Best B2C Lead Generation Strategies to Implement Right Now

Everyone knows what lead generation is. But most are referring to B2B lead generation. Why aren’t more people talking about generating leads for B2C too? And what are the main tactics you can employ to improve your B2C lead generation?

In this articles, I’m taking a closer look at B2C lead generation, what it means, why it matters, and how to do it.

Defining B2C

B2C is generally defined as “business-to-consumer” and refers to businesses that sell products or services directly to individual consumers. This type of business is different from B2B (business-to-business) where companies sell products or services to other businesses.

What is the difference between B2C and B2B

The main difference between B2C and B2B lies in their target audiences: B2C addresses consumers, whereas a company focusing on B2B lead gen sells services for other businesses.

From this difference, a few noteworthy disparities can be distinguished between the two: 

• marketing strategies

• selling platforms

• business models

What is a B2C lead generation?

B2C lead generation is the process by which B2C companies generate viable leads to convert into paying customers. The entire process involves identifying a target audience, creating content and campaigns that resonate with them, and capturing their information so they can be contacted for sales or marketing purposes.

For instance, let’s say you’re a marketer and working with a client with a meditation app. To get them leads, you could create a social media quiz on “How stressed are you?” People who take the quiz receive their answers via email and subscribe to your email list, thus allowing you to provide them with more marketing materials related to the app.

Lead generation ideas for B2C

B2C isn’t usually associated with lead generation in a general sense (mostly because lead gen has become almost synonymous with B2B downloadable content). Still, there are many innovative and effective ways to generate leads in B2C marketing.

Offer discount codes

By offering discount codes, businesses can encourage potential customers to make their first purchase. They are also very easy to share, making them a great to use for social media lead generation.

Here are some examples of how this applies to various industries: 

• Food and beverage: Restaurants can offer a free appetizer or dessert to new customers who sign up for their loyalty program.

• Health and beauty: A skincare brand can offer a discount code for first-time subscribers to their newsletter.

• Financial: A credit card company can offer a cashback bonus for new customers who open an account.

• Fashion: A clothing brand can offer a discount code for first-time customers who sign up for their email list.

• Beauty: A makeup brand can offer a discount code for first-time shoppers who subscribe to their text message list.

• Travel: A hotel chain can offer a discount code for first-time bookings made through their app.

Host contests

Businesses can host contests on social media platforms to increase brand awareness and generate leads. Participants would be required to provide their contact information, hence increasing your lead database.

Here are some examples of how this could apply to different B2C industries:

• Food and beverage: A bakery could host a “Design Your Own Cake” contest on Instagram. Participants must submit their unique cake design and email address to enter. The winning design gets made into a real cake and the winner gets a free tasting.

• Health and beauty: A fitness center could run a “Transformation Challenge” on Facebook. Members submit before and after photos along with their testimonials and contact information. The most inspiring transformation wins a free annual membership.

• Financial: A personal finance app could create a “Savings Challenge” on Twitter. Users share their saving goals and progress with a specific hashtag and provide their contact information for updates. The person who achieves the highest savings goal wins a cash prize.

• Fashion: An online clothing store could host a “Style our Product” contest on Pinterest. Customers pin their outfits featuring a product from the store and submit their contact information. The pin with the most likes wins a shopping voucher.

• Beauty: A cosmetics brand could run a “Makeup Transformation” contest on YouTube. Participants upload their makeup tutorials using the company’s products and provide their contact information. The video with the most views wins a year’s supply of products.

• Travel: A travel agency could hold a “Dream Vacation” contest on its website. Users submit their dream vacation itinerary along with their contact information. The most creative itinerary wins a travel voucher.

Content marketing

Providing valuable content like blog posts, e-books, or webinars can be a great way to draw in potential customers. You could some of your content behind an email signup, making it easier to capture leads.

Here are some examples of how to use content marketing for lead generation in B2C in different industries:

• Food and beverage: A winery could offer a downloadable wine and food pairings guide in exchange for an email address. This educates the potential customer about their products and allows the business to follow up with related products or offers.

• Health and beauty: A beauty brand could offer a webinar on skincare routines using their products. Interested customers would need to sign up with their email address to access the webinar, generating potential leads for the brand.

• Financial: A financial advisory firm could provide an eBook on retirement planning. Users would need to input their contact details to access the book, thus becoming potential leads for future financial planning services.

• Fashion: A clothing brand could create a blog series on the latest fashion trends, requiring users to subscribe to their email for updates. This way, they grow their email list and nurture potential customers with style tips featuring clothing items.

• Beauty: A cosmetic brand could provide a step-by-step makeup tutorial video. Interested viewers need to sign up with their contact info to access the full video and generate a list of prospects interested in their products.

• Travel: A travel agency could offer a free travel guide to a popular destination, requiring users to sign up with their email to download. This tactic generates leads with a known interest in travel that the agency can further engage with travel deals and packages.

Loyalty programs

By implementing loyalty programs, businesses can encourage repeat purchases and gain valuable customer information for future marketing campaigns.

Here are some examples of how to apply this to different B2C industries:

• Food and beverage: A coffee shop chain could implement a loyalty program where customers earn a stamp for each purchase. After a set number of stamps, they receive a free beverage. The program requires customers to sign up with an email address, providing lead data for the business.

• Health and beauty: A wellness clinic could offer a “Healthy Habits” loyalty program. Customers earn points for each health service used or health product purchased, which they can redeem for discounts or free sessions. Customers need to register with their details to join, creating a new lead for the clinic.

• Financial: A bank could create a “Banking Rewards” loyalty program. Customers earn points for using their debit card, depositing money into their account, or referring new customers. The points can be redeemed for cash back, gift cards, or lower interest rates. Registration for the program generates new leads for the bank.

• Fashion: An apparel retailer could set up a “Fashion Fanatic” loyalty scheme. Customers earn points for each purchase, which they can use for discounts on future purchases. The need for customer information during registration creates a lead for the retailer.

• Beauty: A beauty salon could introduce a “Beauty Insider” loyalty program. Clients gain points for each service they avail, which they can later redeem for free services or products. Registration for the program would require client details, providing valuable leads for the business.

• Travel: A travel agency could offer a “Frequent Traveler” loyalty program. Customers earn points for every trip they book, which can be redeemed for discounts on future travels or exclusive vacation packages. Registering for this program provides the agency with new leads for their marketing efforts.

Social media advertising

Advertising on social media platforms can effectively reach a wide audience. With the right targeting, businesses can generate leads who are interested in their products or services.

Here are some examples of how B2C businesses in different industries can use social ads for lead generation:

• Food and beverage: A restaurant could advertise a new seasonal menu on Instagram, targeting local users. Those who click on the ad and sign up for a discount on their first order become new leads for the restaurant.

• Health and beauty: A health supplement company could run a Facebook ad campaign promoting their new line of vitamins. Users who click on the ad and sign up for a free sample are now potential leads who have shown a direct interest in their products.

• Financial: A credit card company could advertise its reward system on LinkedIn, targeting professionals. Users who sign up through the ad for more information about the card and rewards become potential leads for the company.

• Fashion: An online clothing store could advertise its new collection on Instagram. Users who swipe up on the ad and subscribe to their newsletter for a discount on their first purchase become new leads for the store.

• Beauty: A cosmetics company could use YouTube’s ad system to promote their new product line. Viewers who click on the ad and sign up for a makeup tutorial using the new products become leads for the company.

• Travel: A travel agency could use Facebook to advertise their exclusive vacation packages. Users who click on the ad and request a quote for the package are now potential leads for the agency.

Influencer partnerships

Partnering with influencers in your industry can help to expand your reach and generate leads. Their followers trust their recommendations, which can lead to higher conversion rates.

Here’s how B2C companies can use influencer partnerships in different industries:

• Food and beverage: A healthy meal delivery service could partner with a well-known nutritionist with a similar audience. The influencer could feature the service in a social media post or video, encouraging their followers to sign up for meal delivery and become potential leads for the business.

• Health and beauty: A fitness equipment company might collaborate with a popular fitness influencer. The influencer could create a workout video using the company’s equipment and share it with their followers, prompting them to purchase the equipment and become leads for the company.

• Financial: A fintech startup could partner with a finance blogger who has a substantial following. The influencer could write a blog post about the benefits of using the startup’s app, enticing their readers to download the app and become potential leads.

• Fashion: An online shoe retailer might collaborate with a fashion influencer known for their unique shoe styles. The influencer could feature the retailer’s shoes in a post, driving their followers to the retailer’s website, and generating potential leads.

• Beauty: A skincare brand could partner with a beauty vlogger. The influencer could create a video using the brand’s products and promote a discount code to their followers. Those who use the code on the brand’s website become potential leads.

• Travel: A boutique hotel might collaborate with a travel blogger. The influencer could write a review or create a video tour of their stay, encouraging their followers to book a stay at the hotel, thus generating potential leads for the business.

Email marketing

Regular newsletters or promotional emails can keep potential and existing customers engaged with your brand, helping to generate and nurture leads.

Here are some examples of how email marketing could work in generating leads for different industries:

• Food and beverage: A catering company could send weekly newsletters featuring special menu items, upcoming events, and discounts. These emails could prompt potential customers to place an order or book the company for an event, generating new leads.

• Health and beauty: A health spa could send out monthly emails featuring new treatments, health tips, and special discounts for subscribers. Interested customers who book a treatment or use the discount offer can become new leads.

• Financial: An insurance company could send out regular emails about new policies, updates on the insurance industry, and special offers. These emails could prompt recipients to inquire about a policy or sign up, becoming potential leads for the company.

• Fashion: An online clothing retailer could send out emails featuring their latest collections, upcoming sales, and exclusive discounts for subscribers. These emails could prompt potential customers to make a purchase or sign up for the newsletter, creating new leads.

• Beauty: A cosmetics brand could send out emails featuring product tutorials, beauty tips, and special offers. Potential customers who click through to purchase products or take advantage of offers can become new leads.

• Travel: A travel agency could send emails featuring new travel destinations, travel tips, and exclusive deals for subscribers. Recipients who inquire about a destination or book a trip can become potential leads.

SEO and PPC

By optimizing your website for search engines and investing in pay-per-click advertising, you can attract people who are actively searching for products or services like yours, thus generating quality leads.

Here’s how SEO and PPC can be utilized in various industries to generate leads:

• Food and beverage: A restaurant could optimize its website with keywords related to its cuisine and location. They could also run a PPC campaign targeting those searching for dining options in their area, leading potential customers directly to their website.

• Health and beauty: A fitness center could optimize their website with keywords related to their services and location. They could also invest in PPC ads targeting those searching for fitness facilities in their vicinity, generating leads who are actively interested in their services.

• Financial: A mortgage company could optimize their website with keywords related to home loans and refinancing options. A PPC campaign could target individuals actively searching for mortgage solutions, directing potential leads to their services.

• Fashion: An online clothing retailer could use SEO to rank for keywords related to the styles they offer. A PPC campaign could be set up to target individuals searching for specific clothing items, driving interested shoppers to their website.

• Beauty: A skincare brand could optimize their site with keywords related to their products and skincare tips. They could also run a PPC campaign targeting those looking for skincare solutions, driving targeted traffic and potential leads to their site.

• Travel: A travel agency could optimize their website with keywords relating to their offered destinations and travel packages. A PPC campaign could target individuals actively searching for vacation planning assistance, bringing direct traffic to their site and generating qualified leads.

Webinars or online classes

By offering free webinars or online classes, you can attract interested individuals in your industry or product. Participants must provide their contact information to register.

Here is a look at how webinars or online classes can be utilized to generate leads in various industries:

• Food and beverage: A winery could host webinars on wine tasting and pairing, drawing in enthusiasts who provide their contact information to register. These participants become potential leads who might be interested in purchasing wines from the winery.

• Health and beauty: A yoga instructor or wellness coach could offer free online classes or workshops on mindfulness or healthy living. Participants who register by providing their contact details could be potential leads for paid programs or personalized coaching sessions.

• Financial: A financial consultancy could host webinars on financial planning or retirement savings, attracting individuals seeking financial advice. These attendees, who register with their contact information, could be leads for the consultation services offered by the firm.

• Fashion: An online boutique could offer free online workshops on styling or seasonal fashion trends. Participants who sign up to attend could potentially be interested in buying from the boutique’s collection, making them valuable leads.

• Beauty: A beauty influencer or a cosmetic company could host online makeup tutorials or skincare routines. Individuals who register to participate could be potential customers interested in purchasing the products used during the session.

• Travel: A travel agency could offer free webinars on travel planning or budgeting for a vacation. Those who register to attend are likely interested in travel services, making them potential leads for the agency.

Free trials or demos

Offering free trials or demos of your product or service can be an effective way to generate leads. Once the trial period is over, these leads can be converted into paying customers.

Free trials or demos allow potential customers to experience your offerings first-hand, increasing the likelihood of conversion. Here are several industry-specific examples:

• Food and beverage: A meal delivery service could offer a free one-week trial of their meal plans. Prospective customers who sign up for the trial and enjoy the convenience and quality of the meals could become paying subscribers.

• Health and beauty: A fitness app or online platform could offer a free trial for a week or a month, giving potential customers access to workout videos, diet plans, and wellness tips. Those who find value in the offerings during the trial period might opt for a paid subscription.

• Financial: A financial planning tool or software could offer a free demo version with limited features. If potential customers find the tool useful, they could upgrade to the full version, becoming paying customers.

• Fashion: An online clothing subscription service could offer a free trial box curated based on customers’ style preferences. If the customers are pleased with the selections, they could become regular subscribers.

• Beauty: A beauty box subscription service could offer a free mini box with sample-sized products. Interested customers who appreciate the products and the concept could subscribe for the regular, paid beauty box.

• Travel: A travel planning app could offer a free trial of its premium features, like personalized itinerary planning, real-time updates, and exclusive deals. Travelers who find these features beneficial during their free trial might opt for a paid subscription.

B2C lead generation FAQ

B2C lead generation costs vary, according to your business, audience, and the specific tactics you employ. As a general rule, however, it can cost anything between $2,500 and several tens of thousands of US dollars a month. 

Summary

B2C lead generation is less often mentioned in marketing media, but that doesn’t make it less important. Most people associate lead generation with B2B mainly because B2C tends to have shorter sales cycles—and thus, less time for lead nurturing and conversion. However, different B2C markets and industries have grown highly competitive, so generating quality leads through effective marketing strategies is crucial for business success.