In this tutorial John Jantsch talks about creating a growth system for a B2C business. He explains the importance of channel selection and the channels' relevance to the consumer. Learn about the importance of social proof, referrals, and experience to customers. Customers notice businesses that are liked, shared, and talked about.
- Now let's move the conversation to those businesses that sell to consumers, or what we might call B to C. Again, all of the channel considerations and the things we've talked about building and mapping out your projects all still applies, but there are some considerations, as I suspect you've learned, that we want to apply in this environment. Channel selection will be key. There are certain channels that are more available to that consumer, to that person that is consuming information in their spare time, they're looking for things for their home, they're looking for places to eat, all the things that consumers do.
Well, there are certain channels of course that are more important to them, and so you have to make your channel selection and the channels that you choose as your core channels, ones where they hang out. I know that's pretty obvious, but cement that in your mind, because you wanna think about that as you consider new channels. There are also some considerations that I think you have to apply that come down to the buying process, or the decision making process of the typical consumer. Today social proof is so important.
People need to see that other people share you, like you, talk about you. This is how they make decisions, even though those people might be complete strangers, that proof is very necessary, and let's face it, it is very available and very prevalent. So you need to work on those elements of any campaign or of any channel. Referrals are extremely important today. People turn to Facebook, they turn across the fence and they ask their neighbor, do you know anyone who can do this? Or how did you like your experience with the dry cleaner that I saw just drop off your clothes today? So referrals and amplifying referrals is significant part of how business is done in the B to C environment.
Ratings and reviews today, like them or not, sites like Yelp, or (mumbling), or all the places that people turn to find out if something is good or not good considered by other people, hopefully third party, very trustworthy resources, we turn to those and we believe those. We today would not eat at a restaurant or stay at a hotel that we saw had a one or a two star rating. And so actively working on your ratings and your reviews has become a significant part of any overall marketing and branding campaign.
And finally, the customer experience is so significant with that consumer. People love to talk about companies that exceed their expectations and unfortunately, I think they like to talk even more about companies that disappoint them. You have to focus on the entire customer experience, every touch point has to be thought out, so that you guide that customer through a great experience, you surprise them, you wow them, and you get them talking about you, because that leads to every other element that is going to drive that B to C experience, and that's how you build a growth marketing system for a B to C business.
- What is a growth system?
- Testing new channels and tactics
- Measuring results
- Avoiding pitfalls
- Using best practices for B2B and B2C marketing