Adding a direct-to-consumer channel to your B2B company is not unlike opening a brand-new business. The B2C space is saturated with competition and heightened consumer expectations, and your B2B authority won’t automatically carry over.
What’s more, B2C means you’re competing directly with Amazon and other large retailers and dot coms, and that demands delivering on immediate shipping, price competition, simple returns, and an elevated product experience.
But don’t try to boil the ocean all at once – you won’t become a nationally-known brand overnight. Instead, think clearly on what distinguishes you from the competition, whether it’s your products, customer service, shipping speed, pricing, loyal fanbase, or overall customer experience. Exploit these key differentiators across your website, social, email, and advertising campaigns.
The first decision you need to make is how you’ll handle your e-commerce plan, as your approach to your website will impact all areas of your marketing efforts. (We’ve outlined key considerations to determine your best website strategy here.)
Next, with the right e-commerce foundation in place, you’ll need to build your B2C brand through sheer tenacity, differentiation, and a smart, multi-channel digital strategy.
Impression by impression, social share by social share, and interaction by interaction, you’ll start to build and grow your B2C identity. We’ve outlined some critical marketing considerations to get you started.Continue reading Adding B2C To Your B2B Business: What’s Your Marketing Plan?