Which marketing is most popular?

Of the paid media options, social media advertising and promoted posts (primarily on Facebook, Instagram, and YouTube) are far and away the most popular at 91% usage. A close second is search engine marketing (SEM) and pay-per-click (PPC).

weidert.com - Top 10 Most Effective Marketing Strategies for B2B and B2C

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For as different as B2B and B2C companies are, there is distinct commonality in wanting to generate leads and drive business growth. Finding the best types of marketing strategies to achieve these goals in either business model can be time-consuming… maybe even a little tricky. That’s why we’ve condensed the top growth strategies for successful marketing plan execution into one article with two lists — one for B2B, and the other for B2C. Use the linked tables of contents or scroll through the blog to explore proven marketing approaches, all backed by updated data from a variety of industry experts and sources. Get a complete understanding of how to plan an effective marketing strategy: Download our FREE Annual Marketing Plan Template.

INDUSTRY EVENTS

In-person and online trade shows remain a top B2B networking tool, as they gather companies within a specific industry into one location — be it through physical, virtual, or hybrid events — to connect and also demonstrate their latest products and services. Industry events give companies the chance to establish or strengthen relationships with key partners, customers, and prospects; identify market trends and opportunities; and gain an understanding of what their competition is offering in the market. The pandemic-driven “new normal” compelled creative use of technology to augment trade show opportunities.

In-person and online trade shows are effective because they:

Focus on meaningful interactions and relationship-building

Are generally well attended, creating a target-rich environment for lead generation

Provide opportunities for businesses of every size to access the same audience and information Fast Fact: 65% of B2Bs define trade shows as an “invaluable part of their marketing strategy”

CONVERSATIONAL MARKETING

Conversational marketing is just that — a conversation. Real-time interaction via a chatbot or live chat gets the right information in front of prospects and customers at the right time, and follow-up questions are addressed immediately. Personalized, relevant engagement vastly improves the user experience, increasing the likelihood of getting referrals from happy customers. For businesses, conversational marketing methods typically cut the time buyers stay in the sales funnel. Relationships are established faster, leading to quicker conversions.

RELATED: 5 Awesome Examples of B2Bs Using Chatbots

Conversational marketing is effective because it:

Removes layers of impersonal lead capture and creates an authentic, personal customer experience Fosters clear communication — buyers can plainly state their needs, and businesses can more readily understand and assist since there is appropriate context around the request Strengthens relationships as bots can also recommend additional content to supplement buyer education Fast Fact: 80% of business queries and questions can be managed using a chatbot

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Taken individually, the majority of the strategies we listed provide limited marketing clout. However, inbound marketing aligns the heavy-hitters — SEO, SEM, content marketing, social media, and earned media — to strategically generate qualified leads, strengthen customer relationships, and successfully builds brands. If you're interested in learning how to incorporate the most effective marketing techniques into your inbound marketing program, click the link below to get our free guide and start today!

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Top 5 Business-to-Consumer Marketing Strategies

As an inbound growth agency focused on helping complex B2B industries grow, we don’t lay claim to expertise in B2C marketing. However, in our research we found some compelling surveys, statistics, and data that inform these 5 key ways that B2C marketers are tending to strategize:

INFLUENCER MARKETING

Influencer marketing leverages the reputations and social followings of “experts” in specific fields to promote brands. Influencers’ endorsements and product placements provide the best returns to B2C businesses so consistently that 61% of marketers are including influencer marketing in planning strategies. The appeal of influencer marketing is considerable, but there is a note of caution. Followers are increasingly insistent that influencers be transparent about their advertising and sponsorship deals. If an influencer isn’t upfront, 20% of their audience will “unfollow” them — and that could mean a hit to your marketing returns. Fast Fact: 61% of customers trust influencer recommendations, while only 38% trust branded social media content

PAID MEDIA

B2C businesses aren’t solely relying upon influencer and viral marketing or other forms of earned media to manage their brands. Nearly 75% of B2C marketers use paid media channels to distribute content. Of the paid media options, social media advertising and promoted posts (primarily on Facebook, Instagram, and YouTube) are far and away the most popular at 91% usage. A close second is search engine marketing (SEM) and pay-per-click (PPC). Essentially, a company buys a link that appears as an ad in search engine results (SERPs) when keywords related to their product or service are searched. Every time the ad is clicked, the company pays the search engine a small fee for the visitor — a literal “pay per click.” Fast Fact: On average, paid media represents 39% of a business’s total marketing budget

VIDEO & AUDIO CONTENT

Video and audio content are two of the top B2C trends. Short-form video is already a staple for 33% of B2C marketers, and the percentage is projected to nearly double in the next year. Why? Video is a social media staple. It drives marketing strategies for raising brand awareness (49%), product advertising (44%), and increasing revenue (43%). Audio content — specifically podcasts — has been slow to catch on in the B2C space, but that trend is turning for a couple of reasons. There’s the increased desire for immersive brand experiences that revolve around video and audio engagement and, more simply, is the power of voice. It’s thought that larger market segments can be reached as personalities and messages connect with listeners on a more “human” level.

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Fast Fact: Livestreaming content is the emerging go-to for B2Cs — creation and usage is hovering around 35%, nearly triple that of previous years’ metrics

ECOMMERCE

eCommerce is a B2C stalwart. An estimated 2.41 billion people around the world bought products and services online in 2021, so competition is fierce. Savvy marketers are seeing the pandemic-driven explosion in ecommerce engagement as an opportunity to implement a dynamic, customer-centric marketing strategy. In addition to the tactics mentioned here, there is focused effort on ramping up on-site personalization, the mobile shopping user experience, and subscription-based services. Remaining flexible yet responsive in the ecommerce space appears to be the solution for getting a share of the $6.5 trillion in projected 2023 sales (that’s 22% of retail sales worldwide). Fast Fact: By 2040, it’s estimated that 95% of all purchases will be through eCommerce

CONVERSATIONAL MARKETING

Conversational marketing in B2C is no different than B2B, except that it’s even more of an expectation by consumers. Conversational marketing is a real-time interaction via a chatbot or live chat that gets the right information in front of prospects and customers at the right time, allows them to opt for self-service (a growing demand for 40% of customers), and get questions answered immediately (a top priority for 75% of customers). Personalized, relevant engagement vastly improves the user experience, but there are other benefits for B2Cs. Engaging in meaningful conversations gives businesses the opportunity to “humanize” brands by telling the stories behind them, and demonstrating company values. Nearly 75% of customers buy from companies that align with their values. Fast Fact: 47% of customers are receptive to buying a product or service using only a chatbot

Every Strategy Requires an Effective Marketing Plan

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weidert.com - Top 10 Most Effective Marketing Strategies for B2B and B2C

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