January 31, 2020

The Differences Between B2B and B2C Marketing

Whether you need to target one demographic or both, understanding the differences between B2B and B2C marketing is crucial for effective marketing. In order to turn the best possible profit, you need to know your audience, and know them well.

If you’re even a little familiar with the world of digital marketing, you’ve heard of the terms “business-to-business” (B2B) and “business-to-customer” (B2C).

As the names would suggest, reach identifies the kind of relationship a company has with its clients. More often than not, a company tends to lean one way or the other. However, there are businesses out there that cater to both other businesses and casual consumers.

Whether you need to target one demographic or both, understanding the differences between B2B and B2C marketing is crucial for effective marketing. In order to turn the best possible profit, you need to know your audience, and know them well.

To help you in your marketing venture, here’s a list of essential differences between B2B and B2C.

Relationship Building

B2B

When it comes to B2B and B2C, there are distinct differences in the way you should interact with your clientele. B2B sales depend on loyalty and repeat business. In turn, B2B marketing requires attention to the formation of personal relationships with clients in order to drive long-term sales.

The businesses that pay for your goods and services view you as more than a vendor or hired help — they view you as an extension of their own operation. That’s why when you’re marketing to other businesses, it’s crucial to show that you uphold high standards and good practices.

Think of all the things that make you and your target audience similar and why you’d be a good fit. These should include good ethics as well as a clear understanding of your target audience’s industry. Being upfront about what makes you great will separate you from your competition and make your brand look unique.

Lead generation is another critical component of B2B sales. Word of mouth is key, and one bad review from a well-respected client has the power to undo all of your efforts to earn referrals and repeat business.

Although burying bad reviews isn’t impossible, it’s better to avoid them altogether by being honest and respectful with your clients. Remember: you depend on them as much as they depend on you, so it’s best to be amicable.

B2C

B2C relationships are more transactional than they are personal — and that’s okay! Although casual consumers do expect reliable customer service, they are more invested in quick solutions. So, your goal with B2C marketing should be to provide easily digestible information on your products and sales.

The key to B2C marketing is efficiency. B2C businesses should focus less on getting to know their customers and more on casting a wide net to bring in new buyers. Your websites and advertisements should highlight your product, and all the ways it can better your customer’s life.

Your web pages should be easy to navigate and contain clear and concise information on your products and pricing. Social media marketing is extremely effective and less expensive, as businesses can use simpler targeting tactics than B2B marketers.

B2C companies don’t have to worry about negative reviews as much as B2B companies do. A larger customer base will bring in more online reviews — so long as the good reviews outweigh the bad and your products are viewed as worthwhile.

Brand Focus

B2B

When it comes to B2B, your brand is just as important as your product. That’s because B2B clients are invested in more than just the transactional aspects of doing business with you. They’re looking for companies they can form genuine relationships with, and to do that, they need to see whether you’re deserving of their loyalty. Your branding should convey consistency, and your knowledge of your niche market should be accurate. B2B clients are depending on you to be a knowledgeable, trustworthy partner.

B2B businesses can establish their brand in a number of ways. These include:

  • Comparing your business to your competitors and listing the ways you’re services are better
  • Using blogs, and newsletters to provide information on your newest achievements and updates
  • Utilizing social media (Facebook, Twitter) to provide thought-leadership-type input on your niche
  • Guest posting for esteemed websites and industry publications to establish yourself as a

knowledgeable authority in your trade

B2C

When marketing to causal consumers, your goal should be finding creative ways to deliver your message. Since there is less opportunity for B2C companies to establish strong emotional connections with their clients, they must rely on effective branding to do the job. Your advertisements should be unique, with imagery and slogans that stick in your consumer’s minds long after they’ve glanced at them on their commute or scrolled past them on their phone.

As with customer relations, B2C marketing should be simple. B2C customers aren’t just looking at your web page — they’re comparing your product to what your competitors have to offer. Help them solidify their choice by doing the following:

  • Show price comparisons to similar products to show customers that they’re getting a better deal with you
  • Compare the specs of your product to competitor products to show how much more yours has to offer
  • Distribute promotional codes, coupons, or free trials to entice new customers
  • Use retargeting tactics to target customers who have visited your website or stores
  • Build relationships with social media influencers (ie. Youtube, Instagram, etc.) who can send their followers to your site

Business Terminology

B2B

When marketing toward B2B clients, the right lingo is key. Businesses want to work with people who understand the ins and outs of their industry. If you’re a circuit board manufacturer, you won’t convince designers to make an order if your copy doesn’t give enough information on your hardware and its applications.

B2C

B2C ads should focus on relatability, rather than technical jargon. Casual consumers want to make educated decisions, but they also want just enough information to make those decisions as quickly as possible. B2C ad copy should convey an intended emotion and be written in the customer’s voice. Are you selling jewelry? Focus less on your manufacturing process and materials and more about the joy they’ll feel when they put on their new pair of earrings.

Marketing Solutions That Work

Are you looking for new online marketing tactics that actually work? Whether you’re catering to B2B consumers, B2C consumers, or both, PageRank Panda can provide an online marketing strategy that will bring you significant results. Contact our team today to hear more about our services and which ones will work best for you.