B2C stands for Business to Consumer, and entails a wide variety of activities in terms of the marketing of businesses, products and services.
B2C lead generation has come a long way from its humble beginnings. The days of cold calling, print advertising and randomly searching for potential customers are gone. These outdated and antiquated approaches are time-consuming, costly and rarely produce results. The best enterprises now rely upon being searched online by customers, rather than to aimlessly search for customers. In fact, online marketing is often the biggest and most cost-effective lead generator today’s enterprises have.
Why Can it be so Hard to Generate B2C Leads?
Unfortunately, few companies have the time or the knowledge to properly define what they consider to be a qualified B2C lead. More importantly, they lack the tools to generate and nurture these leads through the sales process. Instead of working on prospects that are likely to become customers, these companies continually pursue one dead-end after another. It drains resources and wastes time. Why does this happen?
Most companies focus on too large a market. They go after everyone, everywhere. Meanwhile, their competitors continually capitalize on opportunities because they have an online lead generation platform that turns potential customers into paying ones. These companies have a strategy that brings a potential prospect along from initial inquiry to closed order.
Understanding B2C Markets
Operating in a consumer market comes down to understanding your target audience. Your customers need to know how your product or service will help them personally. They need to see your benefits front and center, and most importantly, they must come to see your offering as the only offering. An online B2C lead generation plan can do just that. Cold calling and random print advertising can’t.
Your B2C lead generation program must be focused on identifying what your company considers to be its ideal prospect. These are the potential customers most likely to buy. They meet your criteria. They have a vested interested in purchasing your product and they represent a bigger opportunity than just anybody off the street. However, if you can’t reach them, then you can’t sell to them. So how do you reach them?
Ultimately, answering that aforementioned question comes down to having a solid online lead generation strategy, one that takes advantage of social media, defines your customer segments and one that positions your company in front of prospective customers. First, define what your company sees as a qualified lead. Second, nurture those leads so that you move them from initial inquiry to them making their first order. Third, retain those customers for the long-term.
A proactive online marketing platform is critical in today’s global marketplace. It’s your biggest lead generator and one that ensures your company is no more than a few online searches and keystrokes away from potential customers. Without it you’re back to randomly searching for customers.