There may be many similarities between B2B and B2C marketing. However, these methods target entirely different markets. They also use contrasting strategies for each social media platform to engage their audiences.
Here’s everything you need to know about the two to help you differentiate them.
B2B or business-to-business marketing is often used by businesses that cater to the needs of other organizations. Some examples are an interior design company specializing in offices or a software company that designs tools for HR teams.
Here are some essential aspects of B2B marketing:
B2B Customers Care About ROI
While consumers look for savings and entertainment, B2B customers want products with a return on investment. How much time will it save them compared to how much they’re paying for it? How will it make their team more productive and drive sales? Make sure your content highlights these types of benefits. B2B customers are more logical with their purchases and care about monetary gains.
B2B Customers Think Long-Term
B2B customers buy products that help their organization achieve long-term goals. That means they take more time to evaluate a product and decide if it will benefit them in the long run. B2B marketers must be patient and invest more time in lead nurturing. The content they create must support customers in every stage of the decision-making process.
B2B Purchases Involve Various Departments
The company representative you’re talking to is just one piece of the puzzle. B2B customers work with other departments in the organization, such as finance, procurement, and legal. The product you’re selling will go through a long and arduous approval process before the company decides to shell out money for it. B2B marketers must create ways to appeal to the various decision-makers involved.
B2C or business-to-consumer marketing occurs when businesses sell directly to consumers instead of organizations. All marketing efforts have these individuals’ day-to-day needs and interests in mind.
Here are some things to remember when marketing to consumers:
B2C Customers Aren’t Looking for a Long-Term Relationship
While B2B customers look for long-term partnerships, B2C customers will be less invested in your business. They can buy one time from you, and that’s it. B2C audiences usually want entertainment, so marketers must consider that when crafting their messages. While your content should be educational, it should also have an element of fun.
B2B Customers Are Emotionally Driven
B2B customers depend on logic when making a decision to purchase a product. But B2C customers are more emotional and usually let their gut make the purchasing decisions. That’s because the things they buy are for themselves and won’t have massive consequences for other people. Sometimes, an uplifting or inspirational story is all they need to buy your product.
B2C Customers Appreciate Authenticity
B2B customers will want to know the ins and out of your company and all the details about your products. But B2C customers like brands they can relate to. You don’t need to prove you’re an expert by using industry jargon. B2C marketers will be more effective if they can show their audience authenticity in their messaging.
The Bottom Line
B2B and B2C marketing employ different strategies to win over their audiences. B2B marketers need to sound like experts in their field to win over their leads. Meanwhile, B2C marketers must be entertaining and relatable to capture their audience’s attention. But at the end of the day, both sides have the same goal of converting prospects into customers. For more information, you can contact Transformation Marketing at 402-788-2896.