Building business-to-consumer marketing (B2C Marketing) campaigns is a lot like building retail stores—you need to think about a lot of variables to get it right. In this blog post, we’ll walk you through the process of planning and executing a B2C Marketing campaign to sell winter jackets.

Set Achievable Goals

The first step to successfully running a B2C Marketing campaign is to set achievable goals. When it comes to marketing, many business owners think that more is more. They believe that if they can get their message out there to as many people as possible, their sales will follow. Setting a goal to reach one million people would seem, at first blush, to be quite a stretch. But, in actuality, this is quite a reasonable goal for a B2C Marketing campaign. First of all, one million people is quite a large audience. But more importantly, trying to hit target audiences beyond one’s base of existing customers can have disastrous results. When Volkswagen tried this with their “Listen carefully, maybe you’ll learn something” campaign, they learned the hard way that their attempt to grow their audience had backfired. Their sales dropped by 28% in the three months after they launched the ad campaign.

Setting goals and planning out how you’ll reach them is important whether you’re running a B2C Campaign or a retail store. The reason is that even if you do everything right, you’ll never know if you’ve hit your goal or not until you’ve actually measured it. The only way to do this is by setting a goal and measuring your results against it. The same logic applies to B2C Marketing.

Determine The Product Or Service You’ll Be Telling Consumers To Buy

Assuming you’ve set an attainable goal, the next step is to determine the product or service you’ll be telling consumers to buy. This is known as the target market. You need to consider many variables, including demographics, psychographics, digital behaviors, and more, to determine who this audience is and what they want. One of the most important things to consider is whether you’re advertising to consumers who already know what they want, or if you’re engaging with potential customers who don’t know what they want yet. The first group of consumers you’ll want to target is known as the existing or previous customers. The advantage of advertising to this group is that you know exactly what they want—you provided them with the service or product in the first place. The disadvantage is that you may not want to reach out to everyone, as some people’s needs and wants may not align with yours.

The other group of consumers you’ll want to target is what we call “new customers.” They’re people who have never bought your product or service before but may be interested in doing so because of your ad campaign. The advantage of reaching out to this group is that you may find many people who haven’t tried your product or service before but may like it and be open to it. The disadvantage is that you may end up catering to someone else’s needs and wants rather than your own. So, you may lose out on potential sales if what they want doesn’t align with your existing product or service offerings.

Determining The Advertisting Medium

Once you’ve identified your target market, the next step is to select the advertising medium. There are lots of options here, so it’s important to do some research before making your decision. You want to pick a platform that reaches the ideal audience. Remember: your goal is to attract customers to your product or service, so you need to consider the platform on which your ads will appear.

One of the best tools for helping you choose the right platform for your B2C Marketing campaign is Google Trends. With Google Trends, you can enter any topic you want and see the popularity of different platforms and the words and phrases that people use to search for content on that topic. For example, if you search for “winter jacket,” you’ll see that YouTube videos get the most views, followed by blogs, news articles, and then finally, social networks like Twitter.

Looking at the chart above, you’ll see that YouTube is the most popular search engine when it comes to finding information about winter jackets. So, if you want your ad to be seen by people looking for winter jackets, then YouTube may be the right choice for you. But if your ad goal is to reach people searching for general information about style or fashion, then perhaps a social network would be a better choice. You’ll want to consider a variety of factors, including your budget, the type of content you want to create, and the size of your target audience.

Determining Video Metrics

Now that you’ve decided on the platform and decided to run ads, the next step is to choose the video metrics you’ll use to measure the effectiveness of your campaign. These are the keywords, phrases, and metrics you’ll want to use to determine how closely your video ads were matched to the search terms people used to find content about your product or service. The better your video ads are at matching the keywords people use to find information, the more likely your ad will be relevant and successful. When choosing these metrics, it’s important to keep in mind that people are more likely to be interested in your product or service if you show them videos of other people talking about their product or service. This is why you should choose metrics that have to do with views and engagement, rather than just clicks. This will help you figure out if your target audience is even interested in your product or service in the first place.

Distinctive Signals (TIF)

The next step is to decide on the type of marketing communications you’ll use to build awareness, interest, and consideration for your product or service. You can do this by setting up distinct signals—keywords, phrases, and other distinctive language—to guide your efforts. When someone searches for your unique signals, you want your ad to come up first, or at least in the top three results.

The advantage of having distinct signals is that when someone searches for these terms, they’re more likely to discover your ad and be interested in what you have to offer. The disadvantage is that coming up with these unique phrases can be quite difficult, and it’s easy for a brand to become overloaded with keywords and phrases. Overuse of keywords can make it harder for potential customers to find your content if they’re not searching for exactly what you’re offering. This can hurt your SEO, or search engine optimization, which will cause your ad to appear at the bottom of the results page or even further down depending on the search engine. So, you want to use these phrases sparingly and specifically for the type of content you’re creating, or for your brand’s name, as it’s done in the example above.

Choose The Right Location For The Marketing Activity

Another important thing to consider is where you’ll place your ads. You want to choose a hub that has a high concentration of your ideal audience. For example, if you’re running a campaign to sell winter jackets, then an outdoor space next to a heat source, like a fireplace or a stove, is a great place to advertise. So too is a shopping mall near a transportation hub like an airport or train station. Placing your ads in these spaces ensures that you reach a large audience and increase the chances of converting some into actual customers. Shopping malls are a highly visible place, and it’s easy for people to walk in and out of stores as they please. This is why it’s such an ideal location for marketing—you’ll have a captive audience that may or may not be interested in what you have to offer, but it’s likely they’ll see your ad at least a few times before they leave the mall with their purchased goods.

Determining The Length Of The Campaign

The length of your ad campaign is also important to think about. Your goal is to get people to learn about your product or service, so how long you’ll need to achieve this is a matter of debate. One thing you should know is that the longer your ad campaign, the more you’ll have to spend. This is just common sense—if you want to pay for your ads, you’ll need to spend more to ensure that your ad will be seen by the right audience multiple times. Think about how much you’ll have to spend on a cable TV ad—it could be quite a bit, depending on the size of the audience you want to reach. So, if you have a small budget to work with but you want to run a successful campaign, then perhaps a shorter ad campaign would be better than a longer one. On the other hand, if your budget is higher but you want to reach a broader audience, then a longer ad campaign might be the way to go.