies that truly succeed are those that prioritize the end users they ultimately serve.

Think about what your customers want ― if you create a product people don’t want, they’re not going to buy it. This is why it’s important to understand who the ultimate customer is of what you’re providing, whether it’s a product or service.

There’s a lot to be said about the consumer space. B2C businesses often excel at conducting thorough market research, such as in-depth interviews, focus groups, surveys and audience analysis. Consider these tactics to add more depth to your brand’s personality when deciding on a B2C marketing angle.  

Utilize Digital Marketing Channels for Engagement

Digital transformation opens the door for B2B to leverage channels typically associated with B2C marketing, such as short-form videos, influencer marketing and social media advertising. No longer just reserved for B2C companies, platforms like YouTube, Instagram and LinkedIn allow any brand, regardless of the audience, to humanize itself, showcase its unique personality and foster stronger connections and interactions with audiences. These spaces give B2B marketing the opportunity to be as entertaining as its B2C counterpart.

Short-form videos and tapping into the influencer market, as well as your most energetic and high-profile customers, are some of the top B2C marketing tactics consumers respond to. The extra influencer and customer validation can make all the difference.

Video content platforms allow users to share relatable stories and authentic testimonials, often allowing brands to demonstrate value in a way that emotionally resonates with potential customers. Authenticity is one of the most important keys to building a solid brand. Showcase your brand’s unique story through these digital platforms to not only build your audience but also establish your authentic voice.

We want to help you transform transactional relationships into meaningful partnerships.

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This guest blog is part of a Channel Futures sponsorship.