Many store owners now think that they can apply the same marketing strategies for every business model (B2B vs B2C) because the main target is to attract prospects and convert them into customers.
However, the truth tells you another story!
B2B & B2C marketing strategies contain a lot of differences and have separate impacts on customers. Hence, what is the difference between B2B vs B2C digital marketing? Is there anything specific between B2B vs B2C content marketing? And how different are B2B and B2C marketing strategies?
This article today gives you the necessary information about these terms.
Firstly, let’s find out what B2B marketing is? And What is B2C marketing?
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B2B marketing definition
B2B means Business to business. B2B companies are businesses that operate by selling their products or services to other businesses.
B2B marketing focuses on logical process-driven purchasing decisions based on facts, data, numbers, etc. B2B marketing sometimes can be difficult because your companies often have to get “buy-in” from accounting, marketing, executives, purchasing, legal and other departments.
B2B marketing in businesses has many layers of bureaucracy and the B2B marketing strategies have longer sales cycles than B2C marketing strategies. The buyer’s decisions take months or even years before they decide to buy.
B2C marketing definition
Regarding the difference between b2b and b2c digital marketing, the latter refers to marketing activities that target individual consumers.
While B2B marketing is shorthand business-to-business relationships, B2C marketing stands for business to consumers focusing on emotion-driven purchasing decisions.
B2C marketing strategies cycles are shorter than B2B marketing strategies. It encompasses the various strategies, techniques, and tools used to promote products by companies that sell directly to consumers.
Consumers want to find what they want to buy on the website, therefore, their purchase decisions are made on an emotional basis as well as based on price and product.
Digital Marketing B2B vs B2C
B2B vs B2C digital marketing indeed differs in their respective strategies and applications. For marketers or B2B digital marketing agencies serving both types of businesses, they must take different approaches to maximize the effectiveness of their marketing tactics.
There are some monumental differences between operating as B2C & B2B marketing strategies.
- The audience
- Decision- making process
- Advertising: B2B vs B2C content marketing
1. The audience
B2B: Create your persona
Buyer persona between B2B vs B2C marketing strategies is different. B2B marketing businesses usually work in a niche market, and it is easy to understand your target audience’s demographics.
B2B marketing targets the needs, interests, and challenges of individuals who are making purchases on behalf of/for their organization.
B2B marketing decision-making goes through more than one level, for instance, the salesperson meets with the departmental manager, who then has to get approval from the business owner before the sale is closed. Emotions have no place in B2B sales.
B2C: Follow the funnel
B2C as the name Business-to-consumer, the final merchant is the consumer. The process goes through several steps to get to the customer. In a larger market than the B2B market, B2C businesses follow the marketing funnel when acquiring customers.
The product is marketed to consumers and the B2C strategy is much more effective by pushing advertisements. These actions that are sought emotional potential customers and product-driven purchases can cast a wide net or gain some qualified top-of-funnel leads.
By understanding the demographics of the top-of-funnel leads, marketers can generate sales from those leads and remarket to those potential customers.
Implementing simple but effective conversion funnels can change the sales game in B2C business.
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2. Decision-making process
B2B: Long-term relationships
The B2B decision-making process is another place that has more open communication between businesses to determine whether or not it is a good offer fit for both parties.
During this communication, the positive aspects of your company to your competitors can reach highly effective in giving another business a step ahead.
As B2B marketers, understanding your audience can help you understand the decision-making process that may apply to them. By creating an emotional connection between both parties, B2B customers can evaluate the company or their individual needs.
As we’ve already explored, the B2B decision-making process involves a committee whereas B2C is just one decision-maker.
The B2C decision-making process is where the consumer has identified a need, they already have a clear understanding of what kind of product they are looking to purchase. Unlike B2B businesses, B2C consumers following your brand are not looking to build a close relationship with it.
A B2B marketer must be able to create influential advertisements which continue to appeal to the consumer and ways to get them what they’re looking for by simplifying the decision-making process.
Besides, B2B customers often look at your competitors to see if they can get similar products quicker or for a better deal. Therefore, B2B marketing strategy makes sure all of these portions of the conversion funnel are covered and targeted by blogs, core pages and product pages with catchy but lasting messaging that ensures your brand remains top-of-mind when consumers decide they need or want to buy.
3. Difference Between B2B and B2C Content Marketing
B2B marketing: Educational
B2B businesses do not focus on writing fluffy copy that entices the consumers to purchase the products/services. Instead, the content comes from an expert who understands their terminology and processes motivates their purchase decisions.
B2B content marketing is much more likely focused on lead generation rather than the formation of a solid brand.
The content of B2B content marketing needs to bring high values for customers and encourage them to leave their contact information. Such content as ebooks, whitepapers, checklists, … are good content marketing resources to focus on and offer B2B prospects for lead generation.
These content types play an important role in educating customers in their interested concerns, building more trust in your business and acting as decisive factors to choose your products and services.
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B2C marketing: Entertaining
Unlike B2B marketing, B2C marketing must use a relatable voice that entices the customer to click on an advertisement.
B2C copywriting wants to increase brand recognition by using emotional ads or straightforward language like the customer’s voice rather than using industry jargon.
B2C marketing should evoke emotions of joy and excitement as simple as the ad copy can improve your sales. Be strategic!
In a nutshell
B2B and B2C Digital Marketing are not the same. They are quite different in many aspects. Hence, as a store owner or a marketer, it is essential to choose suitable Marketing tactics for your business so that you can get the expected performance of customers and sales.
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