Photo Credit: Lead Genera
Lead generation needs to be effective no matter the niche or market you operate within. This being said, you must craft your lead generation approach around whether you are in a B2B or a B2C market.
But what exactly is the difference between B2C and B2B lead generation and businesses?
B2B is short for business to business and refers to any business endeavour that sells its products or services directly to another business. B2C is short for business to consumer and is appointed to any business that sells directly to consumers rather than another business.
Many lead generation practices can be similar between B2B and B2C businesses. The main difference is your approach may simply need to be tweaked a bit to appeal more to a consumer rather than a key decision-maker of a business.
A B2C lead generation best practice is to focus on your marketed content. This means that you need to be sure your content is geared towards what you want your audience to do. As a business, you want to build loyalty with consumers and build interest, but not directly sell your product or service.
Consumers often have many choices for competing products or services, so having loyalty will help build rapport and give a push for recurring sales.
In the B2C world, you need to ensure that you have your website set up as a lead generation tool as well. This means a B2C lead generation best practice to apply to your site is investing in SEO. This means making your site user friendly and ensure that when a consumer follows a CTA they are then directed to an attractive landing page that is both appealing and further nurtures them through your sales funnel.
A third B2C lead generation best practice is to build up email lists for your business. This is a good way to send out company information, send updates on products, and offer promotions to consumers that give a little extra nudge to come to your site and make a purchase or book an appointment for your offered services.
Having email lists built up allows for easy ways to reach your audience and in turn, can help generate more sales by pushing for new sales or repeat purchases.
Consumers often will focus on a company’s social media account or accounts, so this means as a business owner you should as well. Social media is an easy way to push engagement and send announcements that can have a large reach.
Aside from the reach your posts can have, keeping an active social media presence as a company allows for your customers and potential customers to feel like they are a part of a community. This often creates feelings that work towards brand loyalty and increased rapport. As brand loyalty increases, the chances as new purchases or repeat purchases also tends to increase because when your particular product or service is thought of your company name will come to mind as well.
One last quick B2C lead generation best practice is to focus and invest in your landing pages. You want to be as engaging and attractive to your customers as possible, so having landing pages that reflect this is an absolute must.
Your landing page must be able to answer any questions your customer may have, be simple to use and navigate through and have a specific purpose behind it. If a landing page has minimal purpose or is too complicated, a customer will likely not end up converting.