B2B vs B2C Marketing: What’s the difference? Right off the bat, the one obvious difference between the two categories of marketing is scale.
B2B stands for business-to-business, it is marketing from one company to another. A few examples of B2B:
• An insurance broker that sells insurance protection and risk management to small business owners
• An interior design agency that specializes in designing office spaces
• A communication software service that sells video conferencing, cloud calling, online meetings (Zoom, Webex, Skype,…)
B2C stands for business-to-consumer, and the type of marketing people most know. When you’re a B2C business, you represent your business’ endeavors to sell to individual buyers. That’s all of us, folks!
Here are a few examples of B2C in action:
• A resort that provides all travel needs for vacationers
• A salon that offers skincare services
• A wellness practice that offers healing services from all different angles to patients
With that being said, learn the lingo! To reach your target audience, speak their language. While B2C is often based on emotions, B2B leans more on logic. B2B businesses are much more likely to purchase from an expert who understands their terminology and processes. This is also when content clarity comes in handy. Read our SEO and content clarity tips for success.
B2B focuses on building relationships.
B2B International says “branding begins with the consistency of presentation that becomes the identity of a company.” Being able to correctly portray your position in the market and have your personality shine definitely drive brand awareness and ramp up your lead generation.
B2C is about prioritizing your message.
What makes people click, sign up, or buy? Emotions! If you’re a B2C business, you must use a relatable voice that entices your audience to click on an ad. For social, you have to adopt empathy and create impactful posts in your messaging. Through your stories, you can humanize your brand and present who you are, what you do, and how you can help people.
Tactics to reach the audience
We cannot stress enough the importance of keyword research and optimization in any ad campaign. With the right keyword plan, smaller businesses like you can level the playing field against bigger competitors and make your ad dollars go even further.
B2C campaigns usually have bigger markets. Even if you’re targeting a specific niche, you can still take advantage of keywords that attract a more general audience.
B2B is a bit trickier here – the pool of potential “buyers” is much smaller. In the case of B2B marketing, you must target even more precisely to get in front of the people who are more willing to make a purchase.
B2C customers are everywhere, really. You can market traditionally via magazines or online or radio. You should, in this day and age, have a social presence to increase sales. Facebook, Twitter, Instagram – there are hardly any limits when it comes to B2C. Have a well-curated social media content, email marketing campaign, and relevant blog topic to drive traffic to your website (sounds like a service we know).
LinkedIn has developed a reputation being the top in the B2B world; this is where you can connect to many other business professionals. Content Marketing Institute found that 63% of marketers rated LinkedIn as the most effective B2B social platform.
No one knows your business like you do. We can help you save the tireless hours you might have to spend on building your brand and earning a strong reputation – so that you can focus on other aspects of your business. If you need any consulting or advice we are here for you. Get in touch!