B2B versus B2C Marketing

B2B versus B2C Marketing

Fundamentally, there is a lot more that’s similar between B2B and B2C marketing than is different. But the deeper you dig, the more distinct differences you’ll find that you need to account for in your strategy. We put together this infographic with the basics broken down.

A preview of the infographic you can download

B2C vs B2B

Shared Marketing Fundamentals

  • Know the target market – what motivates them
  • Position and price product to be competitive in the marketplace
  • Communicate product attributes to demonstrate value and demand

 

B2C Consumer Advertising Fundamentals

  • Emotional Connection
  • Create Demand
  • Induce Action/Impulse

B2C Buyers

  • Look for brand values that align with their own
  • Want a connection to something larger than themselves (community)
  • Need validation that they make smart choices
  • Use brands to define how others view them

You Must

  • Understand your buyer’s journey
  • Make brand promise and culture a part of user experience
  • Have products and services that deliver on the emotional connection to the brand
  • Be where your customers are

 

B2B Trade Advertising Fundamentals

  • Factual/Informational
  • Motivate/Inspire
  • Calculated Decision

B2B Buyers

  • Have a responsibility to make the right decisions
  • Take less risks
  • Need quality to be absolutely right
  • Believe they have the ability to cut-thru the bull

You Must

  • Raise your game
  • Clearly understand their needs
  • Ensure that your products exceed their requirements
  • Let them know

 

Brand Positioning: Differentiate Your Brand

Brand Positioning: Differentiate Your Brand

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Positioning is a key factor in defining and differentiating your brand. Even if, like us, you don’t specialize in a specific industry or product, there is still some fundamental idea that you can position your brand to own in the hearts and minds of your audience. There is something unique about every company, whether it’s their culture, approach or product/service offering. So how do you decide where to place your stake in the ground, and how do you best communicate that to your audience?

Establishing Your Brand Positioning

The first step is to begin to narrow down what is unique about your brand and company. You can start with an internal analysis, but we would recommend starting instead with your customers. There’s a reason they chose you over your competitors, and finding the common ground in their motivations will give you a good starting point.

If you’re just launching a new product or brand, it’s best to start with your brand promise. What are you promising to offer your customers? What is unique about what you will be offering or how you’re offering it? What is your “Why”? If you don’t have an existing answer, be sure to find one as your brand promise is another fundamental you’ll need to get started.

Communicating Your Brand Positioning

Sometimes you’ll have an opportunity to place your position front and center. Your logo/tagline, your website, storefront, brochure, About Us video, etc. should build on your positioning as a cornerstone. But even in your product-focused ads, your weekly social posts and your conversations with customers, that brand positioning should always be layered in.

This means that your first audience is actually: you! Ensuring everyone on the team fully understands and lives your brand positioning and promise will ensure all of your communications support it. Make sure to onboard new team members and regularly reinforce your position. If someone is doing a great job, celebrate that with the whole team. If anyone is falling behind or going off-script, take the time to re-educate them.

For your marketing materials, it’s also important to keep your brand positioning present. If, for example, you offer a range of IT services across a broad variety of industries, it can be tough to differentiate yourself. You’re everything to everyone in theory – but what makes you different is your technicians. They are the friendliest, most patient, most supportive – and they can communicate clearly with non-IT people! So, an ad or email communication about what you offer should always be written at that level. It should carry that tone and be understandable by anyone. Then when potential customers see your tagline/positioning statement, it will ring true.


Branding goes beyond marketing. Your brand is built and diminished with everything you do – from your emails, packaging and website to your invoicing process and interactions with partners and vendors. Establishing and keeping your brand positioning consistent can do a tremendous amount of work to lift the effectiveness of your marketing and close the loop with sales.

For more tips on branding, check out our blogs on Brand Equity or Brand Architecture.

Prepare to Lose Third-Party Cookies

Prepare to Lose Third-Party Cookies

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If you’ve been keeping up with digital marketing news, you may already know about the so-called “death of third-party cookies”. Though the biggest change won’t occur until 2022, we’re already shifting strategies to prepare. If you’re looking to get up to speed or just want some ideas on how you can prepare, we’ve put together a quick breakdown.

What are third-party cookies and why are they going away?

Third-party cookies are the backbone of programmatic targeting. Basically, they are placed on your browser by an advertiser and track your behavior, what sites you visit, etc. for the purposes of serving you relevant ads. Unlike first-party cookies, you don’t have to visit that specific advertiser’s website to be tagged.

Consumer privacy concerns and government regulations (like the GDPR) have led browsers like Firefox and Safari to ban third-party cookies already. Google announced they plan to ban them in Chrome (the most popular browser by a mile) beginning in 2022 in an effort to give advertisers time to adjust.

These bans only block targeting and traffic from third-party cookies, not first-party. So, this will mostly affect tracking and will be a huge blow to third-party ad partners.

How can we start preparing for the shift now?

The core strategy we recommend is to shift to building, maintaining or increasing focus on your own first-party database. It can be used not only for sales contacts, internal campaigns or ABM, but also for targeting on the wider internet.

Some other tactics to consider as you prepare for 2022 are:

-Content marketing and SEO can bring in a lot of leads when done right. It takes planning and resources, but when the challenge is finding your audience, the best strategy is sometimes to get them to come to you.

-Start testing other types of programmatic targeting now while you still have your existing campaigns with access to third-party cookies.

-Talk to ad partners with a network of first-party sites and begin testing to see how effective these are for your brand/audience.

-Contextual targeting is going to gain a lot of importance. Relevant content topics may seem obvious, but we would suggest also gathering information from your audience on their online behavior. The right campaign may be able to connect some seemingly disparate topics to your brand.


These changes will cause a huge shake-up for many companies, but there’s no need to panic. Ad partners are already working on alternative solutions (and so is Google). If you approach the problem strategically, it may end up yielding a campaign that gets even better results. This change can be an opportunity to make changes you may never have tried before.

A Family of Followers

A Family of Followers

Illustration of people

The coronavirus pandemic has changed the way online audiences consume content. Comscore, which uses data science and advanced insights to evaluate media consumption, recently reported that audiences are engaging in digital content at a clip that is 31 percent higher now than before the virus began in the US.

So, with over 56 billion total digital visits in the US on a weekly basis (based on Comscore’s look at 10 key categories), you would think that it would not be hard to find your audience – right? But, if you consider that more people are spending more time online and consuming more content in a digital format than ever before, it makes sense that your audience might be more distracted and overwhelmed with messaging than ever before.

That’s why, despite the deluge of “new normal” practices being developed to adjust to changes to audience behaviors, companies continue to cultivate their own audience lists. If you have a spreadsheet with hundreds or thousands of contacts who have opted-in to learn more about your product or service, and you are not using that list to drive engagement, you’re missing out.

Some companies have recently dialed back their advertising and messaging because their product or service has been interrupted due to COVID restrictions. As they begin to determine how and when to re-emerge from their quasi-hibernation, the best approach may be to connect with their closest friends, allies and consumers first. That’s where those spreadsheets of customers, sample requests, and newsletter signups come in handy. Those are groups that you can continue to engage with, even as business is shifting. It’s a group that can also be a test market for determining the right time to turn on the lights. And, it’s the consumers you want to spread your brand messages and insights when the timing is right.

While this may seem simple, some organizations are not used to cultivating a following. It requires a shift in how you think about your audience and your messaging. Instead of broadcasting messages and talking at your audience, cultivating a following requires two-way dialogue and treating your customers like they are part of the family. Plus, you own your database, and no one else can take that from you or suddenly start charging you more to reach them.

Here are some helpful tips for cultivating and managing that online following:

  1. Ask people to sign up. Offer an incentive, giveaway or something of value that will encourage them to give you an email address.

     

  2. Give those who sign up the inside scoop on your brand, products or services. Let that email list become the resource through which people get more information about a product or service, see a preview of coming attractions, offer coupons or share something they can’t otherwise get online.

     

  3. Offer opportunities for engagement – create surveys, polls or open-ended questions that solicit a response. Give those people something for responding. Most importantly, let them see how you are using their feedback to make them feel like what they offered was valuable and important.

     

  4. Turn them into brand ambassadors and influencers. Give them something to share. Make them feel like you value and respect their role as a consumer.

Who do you turn to in your time of need? Usually it’s family. So, it’s good to have that family of followers who you can turn to in the aftermath of the #summerofcorona to start the conversation about your brand, products and services. Hopefully, you’ve been building the relationship with that group for a long time and you’re already treating them like a family member. But, for some, we realize that spreadsheet has some digital dust on it and needs to be brushed off and repurposed. There’s no better time than now to begin engaging your allies in a meaningful way.

Once you have that database, read more about how to start leveraging it through Account-Based Marketing.  

4 Quick Tips to Boost Virtual Engagement

4 Quick Tips to Boost Virtual Engagement

Woman having conference call

We can’t manage other people’s internet connections or background distractions, but as we gain more experience and gather knowledge from the teams that have already been doing this for years, we can boost engagement and find the technology and formats that work best. Bouvier Kelly has been exploring these issues – even before COVID – and we wanted to share a few tips and ideas that have worked for us.

 

A Virtual Event Doesn’t Have to Be Digital Only

Though many conferences are seeing record registration numbers, many registrants aren’t showing up or sticking around. One idea to boost engagement and attendance is to generate pre-event connections and excitement.

  • Go old school and send out a pre-conference goodie bag/prep kit. Try including helpful tools like a headset or webcam.
  • Add some of the fun factor back in with prize cards with QR codes or selfie accessories for your networking chats. What you include should be aimed at your attendees, what they like and most importantly why they like coming to your event.

 

Improve Virtual Presentations

For formal presentations or webinars, to help boost your confidence and not lose your audience as you work to communicate your subject matter, the number one tip is the same as it was in “real” life: practice!

  • Ask your team to do some run throughs so you can get familiar with the technology and feel more comfortable talking into the camera.
  • Your test audience can also make sure your microphone and connection work well and that your visuals support your ideas.
  • For sessions and presentations at virtual events, we recommend pre-recording. That way editing can take care of any blips or interruptions, and you can add in some interest by cutting between the slides and speaker. By adding a live Q&A session, you can get the best of both worlds.

 

Get Comfortable with Video Calls

Video calls aren’t going away any time soon, whether we like it or not, so let’s figure out how to improve them. Remember the human connection and relationship building that we lose by going virtual can be built back through the use of a camera, and use that as motivation to power through the awkwardness and keep getting better.

  • Similar to presentations, do test calls with your internal team and make sure you understand the software and have the right equipment.
  • If you can’t move your workspace to one with a less cluttered background or better lighting, consider purchasing equipment like a backdrop or some lights.
  • Interruptions are going to happen, so try to be patient with whoever you’re talking to as well as yourself. The more you focus on it, the more it affects the rest of the meeting.

 

Build a Digital Tool Kit

Brochures or one-sheets that are perfect in person and in print don’t always translate well to a screenshare.

  • Consider at least resizing for a screen and going landscape mode.
  • Going a step further, we recommend an engaging web page with all the information your sales team needs available at one click (or many clicks that have anchor links to the appropriate sections). You already have the content in your tool kit, you just need to convert it to a digital kit that’s designed for the job. And if you do it right, you’ll have a tool your customers or distributors can even navigate on their own.

 

The most important thing to realize is that virtual and digital aren’t going away soon. They were here before, and they’re here to stay. The best way forward is to embrace the change. If we cling to the way business has always been done and try to wait it out, we’ll be left behind. Adapt for the future while learning from the past.

Check out more tips on virtual presentations here.

The Power of a YouTube Video Ad Campaign

The Power of a YouTube Video Ad Campaign

youtube playhead

YouTube has more than two billion active users, making it the second most popular social media platform just behind Facebook. Videos have the ability to communicate through text, image, and sound making them engaging to a larger audience and highly valuable for promoting brands. Making a promotional video is an essential marketing tactic for any brand trying to gain the eye of the public.

While making a quality video may seem like a lot to tackle, having an agency partner can make the process go more smoothly. Not to mention, it’s absolutely worth the effort because it can be used anywhere! In addition to YouTube, you can leverage your new video on Facebook, Twitter, commercials, digital signage, and the list goes on.

Getting Started on YouTube

Once the video is complete, uploading to YouTube is simple. You’ll want to make sure the video is categorized properly and is tagged with relevant keywords. For example, if you’re promoting a lipstick, you’ll want to select the Fashion and Beauty category when you upload and use #makeup. This site is a free resource that can show you the most popular keywords associated with a topic.

Any video uploaded to YouTube can be promoted and turned into an advertisement. In addition to the use of keywords, YouTube’s algorithm shows your video to target audiences based on location, their Google user profiles, and other videos they’ve watched on YouTube. If someone is watching videos on the same topic you are promoting, it is highly likely that they will be interested in your business.

YouTube Ads have an average cost of $.010 – $.030 per view. The average cost of reaching 100,000 views is around $2,000. You can set a budget for your campaign based on your goals and the size of your potential audience. If you’re trying to generate awareness and are targeting a broader group of people, you may need to spend more, whereas reaching a more niche audience may be more expensive per person but also cost less in total.

Which Ad Format Makes Sense for You?

There are two different types of in-stream ads:

There is the “Skippable Video Ad” which shows up before, during, or after a video and viewers have the choice as to whether they want to skip the ad after five seconds. You only pay for this type of ad if the viewer watches the ad for more than 30 seconds.

The second type of in-stream ad is the “Bumper Ad”. It lasts for six seconds and is paid in a unit called CPM’s or cost-per-thousand impressions.

Now if all of this seems like too much and you don’t have the time or resources to make a video, there are also simple display ads that can be placed on YouTube.

The “In-Display Ad” is shown in the white column next to a YouTube video.

The “Overlay Ad” pops up on a video while it is playing, covering a small portion of the video, and stays up until the viewer hits “X”.

Lastly, there is the “Sponsored Card Ad” that displays an ad card for a product that is relevant to the video the viewer is watching.

YouTube is always testing new ways to advertise. They often create new ad formats while scrapping the old ones that have not performed as well. So even if you’ve passed on YouTube in the past, it may be time to take a second look.

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