When it comes to the marketing approach of a business, there is undoubtedly a difference between B2B (business to business) and B2C (business to consumer) strategies. Though you are marketing a product or service to humans in both cases, it is evident that there’s a deep-rooted difference in the approach we should undertake.
In order to fully understand where these differences come from and why activities in B2C marketing would not be adequate in B2B, we should consider several aspects, such as buyer’s interests, marketing content and marketing channels.
What are the buyers’ interests?
In regards to B2B markets, the main driving force for businesses is to save time, money and resources. Therefore, there is not much place left for emotional appeal. Most companies in the B2B markets make buying decisions solely based on the features and technical details of the product they are considering.
In B2C markets, the focus not only falls on the benefits of the product but also the emotional aspect of the product. While B2C buyers are seeking the value in deals and entertainment, B2B customers are looking for efficiency and expertise.
One of the biggest hurdles in implementing B2C marketing strategies in regards to B2B marketing is finding a message which can target the right audience in the proper way. For example, while B2C social media activities can freely rely on humorous and shareable content, B2B audiences may prefer a sales pitch catered specifically for them or highly detailed content on B2B marketplace platforms.
In general B2B consumers prefer short, simple and catchy proposals. On the other hand, B2B clients expect a more lengthy marketing message that covers all the necessary details and gets straight to the point.
Also, industry jargon is commonly accepted in B2B campaigns while in B2C, the message should have a simpler language so as to be relatable to the vast majority of consumers.
B2B marketers are always seeking new channels and platforms to attract more leads. However, simply copying the channels that are used in B2C campaigns typically do not bring desired results. This particularly applies to social media. While in recent years some of the most successful B2C campaigns have been done on Facebook Live, this practice wouldn’t necessarily work for B2B campaigns. A B2B company would benefit much more from webinars or physical conferences for instance.
This same disadvantage applies to tools such as Snapchat and Pinterest. While they are great channels for targetting a B2C audience, its difficult to find B2B decision makers on such platforms. Even if B2B decision makers are active users of these apps, they will typically never make a buying decision for a product or service through that platform. As a comparison, a business executive would have a much higher chance of conversion if they come across those same products or services on a B2B marketplace platform.
No matter how easy it might make a marketer’s job, many marketing strategies which work on B2C audience simply don’t translate to the B2B environment. For this reason it is crucial to be fully aware of the interests of B2B audiences in order to deliver the right message throughout the right channels.
Have you noticed other difficulties with implementing B2C strategies into B2B markets? You can check out Xpann’s Website to find all the right tools for marketing your B2B business and for any B2B marketplace solutions.