B2C Marketing Best Practices with Influencers
When it comes to B2C Marketing, consumers own the conversation—and they’re adding to it at a prolific pace. To illustrate, over 1 billion pieces of consumer content are shared on Facebook alone every single day.
In order to be successful as a marketer, you need to listen and respond to those conversations in a way that feels relevant and compelling. This is the key to creating real emotional connections with consumers—a true necessity for B2C marketing. The good news is that you have a doorway in—61% of consumers say they are influenced by custom marketing content.
In order to take advantage of this, you need to understand who your audience is. The first step is to create buyer personas. Without them, you’ll only be guessing at the content your audience wants. As you build these out, include consumer demographics, behavioral patterns, motivations, and goals. These personas will help you determine where to focus your time to attract the most valuable customers to your business. In addition, they’ll help you understand what to look for in influencer partners.
Once you’ve created your personas, it’s time to develop the buyer’s journey. The buyer’s journey is a framework of the buyer’s progression through the decision process, ultimately culminating in a purchase. There are 4 stages within a buyer’s journey:
- Awareness – Buyer realizes they have a need and develops interest.
- Consideration – Buyer seeks more information about the need.
- Preference – Buyer starts exploring options to address the need.
- Decision – Buyer is prepared to make a purchase.
A huge advantage for B2C marketers is that you message directly to the end consumers resulting in a shorter sales cycle. You can (and should) work to address the challenges consumers face at each step of the process to make sure that they feel confident about moving on to the next stage of the Buyer’s Journey. Influencer marketing is a great tool for maintaining a high-touch, timely connection with consumers at every stage. Leverage that to tap into their needs, wants, problems, and challenges, and provide value accordingly.
To read about how influencers are defined by those in the content marketing and PR industry, check out what happens when we ask 12 communications professionals how they’d measure influence.