Martech for B2C: How to Get Started
Get started with building your martech B2C knowledge with these resources:
- What Is Martech?
- What Is Adtech?
- What Is MarketingCloudFX?
- 5 Powerful Marketing Automation Applications
Looking to learn more about martech for B2C brands? Sign up for Revenue Weekly to get the latest updates, plus digital marketing tips!
Getting started with martech for B2C
If you’ve already begun developing your Internet marketing strategy, but you haven’t considered how you plan on using martech yet, then you’re only halfway there.
See, having one without the other is like having a GPS but no car. The long road ahead is not easy for travelers on foot, so it’s time to grab some nuts and bolts and put together your martech stack.
Utilizing martech could be the difference between you getting a sale and having extra room in your vehicle to take them to the finish line. So what is this car, and how can you get behind the wheel?
What is martech for B2C?
Martech for business-to-consumer (B2C) is simply a collection of technology-based tools that marketers and business professionals utilize to help their business grow. A martech stack is simply taking the axle, wheel, and brakes and putting them together to make a car.
How to plan your B2C martech stack
Watch our video (then keep reading this page) for advice!
The digital landscape of Internet marketing hasn’t stopped developing since its inception, so it can get overwhelming at times.
For the same reason you want your B2C campaign to be specific and targeted, you’re going to want your martech for B2C business to be just as specific and targeted. To do this, you’ll need to address your own needs.
Some helpful things to consider are the following:
- What is our budget to spend on technology?
There are both paid and free tools available, and many paid tools offer free versions that may still cover all your needs.
- Where are we in the dark on our data?
Having access to quality data can be the difference-maker between being able to pinpoint your top sources of ROI or where your leads are falling off.
- What data are we utilizing right now?
If you can answer this question, you’ve got a head start on building your B2C martech stack because the truth is, there are far more tools available than you will ever need.
You’re going to want your B2C martech to be exactly what you need, so you aren’t overspending on tools that overlap.
- How can we better capitalize on leads?
Your martech will help you identify the sources of your leads by targeted keywords or landing pages. But that isn’t the end of it.
Having effective B2C martech can help you capitalize on those leads to see them through to the end of the purchasing process.
The basics of B2C martech
You have the budget, and you got your goals. Now, where are you going to spend it?
If you’re ever unsure just how big the martech landscape truly is, ChiefMartech’s 2020 edition of the marketing landscape included over 8000 solutions. For context, that’s a 5233% growth since their 2011 report.
So, it can be challenging to get started if you don’t know where to look.
Here are the core components of martech for your B2C needs:
Advertising and promotion
In a B2C strategy, there is never a one-size-fits-all for your advertising ventures.
Many ecommerce businesses will go the route of utilizing Google Ads or Amazon Advertising for their promotion. That would be effective if your goal is direct conversions.
However, some conversion goals exist to remarket to existing leads and to capitalize on those.
In that case, consider remarketing. Remarketing is a cost-effective way to target consumers who have already been exposed to your product or brand and are more likely to give you the conversions you’re targeting.
Content management system (CMS)
The landing pages of your website are going to be crucial to your SEO strategies.
To maximize the effectiveness of your pages and drive your ROI, having a CMS will help you stay organized and effective. Keeping your website refreshed with quality content is the key to being recognized by crawlers and climbing the search result rankings.
Utilizing a CMS will help you build pages on your website and create important links. Your website can serve as the central hub for your marketing efforts, so it’s essential to have your website as clean and optimized as possible.
An industry favorite CMS is WordPress, which has been traditionally easy to use.
Social media is an essential tool for a B2C campaign, but it’s easy to get lost in the oversaturation of content on every platform without effective planning and strategic posting.
Martech can take your social media campaign to the next level by helping you stay deliberate with your content and help you stay engaged.
Your social media content is either going to be paid content or organic content.
Organic content is cost-effective and, when done correctly, can offer up a medium for consumers to engage with your brand.
Some of the best examples of social media martech are programs like Hootsuite, SproutSocial, or Buffer, which allow you to plan your content and schedule it to get posted at the optimal time.
Customer relationship management (CRM)
When you’re running a B2C campaign, identifying leads and nurturing from start to finish will be important to driving those conversions. CRM software allows you to track leads by utilizing data insights or automated software.
CRM’s can send signals to your sales team, so they know the most effective time and ways to contact your customers. Some great free and paid options are available for CRMs, including Nutshell, but it ultimately depends on your needs.
A website’s analytics are the backbone of B2C martech.
This is where all the data is stored and how you answer those questions you asked yourself earlier. All decisions made about a campaign should be well-informed, and without accurate data, that is hard to do.
Quality analytics can help identify the leading conversion pages and the pages drawing the most traffic, so you can hop into your CMS and edit those landing pages. Google Analytics is an obvious industry favorite analytics tool, but it certainly isn’t the only one available.
Once you’ve gathered your arsenal, it can get disorganized fast.
This is why there are many martech options that directly implement the stack in one central hub for all your marketing needs. This type of technology makes it easier for marketers to stay organized and drive the most value for their clients.
Some great examples of B2C martech stacks are CabinetM or MarketingCloudFX.
Building the stack: Implementing integrated marketing technologies for B2C
A proper stack should include but not be limited to all the above key components.
Be encouraged to expand your search for more tools as you need them. But consider an integrated technology stack to help you stay organized and be better informed on your investments.
There are a few key aspects you should consider when looking for an integrated martech stack.
First, you want to make sure you have access to clear solutions.
This means having that analytics data handy when you need it to make informed decisions about your marketing campaigns. You should integrate your data, so it’s accessible from any of your many tools.
Additionally, it’s important to have data built up over time to compare year over year, previous periods, and so on. It’s also important to have real-time data that is current and up to date, so you can see where your leads are coming from in real-time.
Remember, the bottom line is your tools should always serve your strategy, so make sure you’re being effective with your resources and aren’t getting lost in the glam of the plethora of available tools.
Measuring the metrics that affect your bottom line.
Are you interested in custom reporting that is specific to your unique business needs? Powered by MarketingCloudFX, WebFX creates custom reports based on the metrics that matter most to your company.
Upgrade your martech stack with MarketingCloudFX
MarketingCloudFX gathers all your data in one central location, making it easy to find and easy to read — and it’s exclusive to our B2C martech company. This B2C martech solution integrates all your tools into one place, so you can pinpoint your sources of ROI and identify your top performers.