How to Do B2B Keyword Research Using Ubersuggest

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When targeting businesses vs. customers with your SEO tactics, there are different formulas that come into play.

But the answer is always the same: “Content matters.”

This is especially true in the world of B2B, where conversions tend to take longer to occur, and customers typically have a deeper understanding of their specific niche.

The right keywords mean people can find you when searching for products and services like yours. And, in the modern marketplace, it’s all about personalization.

Choosing keywords worth targeting, meaning ones that will actually lead to conversions, means matching your research to your target audience. Gone are the days where you can simply focus on target keywords for a given industry. You need to get clear on who your ideal customer is (a customer persona is the best way), work backwards from there, and conduct your keyword research accordingly.

Let’s see how you can use it to supercharge the conversions in your business.

Key Takeaways

  • Intent beats volume in B2B. Long-tail, comparison, integration, and pain-point keywords bring the highest-quality traffic because they mirror how real buyers evaluate solutions.
  • Your best keywords come from conversations, not tools. Sales teams and customers surface language and questions that keyword tools can’t predict.
  • B2B funnels require keyword mapping. TOFU, MOFU, and BOFU terms attract different stakeholders at different readiness levels. If you skip a stage, you break your pipeline.
  • Clusters win in B2B SEO. Organizing keywords into pillars and supporting clusters builds authority and guides buyers naturally through research and evaluation.
  • Keyword lists are only valuable when activated. Use them for on-page optimization, schema, content hubs, repurposed formats, and now LLMO to appear in AI-generated answers.

B2B vs B2C Keyword Research

With both B2B and B2C keyword research, your ideal user or customer should be at the center of what you do.

With B2B marketing, you focus on various decision-makers, like a team lead, manager, or even the CEO. These keywords are typically lower volume, but are higher value when you rank well for them.

With B2C marketing, the only decision-maker you’re worried about is the customer. Your marketing should be geared directly towards them, which makes understanding your target audience even more important. 

One of the challenges with B2B marketing is the sales cycle. Business-to-business conversions generally take longer than B2C. There’s a big difference between someone buying a pair of socks versus investing in a software suite for a whole company.

There are some parallels, but by and large, B2B buyers have different behavior. This is where accurate intent mapping comes into play. Understanding which keywords are ranking is only half the battle. Matching the intent behind the search for each query gives a much clearer picture of what will move your target customers further along their buyer journey, ultimately leading to a conversion. 

The good news is that in some ways, your best practices stay the same.

Know your product, then move to understand your market and competition to build the best B2B keyword list.

B2B keyword research helps you win over the decision-makers at hand, but this can be tricky.

There’s a different drive to the transaction. You need to take a different approach to earn their buyer intent.

To address their unique needs, you need to demonstrate your expertise not only in the niche but also in the specific pain points within that niche. That means picking the right keywords for your content and pages. To inspire your B2B keyword research, ask yourself:

  • What kind of businesses am I targeting? How big are their teams? Are they in industries I can flourish in?
  • Am I trying to reach businesses at the executive, manager, or employee level?
  • Of the decision-makers I’m targeting, what challenges are they up against? How is their current system failing them?

If you don’t keep these questions in mind during your keyword research, you’ll have a tough time reaching your B2B SEO goals.

Taking the time to get it right is critical to long-term growth.

What Makes the B2B Buyer Journey Unique (and how it impacts keywords)

B2B buyers don’t search like consumers. They ask more questions and involve more decision-makers. That means your keyword strategy needs to map to every stage of the funnel, because each stage comes with its own unique intent.

At the top of the funnel (TOFU), people are looking to understand the problem. Think keywords like “what is lead nurturing” or “how to qualify B2B leads.”

In the middle (MOFU), they’re evaluating options. That’s where terms like “best B2B CRM platforms” or “HubSpot vs. Salesforce” show up.

At the bottom (BOFU), they’re ready to buy. They’ll search for things like “HubSpot onboarding consultant” or “best CRM for B2B SaaS.”

If you skip a stage, you risk confusing or losing your audience. Match your keywords to where buyers actually are, not where you hope they are.

How To Find High-Intent B2B Keywords That Actually Convert

To drive real leads, you need more than traffic. Here’s how to find keywords that match intent and move B2B buyers toward a decision.

Step 1. Interview Your Sales Team and Customers

If you want high-intent keywords, talk to the people on the front lines.

Your sales team knows exactly what questions prospects ask before they buy. They hear the same objections, pain points, and decision criteria repeatedly. That language? It’s keyword fuel. Ask them: What are the top questions you hear? What phrases come up in discovery calls? What signals buying intent?

Then talk to a few current customers. Ask what they Googled before they found you. What words did they use to describe their problem? Why did they choose you over a competitor?

These conversations don’t have to be formal. A quick 15-minute chat can uncover terms your audience actually uses that your keyword tool might miss.

Log every phrase, question, and pain point. You’ll use them later to validate topics and shape content that speaks directly to your buyer’s intent.

Step 2. Use Tools To Expand Your Keyword Set

Once you’ve got seed terms from sales and customers, plug them into keyword tools to scale.

Start with Ubersuggest or Semrush to find related phrases, autocomplete suggestions, and questions your audience is already searching for. 

AnswerThePublic is great for uncovering long-tail keywords phrased as real questions—perfect for B2B blog content and landing pages.

Focus on commercial-intent keywords, terms that suggest the searcher is in buying mode. Look for modifiers like “best,” “vs,” “top,” or “software for [industry].”

Don’t just chase volume. Check keyword difficulty to make sure you can rank, and look at CPC (cost per click) to gauge how valuable a keyword is to advertisers. High CPC usually means it’s converting for someone.

This is where you turn insights into opportunity. The right tools help you see the full landscape and find the gaps your competitors missed.

Step 3. Spy on Competitors (Especially in Niche B2B)

If your competitors are already ranking, reverse-engineer what’s working for them.

Tools like Semrush and Ahrefs let you plug in a competitor’s domain and see the exact keywords they rank for, along with positions, search volume, and traffic estimates. This gives you a fast snapshot of what’s driving their visibility.

Look for content gaps. Are there high-value keywords they missed? Are there topics they cover that you could go deeper on, with more data, better examples, or stronger CTAs?

In niche B2B markets, you won’t find millions of searches—but that’s the point. The right long-tail keyword with even 100 searches a month could drive qualified leads if the intent is strong and the competition is low.

Don’t copy what they’ve done. Use it as a launchpad. Then build something more useful, more specific, and more aligned with your buyer’s needs.

Step 4. Analyze Intent, Not Just Volume

In B2B, high search volume doesn’t always mean high value.

A keyword like “lead generation” might pull in thousands of searches, but it’s broad and packed with top-of-funnel traffic. Instead, go after long-tail keywords that signal real buying intent.

Look for terms like:

  • “SOC 2 vs ISO 27001” – These comparison searches show the buyer is actively evaluating solutions.
  • “Lead scoring software for SaaS” – This one’s specific, solution-aware, and vertical-focused. A perfect match for bottom-of-funnel content.

Intent > volume. That’s the rule.

Use keyword tools to filter by modifiers like “vs,” “best,” “alternatives,” or “[industry] software.” These often have lower volume, but they attract leads who are closer to buying and more likely to convert.

Build your keyword strategy around relevance and readiness, not raw traffic. That’s how you attract the right people at the right time.

Step 5. Group Keywords Into Pillars and Clusters

Don’t just build a list, build a structure.

Once you’ve nailed down your keyword set, organize it into pillars and clusters. A pillar page targets a broad, high-value topic like “email marketing software.” Around it, you build supporting content, think clusters like “email automation for B2B,” “lead nurturing workflows,” and “best B2B email sequences.”

This approach does two things:

  1. It strengthens your SEO by signaling topical authority.
  2. It aligns with the B2B buyer journey, letting prospects go deeper as they move from problem-aware to solution-ready.

Each cluster targets a long-tail, intent-driven keyword and links back to the pillar. The result? Better rankings and clearer paths to conversion.

Use tools like Ubersuggest or SEMrush’s keyword grouping to speed this up. Just make sure every piece has a purpose in your funnel.

B2B Keyword Types You Should Actually Focus On

Not all keywords are created equal, especially in B2B. Some attract the right audience, move them through the funnel, and convert. Others just bring “fluff traffic” that never turns into leads.

Here are the four keyword types that consistently deliver in B2B:

Comparisons

These are high-intent gold. When someone searches “HubSpot vs Salesforce” or “SOC 2 vs ISO 27001,” they’re in evaluation mode. They’re comparing options and looking for a clear winner.

Create content that breaks down the pros and cons honestly. Side-by-side features, pricing, integrations, and who it’s best for. This is where trust gets built and decisions get made.

Integrations

In B2B, tools rarely stand alone. That’s why keywords like “Slack integration with project management software” or “CRM that integrates with QuickBooks” pull in traffic that’s ready to act.

These searches signal product fit and technical alignment—key for conversion. If your product integrates with other tools, optimize for those terms.

Use-Case Specific

Broad keywords miss the mark. “Lead scoring software” is nice, but “lead scoring software for SaaS” is better. Even better? “lead scoring software for early-stage B2B SaaS.”

The more specific the use case, the higher the intent. Create content that addresses your audience’s specific needs and concerns.

Pain Point Phrases

These are often phrased as questions: “How to reduce churn in B2B SaaS” or “Why aren’t my sales qualified leads converting?” These aren’t just TOFU, they’re strong entry points for solution-aware buyers.

Targeting these keywords helps you show up early in the journey and guide buyers toward your solution.

What to Do After You Have Your Keywords?

Now what?

You know your keyword opportunities. It’s time to put them to work.

Use them to make on-page optimizations in the meta description or body copy.

In addition, by implementing keywords appropriately in areas such as schema markup like FAQs or price listings for e-commerce, you can both have a more optimized and useful listing. Use Ubersuggest or AnswerThePublic to pinpoint the questions your target decision-makers may have. (Hint: They’re already searching for them, and these tools will show you what they are.)

As far as working more B2B SEO keywords into your content, make sure the content is directly related to your existing target B2B keywords.

Another quick way to optimize for your target keywords is to structure your internal links in a way that creates content hubs on your site for pieces relevant to your B2B content strategy.

Below you can see Zapier’s Remote Work Guide as a content hub touchpoint example. This page acts as a content hub, with many “spokes” out to different resources around tools and tactics for the main subject: remote work.

Today, your B2B keyword strategy is more about being the source across search, AI, and voice.

Fortunately, you can also use your keyword list to guide large language model optimization (LLMO). Tools like ChatGPT, Gemini, and Claude often cite content when answering B2B queries. If your page is optimized for specific long-tail or question-based keywords, you increase the odds of being surfaced in AI-generated answers.

Using your keywords to shape new content formats is another smart move. Turn question-based terms into short-form video or slideshows. Repurposing like this builds topical authority across channels and sends strong signals back to your core site.

Finally, don’t let your keyword list sit in a spreadsheet. Plug it into your editorial calendar. Map keywords to specific goals, funnel stages, and audience segments. That’s how you turn SEO research into actual business growth.

FAQs

Does SEO work for B2B?

Yes, SEO is a valuable tactic to use to win over buyers. Good organic visibility throughout the sales funnel is a proven technique to drive growth and, in turn, increase interest.

Why is SEO important for B2B?

SEO generates valuable leads and makes it easier for potential buyers to find you. When they’re searching for products or services in relation to yours, you’re more likely to show up in their search results thanks to SEO tactics like using B2B SEO keywords. 

How do I create a B2B SEO strategy?

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If you want a solid B2B SEO strategy, follow these quick tips:
1. Conduct B2B keyword research. (Hint: Use Ubersuggest to help you get valuable results.)
2. Understand what matters to your target decision-makers and nurture them through your sales funnel.
3. Optimize your site to target your ideal audience by updating aspects like meta descriptions and internal linking.
4. From the B2B keywords, formulate content to position yourself as the answer to your audience’s needs.
5. Promote your content and grow your audience and domain authority through backlinks.

Conclusion

Now that you know how to conduct B2B keyword research using Ubersuggest, you can unlock hidden opportunities for your brand.

Getting the lay of the land in your niche will help. From your competitor analysis on your target B2B keywords, ask yourself: Where do you stand? How can you satisfy buyers in a way that your competitors aren’t?

The goal with B2B content tactics is to position yourself as the answer decision-makers need.

Your keyword research will reveal the topics that reel in buyers, and the content you create will help secure conversions.

Folding B2B SEO keywords into your strategy is a core step in gaining the attention and influence of the brands you’re targeting.

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What Is LLMs.txt? & Do You Need One?

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Most site owners don’t realize how much of their content large language models (LLMs) already gather. ChatGPT, Claude, and Gemini pull from publicly available pages unless you tell them otherwise. That’s where LLMs.txt for SEO comes into the picture.

LLMs.txt gives you a straightforward way to tell AI crawlers how your content can be used. It doesn’t change rankings, but it adds a layer of control over model training, something that wasn’t available before.

This matters as AI-generated answers take up more real estate in search results nowadays. Your content may feed those answers unless you explicitly opt out. LLMs.txt provides clear rules for what’s allowed and what isn’t, giving you leverage in a space that has grown quickly without much input from site owners.

Whether you allow or restrict access, having LLMs.txt in place sets a baseline for managing how your content appears in AI-driven experiences.

Key Takeaways

  • LLMs.txt lets you control how AI crawlers such as GPTBot, ClaudeBot, and Google-Extended use your content for model training.
  • It functions similarly to robots.txt but focuses on AI data usage rather than traditional crawling and indexing.
  • Major LLM providers are rapidly adopting LLMs.txt, creating a clearer standard for consent.
  • Allowing access may strengthen your presence in AI-generated answers; blocking access protects proprietary material.
  • LLMs.txt doesn’t impact rankings now, but it helps define your position in emerging AI search ecosystems. 

What is LLMs.txt?

LLMs.txt is a simple text file you place at the root of your domain to signal how AI crawlers can interact with your content. If robots.txt guides search engine crawlers, LLMs.txt guides LLM crawlers. Its goal is to define whether your public content becomes part of training datasets used by models such as GPT-4, Claude, or Gemini.

LLMs.txt files.

Here’s what the file controls:

  • Access permissions for each AI crawler
  • Whether specific content can be used for training
  • How your site participates in AI-generated answers
  • Transparent documentation of your data-sharing rules

This protocol exists because AI companies gather training data at scale. Your content may already appear in datasets unless you explicitly opt out. LLMs.txt adds a consent layer that didn’t previously exist, giving you a direct way to express boundaries.

OpenAI, Anthropic, and Google introduced support for LLMs.txt in response to rising concerns around ownership and unauthorized data use. Adoption isn’t universal yet, but momentum is growing quickly as more organizations ask for clarity around AI access.

LLMs.txt isn’t replacing robots.txt because the two files handle different responsibilities. Robots.txt manages crawling for search engines, while LLMs.txt manages training permissions for AI models. Together, they help you protect your content, define visibility rules, and prepare for a future where AI-driven search continues to expand.

Why is LLMs.txt a Priority Now?

Model developers gather massive datasets, and most of that comes from publicly accessible content. When OpenAI introduced GPTBot in 2023, it also introduced a pathway for websites to opt out. Google followed with Google-Extended, allowing publishers to restrict their content from AI training. Anthropic and others soon implemented similar mechanisms.

This shift matters for one reason: your content may already be part of the AI ecosystem unless you explicitly say otherwise.

LLMs.txt is becoming a standard because site owners want clarity. Until recently, there was no formal way to express whether your content could be repurposed inside model training pipelines. Now you can define that choice with a single file.

There’s another angle to this. Generative search tools increasingly rely on trained data to produce answers. If you block AI crawlers, your content may not appear in those outputs. If you allow access, your content becomes eligible for reference in conversational responses, something closely tied to how brands approach LLM SEO strategies.

Neither approach is right for everyone. Some companies want tighter content control. Others want stronger visibility in AI-driven areas. LLMs.txt helps you set a position instead of defaulting into one.

As AI-generated search becomes more prominent, the importance of LLMS.txt grows. You can adjust your directives over time, but having the file in place keeps you in control of how your content is used today.

How LLMs.txt Works

LLMs.txt is a plain text file located at the root of your domain. AI crawlers that support the protocol read it to understand which parts of your content they can use. You set the rules, upload the file once, and update it anytime your strategy evolves.

Where it Lives

LLMs.txt must be placed at:

yoursite.com/llms.txt

This mirrors the structure of robots.txt and keeps things predictable for crawlers. Every supported AI bot checks this exact location to find your rules. It must be in the root directory to work correctly, subfolders won’t register.

Robots.txt structure.

Source

The file is intentionally public. Anyone can view it by navigating directly to the URL. This transparency allows AI companies, researchers, and compliance teams to see your stated preferences.

What You Can Control

Inside LLMs.txt, you specify allow or disallow directives for individual AI crawlers. Example:

User-agent: GPTBot
Disallow: /

User-agent: Google-Extended
Allow: /

You can grant universal permissions or block everything. The file gives you fine-grained control over how your public content flows into AI training datasets.

Current LLMs That Respect It

Several major AI crawlers already check LLMs.txt automatically:

  • GPTBot (OpenAI) — supports opt-in and opt-out training rules
  • Google-Extended — used for Google’s generative AI systems
  • ClaudeBot (Anthropic) — honors site-level directives
  • CCBot (Common Crawl) — contributes to datasets used by many models
  • PerplexityBot — early adopter in 2024

Support varies across the industry, but the direction is clear: more crawlers are aligning around LLMs.txt as a standardized method for training consent.

LLMs.txt vs Robots.txt: What’s the Difference?

Robots.txt and LLMs.txt serve complementary but distinct purposes.

Robots.txt controls how traditional search engine crawlers access and index your content. Its focus is SEO: discoverability, crawl budgets, and how pages appear in search results.

Robots.txt example.

LLMs.txt, in contrast, governs how AI models may use your content for training. These directives tell model crawlers whether they can read, store, and learn from your pages.

Here’s how they differ:

  • Different crawlers: Googlebot and Bingbot follow robots.txt; GPTBot, ClaudeBot, and Google-Extended read LLMs.txt.
  • Different outcomes: Robots.txt influences rankings and indexing. LLMs.txt influences how your content appears in generative AI systems.
  • Different risks and rewards: Robots.txt affects search visibility. LLMs.txt affects brand exposure inside AI-generated answers — and your control over proprietary content.

Both files are becoming foundational as search shifts toward blended AI and traditional results. You’ll likely need each one working together as AI-driven discovery expands.

Should You Use LLMs.txt for SEO?

LLMs.txt doesn’t provide a direct ranking benefit today. Search engines don’t interpret it for SEO purposes. Still, it influences how your content participates in generative results, and that matters.

Allowing AI crawlers gives models more context to work with, improving the odds that your content appears in synthesized answers. Blocking crawlers protects proprietary or sensitive content but removes you from those AI-based touchpoints.

Your approach depends on your goals. Brands focused on reach often allow access. Brands focused on exclusivity or IP protection typically restrict it.

LLMs.txt also pairs well with thoughtful LLM optimization work. Content structured for clarity, strong signals, and contextual relevance helps models interpret your material more accurately. LLMs.txt simply defines whether they’re allowed to learn from it.

“LLMs.txt doesn’t shift rankings today, but it sets early rules for how your content interacts with AI systems. Think of it like robots.txt in its early years: small now, foundational later.” explains Anna Holmquist, Senior SEO Manager at NP Digital.

Who Actually Needs LLMs.txt?

Some websites benefit more than others from adopting LLMs.txt early.

  • Content-heavy sites
    Publishers, educators, and documentation libraries often prefer structure around how their content is reused by AI systems.
  • Brands with proprietary material
    If your revenue depends on premium reports, gated content, or specialized datasets, LLMs.txt offers a necessary layer of protection.
  • SEOs planning for AI search
    As generative results become more common, brands want control over how content feeds into those answer engines. LLMs.txt helps set boundaries while still supporting visibility.
  • Industries with compliance requirements
    Healthcare, finance, and legal organizations often need strict data-handling rules. Blocking AI crawlers becomes part of their governance approach.

LLMs.txt doesn’t lock you into a long-term decision. You can update it as AI search evolves.

How To Set Up an LLMs.txt File

Setting up an LLMs.txt file is simple. Here’s the process. If you want assistance doing this, there are tools and generators that can assist.

LLMs. txt generator in action.

Source

1. Create the File

Open a plain text editor and create a new file called llms.txt.

Add a comment at the top for clarity:

# LLMS.txt — AI crawler access rules

2. Add Bot Directives

Define which crawlers can read and train on your content. For example:

User-agent: GPTBot
Disallow: /

User-agent: Google-Extended
Allow: /

You can open or close access globally:

User-agent: *
Disallow: /

or:

User-agent: *
Allow: /

3. Upload to Your Root Directory

Place the file at:

yoursite.com/llms.txt

This location is required for crawlers to detect it. Subfolders won’t work.

4. Monitor AI Crawler Activity

Check your server logs to confirm activity from:

  • GPTBot
  • ClaudeBot
  • Google-Extended
  • PerplexityBot
  • CCBot

This helps you verify whether your directives are working as expected.

AI crawler activity.

Source

FAQs

What is LLMs.txt?

It’s a file that tells AI crawlers whether they can train on your content. It’s similar to robots.txt but designed specifically for LLMs.

Does ChatGPT use LLMs.txt?

Yes. OpenAI’s GPTBot checks LLMs.txt and follows the rules you specify.

How do I create an LLMs.txt file?

Create a plain text file, add crawler rules, and upload it to your site’s root directory. Use the examples above to set your directives.

Conclusion

LLMs.txt gives publishers a way to define how their content interacts with AI training systems. As AI-generated search expands, having explicit rules helps protect your work while giving you control over how your brand appears inside model-generated answers.

This file pairs naturally with stronger LLM SEO strategies as you shape how your content is discovered in AI-driven environments. And if you’re already improving your content structure for model comprehension, LLMs.txt fits neatly beside ongoing LLM optimization efforts.

If you need help setting up LLMs.txt or planning for AI search visibility, my team at NP Digital can guide you.

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AI Search for E-commerce: Optimize Product Feeds for Visibility

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AI is reshaping how people shop online. Search isn’t just about keywords anymore. Tools like Google’s AI Overviews, ChatGPT shopping features, and Perplexity product recommendations analyze huge amounts of product data to decide what to show users. That shift means e-commerce brands need to rethink the way their product information is structured.

If you want visibility in these AI-powered shopping journeys, your product data has to be clean, complete, and enriched. AI models lean heavily on structured feeds, trusted marketplaces, and high-quality product attributes to understand exactly what you sell.

That’s why AI search for e-commerce matters right now. Brands that optimize their feeds will show up in conversational queries, comparison results, and visual search responses. Brands that don’t will struggle to appear even if they’ve done traditional SEO well.

This foundation will help you give AI systems the clarity they need to recommend your products with confidence.

Key Takeaways

  • AI search engines rely heavily on structured product feed data instead of just site content to understand and surface products.
  • Clean, complete feeds lead to higher visibility across Google Shopping, ChatGPT shopping research, Perplexity results, and other LLMs.
  • Strong titles, enriched attributes, and quality images make it easier for AI systems to match your products to real user needs.
  • Brands with clear, structured product data will outperform competitors in AI-driven shopping experiences.

How AI Search Is Reshaping Product Discovery

AI is changing the way customers find products long before they reach your website. Instead of typing traditional keywords, shoppers now describe what they want in plain language:
“lightweight waterproof hiking boots,”
“a gift for a 12-year-old who loves science,”
“a mid-century floor lamp under $150.”

AI systems interpret these natural-language queries using semantic understanding instead of exact keyword matches. That shift affects everything from Google Shopping listings to ChatGPT’s built-in shopping tools. It also impacts how AI-driven platforms rank your products when answering conversational or comparison-based queries.

Shopping resuts in ChatGPT.

Source: RetailTouchPoints

If you’ve been following the evolution of AI in e-commerce, you already know AI is moving deeper into product search, recommendation, and personalization. But behind the scenes, the link between your product data and AI visibility is tightening.

AI models rely on structured, trustworthy data sources, including product feeds, schema markup, and marketplace listings. If your feed lacks attributes or clarity, AI can’t confidently connect your product to a user’s need, even if your website is strong.

Optimizing your feed is no longer a backend task. It’s a visibility strategy.

What Is a Product Feed (and Why AI Cares About It)

A product feed is a structured data file that contains detailed information about every item you sell. It includes attributes like product title, description, brand, size, color, price, availability, GTIN, and more. Platforms such as Google Shopping, Meta, Amazon, and TikTok Shops rely on these feeds to understand your inventory and decide when to show your products.

AI systems depend on the same structure. Instead of scanning pages manually, they pull product details from feeds because the information is cleaner, more complete, and easier to interpret at scale.

If your feed includes rich attributes, AI can match your items to complex user queries. When attributes are missing or titles are vague, your products become invisible in AI-driven discovery, regardless of how strong your website content might be.

This is why optimizing product feeds is a priority for e-commerce brands right now. Clean, enriched feeds increase your visibility across AI-powered shopping experiences and visual search tools like Google Lens.

A product feed for E-commerce.

Source

Now, your product feed isn’t just for ads, but is a core input for AI search.

What AI Needs From Your Product Feed (Titles, Attributes, Images)

AI systems don’t guess what your products are, instead analyzing the data you provide. These are the elements that matter most.

Titles and Descriptions

AI models prefer natural, descriptive, human-sounding titles. Short, vague titles like “Running Shoes” don’t give AI enough context. But a title such as:

“Women’s Waterproof Trail Running Shoes – Lightweight, Breathable, Blue”

instantly signals the audience, category, and key benefits.

Descriptions should reinforce the title and add details that help AI understand use cases, materials, fit, and core value.

Avoid keyword stuffing. AI systems would likely reference sites with ambiguity less because they would have less info to understand it.

Product Attributes

AI engines rely heavily on structured attributes such as:

  • Size
  • Color
  • Material
  • Fit
  • Style
  • GTIN/MPN
  • Age range
  • Intended use

Missing attributes = missing visibility.

Attributes help AI refine products when users ask things like:
“Show me a size 8,”
“Only vegan options,”
“Something in walnut or dark wood.”

The more complete your attributes, the better your likelihood of appearing in those filtered results.

Product Images and Alt Text

AI increasingly “reads” images using vision models. Google Lens, Pinterest Lens, and multimodal AI systems analyze colors, textures, shapes, and packaging.

Clear, high-resolution images paired with alt text provide two inputs: visual interpretation and descriptive language.

Example alt text:
“Women’s waterproof trail running shoe with rubber sole, breathable mesh upper, and reinforced toe cap in blue.”

Examples of trail running shoes for women.

Visual clarity improves both AI understanding and user experience.

Steps To Optimize Product Feeds for AI Visibility

Here’s the practical workflow to upgrade your product feed for AI search visibility.

1. Audit Your Current Product Feed

Start with a complete audit using tools like Google Merchant Center, Feedonomics, or GoDataFeed. Look for:

  • Missing GTINs or invalid identifiers
  • Weak or vague product titles
  • Incomplete attributes
  • Duplicate listings
  • Mismatched availability or pricing
  • Blank fields or generic descriptions

AI search systems penalize incomplete or ambiguous data.

Google Merchant Center's interface.

Source

2. Improve Title and Description Relevance

Use a clear structure:

Brand + Category + Key Attributes + Value Proposition

Examples:

  • “Nike Men’s Running Shoes – Cushioned, Lightweight, Black”
  • “Organic Cotton Baby Pajamas – Soft, Breathable, Unisex”
  • “Mid-Century Floor Lamp – Walnut, LED Compatible, 60” Height”

Descriptions should expand on the title, adding details AI can use to match queries.

Avoid fluff. Focus on clarity.

3. Enhance Structured Attributes

Fill out every attribute you have access to, even optional ones. AI uses these to match long-tail, specific user needs.

Add custom labels for:

  • Best sellers
  • Seasonal items
  • High margin
  • Clearance
  • New arrivals

Custom labels help you manage bidding, targeting, and segmentation across Shopping and Performance Max campaigns.

Custom lables for Google Shopping campaigns.

Source

4. Optimize for Rich Results & Visual Search

Include product schema markup on all product pages, especially:

  • Product
  • Review
  • Price
  • Availability

AI search engines treat structured schema as a trust signal.

Also include descriptive alt text on all product images to support accessibility and AI interpretation.

Example results for Blue Hiking Shoes for women.

5. Set Up Feed Rules and Automations

Automate cleanup tasks such as:

  • Adding missing colors to titles
  • Appending product type or material
  • Standardizing capitalization
  • Populating missing attributes with known defaults
  • Flagging products with incomplete data

Automation keeps your feed consistent as your catalog changes.

How AI Assistants Use Product Data

AI shopping assistants are rapidly changing how customers discover and compare products. 

To generate these answers, AI systems pull from:

  • Merchant Center feeds
  • Structured schema markup
  • Marketplace listings
  • Verified product databases
  • High-quality product images
  • Trusted review sources

This creates a composite understanding of your product beyond just what your site says about it.

If you’ve explored the role of AI shopping assistants, you’ve likely seen how quickly they recommend products based on attributes like size, color, performance, ratings, and price. Those signals come directly from your feed and structured product data.

Brands with richer data sets see higher inclusion rates in:

  • Comparison lists
  • “Top choices” summaries
  • Product match queries
  • Visual search results
  • Conversational shopping recommendations
AI shopping results.

Source

AI systems don’t guess. They promote products they can understand clearly and ignore the rest.

Common Mistakes That Hurt AI Visibility

Most feed problems fall into a few categories, and each one reduces visibility in AI search engines.

1. Vague or Duplicated Titles

Titles like “Running Shoes” or “LED Lamp” provide no usable context. AI deprioritizes these compared to richer alternatives.

2. Missing Key Attributes

Many merchants skip fields like size, color, material, GTIN, or gender. AI relies heavily on these attributes when matching products to specific user requests.

3. Keyword-Stuffed or Fluffy Descriptions

Descriptions should be informative, not bloated. AI models prefer specific phrasing over repetitive keywords.

4. Inconsistent Pricing or Availability

If your feed shows “in stock” but your page says “out of stock,” AI systems flag inconsistencies and may reduce your visibility.

5. Low-Quality Images or Missing Alt Text

Visual AI models need clarity. Poor images or missing alt text make your product harder to classify.

Fixing these issues has a measurable impact on how often your products appear in AI-driven recommendations.

FAQs

What is AI e-commerce?

AI e-commerce refers to using artificial intelligence to improve product discovery, recommendations, personalization, and automation throughout the online shopping experience.

How is AI changing e-commerce?

AI is shifting product discovery toward natural-language search, visual identification, and conversational shopping assistants. Brands now need structured, enriched product data to stay visible.

How do you optimize a product feed for AI search?

Create clear titles, use complete attributes, include schema markup, strengthen product images, and use automation to maintain consistency. A detailed feed helps AI understand your products accurately.

Conclusion

Brands that invest in structured data, enriched attributes, and clear product information will outperform competitors as AI-driven shopping grows.

Feed optimization also strengthens your broader search strategy. The same structured data powering AI engines aligns with strong AI in e-commerce practices, and the same clarity helps conversational systems recommend your products more confidently.

Visibility in AI search isn’t random. It comes from data quality. And improving that data is one of the highest-impact steps an e-commerce brand can take today.

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Micro Influencer Marketing: How Small Creators Drive Results

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Influencer marketing works because people trust people more than they trust brands. 

When a creator shares a product they actually use, their audience pays attention and often takes action. That’s the core of effective influencer marketing.

Micro-influencer marketing takes that idea and runs with it. 

Creators with smaller, focused followings tend to have stronger, more personal relationships with their audience. Because their content feels real, their recommendations feel trusted. 

Consequently, their engagement rates often outperform even the largest accounts.

For brands, that means efficient ad spend and high-quality interactions for your brand, making campaign testing simple. Forget buying reach for the sake of reach. You’re tapping right into tight-knit communities that already trust the creator’s voice.

This guide breaks down how to find the right micro-influencers and turn those relationships into measurable results.

Key Takeaways

  • Micro-influencer marketing works because smaller creators have tight, trusting communities that take their recommendations seriously.
  • Partnering with micro-influencers gives brands a steady stream of authentic user-generated content (UGC) that fills your content pipeline.
  • Storytelling typically beats straight product promotion. When creators share a problem and naturally introduce your brand as the solution, engagement and credibility jump.
  • Sponsored posts perform best when creators stay in their own voice. Give them a clear angle and not a script.
  • Tools like CreatorIQ, Upfluence, and Instagram’s Creator Marketplace make it easier to find micro-influencers whose audiences match your target customer.

What Are Micro-Influencers, and Why Should You Use Them?

Micro-influencers are creators with a smaller but highly focused following, usually between 10,000 and 50,000 followers. 

They sit in the sweet spot of influence. 

They’re big enough to have reach but small enough to maintain real trust. Their audience knows them in a way that feels personal and believes in their recommendations.

This is where micro-influencer marketing stands apart from traditional social media marketing and celebrity partnerships. Instead of paying for broad visibility, you’re tapping into communities built on genuine connection.

Recent data backs this up. A study from HypeAuditor shows that micro-influencers consistently outperform larger creators in:

  • Engagement rate: About four times higher than branded accounts
  • Comment quality: More real conversations, fewer bots
  • Conversion intent: Followers view them as trusted peers, not spokespeople

Our own data backs up the value of micro-influencers, too. 

In NP Digital’s analysis of 2,808 influencer campaigns, micro-influencers delivered the highest return on investment (ROI) of any tier, even though this dataset defines “micro” more broadly (1,000–100,000 followers). 

"ROI of Influencer Marketing” comparing return on investment across four influencer tiers.

The pattern is the same: Smaller, more connected creators are more than capable of outperforming larger accounts.

With micro-influencers, you’re not buying reach for vanity metrics. You’re investing in creators whose audiences take action.

Micro-influencers also bring niche expertise.

Be it fitness, skincare, gaming, parenting, or finance, they understand their community’s pain points and how to speak to them. That makes your partnership feel organic.

If you’re looking to build brand trust or reach niche audiences, micro-influencer marketing might be a better fit than chasing accounts with millions of followers.

How to Find Micro-Influencers for Your Brand

Finding the right micro-influencer matters as much as the content they create. 

You’re looking for creators whose audience matches your own. That means demographics, interests, tone, and the problems they help people solve. 

Where to begin? 

It starts with understanding your customer. Once you know who you’re trying to reach, you can identify creators who already have their attention.

Thankfully, there are several reliable platforms that turn influencer hunting into a science:

  • All-in-one powerhouses: Tools like Aspire, Upfluence, and CreatorIQ act as powerful search engines. They let you filter creators by niche, location, follower range, engagement rate, and detailed audience demographics.
  • Platform-specific: Don’t forget Instagram’s own Creator Marketplace. It’s especially valuable for campaigns tied to Reels or broader Instagram marketing efforts.

Upfluence streamlines the vetting process by showing how closely a creator matches your campaign criteria and letting you accept or reject applicants with a single click.

The Upfluence influencer application interface. The card shows a creator profile (@danishworld) with a profile photo, short bio, and three recent content thumbnails. A “98% match” badge appears in the top right, indicating strong alignment with the brand’s criteria.

(Image Source)

CreatorIQ makes discovery simple by letting you filter creators by platform, engagement rate, audience demographics, and content style so you can quickly spot micro-influencers who actually fit your brand.

The CreatorIQ discovery dashboard showing filters for finding influencers.

(Image Source)

If your audience spends time on multiple platforms, like YouTube Shorts or TikTok, try cross-platform tools like HypeAuditor or Influence.co. They let you compare creators across channels and keep your campaigns consistent. (If TikTok is part of your plan, here’s a deeper dive into TikTok marketing.)

When evaluating micro-influencers, look at more than follower count. Keep these metrics in mind, too:

  • Engagement quality: Comments, saves, and shares
  • Audience relevance: Do their followers match your target?
  • Content style: Does it align with your brand’s tone and values?
  • Consistency: Active creators deliver stronger results

After narrowing your list, reach out with a clear pitch. Be sure to leave space for creative freedom. Micro-influencer marketing works best when they can speak to their audience in their own authentic voice.

How Micro-Influencers Can Help Power Your Marketing Campaigns

Micro-influencers shine when you plug them into real campaigns vs. one-off posts. They do the heavy lifting, sparking awareness and directly driving product demand, keeping your brand in front of the right people. Their audiences trust them, and that trust moves fast. 

The next sections break down how to use that momentum.

1. Use Campaign-Specific Hashtags

Campaign-specific hashtags make it easy for micro-influencers and their audiences to rally around your brand. They give you a single thread that connects posts and user-generated content (UGC) in one place.

Start by creating a hashtag that’s simple and tied to a clear idea, not just your brand name. Then invite a group of micro-influencers to use it in their posts, Reels, and Stories as they share your product in real-life settings.

A branded hashtag can work when real people actually use it, though. 

LaCroix’s #livelacroix tag is a great example. Search it on Instagram or TikTok, and you’ll see the same pattern play out over and over again: micro-influencers showing how the product fits naturally into their routines.

Instagram’s hashtag results page for #livelacroix, showing a “For you” feed with a Meta AI summary at the top and a 3×3 grid of posts featuring LaCroix sparkling water.

On Instagram (above), the tag pulls up everything from fridge restocks to quick taste tests in the car. 

These aren’t creators with crazy big audiences, but their engagement is strong because the posts feel personal. 

Even better, the hashtag travels across platforms. Here’s what it looks like on TikTok.

TikTok search results for “Livelacroix”, displaying top videos. Thumbnails feature creators holding different LaCroix cans inside their cars, demonstrating taste tests or casual product demos.

Among those showing up in the grid is local food creator @zwhoeats (19,000 followers), who posts casual reviews and flavor rankings using the same tag. His videos pull in thousands of views because his audience trusts his take on everyday products.

TikTok creator @zwhoeats’s profile. It shows the creator’s username, 19.1K followers, and 603.5K likes. The bio highlights local food content in Fort Worth, Texas.

This is the real power of a campaign-specific hashtag. 

It gives micro-influencers a simple way to plug your brand into content they’re already making. And from it grows a discoverable trail of posts you can reshare and build upon. 

2. Leverage User-Generated Content

User-generated content may be the “ace in the hole” for your next micro-influencer campaign.

Rather than rely only on polished brand assets, you show real people using your product in real situations. And that’s what convinces others to try it.

Micro-influencers are perfect UGC engines. They already create content that their followers trust, so you tap into a steady stream of authentic content when you partner with them.

A great example comes from I and Love and You, the pet food brand. Its open Influencer Ambassador Program is built specifically for micro-influencers—everyday pet owners and small creators who share honest moments with their pets. 

The three steps of the “I and Love and You” influencer ambassador program. Step 1 (“Apply”) includes a photo of a woman sitting on a porch with her dog and a bag of pet food. Step 2 (“Complete Foodie Missions”) shows a cat sniffing a pouch of “I and Love and You” treats. Step 3 (“Reward”) features two dogs holding chew treats in their mouths next to a branded product bag. Each step includes a short description below the image.
Section titled “What Are the Perks?” displaying six benefit icons with short descriptions for members of the “I and Love and You” influencer ambassador program

Through this program, the brand activated hundreds of micro-influencers, generating countless posts and impressions. 

The content all looks and feels like real life, because it is. There aren’t any studio shoots, no forced scripts. As you can see from the Instagram grid below, it’s just UGC created by people their audience already trusts.

Instagram hashtag page for #iandloveandyou, showing a 3×4 grid of pet-related posts featuring cats, pet owners, and various “I and Love and You” cat food products.

This is the playbook. Collaborate with micro-influencers who already share the kind of content your customers want to see, let them create in their own style, and then amplify the best pieces. 

UGC not only builds social proof but fills your content pipeline with assets that outperform polished brand creative.

3. Create Sponsored Posts

Sponsored posts work well with micro-influencers because their audiences already trust them. 

The key is letting creators build content that fits their tone and the way their audience naturally engages.

Take this Candy Cloud example from TikTok. 

TikTok video screenshot showing a Candy Cloud barista struggling to make a skinny latte while wearing a black “Candy Cloud” T-shirt. Text on the video reads, “When you lied on your resume and someone orders a skinny latte.”

Instead of a polished product shot, the creator filmed a chaotic behind-the-counter moment with a joke about messing up a “skinny latte.” It’s tagged as a paid partnership, but the vibe is unmistakably them. 

That’s the lesson: Sponsored posts feel credible when they look like the creator’s regular content. 

Give micro-influencers room to shoot in their own style and let the authenticity do the heavy lifting. 

When you do that, sponsored posts feel like genuine recommendations instead of ads competing for attention.

4. Tell a Story With Your Promotion

Storytelling is where micro-influencer marketing really shines. 

Facts and features are forgettable. Stories, though? They stick. 

When creators show why a product fits into their life (not just what it is), people pay attention.

I learned this firsthand years ago when I was growing my blog. My posts were solid, but traffic wasn’t moving. Once I started weaving in small stories—real struggles, lessons, wins—engagement spiked and readers stayed longer. 

The content didn’t change much. But the connection did.

The same principle applies to micro-influencer marketing campaigns. Instead of asking for a straight product shot, encourage creators to wrap your brand into a moment that feels true to them. 

Maybe it’s a “day in the life,” a behind-the-scenes routine, a quick before-and-after, or a personal challenge they’re solving.

For example, the TikTok post below works because the creator, @bianca.montalvo, sets up a relatable travel problem—pricy roaming fees. She then folds Airalo, an eSIM platform, in as the natural solution, turning her tip into a simple, effective story her audience can follow.

TikTok video screenshot featuring creator Bianca Montalvo standing in front of a Paris-style street background with the text “Travel Tips From an Airline Employee – Part 11” above her.

These are chapters from the creator’s life where your product naturally fits. And because micro-influencers are already tight with their followers, that story feels authentic. 

How to Track Influencer Campaigns

Tracking your influencer marketing campaigns isn’t complicated once you know what to look for. 

Start by measuring performance on the platform itself. Instagram’s Insights, TikTok’s Analytics, and YouTube’s Creator Studio all show reach, engagement, audience demographics, and which posts actually drove action. 

These numbers help you understand which creators and formats are worth repeating.

For deeper reporting, some of the platforms we mentioned earlier—Aspire, Upfluence, and CreatorIQ—let you track creators, pull in content automatically, monitor hashtag performance, and calculate cost per engagement or cost per acquisition across campaigns. 

If you’re running a mix of organic and paid micro-influencer content, these tools give you one place to compare everything.

You should also tag your links with UTM parameters so you can see traffic and conversions inside Google Analytics. 

The goal is to track the pieces that show real impact: saves, shares, comments, website clicks, and sales. That way, you know exactly which micro-influencers are moving the needle and where to invest next.

FAQs

What is a micro-influencer?

A micro-influencer is a creator with roughly 10,000 to 50,000 followers (though it’s sometimes defined as 10,000–100,000 or in other ranges). These creators tend to have highly focused, highly engaged audiences. They’re big enough to create impact but small enough to maintain real trust with their community. 

Does micro-influencer marketing work?

Yes. Micro-influencers often outperform larger creators in engagement, conversions, and cost efficiency. Their followers view them as peers, which leads to stronger recommendations and higher intent. 

Where to find micro-influencers?

You can find micro-influencers through platforms like Aspire, Upfluence, and Instagram’s own Creator Marketplace. If your audience is active across platforms, tools like HypeAuditor can help you compare creators on Instagram, TikTok, and YouTube. 

Conclusion

Driving more sales and landing more customers is a grind.

That’s especially true in today’s world, where every niche and subset of that niche has a competitor.

There are countless businesses, just like mine and just like yours. 

Investing in micro-influencer marketing can be a way to stand out. They get your brand in front of people who actually care.

Their audiences know them and pay attention when they recommend something.

Start small. Build a list of creators who already speak to your target customer. 

Look for strong engagement and content that aligns with your brand. Then plug them into your broader influencer marketing strategy. UGC, sponsored posts, campaign hashtags, and simple storytelling all work well at the micro level.

If you stay consistent and treat these creators like true partners, you’ll see the impact quickly.

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What Is an Influencer? A Guide to Influencer Marketing

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People trust the creators they follow every day. That’s why influencer marketing has become such a big part of how brands grow. 

The numbers back it up.

A staggering 92 percent of consumers trust recommendations from influencers more than traditional ads or celebrity endorsements. 

That credibility is a big reason why influencer marketing keeps growing each year.

Brands also turn to influencers because people want authenticity. They want real voices and real experiences. They want content that feels personal. 

What happens when you combine that with the massive reach creators have on platforms like Instagram, TikTok, and YouTube? You get a marketing channel that can drive awareness, traffic, and sales faster than most alternatives. That includes standard social media marketing.

In this guide, you’ll learn what influencers do, how influencer marketing works, and how to find the right partners for your brand.

Key Takeaways

  • Influencer marketing is about tapping into creators who already have trust and attention with your ideal customers. You’re not just renting their reach for a single post.
  • Every tier has a role: Mega- and macro-influencers drive reach, while mid-tier, micro-, and nano-creators tend to deliver stronger engagement and conversions.
  • Almost any business can use influencer marketing, including B2B. The key is audience fit, not brand size or industry.
  • Costs range widely by platform and tier, so treat rate charts as benchmarks. Pay for impact you can measure, not just vanity metrics.
  • Strong programs follow a process: clear goals, the right creators, tight contracts, transparent FTC-compliant disclosure, and performance tracking with links, codes, and real business metrics.

What Is Influencer Marketing

An influencer is someone who can shape opinions or buying decisions because people trust their voice. 

Social platforms made that influence accessible to almost anyone. Creators like Charli D’Amelio and Khaby Lame (pictured below) built massive audiences from scratch, while celebrities like Kylie Jenner amplify the reach they already have.

Khaby Lame posing in a Hugo Boss campaign photo, wearing a patterned sweater, blazer, and light trousers, featured in an Instagram post by BOSS with the hashtag #BeYourOwnBOSS.

Influencer marketing uses that trust to promote products or services. 

Brands work with influencers to create content that feels native to the platform:

  • Short-form videos
  • Product reviews
  • Tutorials
  • Unboxings
  • Livestreams

Some brands even build full campaign partnerships with influencers, bringing them into everything from creative planning to multi-post launches that run across several platforms.

These formats work because they blend into the creator’s everyday content instead of feeling like traditional ads.

The influencer industry keeps expanding. The global influencer marketing market topped $30 billion in 2025 and is on pace to surpass $120 billion by 2030. And brands are investing heavily, with 80 percent of them maintaining or increasing their influencer marketing budgets in 2025.

Who Can Use Influencer Marketing?

You’ll see these collaborations across every sector. Fashion, beauty, e-commerce, entertainment, you name it. Heck, even the World Health Organization used a virtual influencer to lead a COVID-19 prevention campaign. 

Close to 90 percent of companies with more than 100 employees planned to use influencers in 2025, showing just how mainstream influencer marketing has become.

On the B2C side, creators drive real traction for e-commerce, food and beverage, fitness, home décor, travel, and entertainment. These industries benefit from how visual and fast-moving platforms like TikTok, Instagram, and YouTube are.

But the biggest shift is in B2B. 

Experts, analysts, and technical creators now build large followings on LinkedIn, X, and YouTube by teaching complex topics in simple ways. Brands tap these voices to explain products, review tools, share workflows, or demonstrate use cases. And it works because the creator already has trust and credibility with the exact audience you want.

If your customers spend time online (and they do), there’s an influencer with reach in your category.

Why Is Influencer Marketing Important?

Influencer marketing matters because people trust other people more than they trust brands. Your brand becomes more enticing and trustworthy just by association.

It makes sense if you think about it, particularly in a world where AI-generated content floods every corner of the internet. 

When consumers aren’t sure what’s real, they lean on creators they already follow—people who show their faces and share their processes. 

Think of it this way: You probably wouldn’t trust a person at a cocktail party who brags about themselves, trying to convince you to become their friend. But chances are you’ll believe the mutual friend who vouches for that person.

An influencer is that mutual friend.

Their credibility transfers to you. If a creator your audience respects talks about your product, it lands differently than a traditional ad or a brand-written post. It feels like a recommendation from someone they know. 

A quick walkthrough, a tutorial, or a “day in the life” clip can show how your product works far better than a polished studio ad. It helps buyers understand what you do before they ever hit your site.

Influencers also give you reach you can’t get on your own. Their communities already exist. You tap into that attention instantly, instead of building it from scratch. 

Why Is Influencer Marketing Effective?

There must be a reason so many brands are investing hundreds of thousands of dollars into influencer marketing, right? Consider this staggering statistic: 94 percent of marketers say influencer marketing drives more return on investment (ROI) than traditional digital advertising. 

Bar chart titled ‘ROI of Influencer Marketing’ comparing negative ROI for celebrity and macro influencers with positive ROI for mid-size and micro influencers.

But what makes it so effective?

The unstoppable rise of social media obviously plays a part. There are now well over 5 billion social media users around the world, equating to more than two-thirds of people on Earth. On average, users spend more than two hours per day on average on social media.

Infographic titled ‘Overview of Social Media Use – October 2025,’ showing 5.66 billion social media user identities, quarterly and yearly user growth, an average of 18 hours and 36 minutes spent on social platforms per week, and 6.75 platforms used per month. Additional stats include global usage percentages and gender breakdowns.

Then there’s the person-to-person connection. 

It seems that a lot of consumers trust the opinions of influencers. In fact, research shows that a whopping 77 percent of consumers trust content from influencers over traditional ads.

There’s also a generational element to it. Younger buyers—Gen Z and millennials—tend to rely heavily on influencer guidance when making purchase decisions. In fact, Gen Z is twice as likely to trust influencers as baby boomers.

Influencers also explain products in ways people understand. A quick tutorial, demo, or “I use this every day” clip can communicate value faster than any static ad. It reduces uncertainty and helps potential customers visualize your product in their world.

What Are the Different Types of Influencers?

Influencers are typically grouped by audience size, not just by what they’re known for. Most brands work within five tiers: 

  • Mega-influencers
  • Macro-influencers
  • Mid-tier influencers
  • Micro-influencers
  • Nano-influencers

Each group brings different reach and engagement levels (price points, too, but more on that later). And each plays a unique role in a campaign.

Mega-Influencers

  • Follower count: Typically more than 1 million

Mega-influencers are some of the biggest and most popular influencers. 

Many are celebrities who became famous away from social media. Think movie stars, pop stars, sports stars, and TV personalities, like Ryan Reynolds or Kim Kardashian. 

Kim Kardashian posing in a Nike x SKIMS outfit in an Instagram post announcing the Drop 2 release.

Others are creators who built massive audiences entirely online. Think people like Khaby Lame, Addison Rae, or MrBeast, whose platforms turned them into global names.

Screenshot of MrBeast’s YouTube channel showing 453 million subscribers, a banner video titled ‘World’s Fastest Man vs Robot,’ and a row of recent uploads.

This tier works best when the goal is broad awareness. You’re paying for cultural reach, not deep engagement. That’s why they’re often used for major launches, national campaigns, product drops, or high-impact moments.

Brands need bigger budgets to work with mega-influencers, but the payoff is unmatched scale.

Macro-Influencers

  • Follower count: Typically between 100,000 and 1 million

Macro-influencers tend to be well-known creators, podcasters, YouTubers, or niche personalities. They’ve often built their fame online and not through traditional celebrity channels.

They hit a sweet spot for many brands: They offer high reach, but with more consistent engagement than mega-influencers. Their audiences tend to be more aligned with their niches, like travel, fitness, tech, gaming, beauty, and more. This gives brands stronger relevance and better targeting.

Think of creators like Taryn Truly, a body-positive fashion creator whose Instagram profile is pictured below, or Mina Le, a fashion and culture commentator. 

Taryn Truly’s Instagram profile showing her midsize fashion content.

Macro-influencers may not be household names to everyone, but they wield major influence in specific categories. Their endorsement carries real weight with fans.

This influencer tier works well for brands that want meaningful visibility without the mega-influencer price tag. They’re extra valuable for things like product launches, category education, or content series that need a consistent creator presence.

Mid-Tier Influencers

  • Follower count: Typically between 50,000 and 100,000

Mid-tier influencers are established creators who have proven they can grow and sustain an audience, but they aren’t yet operating at celebrity scale.

What makes mid-tier influencers valuable is the balance of reach and strong engagement. Their communities are still highly invested in their content, and their rates are more accessible than macro-level talent. That combination makes them ideal for performance-driven campaigns where you want conversions, affiliate sales, tutorials, or product demos that feel personal and trusted.

Maya Abdallah (wellness) is a great example of a mid-tier voice who consistently moves her audiences to action.

Maya Abdallah’s TikTok profile showing 82K followers, 1.3M likes, and a grid of recent videos.

This tier is often the “workhorse” of influencer marketing, as they’re scalable and cost-efficient.

Micro-Influencers

  • Follower count: Typically between 10,000 and 50,000 

Micro-influencers are known for having some of the most engaged communities online. Their audiences follow them for specific expertise, like fitness, wellness, tech tips, budgeting, parenting, home decor, you name it.

Because their followers trust them deeply, micro-influencers often outperform larger influencers on engagement rate and conversion rate. They’re perfect for brands that need authenticity or niche targeting.

Chart titled ‘ROI of Micro-Influencers Over Time’ showing ROI peaking around month 2 and then steadily declining over 12 months.

A strong example is creators like Jen Lauren, who built a tight-knit community around self-care and women’s fitness. Partners in wellness, boutique fitness, and online coaching spaces often see better ROI with creators like this than with larger names.

Jen Lauren’s TikTok profile showing 37.8K followers, 2.9M likes, and a grid of wellness and running videos.

Micro-influencers are especially helpful for small and mid-sized brands. They’re also a great place to start if you’re testing influencer marketing.

Nano-Influencers

  • Follower count: Typically between 1,000 and 10,000 

Nano-influencers have extremely tight, loyal communities. Their audiences know them personally or feel like they do, which can drive high engagement rates.

This group is powerful for brands that want authentic word-of-mouth or hyper-local impact. They’re great for early-stage launches or local business marketing. With nano-influencers, it’s all about campaigns where credibility matters more than massive reach.

You’ll see nano-influencers thriving in categories like beauty, food, wellness, fashion basics, small business recommendations, and travel. An example is Marc Wanderlust, a nano travel creator whose tight-knit audience trusts his quick, practical destination tips.

Marc Wanderlust’s Instagram profile showing 6,918 followers and a grid of travel photos.

Nano-influencers help brands show up in real conversations with audiences that actually care, making them one of the more cost-effective influencer tiers.

How Much Do Influencers Cost?

The short answer: It varies. Rates depend on audience size, engagement, niche, platform, and the type of content you need. 

According to Influencer Marketing Hub’s latest Influencer Rates report, typical costs break down like this:

Instagram

  • Nano: $10–$100 per post
  • Micro: $100–$500 per post
  • Mid-tier: $500–$5,000 per post
  • Macro: $5,000–$10,000 per post
  • Mega: $10,000 or more per post; could be $1 million or more for some celebrities

TikTok

  • Nano: $5–$25 per post
  • Micro: $25–$125 per post
  • Mid-tier: $125–$1,250 per post
  • Macro: $1,250–$2,500 per post (or more)
  • Mega: $2,500–$20,000 per post (or more)

Most creators work on flat-fee pricing, but affiliate commissions, usage rights, content licensing, and whitelisting can add to the cost. Product-only compensation is usually limited to nano creators and early-stage campaigns.

Influencer campaigns can reach five or six figures depending on talent and scope, so the key is paying at a level where you can realistically drive ROI.

How to Get Started With Influencer Marketing

Ready to run your first influencer campaign? Here’s a clear, practical process you can follow from start to finish.

1. Set clear goals.

Decide what you want to achieve before you reach out to anyone. Maybe that’s brand awareness, traffic, lead generation, content creation, or sales. Whatever the case, your goal determines the type of creator you work with and how you measure success.

2. Understand your audience.

Look at what your customers actually watch and follow online. Pay attention to the platforms they prefer and the types of creators they already trust. If I wanted to promote Ubersuggest, for example, I might look for SEO educators and marketing YouTubers.

3. Build a shortlist of relevant influencers.

We’ll cover this in depth below, but use influencer-discovery tools, social search, hashtags, competitor research, or even your own follower lists to find creators who already reach your target audience. Relevance beats reach every time.

4. Make your pitch.

Keep outreach simple and personal. Explain why you chose them, what you’re proposing, and what they’d get in return. Bigger creators may prefer email or agency contact; smaller creators often respond quickly to DMs.

5. Negotiate the scope and contract.

Outline deliverables, deadlines, usage rights, exclusivity, compensation, and Federal Trade Commission (FTC) disclosure requirements (more on this later). A straightforward contract protects both sides and keeps the project on track.

6. Launch and measure performance.

Use trackable links, codes, or UTM parameters to see what each creator drives. Review engagement, traffic, reach, saves, comments, and sales—whatever aligns with your original goals.

Influencer marketing works best when you treat it like a repeatable process and not a one-off post. Each campaign gives you data you can use to refine the next.

How to Find Your Ideal Influencers

Once you know your goals and your audience, you can start identifying influencers who actually make sense for your brand. I like to use three simple criteria to find influencers:

  • Context: Does the creator naturally talk about topics related to your product or category?
  • Reach: Do they have enough visibility for the results you want? Bigger isn’t always better, but your goals should match their audience size.
  • Actionability: Can they inspire their followers to take action? Creators with the right niche and trust tend to perform best.

Use multiple discovery methods (not just one), and build a shortlist of creators who consistently show up in conversations your audience already cares about.

Social Media Monitoring

Brand advocates are the loudest influencers your brand can have. They’re already talking about you, and they’re reaching people who trust their recommendations.

You can find them by tuning in to your social media mentions and blog posts about your brand. Track who tags you, reviews your product, or mentions your name in posts or videos. Tools like Brandwatch, Sprout Social, Hootsuite Streams, and Mention make this easier by pulling all relevant mentions into one dashboard.

Social listening with tools like AnswerThePublic can also help you spot creators who consistently talk about your niche, even if they haven’t discovered your brand yet. For example, a skincare brand might find rising creators who frequently review moisturizers or post “routine” content that aligns with their audience.

AnswerThePublic keyword research results showing TikTok search volume for moisturizer-related terms.

Start by adding promising creators to a shortlist and tracking their engagement and niche fit.

Research Hashtags

Identify the hashtags that your target market is using. Tuning in to the conversations surrounding these hashtags won’t just show potential influencers, you can also use it to identify blog topics, too.

AnswerThePublic keyword research results showing TikTok search volume for moisturizer-related terms.

Hashtags are one of the fastest ways to find creators your audience already follows. Search for hashtags related to your niche or customer interests and not just your brand name. This is especially effective on Instagram and TikTok, where creators tag content by topic, format, or trend.

For example, if you sell running shoes, hashtags like #runnersofinstagram or #runtok will surface creators who post content your customers care about. You’ll quickly spot who gets real engagement versus who’s posting generic or low-quality content.

Scroll the TikTok grid for #runtok, and you’ll see it’s packed with running creators your audience already follows.

The TikTok hashtag page for #runtok showing a grid of running-related videos.

Once you identify potential influencers, follow them for a while. Note their engagement rate, tone and the types of products they naturally feature. 

Save strong candidates to a spreadsheet so you can compare them later.

Dedicated Influencer Platforms

Influencer platforms make discovery much easier by giving you searchable databases of creators, complete with audience insights, engagement metrics, and pricing estimates. Many also include campaign management tools.

Some of the most widely used platforms include:

  • Aspire
  • Upfluence
  • GRIN
  • Tagger
  • CreatorIQ
  • Impact.com

These tools let you filter by niche, location, platform, follower count, demographics, and brand affinity. That way, you can build a targeted shortlist in minutes instead of hours.

They’re especially useful if you want to scale your influencer program or track ROI more accurately. 

Even if you’re running a small pilot, using a platform can help you confirm whether an influencer’s audience is real and aligned with your ideal customer.

Influencers and Disclosure

Influencer marketing only works when it’s transparent. The FTC has made that crystal clear. If a creator is paid, receives free products, earns affiliate commissions, or has any kind of material connection to your brand, they must disclose it clearly and up front.

That means no buried hashtags, no vague captions, and no “implied” relationships. The FTC expects disclosures like “#ad,” “#paidpartner,” or “Sponsored by…” to appear where viewers will actually see them. They can’t be hidden at the end of a long caption or inside a collapsed list of hashtags. 

Illustration of a social media post thanking Acme for free products with hashtags #AcmePartner and #ad from the FTC document “Disclosures 101 for Social Media Influencers.”

On video platforms, disclosures need to be spoken and written on screen, not just added in the description.

As a brand, you’re on the hook, too. Put disclosure requirements in your contracts, then actually enforce them by reviewing posts before they go live and saving copies of what was approved. That paper trail and clear labeling aren’t just to keep regulators off your back. They also signal to your audience that you’re being straight with them.

If your creator partnerships are transparent, everybody wins. That includes your customers.

FAQs

What is influencer marketing?

Influencer marketing is a strategy where brands partner with creators who have built trust and attention with a specific audience, then collaborate on content that features the brand or product. Instead of running a traditional ad, you tap into the influencer’s relationship with their followers through things like reviews, tutorials, “day in the life” videos, or sponsored posts.

Do influencers get paid?

Yes! In fact, many influencers make a full-time living out of their social media presence. Brands pay them to promote their products or services to their followers. 

Does influencer marketing work?

Influencers have a loyal following of people who trust their opinions and recommendations. By partnering with an influencer, brands can tap into this trust and reach a wider audience than ever before. Plus, influencers often create visually appealing and engaging content that can help capture viewers’ attention.

How do you create an influencer marketing strategy?

Start with a clear goal (awareness, leads, or sales), then pick the platforms your audience actually uses. Set a budget, choose the right influencer tier, and shortlist creators who fit your niche. Agree on deliverables, timelines, and success metrics before you sign anything.

How do you track influencer marketing?

Give each creator unique links or codes, then watch what they drive—traffic, sign-ups, and sales, not just likes. Use your analytics tools to compare creators and content types. Double down on the partnerships that move real numbers and drop the ones that don’t.

Conclusion

The internet has changed, but the idea behind influencer marketing hasn’t. 

Brands still want their products in the hands of people who can shape opinions. Today, influencer marketing is simply a faster, more targeted way to do it.

You might partner with a celebrity who can put your brand in front of millions, or build a roster of micro-influencers with smaller but highly engaged communities. 

Both approaches can work when they match your goals and budget.
If you’re serious about doing this at scale, check out our guide on using ChatGPT to automate parts of the influencer marketing process.

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B2C Marketing Strategies: A Complete Guide

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Good business to consumer marketing (B2C marketing) is the lifeblood of any consumer-facing business. Even Apple, the best-known and most valuable consumer electronics company in the world still invests heavily in B2C digital marketing and advertising.

Here’s a brief look at some of the trends driving the shifting B2C market:

  • Recent data shows email marketing, paid social, and content were the top three channels for B2C brands.
  • 63% of customers prefer to do their brand research on mobile devices.
  • Google accounts for 94.4% of global mobile searches.

In this guide, I’ll dive into the strategies driving these trends. We’ll also discuss what B2C marketing means, which channels should you use, and how can you improve your odds of your success. I’ll explain everything in this article. If you’re ready to start implementing B2C marketing ideas, then let’s begin.

Key Takeaways

  • B2C marketing is about connecting directly with consumers using strategies like SEO, social media, content, email, and paid ads to drive sales and loyalty.
  • Consumer expectations have shifted. Mobile-first design, personalization, and fast-loading websites, and are now essential for success.
  • Strong foundations matter: Define your brand strategy, craft a clear value proposition, build detailed buyer personas, and set SMART goals to guide your campaigns.
  • Top-performing channels include social media (especially TikTok and Instagram), SEO, content marketing, influencer partnerships, and email. Use a mix based on where your audience spends time.
  • Measurement is key: Track relevant KPIs like conversion rates, retention, engagement, and emerging metrics like AI visibility to evaluate campaign performance.

What Is B2C Marketing?

B2C marketing—also known as business-to-consumer marketing or just consumer marketing—is the process of selling to individual consumers (rather than other businesses). The process can involve multiple marketing channels, including targeted digital campaigns, social media engagement, and personalized communication like emails and newsletters.

A lot of people will tell you that the B2C marketing funnel is short. Customers are looking to fill an immediate need. They want a product and they do a Google search (or head to Amazon) to buy it. But I don’t think that’s always true.

In many cases—and especially for expensive products—customers do a significant amount of research and comparison shopping. In other words, the customer journey can be very direct, but it can also be fairly convoluted and have a lot of different touch points.

Because of the proliferation of e-commerce, social media, and the internet in general, B2C marketing happens mostly online. But there are plenty of traditional, offline B2C marketing strategies you can use, too.

B2C vs. B2B Marketing

Unlike B2C marketing, brands use B2B marketing to target other companies rather than individual consumers. But it’s not just the target audience that is different between these two marketing strategies.

Here are some more ways B2C marketing is different from B2B marketing:

  • B2C sales cycles tend to be shorter
  • B2B products tend to cost more
  • B2C marketers usually target a more general audience
  • B2C buyers aren’t doing as much research as B2B (but it’s getting closer now)
  • B2B buyers typically have a strict approval process, while B2C buyers are making decisions often on an individual basis

Because of the longer and more complex buying process I’ve described above, many marketers will tell you B2C marketing is easier than its B2B sibling. But I think that’s unfair. B2C marketing is often much more competitive—and that can make it just as tough a nut to crack.

B2C Marketing Facts and Stats

Want to get the top line on the size and importance of the B2C space? Check out these facts:

How B2C Marketing Strategies Have Evolved

B2C marketing used to be about interruption. Flashy TV ads. Cold emails. Pop-ups. Now, it’s about value.

Consumers expect more, and they want it right away. Personalized product recommendations, mobile-first experiences, and lightning-quick responses are the new normal. If your marketing doesn’t deliver that, people will bounce.

Speed, social proof, and user experience now drive buying decisions. That’s why influencer marketing and user-generated content (UGC) have exploded. People trust TikTok creators and Instagram reviews more than traditional ads. If you’re not building social credibility, you’re losing trust and sales.

AI and machine learning are powering this shift. Real-time email triggers, personalized content, predictive product suggestions—all of it runs on data. AI isn’t a future tool. It’s already shaping how we create better e-commerce marketing funnels that convert.

Take mobile commerce. It’s dominating the space. Fifty-seven percent of global e-commerce sales now happen on smartphones, and that number’s still growing. If your site isn’t fast, clean, and easy to use on mobile, you’re leaving money on the table.

Even customer support is getting a tech makeover. AI-powered chat and automation now handle real-time engagement without compromising the user experience. If you’re curious how this plays out, check out how brands are using AI in e-commerce to deliver smarter, faster service.

Today, B2C marketing is about relevance, not reach. Serve value. Stay fast. Stay human.

Build a Strong Foundation for B2C Marketing Campaigns

Here’s my four-step plan to get you started on the path of a killer marketing B2C campaign.

1. Define Your Brand Identity

A brand strategy is the blueprint for how your business presents itself and connects with customers. It includes your brand purpose, voice, positioning, values, visual identity, and messaging. Together, these elements guide how you show up consistently across marketing, products, and customer experiences to build recognition and trust.

The B2C space is incredibly competitive. You need to have a strong brand identity to stand out from the crowd and get the attention of competitors.

Think about Oatly. There are dozens of milk alternatives, as well as specific oat-based drink brands, but Oatly has done a fantastic job of creating a bold brand identity. Although we saw a slight downtrend (3%) in sales of refrigerated oat milk recently, Oatly is steadily increasing its market share, rising 5% from 2023 to 2024. One of their keys to success is sticking to strong brand principles like their sustainability ethos:

An Oatly Brand sustainability plan.

Source: https://www.oatly.com/en-us/oatly-who/sustainability-plan

So, what does your brand stand for? How do you want to be seen?

Once you’ve answered these questions, you can craft a consistent image and tone of voice and apply them to all of your B2C marketing efforts.

2. Develop Compelling Value Propositions

A value proposition is a statement that communicates the benefits you offer to customers and the things that make your brand stand apart.

Think of it like a 30-second elevator pitch. What’s going to make customers choose your brand over your competitors?

A strong value proposition is clear, specific, and customer-focused. It should answer three key questions fast:

  1. What are you offering?
  2. Who is it for?
  3. Why is it better or different?

If you need inspiration, look at what your top competitors are claiming and then find the gap they’re not addressing.

Avoid vague promises. “High quality” or “great service” doesn’t mean much unless you back it up. Focus on tangible outcomes—”save time, save money, feel better, look better, get results.”

You also want to speak your customer’s language. Use words they actually use when they talk about their problems or goals. That’s how you build relevance and trust.

3. Create Buyer Personas

Who are you targeting? Without a clearly defined target audience, it can be difficult to find the right B2C marketing channels and your campaigns can quickly lose money. That’s where a buyer persona comes in.

A buyer persona is a detailed description of an imaginary member of your target audience. It includes demographic information, as well as their preferences, behaviors, desires, and pain points. The more detailed your buyer personas are, the easier it will be to build B2C marketing strategies that target them effectively.

Here’s a simple example of a buyer persona to give you a starting point:
Sarah, 34, is a busy working mom living in the suburbs. She shops primarily on mobile, values fast delivery, and trusts online reviews. Her biggest pain point is finding affordable, healthy meals her kids will actually eat. She follows parenting influencers on Instagram and prefers brands that save her time without sacrificing quality.

4. Set Clear Goals

What do you want to achieve from your B2C marketing ideas?

Think about your overall business objectives, and then highlight one or more specific improvements that will help you get there. The more specific and measurable your goal, the more likely you’ll be to achieve it.

One proven framework is SMART goals. These help you stay focused and track real progress:

  • Specific – Clear and well-defined
  • Measurable – Can be tracked with data
  • Achievable – Realistic based on your resources
  • Relevant – Tied to business objectives
  • Time-bound – Has a clear deadline

Here are some example goals to inspire you:

  • Increase SEO traffic by 30% in six months
  • Acquire 2,000 email signups through PPC Ads within 2 months
  • Decrease shopping cart abandonment rates by 5 percent in 12 months

B2C Marketing Channels

There are countless B2C marketing channels you can use to promote your product. Let’s quickly run through some of the most popular below.

Your Website

This one is easy. Your website is arguably your most important B2C marketing channel—especially if you are an e-commerce store. It’s a great way to collect leads (via email signups), nurture customers (via blog posts and other forms of content marketing) and sell directly to users.

If you’re looking for an example of how to use your website as a B2C marketing channel, look no further than a well-established e-commerce website like Amazon. It’s tough to leave the site without making a sale. Even then, there’s plenty of additional content to keep you sticking around.

Amazon home page.

But it’s not just about content or offers. Your site’s technical performance matters. Slow-loading pages or images are some of the top reasons customers will leave your site.

This plays into your overall user experience (UX). Your UX needs to be fast, intuitive, and mobile-friendly. Accessibility matters, too. If users can’t navigate or trust your site, they won’t convert. B2C websites need to feel smooth and make buying (or signing up) effortless. That’s what keeps people coming back.

SEO

SEO stands for search engine optimization. It’s the process of optimizing your website to increase the chances it appears on the first page of Google (and other search engines) for relevant terms. This is a powerful strategy since ninety-three percent of online experiences begin with a search engine.

The right SEO strategy can have an incredibly high ROI. In the e-commerce sector, that number is 317 percent. B2C brands like Gymshark prove how powerful it can be. They rank for over 356,000 keywords and generate about 1.5 million organic monthly visitors.

Site audit for Gym shark ubersuggest.

To be effective, you’ll need a mix of on-page and off-page SEO strategies. Start by optimizing all e-commerce product and category pages with relevant keywords in headers, body copy, and URLs. 

Then build authority with high-quality backlinks through digital public relations (DPR) or linkable content like data roundup pieces.

Don’t skip technical SEO either. Behind-the-scenes metrics like site speed, mobile usability, internal linking, and clean navigation all influence rankings. Tools like Google Search Console and Ubersuggest can help you monitor performance and spot issues.

SEO takes time, but once it kicks in, it drives traffic without having to continue spending on ads.

Email

Email is a huge marketing channel in the B2C space. Think about how many emails you get every week from brands. It’s probably a lot, given there are 376.4 billion emails sent every day. There’s a reason that number is so high; it’s because they are easy and cheap to send, and they can generate a huge ROI.

Here’s a great example of a B2C abandoned cart email from McDonald’s encouraging users to go back and make a purchase:

A B2C abandoned cart email from McDonald's.

Social Media

Social media is a more popular marketing channel for B2C brands than B2B companies. Research from HubSpot shows that social media produces the highest ROI for marketers, and marketing teams are doubling down. Don’t believe me? Just look at the breakdown of the roles that marketing managers consider a top priority:

Social media platforms b2b vs. b2c.

Source: HubSpot’s 2025 State of Marketing and Digital Marketing Trends Report

Whether it’s Facebook and Instagram or Twitter and TikTok, almost every B2C brand will find its audience somewhere on these platforms.

Consumers spend an average of 141 minutes per day on social media. That’s time you could be connecting with them. That doesn’t mean you have to constantly promote your products, however. You can use social media to showcase your brand’s personality (like Wendy’s does below) or use it as a customer support channel. Some brands, like Crypto.com, even have dedicated customer support accounts.

Crypto.com customer support.

But you don’t even have to sell or offer customer support to make a splash on social media. Fast food chain Wendy’s uses social media to build huge brand awareness and increase customer loyalty.

Wendy's twitter.

The key is not to treat every platform the same. Here’s how to win on the big ones:

  • Instagram: Prioritize eye-catching visuals and short-form video (Reels). Partner with influencers for reach and credibility.
  • TikTok: Focus on trends, sound-driven content, and authentic, behind-the-scenes videos. It’s great for discovery.
  • Facebook: Best for community building, retargeting, and paid ads. Use Groups and Lives to engage.
  • Pinterest: Strong for e-commerce, especially fashion, beauty, and home. Optimize pins with keywords.
  • X (Twitter): Lean into real-time conversation, updates, and brand voice.
  • YouTube: Great for tutorials, product demos, and long-form storytelling. It also helps with SEO.

Stay consistent, track what works, and lean into the platforms where your audience actually hangs out.

Content Marketing

Content marketing is one of the most powerful strategies for B2B businesses. But I find B2C brands regularly overlook it. That’s a shame, because B2C content marketing can be incredibly effective.

The more content you create, the more chances you have to engage your audience. And it’s not just about blog posts. Men’s grooming brand Beardbrand built a loyal customer base through educational and entertaining YouTube videos.

Beardbrand's website.

You don’t always have to create content yourself, either. User-generated content (UGC) like reviews, forum replies, or social posts from customers can be just as powerful. Just make sure you have permission before sharing.

Great content marketing helps customers see themselves in your brand. Keep it authentic, consistent, and valuable.

Whether you’re writing how-to guides, sharing tips on Instagram, or curating UGC, the goal is the same: create content your audience actually wants, not just what you want to say.

Influencer Marketing

Love them or hate them, influencers are a big deal in the B2C marketing space. When used right, they can be strategic partners for your business. You don’t need to blow your budget on someone like Bella Hadid to see success, though.

Micro-influencers—people with fewer than 100,000 followers—are often more cost-effective and deliver stronger engagement. Their audiences trust them, which means your product comes with built-in credibility.

Influencer marketing works best when it feels authentic. Give creators creative freedom to showcase your product in a way that fits their style. Forced or overly scripted content sticks out—and not in a good way.

Fashion brand Princess Polly is a great example. They’ve built a massive presence by consistently partnering with mid-tier and micro-influencers across TikTok and Instagram. The result? Relatable content that drives real conversions.

Looking to scale? This guide can help you build a team of social media influencers without draining your budget.

SMS

SMS (or text messaging) marketing lets your brand slide into your potential customers’ messages. Given that almost eighty percent of consumers have used their phones to make a purchase,  reaching them directly on these devices can be powerful.

Here’s a fantastic example of how you can promote your products by text, courtesy of Crocs.

Crocs text marketing.

Paid Media

B2C paid media offers fast visibility and scalable reach, if you know how to use it.

Paid search is one of the most popular options. With over two-thirds of web experiences starting on search engines, it’s no surprise brands pay to show up first. You only pay when someone clicks, and attribution is clear. Just know that competitive industries (like insurance or legal) come with higher costs.

Display ads—text, image, or video banners on third-party sites—are another widely used tactic. Platforms like the Google Display Network make it easy to target specific audiences based on their interests, behaviors, or locations. These work well for building awareness and retargeting past visitors.

If you’ve got a bigger budget, TV and streaming ads can be incredibly effective. A 30-second primetime spot can cost hundreds of thousands just for placement—like $828,501 for Sunday Night Football. But when done right, the impact is massive. Think of iconic Apple or Nike ads that people still remember years later.

Paid media is especially powerful in e-commerce marketing, where you can track every click, view, and sale. The best B2C strategies use a mix: search for intent, display for awareness, and streaming for emotional punch. Test often, watch performance closely, and optimize based on results, not guesses.

YouTube

YouTube can be used as a full-funnel B2C marketing channel.

You can use it to build brand awareness, educate customers, showcase products, drive traffic, and even close sales. Think of it as a visual search engine. People go to YouTube to solve problems, research products, and get inspired. That gives you plenty of room to meet them where they are.

A well-optimized branded channel lets you create evergreen content that drives traffic long after it’s published. Tutorials, reviews, and behind-the-scenes videos all perform well, especially when they’re authentic and useful.

And yes, YouTube ads still have their place. Skippable in-stream ads can be effective if you hook the viewer fast. Just lead with value, not a hard sell.

Brands like GoPro grew massive followings by turning product use into entertainment. That’s the real power of YouTube: it sells without feeling like an ad.

GoPro's YouTube channel.

CRO

Conversion rate optimization (CRO) is the process of improving your website or landing pages to increase the percentage of visitors who take a desired action—like making a purchase, signing up for emails, or adding to cart.

In B2C, where buying decisions are often made quickly and impulsively, even small improvements can lead to significant gains. CRO is all about reducing friction and making it as easy as possible for someone to say “yes.”

Start with your product pages and checkout flow. Are CTAs clear? Is mobile performance smooth? Are you building trust with reviews, photos, and guarantees?

A strong CRO strategy includes A/B testing elements like headlines, images, button copy, and layouts. Use data—heatmaps, session recordings, and analytics—to help you make data-driven changes that will move the needle.

At its core, CRO helps you get more value from the traffic you already have. And in a crowded B2C space, that can be a serious edge.

B2C Marketing Strategies to Attract and Engage Customers

There’s no shortage of B2C marketing strategies you can use to attract buyers. Below, I cover some of the most popular and powerful methods.

Run Retargeting Campaigns

Not every consumer who lands on your website is going to make a purchase immediately. The B2C sales cycle may be short, but it’s not that short. But you can use a retargeting campaign to advertise to those consumers until they do.

When you launch a retargeting campaign, you show relevant ads on websites and social media platforms to users who have visited your site but didn’t convert.

To make it work, tailor your ads based on user behavior. Show product reminders or testimonials to establish trust and create a sense of urgency. Keep the messaging consistent with what they viewed.

For example, fashion brand ASOS uses dynamic retargeting to show shoppers the exact items they browsed, often with a discount or low-stock warning to prompt action.

Dynamic retargeting from ASOS.

Source: https://www.emailaudience.com/email-retargeting/

The goal isn’t to annoy, it’s to stay top of mind until they’re ready to buy.

Offer Rewards and Exclusive Discounts

If there’s one strategy I know that almost always works, it’s giving your customers exclusive rewards and discounts. Not only do customers love getting something for free, but they also love feeling like they are part of a special club.

Beauty Insider Benefits from Sephora is a great example of a rewards program. Members earn 1 point for every $1 they spend, as well as additional savings like 20 percent off all year and free gifts on your birthday. Customers can also unlock more benefits based on what they spend each year.

Beauty Insider Benefits from Sephora.

The best thing about rewards and discounts is that they don’t have to cost your brand anything. Sure, you’re giving a small bit away, but you should more than make up for it through an increase in sales.

Consider Starting A Podcast

If you really want to stand out and take your content marketing to the next level, then consider starting a podcast. There are plenty of examples of B2C brands doing this effectively. Check out Duolingo, Bobbie Baby Formula, and Thrive Market.

The best B2C podcasts focus on storytelling, shared values, and topics your audience already cares about. They don’t just promote products—they entertain or educate.

A successful podcast is about giving listeners something worth coming back for. Keep episodes short, focused, and consistent. Interview experts, share behind-the-scenes insights, or answer real customer questions.

And when done right, it doesn’t just support brand awareness. It builds trust, loyalty, and long-term engagement.

Emphasize Your Commitment To Social Responsibility

It’s not enough to sell great products. Consumers also care about what brands stand for and how they behave. It’s why brands like Patagonia have become so popular.

Patagonia's website.

This is particularly important if you target younger generations. Over two-thirds (70%) of Gen Z-ers say they are willing to pay more to support brands that are committed to positive social and environmental impact. Eighty-one percent expect brands to make a public statement about the initiatives they stand for.

Create and Implement Product Schema

If you want your products to stand out in search—and get picked up by AI-driven tools and language models—product schema is a must.

Product schema is a type of structured data that helps search engines understand what’s on your page. When implemented correctly, it can enhance your listings with rich results like star ratings, pricing, availability, and more.

It also gives Google and large language models better context, increasing your chances of showing up in relevant queries or AI summaries.

Start by optimizing your product pages with clear titles, images, and persuasive copy. Then layer in product schema to give search engines a detailed blueprint of each item.

There are plugins and generators that make adding schema easier—even for non-developers.

Product schema helps your pages look better in search, perform better in rankings, and stay visible in an AI-powered search future. Sixty-three percent believe a brand’s actions should reflect what they stand for.

Measuring the Success of Your B2C Campaigns

How you measure the success of your B2C marketing campaigns will depend largely on your goals. You’ll want to make sure the key performance indicators (KPIs) you track are as relevant as possible. So if you want to increase website traffic from SEO, for example, you’ll want to track SERP rankings, SERP click through rates, and web traffic from Google.

Here are some common B2C marketing KPIs to get you started:

  • Web traffic: If you want to drive customers to your website, this KPI is key. Don’t forget to split it into channels to see which B2C marketing channel is driving the most traffic.
  • Conversion rate: Traffic isn’t any good if it doesn’t convert. That’s why you need to measure your site’s conversion rate. You can also measure the conversion rate of specific B2C marketing strategies like PPC ads.
  • Social engagement: Social media is a vital part of the B2C marketing mix. Forget about vanity metrics such as Likes and Views. Measure engagement instead.
  • Customer retention rate: You don’t just want to win customers; you want to retain them. That’s why I always recommend B2C brands measure their retention rates.
  • Customer satisfaction score: One of the most accurate forecasters of customer retention rate is your customer satisfaction score. NPS is my favorite metric to measure this.
  • AI visibility: As search engines evolve, so should your metrics. Track how often your content appears in AI-generated responses or overviews, especially for branded and product-related queries. This helps you measure reach in AI-powered search experiences.

B2C Marketing Tools

B2C marketing becomes a lot easier when you have access to the right tools. Here are some solutions I think will greatly help your efforts.

  • SEO and PPC marketing tools: Tools like Ubersuggest and Semrush are virtually mandatory to improve your SEO and PPC efforts.
  • Market research tools: The more you can learn about your market the easier you’ll find it to create messages that cut through the noise. I turn to Answer the Public for help here.
  • B2C marketplaces: You don’t have to sell directly to consumers from your website or storefront. B2C marketplaces like Amazon and Etsy mean you don’t have to invest thousands into acquiring customers.
  • Analytics platforms: You need to know how customers behave on your website. There’s no better tool than Google Analytics.
  • Email marketing tools: These platforms can be one of the most cost-effective ways to reach your target audience. Try Mailchimp or MailerLite to start.

Overcoming Challenges in B2C Marketing

Marketing a B2C business isn’t plain sailing. You’ll need to overcome the following challenges:

  • Rising Competition and Saturation: One way to beat the competition is to have a superior product. Another is to have a superior marketing strategy. You can outwork the competition by optimizing your ad campaigns to the nth degree or building the perfect SEO strategy. Or you can do something no one else is doing, like launch a controversial campaign or invest in a PR stunt.
  • Data Privacy and Security Concerns: Privacy and security are major concerns in the B2C environment. Customers care about their data more than ever, with eighty-four percent saying the government should do something to regulate the way companies collect and use user data. When you are capturing and storing data from customers, you need to make sure you are doing so in a compliant manner. That means adhering to the GDPR if you operate in the EU and the California Consumer Privacy Act if you operate in the U.S. If you’re concerned about privacy issues, I recommend keeping your efforts focused on first-party data. 
  • Adapting to Changing Consumer Trends and Preferences: In the B2C world, consumer trends and preferences can change in an instant. As a B2C brand, you need to adapt quickly and stay ahead of rapidly changing consumer sentiment. In some cases, this may involve adjusting your messaging, imagery, and other marketing materials. In other cases, it may mean creating new consumer products that you can market if the popularity of your main product fades.

FAQs

What is B2C marketing?

Business-to-consumer (B2C) marketing refers to the strategies brands use to reach, engage and convert individual consumers. B2C marketers use a mix of digital channels—including SEO, social media, email, and PPC—as well as other tactics to attract and retain customers.

How do I do B2C marketing?

Start by identifying your ideal customer and creating messaging that speaks directly to their needs or desires. Use a mix of channels—like social media, content marketing, SEO, and paid ads—to reach them where they are. Track results and keep optimizing based on what drives engagement and sales. 

Is LinkedIn good for B2C marketing?

B2B and B2C are two differeLinkedIn isn’t a go-to platform for most B2C brands, but it can work in specific cases—especially for high-end, education-focused, or career-related products. If your target audience includes professionals or working parents, it may be worth testing. Just keep the content tailored to the platform’s tone and audience.

Conclusion

B2C marketing is one of the most important strategies any consumer-facing brand can use to grow its business. As you’ll now realize, there’s no single B2C marketing strategy or channel that will work for everyone.

That’s why I advise you to try one or two channels and a couple of different marketing strategies first. Only once you’ve got a firm grasp of who your audience is and how they behave, should you start to tailor your efforts and start experimenting with new channels.

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The Marketer’s Guide to Reddit

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Reddit is an online forum that’s part search engine, part social network. 

Millions of people use it to swap advice, review products, and argue about virtually every topic under the sun. It all happens inside niche communities called subreddits. 

All this makes it a powerful place for Reddit marketing. As long as you know how to play by its rules, that is. 

The No. 1 rule? You can’t treat Reddit like another broadcast channel. Users hate obvious self-promotion and call out spam instantly. They reward brands that show up to add value, so just popping in and dropping links won’t cut it.

The upside? If you’re useful and authentic, the reward is real trust and traffic you won’t get anywhere else.

In this guide, we’ll walk you through how to market on Reddit the right way, including both organic and paid strategies. We’ll also toss in some tips on etiquette to keep you from getting buried (or banned).

Key Takeaways

  • Reddit is a network of niche communities. Winning here means respecting each sub’s rules and culture.
  • Organic comes first. Use a Crawl-Walk-Run approach in your Reddit marketing strategy: Listen and comment, then start useful threads, then scale into branded subs, SEO plays, and selective paid campaigns.
  • Self-promotion is allowed but heavily policed. Contribute more than you pitch and follow Reddiquette and subreddit rules to avoid bans and backlash.
  • Reddit ads run on an auction model and work best when they feel native to the feed. 
  • Reddit threads influence Google results, “Discussions and forums” boxes, and even AI answers.

Why Is Reddit Important as a Marketing Platform?

Reddit is massive and growing fast. Recent estimates put it at around 100 million daily active users and hundreds of millions of monthly users, spread across more than 100,000 active subreddits. 

It’s basically a giant ecosystem of niche communities where people compare products, troubleshoot problems, and share unfiltered opinions.

What makes Reddit especially relevant today is how often its content shows up outside Reddit. Google’s “Discussions and forums” search feature appears on millions of queries and is heavily dominated by Reddit threads, especially for product reviews and how-to topics. 

Check out the “Discussions and forums” results for “best VPN for travel.” Reddit grabs the top spot above Facebook groups, which tells you two things: Google trusts Reddit threads for experience-based queries, and real travelers would rather hear from other travelers than from brand pages. 

Google search results page for ‘best VPN for travel’ showing a ‘Discussions and forums’ box, with a Reddit thread from r/TravelHacks at the top and two Facebook discussions listed below. 

When someone searches “running shoes for bad knees,” for example, a Reddit discussion appears on page one.

Google search results page for ‘running shoes for bad knees’ showing an AI Overview at the top, followed by blog results and a highlighted Reddit thread from r/running about good running shoes for ankle and knee pain appearing on page one.

“Google, specifically, is prioritizing the platform because it highlights true first-hand experiences,” says Becky McManus, senior SEO strategist at NP Digital. 

Reddit’s also a growing force in AI search. It has data-licensing deals with Google and OpenAI, which use Reddit posts to train and power their large language models. In some analyses, Reddit is one of the most commonly cited domains in AI-generated answers. 

So, when you show up on Reddit, you’re not just reaching users on one platform. You’re influencing search results, AI-generated summaries, and the conversations that shape buyer decisions.

Fundamentals to Know About Reddit

Maybe the most fundamental thing to know about Reddit is that it isn’t one big audience. It’s a web of niche communities (subreddits). Each has its own rules and culture. And not all of them have a high tolerance for brands. 

“Reddit is a different kind of digital marketing space,” McManus says. “It’s all about being real and adding value to the conversation, not just pushing promotions, which you can do more of on standard social media platforms.”

That’s what makes Reddit marketing powerful. It’s also what makes it easy to screw up.

Start with the basics by reading Reddit’s page about self-promotion and what’s allowed and what isn’t. Once you’ve read that, look at the “Reddiquette” page so you can see Reddit’s main rules. 

The list includes:

  • Contributing more than you promote and avoiding spammy, link-only posts
  • Being transparent about who you are and any affiliations you have
  • Speaking to other users respectfully, even when you disagree
  • Following each subreddit’s specific rules instead of assuming they’re all the same

Next, zoom in on each subreddit. 

Read the sidebar and pinned posts. Some communities allow links only on certain days. Others ban surveys, coupon codes, or branded content of any kind. Moderators (mods) enforce those rules, and they won’t hesitate to remove posts or ban accounts.

Take a look at how the r/digitalmarketing subreddit clearly spells out its rules.

r/digitalmarketing subreddit sidebar showing a description that bans promotional posts and a rules list highlighting ‘No posting of services,’ ‘No posting of seminars,’ ‘No self-promotion,’ and ‘No Surveys/Feedback/Reviews.

Your job is to show up as a helpful user first and a marketer second. Answer questions, share experiences, post useful resources, and only occasionally mention your product when it genuinely fits the thread. 

If you’re unsure whether something crosses the line, message the mods and ask.

Organic Reddit Strategies

Organic participation is the name of the game with Reddit marketing. 

Ads can help, but many brands win by showing up as real users first. That means answering questions and sharing useful resources, which helps build karma over time. 

Done right, this also feeds into your Reddit SEO strategy before you ever touch paid campaigns.

Use a Business Account

If you’re going to do anything promotional on Reddit, start with a branded account. Redditors care a lot about transparency, and a handle that clearly represents your company or team builds more trust than a random personal username that secretly belongs to “Marketing.”

Create an account that signals who you are (for example, BrandName_Official or FirstNameAtBrand). Add a short bio that explains your role and what people can expect from you, such as support or product questions.

Here’s an example profile from Cleveland.com, whose parent company, Advance Local, has had success with organic Reddit marketing strategies.

Reddit profile for cleveland.com showing branded news posts shared into local subreddits like r/Browns and r/Ohio, along with a sidebar that labels it as the official account and lists its karma, contributions, account age, and social links.

From there, resist the urge to start dropping links. Instead, comment, answer questions, and join existing threads. That way, your profile doesn’t look like it was created only to push content. If teammates also use personal accounts, have them be open about their affiliation when it’s relevant.

An honest business presence boosts the credibility of every future promo. It also looks less like spam.

Provide Value to Communities

Reddit rewards accounts that make threads better. If your first instinct is “Where can I post my link?”, you’re already in trouble. 

Focus on being useful long before you mention your brand.

Look for questions you can answer in detail. Share things like: 

  • How-tos
  • Real examples
  • What actually worked for you, even when the answer doesn’t involve your product. 
  • Summarize complex topics in plain language. 
  • Drop frameworks, checklists, or quick diagnostics people can try on their own.

You can also add value by recapping good resources, explaining trade-offs between options, or sharing honest pros and cons from your experience. Link sparingly and only when it clearly adds context.

Over time, that kind of participation builds karma, name recognition, and trust. Then, when you occasionally share something from your own site, it feels like a contribution, not an intrusion.

Ask Me Anything (AMA)

AMAs can be useful, even if you’re not a household name. The key is to find a clear, interesting angle that fits the subreddit.

Instead of “I’m a founder; ask me anything,” pitch something specific to the mods first:

  • “I run growth for a bootstrapped SaaS that just hit $1M ARR. Ask me anything about what actually moved the needle.”
  • “I’ve moderated a 200K-member fitness community for five years. Ask me anything about what keeps people engaged.”

For example, this AMA works because it leads with a high-stakes, personal hook: someone risking their life savings on a mobile game. People want to hear the story and ask what happened next.

Reddit post titled ‘I spent my life savings to build a mobile game, AMA,’ where a solo founder explains quitting his job and using his savings to create a fantasy football strategy app.

Most subreddits require proof and mod approval, so follow their instructions closely. During the AMA, focus on being candid and helpful. Share stories, mistakes, and lessons. Avoid turning every answer into a soft pitch.

If people like you, they’ll click through to your profile and brand on their own. The AMA’s job is to build credibility, not to read like a live ad.

Start a Subreddit

Starting your own subreddit is more of a “phase two or three” move than a starting point. If you don’t already have people talking about you on Reddit, a brand-new sub will sit empty and make you look inactive.

Once there’s clear interest—mentions in other subs, recurring questions, or an existing community elsewhere—you can launch a subreddit as a hub. Think of it as a place for support, feature requests, user wins, and deeper discussions around your niche, not just announcements.

Set clear rules, pin a simple “Start here” post, and seed the sub with genuinely useful threads: FAQs, guides, templates, product walkthroughs, or office-hours posts. Commit to moderating and replying.

When you promote the subreddit, invite people in for the value (“Come ask questions and see real use cases”), not just to “follow” your brand.

Reddit Paid Advertising

Organic participation is the foundation of your Reddit marketing efforts, but paid ads are how you scale once you know what resonates.

Reddit now reaches a massive, mostly younger audience across thousands of active communities, and a lot of those users are actively researching products (not just scrolling).

The big advantage for marketers is context. 

You can target by subreddit, interest, keyword, location, and device, so your ads show up inside conversations that already match your offer. Formats range from promoted posts and video ads to conversation placements and takeovers, with newer options like dynamic product ads for e-commerce.

If your creative matches the culture of the communities you’re in, Reddit ads can drive serious awareness and consideration.

Reddit Advertising Policies

Reddit’s ad policies are strict because ads sit right next to user posts. If your campaigns feel spammy or misleading, you’d better believe they’ll get rejected fast. Even when they’re approved, users will downvote them into oblivion.

Creative and Video Quality

Ads should look and sound professional. Make sure your audio and visuals are clear and text is readable. 

Also be sure your video is relevant to the audience you’re targeting and correctly labeled if it includes mature themes. Anything graphic or heavily profane needs the proper rating and warnings, and strobing or flashing effects are off limits.

Style and Copy Standards

Reddit expects clean, honest copy. So, check your spelling and grammar, keep emojis and symbols to a minimum, avoid shouty all-caps, and don’t stuff personal data into your ad unless regulations require it. And be sure that your images are high quality and match what you’re promoting.

Accuracy and Transparency

Your ad has to reflect the real product or service. That means no clickbait headlines or no bait-and-switch offers. And don’t promote specific Reddit comments or posts unless you’re using approved formats.

URLs and Landing Pages

Your landing page should clearly feature the product you advertised. You’ll also want it to load reliably and stick to Reddit’s content rules. Keep the language consistent with your ad and avoid aggressive pop-ups or spammy tactics.

When in doubt, review Reddit’s full advertising policy before you launch. It’s easier to fix issues in draft than after a denial.

What Are the Different Types of Reddit Ads?

Reddit’s ad formats are designed to feel like part of the feed, not banner clutter. Here’s how the main options break down in Reddit’s own language:

  • Free-form ads: Reddit-native units that can mix text, images, video, and GIFs in one post. Great for storytelling or more complex messages.
  • Image ads: Single-image promoted posts that look like standard Reddit posts with a “Promoted” label. Solid for simple offers and clear CTAs.
  • Video ads: Autoplay video in the feed, built to grab attention and work across awareness, consideration, and conversion.
  • Carousel ads: Swipeable units that showcase multiple images or videos in one ad—perfect for product lines, before/after stories, or feature highlights.
  • Conversation ads: Let you join or spark discussions directly in conversation spaces, so your brand shows up where people are already talking.
  • Product ads: Shopping-focused units that pull from your product catalog and recommend items to redditors who are ready to buy.
  • AMA ads: Sponsored “ask me anything” experiences that put a subject-matter expert or brand rep at the center of a Q&A thread.
(L) A video ad from u/EpicEntertainment announcing a spooky fall TV lineup; (C) an image ad from u/innisfree_usa highlighting a pore-clearing volcanic clay mask; (R) a video ad from u/Canva_Official promoting Canva’s Brand Kit for fast, on-brand design.
(L) A video ad from u/EpicEntertainment announcing a spooky fall TV lineup; (C) an image ad from u/innisfree_usa highlighting a pore-clearing volcanic clay mask; (R) a video ad from u/Canva_Official promoting Canva’s Brand Kit for fast, on-brand design.
(L) A video ad from u/EpicEntertainment announcing a spooky fall TV lineup; (C) an image ad from u/innisfree_usa highlighting a pore-clearing volcanic clay mask; (R) a video ad from u/Canva_Official promoting Canva’s Brand Kit for fast, on-brand design.

Most of these are available in the self-serve ads manager, so you can test formats quickly and double down on what your audience actually engages with.

Examples of Great Reddit Ads

Before diving and creating your own Reddit ad, let’s look at a few examples.

ChatGPT

Reddit promoted post from the official u/OpenAI account with the headline ‘Transform your words into works of art with ChatGPT. Try ChatGPT Today,’ featuring a mock ChatGPT interface that shows a generated image of a golden retriever dressed in an ornate 18th-century royal gown.

This ad works because it feels like a Reddit post, not a banner. The headline clearly promises the benefit (“transform your words into works of art”), and the creative shows the product in action—a funny, hyper-specific dog portrait that fits Reddit’s meme-y culture. 

The user interface screenshot makes it obvious how ChatGPT is used, so there’s no learning curve. The copy is light, the visual does the selling, and the single “Sign Up” call to action (CTA) keeps the next step simple. 

All in all, it’s fun, clear, and native to the feed.

The Coupon Nerd

Promoted Reddit post from u/thecouponnerd titled ‘I'm a massive savings nerd. Here are the stupidest money mistakes I see people make,’ followed by a numbered list starting with advice on overpaying for car insurance.

This ad works because it leans into Reddit’s strengths: story and specificity. 

The headline (“I’m a massive savings nerd… stupidest money mistakes…”) sounds like a real thread you’d click, not brand copy. The post leads with concrete value—numbers, personal savings, and clear next steps—before it ever feels promotional. 

It’s written in plain language, framed as advice from a fellow user, and backed by strong engagement (upvotes, comments), which signals social proof right in the feed.

How to Build Your Reddit Marketing Campaigns

Reddit doesn’t reward brands that rush in with a big ad budget. It rewards the ones that show up and learn the culture first.

That’s why it helps to think about Reddit marketing in stages instead of “launching a campaign” overnight. 

Start with low-risk actions that teach you how each community works. Then layer on more visible content and light promotion. Once you know what lands, you can treat Reddit like a full channel. 

In the sections below, we’ll walk through a practical Crawl → Walk → Run model you can use to move from basic participation to a scalable Reddit program that drives traffic and revenue (and not just karma).

Crawl

In the Crawl stage, your main job is to learn the ropes of Reddit and show up like a real user. You’ve set up a branded account, know the Reddiquette, and have your eyes on the subreddits where your audience already hangs out.

From here, keep it simple:

  • Read top and “hot” posts to get a feel for tone and what flies.
  • Comment on existing threads where you have real experience to share.
  • Answer questions in detail without instantly pushing your product.

Use Reddit search and “site:reddit.com” Google searches around your main topics to find the discussions that matter most to your buyers. 

This screenshot shows the Crawl stage in action using a site search to see which subreddits and threads already rank for “gravel bikes.” It includes threads on clarifying the definition of a gravel bike and calls for product recommendations.

Google search results page for ‘site:reddit.com gravel bikes,’ showing multiple r/gravelcycling threads ranking.

As you explore, pay attention to the phrases people use and the problems they describe. Also take note of the kind of answers they upvote.

Crawl is about listening and learning. You’re gathering intel on which communities are worth investing in. That way, you don’t sound like a marketer who just discovered Reddit yesterday.

Walk

In the Walk phase, you’re moving beyond “lurking” and turning your Reddit presence into a repeatable habit. Now, you’re showing up in a handful of high-value subreddits on purpose. You’re not just scrolling anymore.

Start by narrowing your focus. Pick three to five communities where your audience already hangs out and where you can add real expertise. Look for threads that match your core topics and keywords. 

Your job at this stage is to:

  • Comment thoughtfully on existing threads, especially questions you can answer from experience.
  • Share occasional links to genuinely useful resources (yours or others), but always wrapped in context.
  • Track what gets upvotes, saves, and replies so you can see which angles resonate.

Think of Walk as your calibration stage. You’re learning the language and formats that work in each subreddit. You’re also starting to spot patterns you can later turn into content pillars, SEO topics, and even product ideas.

You’re not trying to dominate Reddit yet. You’re trying to become a familiar, helpful name in the spaces that matter.

“It’s all about trust,” says Becky McManus, the senior SEO strategist at NP Digital.

“Teams should expect to earn trust gradually by engaging authentically and consistently within the communities that genuinely care about what they offer.”

Run

Run is where Reddit becomes a proper channel, not just a side experiment.

By this point, you know:

  • Which subreddits respond best.
  • Which topics reliably spark quality discussion.
  • Which profiles (brand and team) have real credibility.

Now you can scale intentionally. This may include launching and actively moderating a branded subreddit as a hub for FAQs, feedback, updates, and success stories. You might also keep a presence in adjacent communities and jump into high-impact threads quickly. 

From there, you can coordinate with your SEO and content teams to help keep responses and resources consistent.

Reddit becomes:

  • A content engine: Your best threads turn into blog posts, landing pages, videos, and email content.
  • An SEO asset: More of your conversations show up in SERPs and “Discussions and forums” modules.
  • A live focus group: You see unfiltered reactions to ideas, messaging, and features in real time.

At this stage, you can also layer in paid campaigns, but be sure to promote angles you already know resonate organically. That way, you’re not just guessing with ad dollars. 

What Reddit Marketing Success Looks Like

A good example of Reddit done right is NP Digital’s work with TurboTax. 

From January to April 2025, TurboTax-branded profiles joined relevant tax and personal finance threads, adding 159 thoughtful comments and starting targeted conversations during filing season. 

The impact showed up well beyond Reddit. Several of those threads were pulled into Google’s “What people are saying” for searches like “quarterly tax deadlines” and “turbotax early refund,” and one comment was cited in AI-generated Reddit answers within days. 

Brand mentions hit 5,404 (up 10 percent year over year), and positive mentions nudged up even in the middle of tough conversations about pricing and early refunds. 

We also paired that Reddit work with SEO. A refreshed “Ways to File for Free” guide captured the featured snippet for “is turbotax free,” helping outrank older negative Reddit threads and giving TurboTax more control over how the brand shows up in search. 

FAQs

How do you do marketing on Reddit?

Act like a helpful user, not a billboard: join relevant subreddits, add value in threads, then layer in carefully targeted information that can be tied back to your brand.

Can you self-promote on Reddit?

Yes, but only within strict limits. Reddit and most subreddits take a hard line on spammy self-promotion. If most of your activity is just dropping your own links, you’ll get downvoted or banned. Read Reddit’s self-promotion and Reddiquette guidelines and participate in conversations, but make sure any link you share is genuinely helpful and clearly relevant to the thread.

How do I create a Reddit marketing strategy?

Start with your goal (awareness, traffic, leads, or support), then map the subreddits your audience already uses. Create a branded account, learn each community’s rules, and spend time commenting before you post anything promotional. From there, plan a mix of organic participation (answers, explainers, AMAs, resource threads) and small paid tests once you know what resonates. 

How do I market on Reddit without getting banned?

Read the FAQs, Reddiquette, and each subreddit’s rules before you start posting anything. And be sure to contribute more than you promote: answer questions, share experiences, and only link to your own content when it clearly adds value. 

How much do Reddit ads cost?

Reddit ads run on an auction model, so prices vary widely. It sets its rates at $5 a day minimum, and costs vary from $1.50 to $10 per 1,000 impressions (or more for premium placements).

Conclusion

Reddit is a unique platform with millions of active users. It might seem like the ideal place to promote your business, but you could get banned (or ridiculed) if you aren’t careful. 

Although Reddit is tougher on self-promotion on other platforms, that doesn’t mean marketers should steer clear of it altogether. Provided you stick to the rules and don’t stray into spamming or being “salesy,” you have the opportunity to grow a keen, engaged following. 

Reddit can become one of your most valuable channels if you do it right. You can build trust inside niche communities, earn traffic from threads that rank in search, and even shape how your brand shows up in AI summaries.

With thousands of subreddits, there’s almost always a corner of Reddit where your audience is already talking. Show up to listen and answer questions as you learn the ropes. 

Promotion comes later, after you’ve proven you’re there to add value, not just to cash in.

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FAQ Schema: A Beginner’s Guide

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New technologies like AI have drastically changed search engine architecture. Gaining visibility online requires more advanced tactics than traditional SEO. One of these secret weapons to give your pages more real estate in search results is called FAQ schema.

It’s simple to implement using basic structured data (if you’re new to that, here’s a primer on schema). But here’s the real kicker: Google’s AI Overviews and other AI-driven platforms are now pulling content directly from FAQ schema.

In the past, marketers have implemented FAQ schema to gain visibility in Google features, such as featured snippets and Answer Cards. Other features are more prevalent now, but FAQ schema is still an important part of modern search.

Today, using FAQ to structure your data can help you appear in AI-driven results. If your content is optimized, that gives your content the best shot of being read and cited by LLMs, not just by the regular search engines.

Most site owners still aren’t taking full advantage of this. So if you jump in now, you’re ahead of the curve.

This guide will walk you through setup, placement, and results.

Key Takeaways

  • FAQ schema increases your visibility in Google by making your content more visible to Google features like People Also Ask, as well as the LLMs that power AI search results—even if your ranking doesn’t change.
  • Use schema on FAQ hubs, knowledge bases, and any other priority content. Structuring this data can help answer common questions and reduce friction.
  • Google’s AI Overviews and other LLM-driven features are now pulling answers directly from FAQ schema, making it critical for future visibility.
  • JSON-LD is the recommended format, and you can implement it in under 30 minutes using simple tools or plugins.
  • Schema works best when your questions are specific, helpful, and tied to real customer concerns.

What is FAQ Schema?

FAQ schema is a type of structured data you add to your page’s html code to help search engines understand your frequently asked questions and display them directly in results.

It’s based on Schema.org markup, which Google and other search engines use to parse and categorize content. When implemented correctly, FAQ schema turns your standard list of questions and answers into rich results. 

That added visibility means users can find the info they need faster, making your website stand out from the rest. You might not jump in rankings, but you’ll earn higher visibility just by taking up more space.

Today, that structured content can also be pulled into generative AI responses like Google’s AI Overviews, which are becoming more prominent in search. That gives you another opportunity to show up, even if you’re not ranking #1.

You don’t need to be a developer to use schema, either. Tools and plugins can handle the heavy lifting, and you can gain a solid understanding of how schema works behind the scenes just by reading this breakdown of structured data.

How the SERP Page Has Evolved for FAQs

Before I dive into FAQ schema in more detail, I want to discuss Google’s ever-changing search results.

Not only does Google change its algorithm regularly, but it also often tests new design elements.

For example, if you search for “food near me”, you see a list of local restaurants along with their ratings.

A search for food near me in Google.

When you search for a person, Google may display a picture of that person along with a brief overview.

Google's knowledge panel for Elon Musk.

Over the years, Google has refined its search results to provide you with the best experience.

For example, if you search for “2+2,” Google shows you “4,” so you don’t have to click through and visit a webpage.

Google's result for 2+2.

However, FAQ schema markup may be flying under the radar, by comparison.

Here’s what I mean: if you search “digital marketing,” you see a bank of questions in the People Also Ask section:

People also ask answers for digital marketing.

This snippet holds some of the most coveted real estate on Google’s SERPs. It’s the third thing you see below sponsored results and images for our “digital marketing” search. 

Getting included in a Google feature like this requires structured data. That’s why FAQ schema is such a powerful optimization.

To take things further, mastering markup and data structuring can also position your pages to appear in Google’s AI Overviews. The large language models (LLMs) that power your favorite AI assistant need a way to process the information on the internet. They rely on schema and data structure to understand what they’re reading. Here’s an example:

AI overview results from Google using FAQ schema.

Source: https://searchengineland.com/schema-ai-overviews-structured-data-visibility-462353

So, where should you begin with FAQ schema and data structuring? Keep reading while I talk you through it.

Picking The Right FAQ Schema Markup: QA vs. FAQ Schema

Before you introduce schema to your site, you have a markup decision to make. There are different types of markup, but one of the most popular is FAQ schema. 

This kind of FAQ schema markup tells search engines your website is a Frequently Asked Questions (FAQ) page. If you have a FAQ page on your website, using the FAQ schema can help you improve your ranking in the SERPs. 

As an example of what FAQs can do, in some cases, you can get a collapsible menu under your SERP results that reveals the answer when a user clicks on it:

FAQ results populating a Google result.

Source: https://www.stylefactoryproductions.com/blog/how-to-add-faq-schema-to-a-website

If you use Google’s voice search, structured data can help you rank here. And, with Google’s current layout, you actually get double the payoff. The AI overview will pull from your structured data, and you’ll also appear as a source tile, directly to the right of it: 

AI overviews pulling results from structured data.

In contrast, you use a Q&A schema where users contribute different types of answers and vote for the best one. This provides rich result cards under your SERP, showing all the answers with the top answer highlighted.

After Google’s implementation of its FAQ schema rich results, website owners could have two URLs showing in search. Typically, they look like this:

FAQ results showing in search.

Now you understand the purposes of these different schemas, let’s move on to Google’s guidelines on using FAQ schema. 

Google’s FAQ Schema Markup Guidelines

As detailed below, Google has a comprehensive list of FAQ schema guidelines:

  • Use FAQPage only if your page contains a list of questions and answers. Use QAPage instead if you have a single question, and users can submit alternative answers. Here are some examples:

Valid use cases:

  • The health site created an FAQ page without any option for users to answer alternative questions.
  • A government agency support page that lists FAQs without a way to submit alternative answers.

Invalid use cases:

  • Forum pages reserved for posting a single answer to a particular question.
  • A product support page where users can submit answers to a single question.
  • A product page to which users can submit multiple questions and answers on a single page.
  • Using FAQPage for advertising purposes.
  • The entire question text should be included in each question, and the entire answer text should be included in each answer. The entire question text and answer text may be displayed.
  • Content that includes obscene, profane, sexually explicit, graphically violent, promotion of dangerous or illegal activities, or hateful or harassing language may not appear as a rich result.
  • All FAQ content must be visible to the user on the source page.

As set out below, Google also has extensive guidelines for Q&A schema:

  • Only use the QAPage markup if your page has information in a question-and-answer format, which is one question followed by its answers.
  • Users must be able to submit answers to the question. Don’t use QAPage markup for content that has only one answer for a given question with no way for users to add alternative answers; instead, use FAQPage. Here are some examples:

Valid use cases:

  • Forum pages that allow users to submit answers to individual questions.
  • Product support pages that enable users to submit answers to singular questions. 

Invalid use cases:

  • FAQ pages written by the site itself that don’t let users provide alternative answers.
  • Product pages allowing users to give multiple questions/answers on an individual page. 
  • How-to guides, blog posts, and essays that answer a specific question.
  • You must not add QAPagemarkup to an entire site or forum if some of the content isn’t eligible, or apply QAPage markup to FAQ pages with numerous questions on a single page.
  • Don’t use QAPagemarkup in your advertising. 
  • Each question must include the full text of each question and answer.
  • Only use Answermarkup for answers to the questions. Not for comments on the questions or answers.
  • If your question and content include prohibited content such as hateful language, sexually explicit content, or promote dangerous or illegal activities, Google may not display it as a rich result.

If your content meets these guidelines, the next step is to implement the schema on your website and decide which type to use.

How Do I Implement QA and FAQ Schema?

You can implement schema either through JSON-LD or Microdata, but first, let me explain some more about them. 

JSON-LD is a schema definition language; it describes the structure and meaning of JSON data. JSON-LD is easy to use, lightweight, and extensible, allowing you to define your own custom schemas or utilize existing schemas from other sources.

In contrast, microdata uses a subset of the JSON format to add extra information to HTML tags. The role of this information is to identify the type of data and how to handle it. For example, you can use microdata to mark up a person’s name and email address:

I recommend choosing one style and sticking to it throughout your webpage; for consistency, I’d suggest not using both types on the same page. Let’s walk through a quick process on how to create and test each type of schema on your site. 

Create Your Schema

If you’re unsure which one is best to use, Google recommends JSON-LD, and Google has been in the process of adding support for markup-powered features. You can implement JSON-LD in the header of your content, and it’s quick to add.

JSON-LD

If you’re wondering what this looks like in practice, here are some examples:

JSON FAQ schema.

For ease of implementation, you can create your own schema by using the Technical SEO FAQ schema markup tool. It gave me the following result:

Results from the Technical SEO FAQ schema markup tools.

The Technical SEO tool is easy to use. Just select the type of page you want to create, add in your questions and answers, and watch the schema appear!

Microdata

Now on to microdata.

Creating microdata code, like the example below, may appear complicated, but it doesn’t have to be. You can use one of the many free tools to create your own code, like I did here:

<div class=”schema-faq-code” itemscope=”” itemtype=”https://schema.org/FAQPage”>

  <div itemscope=”” itemprop=”mainEntity” itemtype=”https://schema.org/Question” class=”faq-question”>

    <h3 itemprop=”name” class=”faq-q”>What is digital marketing?</h3>

    <div itemscope=”” itemprop=”acceptedAnswer” itemtype=”https://schema.org/Answer”>

       <p itemprop=”text” class=”faq-a”>Digital marketing is the process of creating, managing, and executing a marketing plan that uses digital technologies to reach and engage customers. Digital marketing includes email marketing, search engine optimization (SEO), social media marketing, and display advertising.</p>

    </div>

  </div>

  <div itemscope=”” itemprop=”mainEntity” itemtype=”https://schema.org/Question” class=”faq-question”>

    <h3 itemprop=”name” class=”faq-q”></h3>

    <div itemscope=”” itemprop=”acceptedAnswer” itemtype=”https://schema.org/Answer”>

       <p itemprop=”text” class=”faq-a”></p>

    </div>

  </div>

</div>

When implementing schema on your website, feel free to use the templates above and modify them with your own text, or keep it simple by using the tools I linked to.

Consider questions that prompt your reader to take the next step. That could be clarifying a product feature, explaining your pricing model, addressing objections, or even tackling basic industry terms. If users are asking about it in a search—or in your support inbox—it’s probably a good fit. You don’t need a lot of questions either. Three to five well-structured FAQs can be enough to add value and get picked up by search engines.

Testing Your New Schema

Once you’ve finished, you can use Google’s Structured Data Testing Tool to test your rich results or structured data. The tool tests schema markup and rich results, and gives you feedback on any errors or issues with your code. Google’s Rich Result Tester also gives you an idea of what your structured data looks like in the results.

Google's rich results tester.

Getting Results With FAQ Schema

Log in to Google Search Console and enter the URL of any page you’ve modified in the top search bar.

The Google Search Console Interface.

After that, you want Google to crawl the page so it can index the results. The only thing you need to do is click “request indexing”.

Google crawling a page to index results.

After your URL is reindexed, it’s more likely to show up in relevant search results. 

The key to making this work is to do this with pages and terms that already rank on page 1. That’s where I’ve seen the biggest improvement.

Where to Use FAQ Schema

FAQ schema isn’t just for blog posts. You can use it across dedicated FAQ pages, knowledge bases, and any pages that give users helpful answers. 

Think of FAQ schema as a way to move users closer to a decision. If a potential customer might hesitate, an FAQ can help them keep going. When those answers show up in search, you’re making it even easier for them to find and trust you.

Wherever you decide to use it, be sure to add FAQs that handle objections, explain your process, or outline what’s included. The goal is to clearly address any concerns your customers may have. This might mean breaking down what makes your product or offering unique or helping customers choose between different options in your industry.

Does FAQ Schema Help Me Rank For People Also Ask and Featured Snippets?

Here’s a question: Does the FAQ schema help with ‘People Also Ask’ and Featured Snippets?

Yes. Properly structuring your data using FAQ schema markup can significantly increase your chances of appearing in People Also Ask or AI-driven searches. Structuring your data shows Google that your FAQs are providing direct answers to users questions, creating a much better chance of increasing your visibility.

Maximizing your efforts here may require some research. Dig into what customers are asking routinely on your own pages, as well as competitors and industry leaders. From there, you can frame those user queries as FAQs on your pages. 

With the right questions in hand, your job now becomes answering them as directly as possible. Write a quick, direct answer that takes no more than two to three sentences. Also, don’t “bury the lead.” Make sure you include the important information as close to the beginning of your answer as possible.

Does FAQ Schema Help Me Rank For Voice Search?

Short answer: absolutely!

For a start, FAQ schema can help Alexa users find you. According to recent stats, there are about 77.6 million Alexa users in the U.S. alone, and you want these people to discover your site!

It’s not just Amazon, though. 

Apple and Google are also using voice search, and there’s a good reason why: in recent years, voice search use is up among online users. Recent data shows there are over 100 million U.S. consumers using smart speakers.

Additionally, voice search enhances accessibility and enables mobile users to find you when they’re on the go, providing two more reasons to consider using FAQ schema markup.

Questions from voice search get most of their answers from featured snippets, and adding structured data on your website increases the chances of getting you into these high-visibility snippets.

I also suggest checking out these tips on voice search SEO for more strategies for ranking for voice search.

Does FAQ Schema Help Me Rank In LLMs?

Yes, and it’s becoming a bigger deal by the day.

As generative AI continues to shape search, large language models (LLMs) like Google’s Gemini and Bing Copilot are pulling more answers directly from structured content. That includes FAQ schema.

If your content is clearly marked up and answers a question well, it has a higher chance of being pulled into AI Overviews and other rich AI snippets, even if your page isn’t ranking #1 organically.

This is especially true for concise, factual Q&A content. LLMs look for clarity, context, and credibility. Well-written FAQ schema checks all three boxes and gives search engines a clean structure to work with.

While there’s no guaranteed way to rank in AI-generated results, schema gives your content a technical advantage. It tells the model: “Here’s a clear, trustworthy answer.”

And with less real estate available in AI-driven SERPs, every edge counts.

If future visibility is your goal, FAQ schema should be part of your strategy. It’s one of the simplest ways to increase your chances of being surfaced by generative AI.

FAQs

What is FAQ schema?

FAQ schema is a type of structured data that helps search engines understand and display your frequently asked questions in the search results. It can turn your standard FAQs into rich results, giving your listing more space and improving click-through rates.

How do you create FAQ schema?

You can create FAQ schema manually using JSON-LD code or use a tool or plugin that generates it for you. Many platforms like WordPress have SEO plugins that make this simple—just input your questions and answers, and the markup is handled for you.

How do we implement FAQ schema?

Once you’ve created your FAQ schema, you can add it to the HTML of your page—usually in the header or just before the closing body tag. Be sure to test your code using Google’s Rich Results Test to make sure it’s valid and error-free.

Does FAQ schema still work?

Yes, FAQ schema still works—and it’s more relevant than ever. It not only boosts your visibility in the SERPs but also increases your chances of being included in AI Overviews and other generative search features.

Conclusion

The simple hack of adding FAQ schema potentially increases the visibility of your brand and helps improve the authority of your website. It’s a simple solution that can take a single day to implement across your main question, product, or FAQ page.

I’ve used it heavily in the past, and as long as I pick keywords that I already rank on page 1 for, I get great results.

Although FAQ schema markup looks complicated, there are plenty of free tools to help you create it, and taking this extra step may give you an SEO advantage that other sites may lack.

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B2B Marketing Strategies: A Complete Guide

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B2B marketing often gets treated like a second-class citizen compared to B2C. But here’s the truth: business-to-business marketing is growing fast and generating real results across industries.

Eighty percent of B2B buyers expect a B2C-like experience when interacting with brands. That means the old-school, relationship-only playbook won’t cut it anymore. You need a digital-first strategy that attracts high-quality leads, builds trust at scale, and drives measurable revenue.

In this guide, we’ll walk through proven B2B marketing strategies that actually work in 2026 and how to build your own roadmap from scratch.

Key Takeaways

  • B2B buyers are research-driven, digital-first, and selective.
  • Content marketing, SEO, and email are foundational for long-term growth.
  • LinkedIn and Google Ads are ideal for paid B2B campaigns.
  • You need a strategy built on your ideal customer profile, clear goals, and constant testing.
  • Trends like AI-generated content, video, and ABM are shaping the future of B2B digital marketing.

What is B2B Marketing?

B2B marketing stands for business-to-business marketing. Instead of selling directly to consumers (like B2C), you’re selling to other businesses.

That means longer sales cycles, more stakeholders, and a bigger focus on ROI. B2B decisions are driven by logic, not emotion. Buyers want to solve a pain point, improve operations, or generate a clear return.

In B2C, you might sell running shoes to a single customer. In B2B, you could be selling supply chain software to a procurement team of 12. That’s a very different game.

But even though you’re selling to companies, it’s still humans making the call. So your B2B strategy still needs to connect on a personal level.

How B2B Marketing Works Today

The modern B2B buyer looks a lot like a B2C consumer:

  • They start online.
  • They do extensive research.
  • They talk to peers.
  • They want to be educated before they talk to sales.

According to Gartner, 83% of a typical B2B purchasing decision happens before a buyer speaks with a sales rep. That means your marketing needs to do the heavy lifting.

The journey isn’t linear either. One stakeholder might download an e-book. Another might follow your brand on LinkedIn. A third might attend your webinar two months later. You need to stay visible and valuable at every stage.

Digital-first, multi-touch, always-on marketing wins in B2B today. It’s about building trust long before the sales team gets involved.

Core B2B Marketing Strategies That Work

There isn’t one silver bullet for B2B growth, but there are a handful of tried-and-true strategies that consistently deliver results. From attracting leads to nurturing them into customers, each of these plays a key role in your overall marketing mix.

Content Marketing

Content marketing is at the heart of every successful B2B strategy. It’s how you build authority, answer buyer questions, and stay visible throughout long sales cycles. Whether it’s blog posts, whitepapers, or customer success stories, great content gives prospects a reason to trust you before they buy.

Create a content calendar that includes top-of-funnel topics (like how-to posts or industry trends), mid-funnel pieces (case studies and solution guides), and bottom-funnel assets (ROI calculators, product comparisons). Use SEO research to guide your topics, and always write with your ICP’s pain points in mind. Update old content regularly to stay relevant, and use internal linking to guide users deeper into your funnel.

A graphic explaining the marketing funnel and its stages.

Blogs, whitepapers, guides, and case studies all play a role in educating and nurturing your audience. For example, security software provider Entrust does an annual report on fraud, relevant to their audience of enterprise, finance, and government professionals.

An Identity Fraud report from Entrust.

Long-form SEO-driven content builds authority and captures top-of-funnel traffic. Tie your strategy to the funnel. For example, TOFU is best suited for blogs, MOFU for case studies, and BOFU landing pages.

SEO

Search is where most B2B buyers begin. If you’re not showing up for high-intent keywords, you’re missing out on warm leads who are actively looking for a solution like yours. That’s why SEO is a non-negotiable for any serious B2B strategy.

Start by identifying search terms your audience uses throughout their buying journey through tools like Ubersuggest. Prioritize informational and commercial keywords, not just branded terms. Sometimes a low MSV may be okay if it’s relevant to your core audience, like the example below:

A keyword overview for enterprise cloud storage solutions.

Optimize your site structure, title tags, meta descriptions and content. Build backlinks through guest posts and digital PR. Use schema markup to help search engines understand your pages. B2B SEO takes time, but it compounds, make it part of your long game.

Email Marketing

Email marketing continues to be the highest-performing B2B channel when it’s done right. It’s personal, direct, and measurable. But today’s buyers won’t tolerate one-size-fits-all blasts. You need segmentation, automation, and value in every send.

Use gated content and lead magnets to build your list, then segment it based on industry, buyer stage, or behavior. Set up automated drip campaigns that educate and nurture. Include useful resources, not just sales CTAs. Monitor open and click rates, and A/B test everything from subject lines to CTA placement. Good email marketing feels like a helpful nudge, not a pushy pitch.

A marketing email from Webflow.

Source

Segment your lists by persona, behavior, and funnel stage. Use lead magnets like checklists or templates to grow your list. Automate nurture flows, and track opens, clicks, and replies.

Paid Ads

Organic takes time. Paid gives you speed and scale, especially when targeting high-value buyers. The key is precision. B2B paid ads work best when you combine targeting capabilities with smart messaging.

A B2B ad on Linkedin.

LinkedIn ads let you reach decision-makers by job title, industry, and company size. Google Search ads help you show up when someone searches for your product or service. Retarget website visitors with display or video ads to stay top of mind. Use UTM tracking to measure effectiveness, and continuously refine your copy and creatives. Paid ads work best when they amplify a strong organic strategy.

Webinars and Events

Webinars and virtual events are lead generation machines when done well. They give you the chance to educate prospects, show off your expertise, and interact with potential buyers in real time.

Pick topics that align with pain points your audience is actively researching. Bring in subject matter experts, use polls to engage viewers, and offer the replay as a gated asset post-event. Promote your webinar via email, social, and paid channels, especially after the initial release where it will show the most impact:

A chart showing B2B webinar funnel breakdown over time.

Events are also a content goldmine—turn recordings into short video clips, blog recaps, and nurture emails to extend their value.

They let you demonstrate expertise, answer objections, and collect leads. Keep topics specific. Invite prospects already in your pipeline. Repurpose the content as video clips, blog posts, or gated downloads.

B2B Vs B2C Marketing: How Do They Compare?

The biggest difference between B2B and B2C marketing comes down to the buyer’s mindset and how they make decisions. 

A chart comparing priorities of B2B and B2C content marketers.

Here’s a breakdown of how each approach typically differs:

B2B Marketing

  • Driven by ROI, efficiency, and logical outcomes
  • Longer sales cycles with multiple stakeholders
  • Higher-value deals and more complex products or services
  • Content is educational, technical, and data-backed
  • Messaging targets decision-makers and buying committees

B2C Marketing

  • Driven by emotion, desire, and personal benefit
  • Shorter sales cycles with individual decision-makers
  • Lower price points and more impulse-driven purchases
  • Content is entertaining, persuasive, and brand-oriented
  • Messaging targets individuals based on lifestyle or interests

These differences also extend to the type of content that performs well for each segment based on these needs.

A comparison of content that drives the most revenue for B2B versus B2C.

How To Build a B2B Marketing Strategy From Scratch

You don’t need a huge team or budget to build a powerful B2B strategy. What you do need is clarity: on who you’re targeting, what you want to achieve, and how you’ll measure success. These are the building blocks every marketing plan should be built on.

Know Your Ideal Customer (ICP)

Everything starts with knowing who you’re selling to. Your ideal customer profile (ICP) should be specific and rooted in data—not assumptions. Outline key characteristics like industry, company size, annual revenue, and tech stack. Then go deeper: what roles make the buying decisions? What keeps them up at night? What objections do they raise in the sales process?

An example customer persona.

Source

Use interviews, win/loss analysis, and CRM insights to map these out. A strong ICP informs your messaging, targeting, offers, and even product positioning. Without it, your marketing will feel generic—and miss the mark.

Who do you want to reach? What are their roles, pain points, objections, and decision criteria? Use interviews, surveys, and CRM data to build accurate personas.

Set Goals and KPIs

A marketing plan without measurable goals is just guesswork. Define success using metrics that align with business outcomes. Think beyond vanity metrics like impressions or traffic. Focus on KPIs such as MQLs, SQLs, CAC, CLV, and pipeline velocity.

Set benchmarks based on past performance or industry standards. Make sure sales and marketing agree on definitions and expectations. Use dashboards and regular reporting to track progress. When your team knows what “good” looks like, they’re more likely to hit it.

Track MQLs (marketing qualified leads), SQLs (sales qualified leads), CAC (customer acquisition cost), and CLV (customer lifetime value). Tie your KPIs to revenue.

Choose Your Channels

Don’t spread yourself thin trying to be everywhere. Choose marketing channels based on where your ICP actually spends time and how they make decisions.

LinkedIn is a powerhouse for targeting professionals. Email is ideal for nurturing. SEO brings long-term compounding returns. Paid ads provide immediate visibility. Webinars and events build authority. Select a mix of 2–4 core channels and go deep before you go wide.

Document how each channel maps to your funnel. Assign ownership and set clear goals for each.

Use a blend of organic and paid. For example: content + SEO + LinkedIn Ads.

Create a Content Plan

A content plan connects your ideas to outcomes. Start by mapping topics to each stage of the funnel: awareness, consideration, and decision. Awareness content (like blog posts) attracts traffic. Consideration content (like case studies or webinars) builds trust. Decision content (like pricing pages) removes friction.

Balance evergreen content that compounds over time with campaign-specific pieces tied to launches or seasonal priorities. Repurpose content across formats, turn webinars into blog posts, or blogs into LinkedIn posts. Make distribution part of the plan, not an afterthought.

Test and Optimize

No B2B strategy is perfect out of the gate. The best teams test constantly. Start with A/B tests on subject lines, CTAs, landing pages, and ad copy. Measure what actually moves the needle, not just what looks good.

Review performance weekly or monthly, depending on volume. Use heatmaps, CRM data, and attribution tools to identify where leads drop off. Small improvements add up fast, especially in long sales cycles. Optimization is where great marketing gets better.

A/B test CTAs, landing pages, ad creatives, subject lines. Run monthly reviews and adapt based on performance.

B2B Marketing Trends To Watch

Staying ahead in B2B marketing means paying attention to what’s gaining traction across digital channels. 

  • AI Content Creation: Tools like ChatGPT, Jasper, and Writer.com are speeding up workflows and lowering content costs. That said, AI is best used for drafts, outlines, or ideation. Final outputs should still go through human editing to preserve quality, tone, and brand voice.
  • Video for Trust: Short-form video continues to dominate attention spans. Think beyond YouTube. Platforms like LinkedIn and TikTok now prioritize native video. B2B brands are using testimonial videos, product explainers, and founder messages to build credibility fast.
  • Account-Based Marketing (ABM): ABM is moving from enterprise-only to mid-market and even SMBs. With more tools available, it’s easier than ever to target specific accounts with personalized content, ads, and outreach. Align sales and marketing to increase close rates and shorten cycles.
  • First-Party Data Focus: With the decline of third-party cookies, companies are investing more in building their own data. Expect more gated content, newsletter offers, and community-building plays to capture emails and preferences directly from users.
  • Sales and Marketing Alignment: Marketing can no longer just focus on lead gen. It’s also about sales enablement, creating assets that help close deals. Look for tighter integration between CRM systems, shared KPIs, and ongoing collaboration between both teams.
  • Conversational Marketing: Chatbots and live chat are becoming standard on B2B websites. Instant answers and qualifications can speed up pipeline velocity. Use tools like Drift or Intercom to build conversational flows that feel personal, not robotic.

FAQs

What is B2B marketing?

B2B marketing stands for business-to-business marketing,strategies used to sell products or services to other businesses. B2B marketers use a mix of digital channels, from content, SEO, social media, email, PPC, and webinars to gain authority and interest from customers. 

How do you do B2B marketing?

Build a strategy based on your ideal customer, set measurable goals, pick the right channels, and consistently test and improve.

How does content marketing help B2B?

Content builds trust and educates potential buyers before they talk to sales. It drives organic traffic and supports every stage of the funnel.

Conclusion

If you’re serious about growing in B2B, you need a digital strategy that reflects how modern buyers behave. They expect value at every interaction. They need proof that your solution works.

Focus on building trust through content, SEO, email, and targeted campaigns. Measure what matters. Optimize relentlessly.

And if you need help building a scalable, high-converting B2B strategy, NP Digital is here for you.

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Top Tracking Issues We Help Our Clients With

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You’re investing in ads and other marketing strategies, but have you ever stopped to think about the data you’re using to inform those investments? For many companies, the biggest blind spot is tracking. Hidden misfires are skewing channel reporting and attribution, ultimately throwing off your marketing decisions.

At NP Digital, we’ve helped hundreds of clients uncover recurring patterns of tracking failure. Today, we’re sharing the most common issues we see and exactly how you can fix them. No fluff. Just real problems, real fixes, and proven next steps.

Key Takeaways

  • Attribution: Attribution bias is mitigated by using a shared taxonomy across data sources and maintaining clean first-party data.
  • GA4: Discrepancies around revenue and event tracking with business systems are solved by integrating GA4 data with those business systems.
  • Consent Management: Consent misconfigurations can lead to legal risk and lost data when CMPs are not mapped correctly to tag categories in the tag manager.
  • Cross-device: Use customer IDs to unify fragmented cross-device journeys. 
  • Campaign Tracking: Custom setups need governance, so be sure to standardize campaign tracking structures, audit tags regularly, and align dashboards across marketing channels.

The Impact of Bad Data Tracking

Poor data tracking can be dangerous because it has the potential to distort every decision downstream. If your tags misfire, if a user doesn’t opt in and your scripts still run, or if your UTM query parameter structure breaks mid-campaign, you won’t know it until the numbers don’t add up. And by then, the damage is done.

We’ve seen firsthand how these silent issues erode marketing performance. The root causes usually fall into a few key categories:

  • Incomplete or incorrect tracking setups
  • Tracking that isn’t validated regularly
  • Misaligned naming conventions or taxonomies

And what happens when those issues go undetected?

  • Data gaps that make campaign comparisons impossible
  • Attribution errors that over-credit paid and undercount organic and vice-versa
  • Privacy violations if tags fire before consent, creating legal risk

Accurate tracking is the foundation of good marketing. And when it’s off, your strategy is too.

The Tracking Issues We See With Clients

Website tracking issues come in all shapes and sizes, but the same trends seem to emerge over the years of our experience working with clients. Across industries and platforms, we’ve found five tracking challenges that consistently disrupt clean data:

  • Broken or biased attribution
  • GA4 discrepancies.
  • Vendors restrict audience splits or don’t provide raw data
  • Algorithms self-optimize in ways that obscure true lift
  • Privacy-driven consent issues
  • Fragmented cross-platform journeys
  • Custom setups without a scalable structure

These issues don’t just mess with reporting, they impact performance and decision-making. In the next few sections, we’ll break down the causes of each issue and the solutions we provide to our clients.

Incrementality Measurement & Attribution Bias

Clients come to us with concerns about the accuracy of their reporting and questions on how they can determine what’s working/not working using their web analytics data. Once we dig into the attribution model, we realize it’s only telling half the story.  

Attribution bias occurs when platforms over-credit or under-credit paid clicks and under or over-count the earlier part of the customer journey. Skewing the data this way creates inflated ROI on paid channels, while undervaluing organic search or even direct traffic.  

It also leads to budget decisions based on faulty data. In either case, decisions made on data that consider attribution in a silo are faulty ones for most brands .Even with incrementality testing, that in theory controls for attribution bias, there can be issues. 

Savings can be attributed to fixing attribution:  

A graph showing ad spend wasted due to poor attribution.

What we recommend:

  • Use a cross-platform testing platform that lets you build holdouts and unify taxonomy across campaigns.
  • Design holdouts that abide to allowed audience splits.
  • Leverage raw ad platform data mapped to a business, meaningful taxonomy, and business-sourced total conversions data to model incrementality. 
  • When analyzing results, consider factors that might skew the measurement (e.g. self-optimizing platforms) and how that might change the decisions you make based on the results before you run the test, not after.      
  • Run ongoing incrementality tests, not one-and-done experiments.
  • Map paid and organic together when evaluating top-of-funnel performance.

Incrementality doesn’t have to be a guessing game, but you need the right framework in place to get real answers.

GA4 Data Reliability & Integration

Since the switch to GA4, we’ve seen a surge in tracking headaches. It’s not that GA4 is broken, it’s that many teams rely on it to reconcile platform data and drive reporting dashboards. But GA4 doesn’t always sync cleanly with everything else.

Here’s what we’ve seen go wrong:

  • GA4 data lags behind real-time performance, which delays optimization
  • Revenue in GA4 doesn’t match backend systems, causing reporting conflicts
  • A/B test data often doesn’t align with GA4 sessions or events
  • Key events are misconfigured or underreported due to GA4’s stricter event model

How we help clients fix this:

  • Integrate GA4 with other platforms via a Customer Data Platform (CDP) to unify user-level data
  • Create source-of-truth dashboards that include backend data, not just GA4
  • Align testing platforms with GA4 event structure to ensure clean comparisons

GA4 can be a powerful part of your analytics stack, but only if it’s connected to everything else.

Consent Management & Privacy Compliance

Marketing teams need to prioritize tracking and consent management because tracking issues can occasionally turn into legal issues. Privacy regulations like GDPR and CPRA are becoming stricter, and many businesses aren’t ready. We’ve seen major data loss and even risk exposure due to simple missteps in consent setup.

Here’s what typically goes wrong:

  • Consent Management Platforms (CMPs) fire too late or not at all
  • Tags run before consent is granted, leading to compliance risks
  • Cookie categories aren’t mapped correctly in GTM, causing incorrect cookies to fire 
  • Cookie deprecation isn’t planned for, so key audiences can disappear because steps haven’t been taken to solve for lost cookie data

These gaps could mean lost data and legal trouble.

How we help:

  • We run audits using tools like ObservePoint to check tag behavior against consent status
  • We configure CMPs (like OneTrust) to block tags until users opt in, mapped by cookie category
  • We support clients with server-side tracking and cookieless solutions to maintain data flow

You can’t afford to guess when it comes to consent. A single misfire can cost you visibility and trust.

Cross-Platform & Funnel Visibility

Even with great tracking on individual platforms, we still see clients struggle with stitching it all together. In our experience, teams often struggle to connect the dots between a user’s first ad exposure and their final conversion, especially across devices, platforms, and channels.

Common problems include:

  • No consistent customer ID across tools
  • Offline or backend actions (like CRM updates or sales calls) not tied to digital campaigns
  • Metrics that mean different things across platforms (e.g., “conversions” in Facebook vs. Google Ads)

The result is fragmented customer journey tracking and incomplete funnel visibility.

Here’s how we address it:

  • Implement first-party data strategies that collect and unify customer IDs
  • Use platforms like Segment or Tealium to connect CRM and analytics data
  • Build funnel dashboards that reflect the full customer path, not just last-click attribution

Without complete visibility, optimization becomes a matter of guesswork. Clean data across platforms turns your funnel from a black box into a roadmap.

Custom Tracking & Tagging Infrastructure

Every client wants data tailored to their business, but too often, custom tracking setups become unmanageable over time. We’ve seen teams inherit messy GA4 configurations, inconsistent UTM naming conventions, and dashboards that pull data from five sources with little to no alignment.

That makes auditing a nightmare and decision-making unreliable.

Common breakdowns we’ve seen:

  • Event tracking is implemented manually, inconsistently, or without clear documentation
  • Tools like Claravine or Funnel.io are underused or misconfigured
  • Data (SEO, paid media, etc.) and backend teams all report on different numbers

How we fix it:

  • Run full tag audits to spot inconsistencies or redundancies
  • Standardize UTM frameworks and naming conventions across channels
  • Set up integrated dashboards that map channel and revenue data in one view

Clients need a more complex measurement solution to accommodate today’s users. The modern customer is more mature and selective. They’re doing more research on who you are as a brand, across channels, before they convert. Teams are doing a great job of implementing multiple channels to bring these customers into the fold, but you need to implement a unified solution to make the most of the data they provide. 

Tracking Issues in 2025 vs 2024

Tracking in 2025 looks very different from where we were just a year ago.

Last year, the biggest issues were setup-related: getting GA4 live, consistently tagging campaigns, and stitching data together across ad platforms. Clients were exploring tools and figuring out where things were breaking.

This year, the challenges have matured. Now it’s about optimizing what’s in place, shifting from basic implementation to smarter, scalable solutions.

What’s changed:

  • Tagging stability has improved, but the pressure is on to prove ROI with less data
  • Consent compliance and cookie deprecation are non-negotiable, not “nice to haves”
  • Incrementality testing and attribution refinement are top priorities
  • Teams are pushing beyond dashboards to revenue-backed insights
  • New platforms (like ArtsAI and OptiMine) are being evaluated with deeper scrutiny

The takeaway: In 2024, it was about getting things up and running. In 2025, it’s about whether your setup can scale, adapt, and stay compliant.

How You Can Start Improving Your Data Tracking Today

If you’re running into tracking issues or even suspect something’s off, don’t wait for a reporting crisis to assess the situation. You’ll save yourself time and headaches by looking into the issue now.

Here’s where we recommend starting:

  1. Run a Full Audit: Use tools like ObservePoint to validate which tags are firing, where, and under what conditions. Focus on consent compliance, event coverage, and load order.
Example of ObservePoint, a tool to help scale and automate scans for tag validation and cookie compliance: 

Source: https://www.observepoint.com/blog/how-to-import-your-onetrust-consent-categories-in-a-snap/

A graphic showing different types of digital marketing audits.

Source: https://lakeone.io/blog/digital-marketing-audit

  1. Standardize UTM and Taxonomy: Create a documented framework across your paid, organic, and internal teams. Inconsistent naming kills cross-platform clarity.
A taxonomy example chart.

Source: https://www.campaigntrackly.com/utm-link-tracking-strategy-in-6-steps/

  1. Reconcile GA4 With Backend Data: Build a dashboard that includes both GA4 and revenue data from your CRM or database. That’s your source of truth. Don’t only rely on platform-reported numbers.
GA4 and back end data.

Source: https://segment.com/product/unify/?ref=nav 

  1. Fix Consent Setup: Audit your consent management platform (CMP) setup and make sure no tags fire before consent. Use active group triggers (like in OneTrust) mapped to tag categories.
A graphic showing how consent setup works.

Source: https://wplegalpages.com/blog/consent-audit-and-logging-best-practices-tools-for-compliance/

  1. Integrate Customer IDs Across Tools: Use platforms like Segment or a customer data platform (CDP) to unify first-party data and connect journeys across devices.
How first-party data works in customer engagement.

Source: https://velaro.com/blog/what-is-first-party-data-a-definition-and-how-to-use-it

  1. Rethink Attribution: Move beyond last click. Explore incrementality testing or multi-touch attribution models that actually reflect how your audience buys.
Multi-touch attribution models.

Source: https://usermaven.com/blog/last-click-attribution

Conclusion

If your tracking setup isn’t solid, your data and every decision built on it is at risk. From attribution errors to consent gaps, we’ve seen how small misfires create major problems. But the good news is that most of these issues are fixable with the right audits and tools in place.

Whether you’re optimizing GA4, cleaning up cross-platform reporting, or getting your consent setup compliant, now’s the time to level up. Better data means better marketing, and it starts with tracking that works.

Need help getting there? Start with our conversion tracking guide or explore how technical SEO impacts your data foundation.

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