Most Powerful 14 Marketing Strategies for B2B & B2C

January 25, 2022 by Hamiid Nouasria, Vinay Karode

Summary: Whether you sell products or services directly to customers or to other businesses, the need to adapt to change is vital to the survival of your business. This article lists the top 14 B2B and B2C marketing strategies that will help you get ahead in your business & increase your ROI.


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In the marketing world, change is the only constant! Everything evolves very quickly. But to survive this change, you don’t necessarily have to get bogged down in all the intricacies of each new platform policy update or newly emerging technology. All it takes is to determine what you want to accomplish with your marketing efforts and then choose a suitable marketing strategy.

The following B2B and B2C marketing strategies are tested and proven to drive crazy good results. You just need to define whether you’re targeting a B2B or a B2C market, then pick the one that suits you best.

Wait a second. What is the difference between B2B & B2C in the first place?

Rather than digging too deep into each, ask yourself these two fundamental questions: “Who am I selling to? What will they do with it?”

If your answer is: “I’m selling to wholesalers or other businesses, “ you’re in the B2B industry.

B2B stands for business-to-business, and it simply refers to doing business with another business.

On the other hand, when there’s no mediator such as a wholesaler and the buyers consume the product directly from the business, it is B2C or Business to Consumer.

If your answer is: “I’m selling to individuals who will consume my product or benefit from my service directly, “ you’re in the B2C industry.

Top 8 B2B Marketing Strategies for 2022

The following list is not in particular, such as the most effective or most commonly used. We simply followed an order we saw to be seamless and clearer.

These are the top 8 B2B marketing strategies that will help you grow your business in 2022:

  • Inbound Marketing
  • Content Marketing
  • Social Media Marketing (SMM)
  • Search Engine Optimization (SEO)
  • Account-Based Marketing (ABM)
  • Referrals
  • Word of Mouth
  • Email Marketing

Let’s check more details about:

1. Inbound Marketing

Inbound marketing tops our list simply because it leverages all the other strategies’ best techniques and practices. Inbound marketing is an approach and methodology, not just a simple strategy.

Inbound marketing invites people interested in what you offer then converts them. It’s the opposite of outbound marketing, where you interrupt people with ads or cold calls and try to get them to listen to you.

So, to invite these interested (warm) leads, inbound marketing focuses on producing high-quality and meaningful content that entices them. The content aims to educate the visitors and answer their queries, but the trick to convert them into leads is by using CTAs (Call To Action).

Call to action (CTAs) can be embedded within the content, such as ‘Contact Us’ or ‘Visit Our Store’. You invite people who are already interacting with you and are interested in your industry, have visited your website or social media pages, and have consumed your content to do business with you.

2. Content Marketing

Content marketing, just like inbound marketing, focuses on producing valuable content that potential customers are interested in. The content can be videos, infographics, photographs, blog posts, articles.., etc.

However, content marketing is tailored merely to attract and warm leads across different media channels, unlike inbound marketing. In other words, inbound marketing tries to sell, whereas content marketing is genuinely educational.

This B2B marketing strategy is powerful because it increases visibility and creates an emotional connection between the brand and consumers. And the strength of content marketing is that it draws people into the early stages of the digital customer journey or buyer’s journey.

3. Social Media Marketing (SMM)

Don’t confuse social media advertising with social media marketing. SMM or social media marketing produces valued social media content that invites people to consume it and causes sharing and engagement.

SMM will undoubtedly increase visibility and brand awareness and potentially help your website’s domain authority skyrocket! Because you’d be creating high-quality content leading to organic social media shares, the content can also include links to other content on your website.

For instance, you can post ‘5 mistakes fresh entrepreneurs make’ and link it to an article on your website where you talk about these mistakes in detail and sell a course!

Domain Authority is a search engine ranking factor that indicates how likely a website’s content is to rank first. New websites start with a 0% authority, and it increases as more quality content is published and links are built.

4. Search Engine Optimization (SEO)

SEO is marketing 101; you just can’t go without it!

There are hundreds of SEO techniques and practices. In common, they try to increase brand visibility by producing -you bet- content that people want to read.

When combining content marketing with SEO, you can 10X the results you make. That’s because you’re now producing high-value content and content that people search all the time and want to consume.

Of course, it takes some time, effort, and cash to create a working SEO strategy and see results. But it’s worth it in the long term.

5. Account-Based Marketing (ABM)

What if you want to do business with the top 100 companies in the US, for instance? Will you be able to headhunt top profiles in Coca-Cola, Adidas, or Apple with social media marketing or traditional marketing?

Unless you can produce content that goes toe to toe with top publishers in your category in quality and quantity, I highly doubt you can do it.

Account-based marketing or ABM is a marketing strategy tailored to help you target specific profiles you want to do business with.

The ABM journey is a long one, to be fair. You first have to produce content that people in the companies you want to target are interested in. Then you’d slice and dice the data you collect until you detect someone who visited your website from these companies. And finally, reach out to them with an offer related to what they were interested in, which they can’t simply refuse!

And another ABM technique, which is probably the most common one, is to keep hammering on the DMs and voicemails and any possible communication medium of your target until they respond.

But after they respond, it’s time to get them to listen to you, get interested in your offer, and then close them! All in one single quick meeting! In other words, you perform the entire process of educating, converting, and selling in one session.

Unless you’re Harvey Specter, it’s hard to do all of this at once! But if you can, you’d be able to pile a great fortune up.

6. Referrals

Referrals are very, very powerful. Referrals are simply clients other satisfied clients referred to you or your brand. Usually, referred clients stick longer and come with pre-established brand loyalty.

And more than 50% of clients refer a business when they’re offered incentives, recognition, and/or access to special programs (according to signpost.com)

7. Word of Mouth

Like referrals, word of mouth can get you long-lasting loyal customers. But word of mouth isn’t something you can monitor or study its results accurately. Still, you can see its effect and value in the long run.

Word of mouth comes after all the customer’s journey stages finish smoothly. A satisfied client will certainly mention you to someone else, and so on!

Think about WordPress or Rolls Royce, for instance! It’s tough to see advertisements from these brands on social media or even see them working on content marketing! But because they’re leaders in their industry, everyone is talking about them, thus marketing them for free!

8. Email Marketing

Email marketing is honestly a hybrid marketing strategy. It’s both: a B2B and a B2C marketing strategy.

In the B2C case, one would probably harvest thousands of emails one way or another and email them offers. But if you’re selecting specific profiles of employees at a company from LinkedIn, for instance, and send specific and unique emails tailored to sell to that company, that's a B2B approach.

Did you know that including the word “Video” in the subject of emails increases the email click-through rate by 300%? Check our article about the importance & benefits of video marketing for more details.

Top 6 B2C Marketing Strategies for 2022

These are the top 6 B2C marketing strategies that will help you reach more customers in 2022:

  • Search Engines Marketing (SEM)
  • Social Media Ads and Omnibranding
  • Guest Posting
  • Influencer Marketing
  • Memberships
  • Direct Selling

Let’s check more details about:

1. Search Engines Marketing (SEM)

In SEO, you produce content that targets keywords related to topics people want to read about and wait for these people to find and visit your website organically.

In SEM, you pay search engines like Google or Bing to display your content’s link (or links) to people who search specific keywords. The content can be a blog, a video, or even a product landing page!

In other words, you’re not relying on people finding you; instead, you’re showing up in search engine result pages (SERPs) with paid ads to those people who are searching for something related to you.

Usually, the popular way to pay on search engine ads is paid per click (PPC), which means you’re not charged any dime unless people click your results!

So, if you have a smooth website with very advanced UX, you’d certainly see some great conversions and results!

2. Social Media Ads

You want to be present on social media to increase your brand credibility and awareness, and social media ads are a great way to do it.

Did you know that 4.48 billion people use social media and check their accounts at least 6 times a month? And this means you can reach almost anyone on the planet through paid social media advertisements!

But the superpower social media possess is the detailed and precise data well-versed marketers can access. And this enables them to bake precious ad campaigns and target people with specific characteristics. Also, you can easily reach people interested in what you sell through social media ads.

3. Guest Posting

Guest posting or guest blogging refers to the act of writing & publishing content on other companies and brands’ websites. Of course, these are brands and companies that operate in the same niche as yours and have the same target audience as you do.

The content you write for them can (should) include links to your website & maybe mention your brand’s name; that depends on what you and the publishing website agree on.

This method helps build backlinks which increases domain authority. And it also increases visibility and attracts new customers.

Guest posting is a complementary strategy, and it doesn’t stand by itself without linking back to your website. However, it’s beneficial for new brands wanting brand awareness.

4. Influencer Marketing

Influencer marketing is similar to social media advertising because you pay to reach more people on social media. But instead of paying FB Ads, you pay influencers to share your content on their social media profile or mention it in their videos… etc.

Remember watching a tutorial, and then the YouTuber says something around the line of “... Skillshare sponsors this video…”? That’s precisely influencer marketing at its finest!

Influencers are simply people with a large fanbase on social media. But not any influencer will be good for you to collaborate with. Select & shortlist the ones whose content is more likely to attract your potential audience, then reach out to them and do the first collaboration.

Based on the results you achieve with each influencer, you’d be able to select the most suitable ones to work with next time.

Influencer marketing attracts loyal customers because the fans love influencers. So, when influencers present a brand to their fanbase, they associate the brand with the influencer & loves both; that’s called classic Pavlovian Conditioning!

5. Pinterest Marketing

With 1.1 billion active users every month, Pinterest is one of the most significant visual search engines today.

Pinterest leverages the power of visual content such as infographics and photographs to provide users with info about the webpage the content links back to.

Accordingly, you can upload images related to your industry to your Pinterest profile & start optimising and networking to reach more people. Pinterest is very convenient for small businesses and startups as it can generate great results quickly.

6. Direct Selling

As the name suggests, direct selling is selling products or services directly to customers. Colonel Harland Sanders, the founder of KFC, was literally knocking on doors and selling fried chicken wings to people and inviting them to visit his restaurant!

This sounds a little old-fashioned in the age of the internet (and it is). However, if you’re just starting and have a pretty limited budget, feel free to sell your CDs or products directly to people and spark it up!

Conclusion

As you must’ve noticed, most of the top B2B and B2C strategies are a little similar to one another. But when it comes to practice, you’d realise that each is unique and relies on different techniques.

Don’t be trapped in the analysis paralysis trap & try to understand everything about all of them! Pick one or two approaches, and become one of the best at them!

Hamiid Nouasria
Hamiid Nouasria loves researching and writing entrepreneurship, marketing and technology articles. And holds a Bachelor's Degree in English Cultural and Media Studies
Vinay Karode
Vinay Karode loves reading, filming videos, helping brands with strategy. And holds a Masters Degree