Strategies to Define Your Medical Spa Target Audience

If you own or operate a medical spa, you have a general idea of your target audience. Identifying the parties most likely to use your services is only half the battle…

If you own or operate a medical spa, you have a general idea of your target audience. 

Identifying the parties most likely to use your services is only half the battle.  The other half is creating persuasive digital marketing content and strategies that bring those coveted customers into your medical spa.  

The subtleties of your digital advertising approach are as important or possibly even more important than the quality of your services.  

Succeed on the digital marketing side and your medical spa target audience will respond accordingly, through the scheduling of appointments and a lasting loyalty to your establishment.

The Different Types of Medical Spa Target Audiences

As time progresses and social norms wither away, more people are willing to patronize medical spas. 

This means there is no single medical spa target audience.  Rather, there are numerous audiences willing to pay for medical spa services or at least consider paying for such offerings.  There is no sense narrowly tailoring your digital marketing strategy to one specific demographic cohort when people in various age groups, income levels and other demographic cohorts will seriously consider the merits of your value offering.

Take some time to go over the facts and financial figures of your medical spa business.  

Analyze the demographics of your customer base to pinpoint which “buyer personas” visit your facility at a comparably high frequency.  Crunch the numbers and you will likely find several key trends emerge from the data.  

In particular, most medical spas are frequented by women.  

This is not to say men are uninterested in medical spa services.  In fact, plenty of young men are quite open minded about visiting medical spas.  Furthermore, retired men enjoying the golden years of life are open to the idea of spending money at a medical spa.  

However, nearly every medical spa owner and manager will agree women are the primary audience for medical spa services.  It is important to distinguish this primary audience’s characteristics to get a better sense of their needs and desires:

  • Average age
  • Income level
  • Specific location
  • Additional traits

Develop a comprehensive understanding of your most loyal customers including those you would like to bring into the fold and you will have the information necessary to build a highly strategic digital marketing strategy.  

Take a close look at your customer/sales data and you are likely to notice the following customer persona is inclined to spend for medical spa services: middle to upper class women between the ages of 20 and 50, likely located within a 15 minute or shorter drive from your facility

In particular, young adults, especially young to middle-aged women are likely to patronize your medical spa.  These individuals are willing to pay for medical spa services as they are interested in maintaining a youthful aesthetic.  The Medical Spa State of the Industry Report states nearly 70% of all medical spa customers are under the age of 55.  

The largest age cohort in the United States, the millennials, compromise 17% of all medical spa customers.

Why You Need to Reach Your Medical Spa Target Audience in Unique Ways

Years ago, medical spas and other service providers would connect with prospective targets through traditional outbound advertisements.  

Today, these businesses are pivoting away from conventional TV, radio and newspaper ads to inbound marketing strategies on the Internet:

  • Online blogs
  • Paid web-based ads
  • Social media
  • Email marketing 

These online avenues are highly effective ways of connecting with medical spa target audiences, forging meaningful bonds that have the potential to spur customer loyalty for years if not decades to come. 

The more creative you are with your approach to raising client awareness of your business through the web’s many online inbound marketing channels, the better your results will be.  

As an example, it is prudent to add a blog to your website.  

Update your status on social media each time you post to your blog, providing your online followers with a link directly to that post.  It will also help to feature frequent guest blog posts on the blogs of other local businesses, especially those that have client demographic overlap with your medical spa business.  As an example, the following local businesses are likely to share the same target audiences as your medical spa:

  • Local wedding venues
  • Wedding photographers 
  • Gyms 
  • Hair Salons

Establish reciprocity with the owners and social media managers of these local businesses. Give each other the opportunity to add blog posts to the respective blogs, featuring a byline along with a link to the homepage or service page. 

 This way, both businesses are likely to obtain critically important exposure to locals interested in their services.  

Furthermore, it is also worth considering providing a discount or other incentive to the customers of these local businesses, even if it means taking a one-time loss.  The potential gain from a loyal customer in the years and possibly even decades ahead resulting from this one-time discount will more than make up for the temporary loss.

There are all sorts of other creative ways to market your business on the web aside from blogging and establishing a reciprocal arrangement with other local business owners who serve customers most likely to need or desire your medical spa services. 

 In short, dare to be different.  

Attempt to connect with new customers in unique ways and these potential patrons will give serious consideration to your medical spa’s value offering.  

There is no sense running one banner ad after another, assuming visual prominence at the top of a webpage that puts your company’s name and logo directly in front of customers will win them over. 

Instead, be creative.  

As an example, marketing through social media will connect your company to a seemingly endless number of potential customers yet create the perception that they found your business on the web in a truly organic manner as opposed to top-down advertising in the form of an overt banner ad.  

It merely takes a retweet, like or share on Twitter, Facebook or another social media platform for a local to check out your social media profiles and potentially schedule an appointment at your medical spa.

Download Our Latest Whitepaper

12 Ways to Drive Traffic To Your MedSpa Website

Looking for better ways to bring in new clients? Get insights into growing your medical spa business, attracting new clients, and increasing the awareness of your brand in this 12 step guide.

How to Reach Your Medical Spa Target Audience

You have the choice to spend on direct online marketing through Facebook advertisements, display ads, pay-per-click ads, etc.  Alternatively, you can take a more organic approach through:

  • Blogging
  • Online interactions with your medical spa target audience on social media platforms
  • Search engine optimization (SEO)
  • Other no or low-cost options on the web

In most cases, it makes sense to use a blend of both strategies.  

However, some medical spa owners and managers are quick to testify the organic approach is more cost-effective simply because paying someone to manage inbound marketing on a part-time basis proves cheaper than directly paying for online ads with an overt marketing approach.

Tailor Your Social Media Content to Your Medical Spa Target Audience 

Spend the time necessary to fully understand your target audience and your social media inbound marketing strategy will prove that much more effective. 

This means you must post, share and like content relevant to your audience’s unique needs and desires. 

Add an informative blog post or share an insightful video to your Facebook, Twitter or other social media page and several of your online followers might share or retweet your post.  

It is possible an especially interesting, funny or informative social media post will go viral after hundreds or thousands of retweets or shares. 

However, if you do not invest the time and effort necessary to create and post such thought-provoking content, your social media followers will gloss over your online updates, ultimately failing to generate the momentum necessary to redirect potential customers to the various components of your online footprint.

Optimize Online Content for Search Engines

Search engine optimization or SEO for short is centered on optimizing every aspect of your online content for search engines.  In other words, the specific local identifiers, keywords and key phrases used in your online content are just as important as the message of that content and the quantity of content posted to the web.  

Your online content should feature:

  • Nuanced keywords
  • The name of your local city, town, neighborhoods
  • Local zip codes to draw online traffic from prospects located near your medical spa

Add these keywords and key phrases to your content with regularity and your web content will gradually move toward the first couple SERPs.  SERP is an acronym short for search engine results pages.  

However, merely posting something business-related to the web once every couple months will not make much headway in the SEO battle.  

Your medical spa won’t gain new customers in a timely manner unless you regularly:

  • Update your medical spa blog
  • Post to social media
  • Publish posts on guest blogs
  • Write web-based editorials
  • Publish other online content at a fairly high frequency

Continue to expand your medical spa’s online footprint with SEO content and it won’t be long until your customer base swells.

Consider Paid Advertising on the Web 

Pay for online ads featuring your medical spa and your business will obtain critically important exposure to locals as they surf the web.  

However, simply throwing money at the challenge of acquiring new customers through paid ads is not guaranteed to bolster your customer base.  Examples of paid web-based ads include:

  • Ads on social media platforms
  • Display ads
  • Retargeting
  • Pay-per-click (PPC) campaign 

Though paid ads have their merits, the failure to connect with your medical spa target audience through the appropriate channel that suits their web browsing habits and tastes won’t provide much bang for your buck.  

Everything from the online ad design to its position and specific content play a part in its success.

Keep in mind paid ads on the internet are temporary while SEO content published to the web is permanent.  While your display ads and Facebook ads will run for a limited time, your blog posts have the potential to establish valuable inroads with new customers in the years to come.

Tap Into the Power of Email Marketing

Plenty of medical spa owners, managers and other entrepreneurs overlook email as a bridge to potential customers.  

Though the average person is quick to toss paper ads delivered to their mailbox, plenty of people are willing to at least click ads from local service providers such as medical spas. 

The magic of email marketing is it merely takes an hour or so to craft a compelling message that can be instantaneously transmitted to hundreds or even thousands of prospective/current customers.  

As long as your emails redirect recipients to a polished landing page, there is a good chance these messages will convert a meaningful number of locals who express an interest in your services.  “Express” is the operative word as those who sign up for your email newsletter are interested in your value offering.  Provide these already-interested locals with insightful or otherwise valuable information about your medical spa or the industry as a whole and your business will be at the forefront of their minds.  

However, if few locals are willing to receive your emails, your email marketing campaign will not produce the intended results.  

Seize every opportunity to provide customers with an email newsletter sign-up form.  Every component of your medical spa’s online footprint should provide interested parties with a simple and quick way to sign up for your emails newsletter, promotions or other informative material.  These online avenues include but are not limited to:

  • Social media pages
  • Blog
  • Your medical spa website
  • Additional components of your medical spa’s online presence 

Tout your email newsletter as an informative, entertaining and/or money-saving harbinger and your subscriptions will spike. 

If you are not confident in your ability to present information in a clear, cogent and informative manner, outsource the work to someone who has a way with words.  Add in the occasional discount and your email newsletter will pay considerable dividends in due time.

View Your Medical Spa’s Online Marketing Campaign as a Work in Progress

Inbound marketing through the web will not provide the same immediate impact as an egregiously expensive TV commercial or billboard ad at a busy local intersection. 

 However, a strategic inbound marketing campaign has the potential to bring countless locals into your medical spa in the days, weeks, months and possibly years ahead, ultimately proving much more effective than a one-time outbound advertisement.  

Be patient, let your medical spa’s inbound marketing “seeds” grow – and this creative approach will convert local prospects into loyal, paying customers who gladly recommend your services to others.

Luxury PR and Marketing Strategies for High-End Brands

High-end brands should approach marketing, branding and public relations slightly differently than businesses that strive for…

target audience for high end brands

High-end brands should approach marketing, branding and public relations slightly differently than businesses that strive for mass appeal.  Luxury brands have highly specific customer personas within a specific income/wealth cohort while other businesses provide value offerings to comparably more people.  

Think through your high-end brand marketing carefully, tailor your outreach efforts to your target audience and you will succeed in bolstering your bottom line as time progresses.  

Here’s how to do it.

Reasons why Luxury PR and Marketing are Important 

High-end brands have highly specific luxury PR and marketing challenges simply because their value proposition is not targeted to the masses.  

High-end products and services are custom tailored to narrow audiences who have the discretionary income necessary to afford luxury items.  In other words, the goal of high-end brand marketing is not to generate mass appeal and convert everyday people into paying customers.  

Rather, the aim of luxury PR and marketing is to convince a comparably small target group of prospective customers to recognize the value offering, become paying customers and prove loyal across the long haul.  

Succeed in this endeavor and you will have generated the all-important brand recognition and allegiance that stands the test of time. 

In turn, these satisfied customers will spread the word to those in their social, professional and family circles, adding even more people to your customer base as time progresses.  

The moral of this story is your target customers might not have any idea your brand exists unless you strategically promote awareness of your unique value offering through savvy luxury PR and marketing. 

Make your target audience aware of your brand, communicate in a persuasive manner through marketing and public relations outreach campaigns and you will stand a good chance of winning market share.  

Continue to bring more customers into the fold with savvy ads, press releases and inbound marketing and your sales will gradually increase.

Luxury PR and Marketing Strategies: Tap Into the Power of Social Media

To say social media is an important inbound marketing tool would be an egregious understatement.  A whopping 74% of Generation Z uses Instagram.  About 70% of millennials hop on the “gram” with regularity.  As detailed in this informative piece, millennials are on the prowl for luxury products. 

The savvy use of social media platforms demonstrates and reinforces your luxury brand’s unique value to millennials as well as members of other age cohorts.  

In particular, Instagram, Facebook, Twitter and Pinterest will help your organization connect with your target audience through their preferred online channels.  

Seize the opportunity to showcase your luxury brand on these platforms and your coveted customers really will give serious consideration to buying your products/services.  This is your opportunity to share images and video of your product, showing exactly how your brand ambassadors enjoy and use your items.  

Be particularly mindful of the context in which your products are presented in your luxury PR and marketing campaigns.  Portray individuals in the same demographic as your target customer using, wearing and enjoying your products.  

This way, those who have not yet converted into paying customers will be able to better visualize themselves wearing or using your products.  

Influencers are Legitimate Marketing Tool for High-end Brands

If the thought of paying hundreds or thousands of dollars to a social media influencer to wear, use or promote your product in social media posts makes you nervous, you are not alone.

 Relying on a social media influencer is uncharted territory for most companies yet this somewhat risky strategy is paying considerable dividends for trailblazers throughout a wide array of industries.  

Keep in mind luxury brands typically market their offerings to those who are concerned about their social standing and ability to fit in with members of certain cliques. 

Hire a social media influencer whom your target demographic is most likely to follow, respect or mimic in terms of consumer activity and this strategy is likely to work out better than expected.  

The influencer you select to covertly feature your brand or overtly tout it should have a considerable number of followers.  

This is not to say the influencer must have thousands or tens of thousands of followers.  If the influencer has a couple hundred followers, a relatively small investment in him or her has the potential to convert a third or even half of those followers into paying clients who remain loyal to your brand in the years to come.  

The initial investment you make in a social media influencer has the potential to provide exponentially more returns.  

The investment will prove especially prudent if those who hop on your company’s bandwagon as a result of the influencer’s presence on social media end up posting information about your luxury items on their own social media pages, in turn converting their followers into paying customers.

SEO for Luxury Brands

Those in the market for high-end brands shop just like regular people with comparably less income and wealth.  

The main difference is more money is spent on luxury goods’ comparably high price tag. This means search engine optimization (SEO) is just as important for high-end brands as it is for other businesses that target the masses.  

Those who make six and seven figures per year are just as likely to search for coveted items through Google and other search engines as those who make considerably less money.  Therefore, it makes sense to weave important keywords, key phrases and local identifiers into your company’s online content.  

Implement these industry-relevant keywords into:

  • • Blog posts
  • • Your homepage
  • • Social media
  • • Other parts of your company’s online footprint

The optimal keyword saturation rate is 0.5% to 3.5%.  Hit this saturation rate, be patient and a spike in web traffic will result in due time. 

You Need a Polished Website

SEO is only part of the battle to attract new customers and convert them into loyal brand ambassadors willing to buy your goods/services across the long haul.  

You also need a polished website with a distinct personality.  

The subtleties of your homepage dictate your company’s online personality.   Everything from the font of the text on your homepage to the nuanced graphics you select and the strategic placement of customer testimonials plays an important part in converting potential customers who are “on the fence” into paying customers who come back for subsequent purchases in the weeks, months and years to come.    

Above all, your website should make it easy for the visitor to make a purchase. 

Include the following on the homepage to encourage visitors to take the important step of converting from prospect into paying customer:

  • • Contact form
  • • Online order form
  • • Persuasive call-to-action

Create a Sense of Exclusivity Through an Email List

It can be said in full confidence that exclusivity is an integral component of luxury PR and marketing.  However, plenty of many luxury brands fall into the trap of assuming their target customers are either uninterested in adding their email address to an email list or too busy to bother reading emails from businesses.  

Though email marketing is a bit of an uphill battle, it has the potential to prove quite valuable for luxury brands.  

Frame your email list as an exclusive perk and current as well as prospective clients will be much more inclined to add their address to the list.  Do not reveal exactly what will be transmitted to those who sign up for your email list.  

Create a sense of mystery and exclusivity and interest in your email newsletter will dramatically increase.  

Furthermore, it is in your interest to alter the content of your email newsletter on a weekly or monthly basis.  Do not simply rehash the same format over and over again, assuming those who sign up for your email list will continue reading or even scanning the messages.  

Be unpredictable:

  • • Provide an informative newsletter one week, a message from the CEO along with information about discounts the next week and a giveaway the week after.  
  • • Be sure to include perks in your weekly/monthly emails to encourage subscribers to actually open those messages with regularity.  

It will also help to create a virtual VIP club that provides loyal customers with access to new offerings, events and additional perks through the emailed newsletter.

Narrow the Audience 

Narrowing the online audience through luxury PR and marketing might seem counterintuitive as the goal of every business is to sell as many units as possible.  

However, if you were to democratize your offering, it would no longer be high-end.  Every luxury brand needs the self-awareness to recognize their target audience is somewhat limited.  The masses simply cannot afford to purchase luxury items on a regular basis. 

Furthermore, if you attempted to market your value offering to anyone and everyone, it would create the impression that you are a middle-of-the-road brand as opposed to a luxury brand.  

Narrowing your audience might seem like a daunting challenge yet it will prove that much easier with a strategic and creative approach.  

As an example, the creation of private member groups, specialized services for loyal customers and/or online loyalty rewards encourages those who have demonstrated an interest in your products to continue to buy more. 

Provide such perks and your company’s relationship with your audience really will prove that much stronger.  

This narrowing of your focus also makes current customers feel as though they “belong” to your brand, providing a communal feel and sense of camaraderie that spurs even more purchases.  

So don’t assume you have to continuously expand your customer base to more and more people in order to maximize your bottom line.  

Show those who pay for your product/service you genuinely care about them and they will prove that much more likely to continue spending for your value offering.  These satisfied and loyal customers will be so impressed with your luxury brand that they proudly heap on the praise for your company when interacting with friends, family, colleagues and other potential customers.  

Create a Sense of Scarcity

Convince your target and current customers your value offering is in short supply or in-demand and they will prove likelier to buy it.  

After all, something that is low in supply yet widely coveted is likely to sell quickly and for a fairly high price.  However, target customers might not have any idea such scarcity exists unless you communicate it to them.  

This is not to say you have to lie about your high-end product or service to create the impression there is scarcity when there is little or no scarcity at all.  

However, if you can convince your customers that your item is in short supply or that there is strong demand, it will make them feel as though they are acquiring something others cannot obtain.

Nabbing the scarce item creates a special relationship with your high-end brand, generates a lasting impression and sets the stage for subsequent purchases down the line.  You can make your product seem more rare than others by slightly altering it with a feature or quality that competing products lack.  

In some cases, intentionally limiting the supply of the item when it first hits the market creates artificial scarcity, building much-needed momentum that ramps up demand for the future when you let the floodgates open and sell the item to all interested parties.  

An added bonus is the fact that scarcity heightens the chances of your unique product going viral as a result of customer hype on the many different social media channels.  

Narrow Your Marketing Focus and be Patient as You Observe the Magic of Inbound Marketing

Above all, luxury PR and marketing should be carefully tailored to those who have a need or desire for your specific offerings.  

Tailor your marketing strategies to these individuals through inbound web-based channels, give your efforts some time to generate traffic to your online footprint and your customer base will gradually increase.  

However, bolstering your revenue will take some time.  Do not expect results overnight.  Establish inroads with your target customers, convert them with inbound marketing methods and they will feel as though their own organic web sleuthing is the true cause of their newfound connection to your company and ongoing brand allegiance.  

Ready To Take Aim?

In summary, there is no need to shell out thousands or tens of thousands of dollars for costly traditional outbound advertisements on TV, radio, magazines or billboards to reach the masses.  

Customize your marketing and public relations campaigns to those whose business you covet and they will eventually transform from prospects to paying clients willing to spread the word about your offerings, providing truly invaluable word-of-mouth advertising that helps your business reach new heights.

Digital Marketing Services Your Brand Needs to Consider

As everything in our lives has become more digital, so too has marketing. It’s in everything from social media advertising to email marketing and more.

In this article, we will go into more detail on each of the seven digital marketing services introduced above. We’ll also augment this information with relevant case studies, stats, and benefits. By the time you’re done reading, you should know which forms of digital marketing might suit you best. 

Digital strategies include the following:

What Are Digital Marketing Services?

Let’s begin with a definition. 

Digital marketing services are those that are reliant on modern tech such as the Internet. These services may employ the use of online advertisements, websites, social media platforms, apps, email, and more. 

If you’re thinking of seeking services, you may wonder, what else do these services encompass?

This instantaneous means of communication can lead to much faster results, such as conversions and purchases, when compared to more traditional marketing. 

Digital marketing is applied in both the business-to-business (B2B) and business-to-consumer (B2C) spheres. Sometimes, the way these businesses use digital marketing is very similar and other times, less so. 

The Forms of Digital Marketing for B2B and B2C Companies and Their Benefits (Now with Case Studies)

In the intro, we mentioned seven different forms of digital marketing. We want to talk more about these now, including what each is, how clients use them (including B2B and B2C businesses), and the benefits. We’ll also share case studies for some of these digital marketing services. 

Sales and Lead Generation Websites

Every business, from B2Bs to B2Cs, needs to generate leads. These potential new clients act as the company’s lifeblood, converting into customers and increasing revenue. One such way to attract leads is through the design of your website. It should be optimized so leads can easily find what they want.

The content should also be highly targeted to attract more qualified leads who may be willing to buy.

Financial company St. Clair CPA Solutions sought the services of Mediaboom for a website redesign. They wanted something that would draw in new clientele and keep them there. By updating their site map so it was more navigable, publishing keyword-driven and tailored content, and utilizing a mobile-friendly design, St. Clair achieved its results.

Not stopping there, Mediaboom also instituted CTAs across the site and did an SEO overhaul that focused on targeting more local clientele.  

Landing pages and lead generation sites are two major tools of B2B industries, with 68 percent using these sites, found Marketo. Whether you want to attract more general leads or filter them through tailored content, a lead gen website is the way to go. 

Here’s a recent case study that shows the value of landing pages (and referrals). Men’s razor brand Harry’s was about to launch its product. To drum up interest and grow its email list, the company made a landing page.

This netted them 100,000 email addresses. 

Besides just collecting emails, Harry’s also asked for referrals. If their audience participated, they earned free stuff, mostly razors. Yes, this was expensive, but it also netted Harry’s 65,000 registrations.

This accounted for 77 percent of the total amount of email subscribers they got.  

Content Marketing

Content is still king, and it’s going to be that way for the foreseeable future. This form of marketing includes writing enticing email copy, producing landing page content, and creating blog posts. Visual content is included as well. 

Content marketing is another one of those digital marketing services that benefits both B2B and B2C companies. Well, those companies that use it. 

Content Marketing Institute data from 2019 uncovered that content strategies are lacking for B2C brands. Only 38 percent of these companies have a content plan. The numbers were slightly more dismal for B2B companies, as just 37 percent of them had a content strategy in place

If you count yourself among them, then content marketing is certainly a service you’d be interested in. After all, through tailored, targeted content, you can achieve such goals as:

  • Earning more email list opt-ins (through pop-ups that appear midway down a blog post)
  • Increasing revenue (by recommending and linking to products)
  • Establishing yourself as an authority (by posting valuable and unique content, especially the sharable kind like infographics)
  • Engaging with your audience (by sharing blog posts to social media, responding to blog comments, and more)
  • Converting more customers (with crisp landing page copy)
  • Strengthening your brand and making it more recognizable (a must in B2B marketing)

Search Engine Optimization

SEO. Three little letters can mean so much. Every company wants to end up on the first page of search engine results, and not only the first page, but the first result. 

That’s especially true considering Lyfe Marketing reports that few Internet users—only seven percent—will ever get to the third page of a search.

Your SEO goals are different if you’re a B2B vs. a B2C company. You still want to be seen and get to number one, but you have a slightly more specific audience as a B2B company. This will see you using low-volume keywords and expecting much less search volume compared to B2C businesses, as that’s just the nature of your industry.

B2B companies also want to frame their SEO in such a way that instead of incentivizing the consumer to buy, they’re positioning their brand. Why? 

In the realm of B2B, purchasing decisions happen much more slowly than in B2C. A B2B buyer may mull over a purchasing decision for a while before acting on it.  By making your brand a top result on a site like Google, when the consumer decides they do need the B2B company’s services, they’ll know just where to go. 

One way to get to the top of a SERP page as a B2B company is to write content that answers the questions that show up in Google searches. This establishes your authority and could bring in new clientele.

Here’s a case study that shows the importance of SEO as a digital marketing service. Mediaboom assisted Clarity Software Solutions in achieving their SEO goals. This healthcare company worked with Mediaboom for more than three years. Not only did they get their SEO enhanced, but their website development and content strategy as well. 

In those three years, Clarity Software Solutions has seen traffic growth of more than 250 percent, organic traffic increases of more than 300 percent, and a spike of over 1,200 percent in website conversions. 

Further, the healthcare company also noticed its search engine visibility increase by 2.5x and their SERP ranking went up to at least 10.  

Paid Advertising

It used to be billboards that caught our attention, then TV commercials. These days, it’s all about paid advertising on websites and social media platforms alike. You have all sorts of paid advertising options at your fingertips, such as using AdSense, YouTube advertising, remarketing ads, social media advertising, and pay-per-click.

Speaking of PPC, Google Ads especially can be quite advantageous to today’s businesses looking to drum up leads or boost brand recognition. Ad software brand WordStream mentions that you can earn $2 for each dollar you put forth in your Google Ads budget. 

Another stat attesting to the power of Google ads found that more than half of consumers, 64 percent, will engage with a Google ad when shopping, clicking the ad. This is especially handy for B2C industries. 

Outside of Google, PPC ads can deliver big results.

The same data notes how it’s possible to increase brand awareness at a rate of 46 percent through PPC ads.

B2B companies, take note! 

Further, most shoppers who see a PPC ad, up to 52 percent, will then contact the business running the ad. When these people arrive on your website, they may be more prepared to make a purchase than even organic search visitors. 

Facebook Ads are another advertising venture to pay attention to. It’s estimated that by 2020, businesses may spend $25.56 billion on Facebook advertising alone. This graphic shows the upward trend of Facebook ad spending since 2016.  

eMarketer, in a similar graphic, reviewed general digital ad spending from 2016 to 2021. While the ad spending for 2020 and 2021 are projections, the trend goes upward. In 2020, it’s estimated marketers will spend $341.81 billion on digital ads. In 2021, it may be as much as $375.80 billion.

Social Media Marketing

The wide world of social media appeals to practically everyone, from younger generations to luxury markets and nearly any niche. The big kings of social media are Facebook, Twitter, and LinkedIn, with very viable platforms like Pinterest, Instagram, and YouTube always gaining in popularity. 

Social media marketing can be used to:

  • Brand your company and build recognition 
  • Grow your audience
  • Attract new leads
  • Engage with customers
  • Introduce new products/services, in a 2018 graphic, found that 37 percent of consumers got purchasing ideas after scrolling through social media. That’s even more than those who go on a retailer’s website, which was only 34 percent. 

If your ads happen to be in the right place at the right time, or if you have enough social followers, those 37 percent could decide to buy from you. 

In 2017, Social Media Examiner asked marketers which social platform they couldn’t go without. B2B industries said Facebook (43 percent), followed by LinkedIn (37 percent). B2C industries thought Facebook was even more crucial, as 72 percent said they would not want to go without it. 

Video Marketing

Few online activities have grown to such the lofty levels of popularity as video marketing. A 2018 infographic from website builder Renderforest states that, every day, five billion people watch videos on YouTube. On Facebook, consumers watch 100 million hours of daily videos.

While it can be uncomfortable to put yourself on camera (at least at first), both B2B and B2C industries can succeed with video marketing. Renderforest’s infographic also says that video marketing can increase web traffic at a rate of 41 percent and revenue at a rate of 49 percent. 

Videos can stick in people’s heads, too, for quite a long time. Crisp Video reports that many consumers, up to 80 percent, may recall a video even a month after seeing it! 

Now, you may worry that you would go to all the trouble of writing a script, finding someone to be in your video, choosing a location, shooting, editing, and posting only for no one to watch. That’s not so much the case, either. This 2018 graphic from notes that video completion is up across the board.

For 15-second ads, 72 percent of people watch them all the way through. In 2015, only 47 percent of people did. Longer ads running 30 seconds had a completion rate of 67 percent in 2017. Overall, completion rates were about 70 percent that year.

Surely, the numbers have only increased since then. 

Email Marketing 

Last, but certainly not least, we’ve got email marketing. After building a targeted website and landing pages to find leads, you then invite them to become email subscribers. Once they subscribe, you nurture the relationship to encourage a buying decision. The relationship continues to earn repeat buys and build a long-term professional bond.  

While the intricacies of B2B vs. B2C email marketing may differ somewhat, the above premise is still the same for both. 


Digital marketing services include areas like advertising, lead generation, social media marketing, SEO, video marketing, email marketing, and more. While the applications of these services between B2B and B2C companies can sometimes vary, what doesn’t change is the wealth of benefits. 

If your company was on the fence about what digital media services can do for you, this article shows that a good marketing campaign is not just beneficial, but vital.