Working in the business-to-business-to-consumer (B2B2C) space can be one of the most puzzling areas of marketing. However, this does not have to be the case. As the top B2B rating and review platform, we decided to break down the three keys to effective b2b2c marketing strategies.
Before we get into the best b2b2c marketing strategies, let’s find out what is business-to-business-to-consumer marketing? We recognize that this is a mouthful.
So, what is it exactly?
Consider it as a sum of its elements. A Business to Business (B2B) transaction is one that occurs between two businesses. Likewise, a transaction between a business and a consumer is referred to as a Business to Consumer transaction (B2C).
When this is considered, B2B2C stands for Business to Business to Consumer. Its distribution route is a combination of B2B and B2C, just as the name implies.
B2B2C is akin to adding an additional step, not to exaggerate the point.
Initially, goods and services are sold between businesses. After that, the second company sells to a customer.
It may seem insignificant, yet that small step can create a slew of complications for marketers.
The first business's marketers are aware that they are selling to a separate company. The second firm will then remarket, augment, or otherwise utilize the first company's goods and services to add value to the end consumer. This is something that the initial company must always bear in mind. While it may appear to be a straightforward, fundamental notion at first glance, its subtleties are easily misconstrued.
B2B2C marketing strategies frequently disintegrates during the advertising execution process.
When advertising in the B2B2C , you want to reach your buyers, not your buyer's buyer. That is, you want to target the second business, not the final consumer, with your advertising.
Search advertising are notoriously bad in B2B2C marketing. It's far too easy to discover the incorrect customer online, where goods and services may be searched using keywords.
For instance, a protein powder company may wish to sell to other businesses that will distribute it under their own labels. The search word "bulk protein powder" for a huge repackaging company will look very different than the search phrase "bulk protein powder" for an average gym-goer trying to bulk up. When a customer wishes to purchase by the pound but is only able to do so by the truckload, it is infuriating for everyone involved.
It's possible that neither customer will find precisely what they're looking for, and firms will waste money advertising to the incorrect demographic. Uncertainty among buyers is uncomfortable for the customer and costly for you as the advertising.
The real challenge today is how we can avoid future instances of these costly annoyances.
Our first proposal is straightforward. Employ search advertising only if it appears to be working for you.
It makes no difference how many searches are conducted. People will misinterpret advertising that is false – even if it is accidental.
The one exception to employing search advertising is if your terms are really targeted. It is improbable that people will see highly technical material or trade show names inadvertently.
If you're not interested in spending money on search advertising, there are plenty of other B2B2C marketing strategies.
Consider promoting your business on LinkedIn. The first-party data is incredible, and the audience is predominantly business-to-business. You can feel more assured that you're targeting the right people and avoiding end users.
Platforms for Programmatic Trading:
You can reach a far more targeted audience via programmatic advertising networks. They enable you to automatically retarget users and hunt for leads by utilizing someone else's list. This can be a significant time saver, but keep in mind that this is a business-to-business transaction, not a consumer-to-consumer transaction.
Customer match advertising is a complementary method that is particularly effective on Google and LinkedIn. It enables you to advertise to platforms with enormous audiences, typically up to 10,000 at a time. It's an underutilized and more exotic method of communication.