Business-to-consumer (B2C) companies rely heavily on lead generation for their sales. With an accurate list of potential customers, your company can grow, leading to higher profits and higher ROI for your marketing campaigns. Here, we talk about how to grow your list of customer leads properly and how this can expand your customer base. We also cover ways to build on your existing customer profiles and how this can help you fine-tune your next marketing strategy. So, let’s dive into a conversation about B2C lead generation and growing your consumer base without further ado. 

Topics at a Glance

  • Understanding B2C Lead Generation
  • Developing a Target Customer Profile
  • Creating Compelling Content and Offers
  • Optimizing Landing Pages and Conversion Funnel
  • Leveraging Social Media and Influencer Marketing
  • Conclusion

Understanding B2C Lead Generation

Lead generation is the process of identifying potential customers interested in your business. For business-to-consumer companies, lead generation focuses heavily on identifying a target audience and marketing to said customers. Compare this to business-to-business (B2B) lead generation, which has the added benefit of business profiles and corporate contacts. 

Like other forms of marketing, the B2C model has its challenges and benefits. Targeting potential customers can be difficult with this model, as can crafting the perfect sales funnel. B2C companies need to be constantly on top of the latest trends and ensure they have the most accurate customer data possible to ensure a successful marketing campaign.  

While many B2B companies purchase lists of potential contacts, this model is difficult for B2C companies as many lead generation tools don’t narrow down demographic information and target customers, leading to more work for the B2C marketing team. 

However, one of the benefits of B2C lead generation is once you have a quality list to work from, securing leads based on demographics and purchasing interests can be as simple as a targeted ad campaign. 

Developing a Target Customer Profile

Before diving into lead generation strategies, B2C businesses need to identify their target audience. This involves constructing a target customer persona. For example, suppose your business performs best with the over-65 crowd. In that case, you’d want to build a customer persona that matches this demographic and use that persona to construct your next targeted marketing campaign. 

To find this ideal customer, B2C businesses should focus on conducting market research and data analysis. This allows them to track previous purchasing trends and better use customer interaction information to structure their next marketing campaign. If your business collects past marketing and sales data, you have a valuable resource for future marketing campaigns. 

The ideal consumer profile for B2C businesses involves key demographics (like age, location, gender identity, and more) and psychographics (eco-friendly, charity-focused, etc.). With this information, businesses can easily narrow their leads to valuable content and transfer this information to their marketing team to help craft their next marketing campaign. 

Creating Compelling Content and Offers

Now that you have an ideal consumer, it’s time to craft a marketing strategy that best incentivizes said customers to join your mailing list, make a purchase, or click on your website. These strategies work on social media platforms, video platforms, and email marketing campaigns, meaning B2C businesses can easily target a wide range of customers across several platforms.

When it comes to crafting your marketing strategy, compelling content and offers are key. From video content that provides information (and, in turn, bolsters your business’s reputation and reliability) to gated content aimed at providing valuable information in exchange for consumer contact information, your advertisements should offer something to the customer. 

This strategy can best be seen in the form of free PDFs or email-gated content. By offering consumers a valuable service (PDF information guides or company catalogs) in exchange for their email addresses, you provide value and incentivize people to join your mailing list. 

This same process applies to weekly coupons, social media contests, and anything else that offers rewards to your consumers for interacting with your company. Properly leveraged, these strategies can increase your customer conversion rate and give you plenty of contact details and demographic information to fuel future campaigns.

Optimizing Landing Pages and Conversion Funnel 

Even the most fine-tuned marketing strategy can fall short if your landing page isn’t in peak condition. Frustrating links, under-utilized menus, and more can all cause target customers to leave your page without purchasing. A failure on your landing page is a failure of the entire sales conversion funnel, meaning you should set a useful landing page as your top priority.

A successful landing page has clear instructions and navigation, easy-to-find links, a direct contact field, and clear calls-to-action (CTAs) directing customers to the next step. Ensuring your landing page has all these elements can streamline your customer conversion and ensure your marketing campaign maximizes ROI. 

Leveraging Social Media and Influencer Marketing

Regarding conversion rates and demographic data, social media is an excellent tool for targeting customer niches, especially based on customer information. In addition, social media is full of valuable demographic and interest information, meaning taking advantage of these channels to funnel customers toward your website or contact form is a crucial step in any marketing plan.

Some ways to drive engagement on social media include providing valuable content (as mentioned above) and taking advantage of influencer marketing to grow your social media presence organically. By connecting with customers on your social media accounts and funneling them toward your main landing page, you can track demographic data using the built-in analytics function of social media accounts and drive up your overall engagement rates. Growing engagement rates is a valuable strategy for any business, including those interested in directly targeting niche consumers. 

Conclusion

While the B2C lead generation strategies we’ve covered can grow your business, they all rely on accurate, reliable data. If you’re looking for a lead generation company that provides quality, valuable consumer data to businesses to help them better target niche clients, you need Accurate Append’s services. To find out more, or to get started, contact us today.