Why is it important to approach B2B marketing differently than you would approach B2C marketing? Isn’t there a solution that can work for both instead? These are valid and important questions to ask when your business wants to run successful marketing campaigns that can reach their specific goals.
How do we define B2B and B2C in their own rights? Their definitions will ultimately determine the approach that you should take when running marketing campaigns.
Defining B2B and B2C
B2B stands for business to business. This refers to the marketing and transactions that happen between businesses. If your business wants to market to other businesses and target other businesses as opposed to targeting consumers/customers, you should target the decision-makers from other companies.
B2C stands for business to consumer. This refers to the relationship between a business and their customers/consumers. A B2C marketing strategy puts the focus on the customers and driving sales through a quantity-driven perspective. Such a strategy is designed to attract and engage customers and get them to convert into sales.
B2B Digital Marketing
When you target other businesses, there are subtle differences in your marketing style and voice in direct comparison to targeting consumers. Your target audience with B2B marketing includes managers and CEOs of businesses, and your marketing goals should include lead generation, awareness, and sales.
This type of marketing strategy relies on lead nurturing and data analysis to optimise the efficiency of your marketing campaign. Your content strategy should include branding and leadership elements to attract other businesses from a professional point of view. Your sales cycle should focus on sales enablement to allow other businesses access to your products and services accordingly.
Your communication style should be relatable from a business point of view, as well as casual in a sense that other businesses can relate to your products/services/solutions. Your preferred channels for B2B digital marketing should be LinkedIn and email marketing.
B2C Digital Marketing
When targeting customers/consumers directly, your focus should be on the individual as opposed to focussing on a professional approach. Your marketing goals must cover community engagement and brand awareness, as both will have a direct impact on the success rate of your marketing campaign.
Your decision-making processes should rely on sales growth and engagement – giving your customers the means to talk about your products/services and spreading the word about your brand. Brand conviction is an important element of B2C marketing. Your content strategy should revolve around enticement and education on your products/services.
When it comes to communication style, you should focus on visual content and storytelling to promote engagement and drive sales. Your preferred channels and platforms will include Facebook, Instagram, and YouTube – where individuals have the freedom to engage and react to posts and content that they find interesting.
Laetus Life Consulting understands the difference between B2B and B2C digital marketing. If you want to make the most out of your digital marketing endeavours, we can help your business maximise the potential of your campaigns. Choose us today and enjoy the benefits of digital marketing for your business with us on your side.