No one could have predicted this.

In just a few short months, the coronavirus has changed society. Distributed work and delivery services have never been more important, and all over the world, people struggle to cope with an uncertain future, one marked by isolation, unstable finances, and a spreading pandemic. Businesses have either suspended their marketing or pivoted hard. 

December was quite the month.  Before the month even fully kicked off, we were treated to what was the worst television spot of the holiday season, if not the entire year. The culprit? 

Luxury exercise brand Peloton, which towards the end of November released a 30-second video ad titled “The Gift That Gives Back.” In it, a woman is led down the stairs of a high-end condominium by her daughter, eyes closed. Waiting for her there is a Peloton exercise bike. The next segment is a montage that is very nearly postmodern in its absurdity.

Over the course of a year, the woman films herself using the bike. Presumably, a year passes. We then see that she has compiled her video exercise log. It’s a gift for her husband. The ad urges viewers to “give the gift of Peloton.” Then, it closes.

People like to talk a lot about the importance of consistent branding without saying how.  It’s obvious that it’s important for a brand to maintain a cohesive personality across all its platforms. Consumers trust brands they know, they’re more willing to work with brands they recognize.

Much of the marketing that takes place on social media is Business to Consumer (B2C). But Business to Business (B2B) is every bit as prevalent – and every bit as important. Today, we’re going to talk about the core differences between the two, specifically in terms of how it relates to your marketing strategy. 

You’re Tapping Into A Different Decision-Making Process

There are many reasons a consumer might purchase a particular product or service.  

Maybe they like the culture of the brand that produces it. Or their friends and family recommended it. Maybe they saw an ad the found compelling and decided to give it a try. 

Generally speaking, the best advice one will hear about multi-level marketing (MLM) is “don’t.” 

While it’s certainly possible to make a life for yourself working for an MLM, the men and women who are capable of doing so are few and far between. More often, anyone who joins an MLM ends up stuck in a vicious downward cycle as they drive themselves deeper and deeper into debt, alienating themselves from family and friends as they desperately try to sell to and recruit anyone who will listen. 

To wit, a 2018 report published by the American Association of Retired Persons found that approximately 47 percent of people who participate in multi-level marketing lose money. Another 27 percent make nothing. And even among those who do make a profit, margins are extremely thin: 53 percent made less than five thousand dollars. 

The problem is threefold.

Be unique. 

That’s one of the first pieces of advice you’ll receive where content is concerned. Unique, compelling content is how you stand out from the crowd. It’s how you create value for your audience and engage with both new and existing customers.

There’s just one problem – how exactly can you be unique.

At this point, it’s no secret that content marketing has reached a saturation point. There are too many brands – too many people – creating too much content. Consider, for example, that on WordPress alone, users produce approximately 70 million new posts each month. 

To call it overwhelming would be something of an understatement. Modern consumers are already drowning in advertisements and marketing messages. Now we also face a veritable tide of blog posts, white papers, and other content. 

People are having fun without you.  

That pervasive idea lies at the core of Fear of Missing Out – or FOMO, as it’s more commonly called. Apprehension at being left out of the loop. Anxiety at missing out on a fun party or cool event. The constant concern that other people are having rewarding, fulfilling lives – and you aren’t. 

It’s a phenomenon that’s never been more widespread, largely thanks to social media. That isn’t a good thing.

People see the perfect online lives of those they follow. Then, they worry that their own lives aren’t as exciting. As a result, they feel very anxious. They worry about missing important events in their friends’ and family’s lives. Furthermore, they feel sad about missing out on good life experiences.

As you already know, content is king.

All things being equal, a business with a steady stream of fresh content will inevitably outperform a business that generates no content at all.  Through blog posts, videos, and other materials, you can provide value to your audience beyond your core products and services. You can generate engagement, bring in more traffic to your site, and ultimately help to build a community around your brand.

An unmarried CEO with a six-figure salary. A recently-arrived immigrant who’s still getting on their feet. A stay-at-home dad whose wife is the primary breadwinner for their family. A service industry worker struggling to make ends meet. What do all of these individuals have in common?

They’re all Millennials. 

You’ve doubtless heard the buzz already. As of 2018, millennials in the United States alone have the most spending power of any generation, worth $200 billion. The men and women who are both giving rise to new industries, and killing old ones, are the ones to target.

What does it mean to be a parent? What comes to mind when you picture a mother or father? 

Depending on who you ask, you’ll receive a wildly different answer. 

A single parent who’s also a successful entrepreneur. A stay-at-home dad who raises the kids while his wife pursues her career. Two mothers who evenly split parenting duties. These are all valid examples of parenthood and speak to the real challenge of marketing to the mothers and fathers of the world: diversity.