The Best B2C Marketing Strategies for 2024

digital marketing is steadily becoming
more and more competitive consumers are
increasingly skeptical because they're
bombarded by more ads and emails and
tags than ever before we marketers are
expected to achieve more results with
less budget less organic reach and in
many cases less data oh and more
competition
but one thing's for sure average ads
average emails average SEO average
digital marketing is not going to get
results thanks for watching like And
subscribe it's not all bad you can still
win you just need to be significantly
better better well the good news is
today we're going to be covering seven
b2c marketing strategies that you can
Implement to win in this terrifying
hellscape I mean modern economy and
although today's examples are b2c the
exact same principles do apply to B2B as
well and if you're still watching this
video you've already seen four of these
seven techniques in action
all right let's start with the basics
understand your audience whoa I know you
know this give me 15 seconds I'm going
to show you something new okay maybe 80
Seconds when I say understand your
audience I'm not talking about designing
your customer Avatar we've been through
that
I'm talking about finding a hook that
resonates and positioning yourself to
stand out example earplugs boring you
say right maybe not Loop earplugs is a
b2c earplug company that has a unique
angle because it's identified as target
audience clearly let's take a look look
at the images on this page it's young
people look at how they're positioning
the product this is like technology of
course they also look different which
encourages people to rethink what they
already knew about this product category
there are even collaborations yeah
earplug collaborations and they've
identified an audience with particular
needs that they can Target this is a
brand that deeply understands Their
audience I mean it's also fantastic
e-commerce site look what happens when
you add to cart you get all of these
upsell opportunities you get this little
bar at the top which is encouraging you
to add products to your basket to
increase your order value to get these
bonuses it's just great anyway that's
the topic for another video the
important thing to recognize here is
that they've understood their target
audience and built messages tailored to
resonate with that audience now we
obviously have more videos on the topic
of target audience so in the words of my
therapist Tim that's beyond the scope of
this conversation I'll leave you to go
and check those out separately
anyway strategy number two is to dial in
your paid search paid search has always
been awesome but we ninjas thinkers can
have a Renaissance because of the
generative AI coming to search results
just look at how Bing is embedding chat
GPT powered Bing chat into its search
results and how it's using ads in those
answers and Google is doing a similar
thing with search generative experience
building shopping ads into the AI
generated answers these platforms are
going to be spending more serving up
generative AI in their search results so
they're going to be very keen to build
ads into these answers and that is good
news for advertisers or at least
advertisers with good paid search
campaigns so how do you prepare for this
well the first thing to do is make sure
that you've got profitable paid search
campaigns running for your business
we're expecting the total number of
advertisers to increase as Google and
Bing roll out generative AI in their
search results as some of the businesses
that see a drop in organic traffic might
be piling into to paid search instead
the ad platforms are also trying to make
it easier for advertisers to get started
by offering generative AI ad tools so
who's going to win in this new era well
Google of course the first rule of
digital marketing is Google always wins
but the other winners are going to be
those marketers that have established
High performing paid search campaigns
and can pay the most per click
profitably dialed in campaigns
high-performing landing pages large
targeted audience lists now if you're
not already going hard on paid search
and request a free website and marketing
review from the team air exposure ninja
Link in the description and we'll be
able to help you plan out your angle of
attack b2c marketing strategy numero 3
positioning and niches all right let me
show you a couple of examples here so
here we have two brands on Instagram
that are selling vegan shoes this is
Will's vegan store and you can see the
images are quite high-end this is like
travel it's lifestyle it looks quite
cool and that's because they're serving
a more premium audience now compare this
to koi still selling vegan shoes but are
totally totally different positioning
it's much younger looking it's more fast
fashion it's a bit more trendy bright
bold colors both vegan shoes very
different positioning get it if not
check out this example insurance this is
dead happy now selling life insurance is
a pretty difficult thing it's something
nobody really wants to think about and
it's definitely something that young
people don't really want to think about
but dead happy have set up to sell life
insurance to young people how do they do
it well they make it cool they use
completely different language they use
very bold branding they even make it
dare I say fun and by choosing a younger
customer base they're targeting an
audience that most insurers just aren't
interested in trying to get here's
another insurance company taking a
different approach this is poly now
Polly's offering life insurance not just
for young people but for mums okay so
why is this niching thing a good idea
well first up in it Narrows your focus
think about it Polly doesn't have to
outspend all of the major established
insurers reaching everyone possible to
sell them life insurance they can Target
mums through the sort of marketing
channels that mums are spending time on
secondly it makes product Market fit
easier and easier to communicate by
completely tailoring their product to
this very specific target audience they
have a much better chance of resonating
with that audience that improves the
conversion rate of any landing page that
they're going to show because their
target audience is immediately going to
see themselves represented on that page
look at all the imagery on this site
this is targeted very specifically for
mums they're using phrases like mums
know best which every mom is going to
agree with and to be fair most of the
dads you got that right and of course
they can make the emotional sale by
making this page all about the children
which is really why any mum is going to
buy life insurance anyway now you may
say yeah but by targeting just mums
Polly's restricting their target
audience true but the parent company
owns a whole bunch of these different
Niche Insurance Brands they have
insurance for mums insurance for dads
and insurance for the over 50s love it
it's Central BC marketing strategy
number four is emphasizing your social
responsibility credentials according to
Harvard Business School seventy percent
of Americans believe it's either
somewhat or very important for companies
to make the world a better place that's
70 of Americans I'm just joking we love
our American friends and America is
actually amazing it's a reality that
today's consumers are looking for brands
that align with their values now the
types of things that consumers are
looking for in ethical businesses
include selling ethically sourced
products treating their staff well being
transparent with customers avoiding
false marketing claims and striving for
constant Improvement so what can you do
to show your customers that you actually
care about making the world a better
place where you can start by just
setting out your principle levels on
your website here we see how Gourmet
confectionary company candy kitten
focuses on their sustainability how
they're building a Greener future and
they care about the environment the fact
that they're a b Corp info about their
packaging and a quote from one of the
founders about how important this is to
the business it doesn't just need to be
sexy direct to Consumer businesses
here's a construction consultancy that
lays out its philosophy on its page it
shares its company values they explain
what their culture is about and they
talk about social responsibility at
exposure ninja we do this on every
single page of our website showing that
we're a b Corp we also have a carbon
offset scheme which means that our
entire company is climate positive we're
very proud that we've been certified an
outstanding place to work for and with
disability confident now you might say
yeah but do people really care about all
this value stuff well yes they do sure
there are some people who don't but the
ones who do care are going to be
motivated by this stuff and it's also
likely to be important for your staff to
feel like they work for a company that
actually strives to make the world a
better place now one thing to know is
that it does tend to be the younger
Generations that index more highly on
these environmental and societal goals
of course this means that companies
which take a stand are going to see
further benefit as consumers age and
it's important to say be legit here
don't just treat this as a box ticking
exercise today's consumers are Savvy and
if they can smell green washing they are
gonna smack you over the head with your
vegan shoe and by the way while you're
on the exposure ninja website at
exposureninja.com checking out our B
Corp and climate credentials do yourself
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alright principle number five is
personalization where you can you want
to personalize your consumer's
experience where whether this is serving
Dynamic content on your website like
Amazon does let's be honest they're the
Masters here on this homepage so much of
this homepage is tailored to my
recommendations and my previous
purchases although they do happen to
have made the mistake of thinking that
I'm some sort of real man embarrassing
of course you also want to segment your
email marketing list this allows you to
tailor your email marketing promotions
to people who've already expressed
interest in particular products or
services but this can also mean things
like personalizing your landing pages
according to the locations people are in
when they click on your PPC ad for
example check out this local plumbing
firm that actually isn't a local
plumbing firm but they have localized
landing pages because they know that if
they show a local name on that landing
page they're more likely to get the
conversion than if it's just a national
brand with a national phone number and
of course you want to be tailoring your
ads to People by running specific
remarketing and dynamic remarketing and
retargeting AD campaigns I mean let's
just take a second look at the state of
your Social feed or your Gmail promote
tab do you think that you're going to
have a chance of cutting through without
a little bit of personalization in there
all right b2c marketing strategy number
six digital PR now we as exposure ninja
have had a digital PR team since 2014
but we think it's one of the channels
that is going to be due a Renaissance
because of generative AI in search
results but let's be honest getting your
business featured in the sort of high
Authority Publications that your target
audience spends their time in has never
been a bad idea it's great for
credibility yes of course it can lead to
more brand awareness and traffic to your
website but it's also killer for your
credibility and SEO now in this example
for one of our clients we identified
that there was a new story Brewing about
the opioid crisis and Fentanyl now we've
got an addiction Clinic client who's
actually treated people for opioid
addiction and we were able to get them
featured really prominently in this
article with a great success story from
one of their patients look at the
quality of this testimonial and in a
real Top Authority publication as well
yeah yes it's great for traffic it's
great to have a link but what does this
do for their credibility as well it's
phenomenal but you can also get super
creative with your newsjacking for
example here's a story about Madonna and
the fact that she had to delay her US
tour maybe not a usual source for a link
to a digital marketing agency called
exposure ninja right if you're
persistent enough there are ways and by
the way we've got another video on
digital PR which shows you how to do all
this stuff link peer and avalo
strategy number seven video marketing
for b2c brands in particular video can
be incredibly powerful let me show you
an example our client Golf Course lawn
run by Ron Henry uses video marketing to
build a really personal connection with
their target audience this completely
differentiates them from the other
companies selling lawn care now of
course one is great on camera but he's
great on camera because he's passionate
about what he's talking about and these
videos do well because they tap into a
topic that people care about of course
the true Masters in this area are the
Kardashian Jenners don't skip stick with
me here Arielle here with me this video
is an 11 minute 42 second infomercial to
sell one of Kylie's makeup kits but of
course it's not really an infomercial
because it's had 4.4 million views for
zero media spend
now if you think watching someone do
their makeup for 11 minutes and 42
seconds sounds like a long time there
are some people here asking for a three
hour version yeah now by the way don't
dismiss this because it's not the same
as your business you don't sell makeup I
can see you about to skip forward don't
do it stick with me I actually think you
should watch this Kylie Jenner video in
full and not because you care about
makeup or you care about Kylie though of
course I hope you do I think you should
watch this because you care about how to
build a relationship with your customers
through video in order to sell them
products through massive organic reach
with zero cost of distribution YouTube
user Tad hug says Kylie's makeup is
really an art that may be true but
taddock I would say Kylie's organic
reach is the real art here and by the
way if you're watching this thinking ah
yeah but these Productions are slick we
don't have the tech to make slick
Productions exhibit a duolingo's tick
tock and with something coming called
Google perspectives video is poised to
become a more important product
Discovery media them for potential
customers and more about Google
perspectives in just a second now those
are the first seven tips there are
actually three more in the blog that's
linked underneath this video but of
course before you go to the blog to get
the last three tips make sure you
subscribe to this channel to get the
next installment of our very tailored
video marketing all designed to get you
to request a free website a marketing
review from our website at
exposureninja.com
and if you don't know what Google
perspectives is this video shows you
what it is and why it's so important
until next time see you soon