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B2B and B2C content marketing – What’s the difference?

Ken Bowden - Monday, October 16, 2017

Content-marketing-Greensboro

Content marketing strategies can benefit every aspect of your digital marketing strategy, from social media marketing and link building to raising brand awareness and showcasing your thought leadership in the industry. When we say ‘content marketing’, however, we don’t necessarily mean the same thing for both B2B and B2C businesses or purposes.

When creating content for the B2B and B2C markets, there are a few important things to be kept in mind:

Building loyalty vs compelling someone to buy

If you are selling products to consumers (B2C), then you need to write compelling copy that will not only convince someone to buy products from you, but also create a sense of urgency to do so. B2B marketing is a whole different ball game. With B2B content marketing, you need to build loyalty and trust. Some of the ways to do this is to showcase your knowledge and experience in the industry, provide helpful information, and use your content to start building familiarity with your readers.

The difference between B2B content marketing and B2C content marketing will become increasingly apparent when you start setting goals. Work with a digital marketer to establish clear goals and measurement strategies for your content and social media campaigns.

Types of content

The types of content that you create will also be different with B2B content marketing and B2C content marketing. Articles, whitepapers, how to guides and webinars, for example, work well in the B2B realm, while B2C content may take other forms, such as pictures, product demonstration videos, and infographics. Visuals and images get more views on social media, so if you want your potential customers to see what you have to offer, then be sure to include attention-grabbing pictures in as part of your content and social media strategy.

Distribution channels

Once you’ve created your content, you need to think long and hard about the distribution channels that you will use to get your content seen and read. With B2B content marketing, things like LinkedIn Pulse blogs, guest blogging, articles on your website and thought leadership pieces in online publications would be a good idea. Content that has been created for the B2C market may benefit more from social media marketing strategies that include platforms like Instagram, Snapchat, Twitter and Facebook.

WSI New Media Marketing in Greensboro, North Carolina is a social media agency that can help you with content marketing and related social media services. Contact us for more information today.

5 Ways to Diversify Your Social Media Marketing

Ken Bowden - Thursday, May 25, 2017

social-media-marketing-Greensboro

Social media marketing is one of the best tools available to drive traffic and sales to your website. That makes it all the more important to get it just right. Promoting your brand on social media channels may seem like it takes less effort, but engaging content and a well-defined release schedule is needed if you want to see robust growth.

Social Media Marketing Diversification

While people still turn to online search engines for answers and solutions to their problems, 75% of them also use social media sites. If your organization’s social media presence isn’t delivering the results you want to see, it may be time to diversify so you reach as many potential customers as possible. Seasoned social media expert or just a beginner, here are five ways to stay on top of your social media marketing game and diversify your social media efforts.

  1. Social Media Contests are a fun and cost-effective way to create excitement around your brand while boosting consumer awareness. The success of a contest is easier to track and the types of contests you can run are limitless. Some of the most effective include photo-sharing campaigns where followers compete for prizes, hashtag-centered campaigns, and “like” or “follow” contests where users are entered into a drawing by liking your Facebook page or following your Twitter or Instagram sites.
  2. Internal Campaigns offer a diversion during the downtimes of your larger social media campaigns and are a terrific way to increase employee engagement. Internal campaigns work best when timed to your brand’s overall internet marketing strategy. Run them for an optimum length of time (not too long, not too short), and link them back to a unique problem, goal, or challenge your business is facing.
  3. Guest Posting isn’t just for blogs. Social media channels can also benefit from allowing guests to post their own unique or experienced take on your company. Or ask an industry influencer or celebrity to live tweet a company event. There may be no quicker way to grow your follower base and get the audience buzzing about your brand.
  4. Specials let you shake up the routine of daily postings, add new elements and create a change of pace in your online social strategy. Specials tend to have high engagement and re-engagement results. The goal is to create a repeatable series of posts your audience comes to rely on. Some brands choose inspirational quotes or links to resources, while others use silly photos or videos. Don’t forget to include a custom hashtag that is consistent from special to special.
  5. Alternative Social Platforms. Instagram and Snapchat both started out as niche social media sites, and there’s no doubt more will pop up. Savvy marketers are willing to try out these newcomers. The investment is small and the payoff can be big. If the platform doesn’t take off, it’s easy to delete your brand’s profile and move on to the next. No matter which platform you choose, the strategy should be to build a user base. You can use your existing social media channels to do so.

It isn’t necessary to be a big brand to dominate social media engagement. All it takes is the willingness to diversify your social media marketing strategy by embracing new tactics that will capture your audience’s attention and spark a conversation. Whatever strategy you decide on, don’t stand still on social. Your audience – and your bottom line – will thank you.  Have you tried it yet?

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