Business to Consumer or Business to Business – which marketing style is right for you? Well, with the rise of entrepreneurship and side hustle businesses, consumers are business owners… at least in the US. According to a CNN money article, 44 million Americans have some form of a side hustle. That’s a hell of a lot of business opportunities. And unless you’re selling enterprise software exclusively, you might want to consider adding B2C to your strategy, even if you’ve been a historically B2B service provider in the past. 

You might be asking yourself, “why is this important? Why should I, an entrepreneur, coach, author or influencer, care about my marketing strategy in these traditional terms? I’m trying to reach my ideal client and my ideal consumer, I don’t really know if they’re a business owner and for my product, it doesn’t really matter.”

Oh, but it does, dear reader, it SO does.

Why B2C Marketing is The Future

With a market of 44 million “consumers” turned business owners with side hustles and more, the consumer market is currently flooded with individuals who need your services. Even if they’re not business owners in their own right, people who cross paths with you online are likely to be decision makers in some capacity OR know someone who is a decision maker. And that’s why, when it comes to your Facebook, Twitter and Instagram strategy, focusing on B2C marketing is the right move for all brands, businesses and everything in between.

But I want to serve businesses…

And serve them you shall! The business owners of 2018 don’t look like the business owners of 1998 — and startups? Startups are growing at a rapid rate and they need more consultants than ever before. And they’re connecting with people they know to find these individuals to work with them directly — which is where a smart social media strategy comes in.

This strategy is perfect for the consumer-friendly networks

Facebook. Twitter. Instagram. The Influencer Marketing world works because corporations and legacy brands want to use influencers to sell products — because 87% of consumers say that social media sites help them decide what to buy, according to a variety of sources curated in this infographic. And that’s why having a B2C strategy, no matter what you’re selling, for these social media networks and platforms is the way to go.

Ok, so how do I do it?

There are many ways to create a B2C strategy for your Facebook, Twitter and Instagram profiles. Start by considering who your ideal client is — what types of services they need and what offerings of yours line up with their needs. How can you help them get to the next step in their journey? Then, work on a 360-strategy including these three tips:

Segment This Audience

Creating a landing page for email opt-ins JUST for your social media shares is one way to automatically segment your list for email marketing purposes. You could also create separate opt-ins and content streams for this audience and determine which of the social platforms will house all of their content — for example, you may want to keep some of your Instagram content more B2B focused (if your product or services demand such an audience) so Facebook would be the perfect platform to segment the B2C audience.

Understand Their Needs

The B2C audience is one that will need different offerings — even though they are business owners and entrepreneurs. Coaches need a different level of support than a VA management company. Think about how you’ll market to them, what language you’ll use and how you’ll offer them a chance to connect before you create the content streams and segmentation lists.

Get Creative

Consumers are also the individuals you need to like and share your content to help you develop that book deal, group program or book that next speaking gig. They are your brand evangelists and they may never purchase from you but if they can get you 1000 likes and shares? That is sometimes worth its weight in gold. Think about how you can use these followers to your advantage and consider a diverse strategy for “monetization” when it comes to celebrating the success of your strategy.

TELL ME: How do you get connected to your ideal clients? Let’s continue this conversation in The Get Set, my FREE Facebook community to help you get the clarity, connections and conversations you need to succeed.

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