Two overarching categories of business models exist today. They are business-to-consumer (B2C) and business-to-business (B2B) models.

Each category of business operates under unique principles and caters to different audiences. A B2C business requires different marketing strategies than a B2B one.

​Let’s explore the B2C business model more and look at how those businesses can maximize their reach and, in turn, set themselves up for increased profitability with the ABCs of B2C.

B2C companies sell products or services directly to consumers for their personal use. From software to clothing and accessories, B2C companies try to capture customers’ attention first and then their loyalty for repeat buying.

Consumers are more impulsive, basing many decisions on emotions. However, purchases are typically smaller in volume. Buyers desire clear, compact, and straightforward messaging that gets straight to the benefits. Plus, the higher the value, typically the more touchpoints they desire with a brand to make a purchasing decision.

​Key attributes of a B2C business model involve:

B2C companies must prioritize understanding customers and customer segments–their behaviors, preferences, and pain points. Without knowing their customers through and through, a B2C company can’t hone in on its marketing efforts as effectively. B2Cs focus on building relationships, interacting, targeting its advertising, and making personalized recommendations. (P.S. Pretty similar to B2B–customer-focused gets results.)

B2C marketing often includes tapping into consumer emotion. These companies must create a bond or strong connection between themselves and their target audience. They’ll use storytelling, emotionally charged, or aspirational messaging to drive sales.

B2C customers typically buy individual pieces or low-volume. The businesses often rely on consumables like make-up, personal care products, food, etc. Their customers only need a single watch, for example, and not a bulk shipment of them, so a B2C business must try to capture the attention of many prospects. They may also need to do this in specific time windows before their product goes out of date.

Prices are fixed on most B2C transactions, so buyers have little room for bargaining. Consumers desire simplified purchasing procedures with transparent and easily understood pricing.

​In contrast, business-to-business (B2B) marketing requires different strategies to sell materials and services to companies instead of consumers. Purchases are often higher in value and a more complex process involving many decision-makers and price negotiations.

Before jumping into a marketing campaign, a B2C business must understand what its target audience wants. Their desires, needs, and pain points influence messaging, from blogs to videos.

B2C businesses must study their prospective customers and their customer journeys. By doing this, they can create meaningful messages at each stage of their content marketing funnel.

​Excellent content marketing strategies reflect the four Ps of marketing:

Attracting a potential customer’s attention is just the beginning. Brand awareness is essential, but creating a buying customer is the name of the game. The best B2C marketing strategies consider conversions and use funnels to guide customers’ purchases.

​An effective funnel includes:

Lead magnets give a chance for B2C businesses to prove their value upfront. They provide something for free, like information or a coupon code. In return, they gain their visitor’s email address.

​Emails allow companies to build relationships with potential customers. Plus, they get to drip enticing offers.

Since B2C businesses must make buying super convenient for their visitors, they shouldn’t drive traffic to their generic website. There’s too much going on there, and visitors are bound to get distracted or change their minds about buying.

​Instead of driving visitors to an entire online storefront, catalog of info-products, or service packages, B2C businesses must create landing pages. Landing pages promote a single offer to convert a specific audience to engage in one particular action.

Customers regularly abandon shopping carts. They get nervous about taking that final step, so they leave to ponder, research, or wait for better pricing.

B2C businesses must regularly re-engage customers using personal promotions, like reminding them they left a specific item in their cart or promising a discount on a current or future purchase.

Re-engagement and ‘Abandoned Cart’ emails are particularly effective because they target potential customers at their intent stage. They’ve already shown interest in the company and product but need a little extra reminding and incentive to take the final step.

Visuals work better than words alone. Pictures of the item (along with enticing descriptions) help coax a reluctant buyer.

​The sooner these re-engagement emails get to the customer’s inbox, the better. Interest in the product is still fresh, making it easier to finalize a purchase.

B2C businesses must understand some core concepts of successfully marketing to customers. Once they grasp how to better market to their end users, they can use marketing tools more effectively to boost sales.

To develop critical marketing strategies, B2C businesses need deep insights into their buyers’ habits, wants, needs, and pain points. Each part of their marketing must include elements that help convert visitors into buyers.

Often, one pass through the sales funnel isn’t enough for customers to make a purchase. B2C companies need re-engagement messaging to convince customers to take that final step.

​B2C marketing isn’t about making a single sale (albeit, neither is B2B). Business is about creating ongoing relationships, gaining new customers, maximizing the lifetime value of each customer, and ensuring they find consistent value.