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The business-to-consumer (B2C) landscape is competitive. There are thousands of businesses competing for the same consumers’ attention. So, sticking out and grabbing their attention has become challenging.

Without an effective customer acquisition strategy, B2C businesses find it challenging to generate leads and stay profitable. That’s why here, we’ll discuss the best B2C lead generation strategies you need to grow your business.

What is B2C lead gen?

B2C lead generation comprises the many digital marketing strategies businesses with a consumer audience use to attract prospects (i.e., leads).

Individuals in your target audience become leads when they express interest in your products or services by giving you their contact information (e.g., email or phone number).

How B2C differs from business-to-business (B2B)

The difference between B2C and B2B is the target audience. B2C marketing targets end-users (consumers), while B2B marketing targets other businesses. This distinction is crucial because it influences the lead generation strategies applied.

Other differences include the sales cycle length, marketing platforms and outreach techniques. For example, B2C outreach emphasizes casting a wide net to generate more leads, while B2B lead generation prioritizes a few high-quality leads over quantity.

Why is B2C lead generation important?

Amazon uses existing customer data to cross-sell.
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Let’s discuss why B2C lead generation is essential to your business.

It’s cost-efficient

B2C lead generation practices are cost-efficient because they are low investment and yield good profits. Take email marketing; businesses can generate up to $36 for every dollar spent.

Other cost-efficient B2C lead generation strategies are pay-per-click (PPC) ads and search engine optimization.

Yields actionable data

B2C lead generation efforts let you collect plenty of data on user interests, behaviors, location and preferences. This data informs product and service improvement decisions and overall marketing strategy refinement.

Imagine you notice on your website analytics that mobile device users spend less than three seconds on the website before bouncing off. That could indicate the website isn’t displaying correctly or is too slow on mobile devices.

With that data in mind, you can run tests on mobile devices to establish the issue’s root cause.

It enables cross-selling

The actionable data you collect through your B2C lead generation efforts will give you excellent insights into customer behavior and preferences, helping you recommend more appropriate products. These recommendations are great drivers of cross-selling.

Cross-selling allows you to generate more revenue from the same customers by offering them products that complement those in their carts. It also allows you to upsell similar but pricier, higher-quality, more profitable products.

How to generate B2C leads

B2C lead generation requires careful planning to succeed. After all, you must select strategies that best match your target audience and buyer persona.

Here are five effective lead generation methods for your online business.

1. Grow your social media presence

GymShark's Instagram is optimized with a clear call-to-action (CTA).
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In 2023, about 61.4% of the world’s population was on social media, spending an average of two hours and 24 minutes online daily. Further, 76 million new users joined social media in Q3 of the same year.

Social media usage is growing, and people aren’t just using it to socialize. About 58% of shoppers in the U.S. admitted to purchasing a product after spotting it on social media. This is why your business needs a social media presence.

Creating pages on various platforms is good; it helps cast a wide net. Start with B2C-friendly social media platforms like Facebook, Instagram and TikTok. Avoid platforms like LinkedIn, which are suited for professionals and B2B businesses.

After choosing your platforms, use the tips below to attract B2C leads.

Optimize your social media pages

Optimizing your social media pages enhances your brand’s visibility, helping you grow your following. Make it easy for prospects to spot your business on the web by using consistent branding (e.g., colors and logos) across platforms.

Other ways to optimize your pages include:

  • Keeping contact information in easy-to-see places, like your bio.
  • Sharing a clickable website link.
  • Enabling call-to-action (CTA) buttons on platforms that allow it.

Create engaging content

Think of your audience’s pain points and interests. With that information, create valuable content that attracts and holds their attention by showing them how to solve these problems. Here are some tips on how to create engaging B2C lead-generation content:

  • Choose engaging topics. Ask your audience which topics they’d like you to cover or research your competition and find out what’s working for them.
  • Choose a suitable content format. Visual content formats like videos and photos can make complex information easy to digest. For instance, a video showing your audience how to assemble a toy is easier to understand than similar text instructions. Other formats are audio and infographics.

Launch pay-per-click (PPC) ad campaigns

Setting up an ad campaign on Meta Ads Manager.
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Social media marketing generates more leads by targeting people who are more likely to be interested in your product offerings. PPC ad configuration lets you get hyper-specific on users’ attributes such as interests, behaviors, location and age.

Here’s how to launch an effective PPC campaign for B2C lead generation:

  • Choose the right platform. Facebook and Instagram are the most common platforms. Meta Ad Library facilitates ad management.
  • Optimize your landing pages. Optimizing your landing pages helps you convert more leads. Optimize your website by making it mobile-friendly, adding a clear value proposition, using compelling CTAs and adding trust signals (e.g., contact information, social media pages and testimonials).
  • Configure your ad targeting options. Use the interests and behaviors of your audience to configure the targeting options.
  • Create and launch your ads. The actual process varies depending on your platform of choice. However, it involves selecting the target audience, setting a budget, choosing an ad format (e.g., video or image) and using creatives that catch your audience’s attention.

2. Build a website

A website is an essential tool in B2C lead generation. It fosters trust, enhances communication and facilitates conversions. Prospects are also more likely to become customers if your website is visually appealing and offers an excellent user experience (UX).

Moreover, your website will be the hub for the resulting traffic from your outreach programs. After all, once people land on your page, you can welcome them with lead capture forms or CTAs encouraging visitors to take specific actions like signing up for a newsletter.

Website builders like WonderSuite can help you launch a user-friendly website or revamp it to make it more appealing.

To get the most out of your website in your B2C lead generation efforts, we suggest the following:

Track website usage

Google Analytics audience overview report of a website.
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Website analytics provide crucial real-time information on visitor behavior and best-performing content and marketing channels. You can use that information to optimize your marketing strategies and attract more leads to your online business.

For instance, you can group individuals with a similar order value. Then, run Meta Ads targeting a lookalike audience. That will help you find new high-value leads more accurately.

Measuring different metrics requires you to use an analytics tool. Popular analytics tools in the market include:

  • Google Analytics: It has extensive reporting capabilities and is free to use. However, it has a slight learning curve that requires technical skills to configure.
  • Monster Insights: Suitable for WordPress websites and can be installed and configured seamlessly. Nevertheless, you may need to pay to access additional reports or use it with eCommerce plugins like WooCommerce.

Optimize the website for search engines

Search engine optimization (SEO) helps your website receive organic traffic by appearing on search engine results pages (SERPs). Here’s how to get your website to start ranking on SERPs:

  • Find relevant keywords. Keywords are phrases your audience uses to search for information on topics related to your offerings. Tools like Ahrefs can help you find relevant keywords. Use them to write optimized copy across your website.
  • Launch a blog. A blog lets you serve potential customers with high-value, helpful content. Write blog posts addressing customer pain points simply and directly. Alternatively, publish original research from surveys. And if that’s not possible, always cite the credible sources you pulled your facts from.
  • Write accurate page titles. Your page titles communicate the content of your page to users and search engines. Keep it concise, accurate and unique.
  • Use meta description tags. Meta description tags give you a bit more room than the page title to provide a clear summary of your webpages.

3. Use gated content

A gated state of marketing 2023 report by HubSpot
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Gated content generates leads by providing potential customers exclusive resources in exchange for their contact information. A resource can be anything a prospect deems valuable (e.g., ebooks, webinars or whitepapers).

Ensure your gated content is related to your business so that the leads you get are relevant. To give an example, if you are selling a Facebook marketing course, an appropriate resource to offer your prospects is a free course preview or a first free lesson.

Below are some tips to start generating B2C leads with gated content.

Settle on a content format

Choose a format based on your product or service and overall objective. In the above example, video content is ideal because your audience wants to learn how to use the Meta Ads library on a computer. It’s less efficient and complicated to achieve this using an ebook.

Promote the gated content across different channels

Whether social media, email or newsletters. All of them are great ways to promote gated content by sharing a link to the content’s landing page.

Build a landing page for the shareable asset

A landing page receives the traffic your marketing campaigns generate. It should be set up to convert much of the traffic it receives. To achieve this, here are a few things you need to do:

  • Create a visual hierarchy. That’ll help the most important information stand out. Using contrast, different font sizes and colors will help direct readers to specific places on the page. Further, keep the most important information above the fold so users don’t have to scroll down to see it.
  • Write concise, personalized, persuasive copy. Great copy can keep your potential customers reading. Don’t be afraid to use testimonials and reviews previous customers left to convince your audience to take action.
  • Use high-quality visuals: Images and videos help you illustrate the value of your product or service offers. For a great user experience, ensure they are optimized for mobile devices, too.
  • Create a clear CTA. Your CTA must be easy to spot. Use contrast or color to make it stand out. Then, be clear and direct. The purpose of your landing page is to get users to take action. This is where you make it happen.
  • Make the page mobile-friendly. Most visitors use mobile devices. Your landing page should offer mobile users a great user experience.

Create urgency

Urgency catalyzes B2C lead generation by encouraging prospects to take immediate action. You can achieve urgency in the following ways:

  • Create scarcity: This feeds on the notion that people value things more when they think they are scarce and might miss out if they don’t act now.
  • Create limited-time offers: Use countdown timers on the landing page to make the customer feel like they’ll miss out on a great offer if they don’t take action.
  • Show social proof: Continuing with the Facebook marketing course example, you can show testimonials from successful students. More people are likely to buy in, hoping to succeed too.

4. Use email marketing

An email with a personalized subject line and greeting.
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As mentioned, email marketing is a cost-efficient  B2C lead generation technique. Here’s a rundown on how to generate leads with email campaigns:

Build an email list

An email list contains your prospects’ emails. You can create one by asking prospects to give them to you on your social media or website.

But how do you package this request? Here are a few suggestions:

  • Create gated content: Provide a valuable resource in exchange for an email.
  • Use a referral program: Give existing clients incentives like discounts to share your business within their networks.
  • Create a newsletter: That way, customers can subscribe to a value-packed newsletter you send out frequently.

Personalize emails

Email personalization leads to higher open rates, increased engagement and improved conversion rates. A recipient is more likely to open an email and respond if you address them by name in the subject line.

Take it from the 56% of buyers who say they will buy from a business offering a personalized experience again and the 62% of business leaders who confirm that by saying that personalizing services improves customer retention.

Here are more robust personalization strategies you can use:

  • Segment your emails: Segmenting emails into groups of prospects with similar interests helps ensure you send personalized content they’ll likely engage with. A 2023 HubSpot report shows that segmented emails drive 30% more opens and 50% more click-throughs than unsegmented emails.
  • Use dynamic content: Within your email copy, you can dynamically tailor some fields to the recipients’ buyer journey, industry or job title. For instance, if you have a line like “I’m writing to you because you are the {job-title},” it will reflect every recipient’s current job title.
  • Make data-driven recommendations. You can send recommendations based on customers’ browsing history on your website.

Automate emails

Email automation is an ideal solution for continuous prospect engagement and monitoring. After all, manually sending an email to respond to every signup or subscription can be tedious.

Triggers power automation — meaning email operations happen in response to prospect activities. For instance, signing up for an online service can trigger an email automation system to send out an onboarding email sequence.

Popular email automation systems in the market include Mailchimp and Omnisend. Here are a few ways to use email automation for B2C lead generation:

  • Send product recommendations based on prospects’ browsing history.
  • Engage prospects with custom offers on special occasions, like birthdays or anniversaries.
  • Send introductory offers to new prospects to encourage conversion.

5. Create high-quality content

Every B2C generation strategy requires using content in some form. Social media needs photos and videos, a website needs a blog, gated content needs a value proposition and email needs content for persuasion.

The tips below will help you create high-quality content that’ll engage your audience:

Tell a story

    An Instagram post encouraging followers to tag their friends to increase engagement.
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    People love to hear a good story. But it has to be relatable. For instance, if you’re in the eCommerce business, virtually tag your audience along in your day by sharing a day-in-the-life video showing how you work hard to fulfill orders and ship them out.

    Weaving stories like this in your content gives prospects a perspective that lets them appreciate your effort because they can relate to hard work. It also helps to build trust.

    Research thoroughly

    You want to stand out as an authority that provides reliable information. Conduct thorough research before taking a stance on anything or publishing a case study or white paper. Cite all the credible sources you use to validate your work.

    Be original

    Share content based on first-hand experiences and data. Also, use original visuals like video and images. More effort is needed, but it’s worth it.

    Be clear and concise

    Regardless of the format, don’t beat around the bush. Hit the nail on the head using the least words or actions.

    Foster engagement

    Urge your audience to ask questions, leave comments and like and share your content. But promptly respond to questions and comments to make your customers feel seen and appreciated.

    Final thoughts: Actionable B2C lead generation strategies

    B2C lead generation is integral to the success of your online business. The above strategies can bring new leads to kickstart new ventures or grow your business.

    While you focus on testing and pursuing the strategies that work for you, let us handle the rest. Bluehost offers reliable hosting plans to ensure your website is ready for growth.

    • Tiffani Anderson

      Tiffani is a Content and SEO Manager for the Bluehost brand. With over 10 years experience across all facets of content and brand marketing, she strives to combine concepts from brand marketing with engaging content through the lens of SEO.

      Education
      University of North Texas
      Previous Experience
      Content Marketing, SEO, Social Media
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