When it comes to marketing for businesses, there are two main distinctions between B2B and B2C.
Business-to-business (B2B) often focuses on logical rather than emotional purchasing decisions while business-to-consumer (B2C) strategies typically focus on harnessing the emotions associated with a purchase.
For both B2B and B2C audiences, marketers strive to deliver an authentic customer-centric experience. The difference comes from the buying behaviors of individuals versus those of businesses.
It is essential for marketers serving both types of businesses to understand the difference between them when designing a marketing strategy. Relationship-building or communication strategies will work best depending on what kind of company they are working with. So, here we are to help you go through the difference and really understand it.
Emotion V.S. Logic 🤓
B2C marketing relies on emotional appeal to produce quick buying decisions. They are more likely to use humourous or entertaining content, such as TikTok Videos, YouTube Reacts, and Reels, more appealing in making you laugh in order to sell you something.
For B2B prospects, marketers often aim to move them along the sales cycle. That can range from setting up a free demo to initiating a monthly subscription. It’s imperative for B2B marketers to determine what marketing efforts will fit along the different stages of the funnel so they can reach out with targeted messages at reasonable times. Also, the business-to-business audience demands efficiency and knowledge before purchasing based on logic and financial incentive rather than emotions.
Return on Investment 💰
B2B customers are always looking for an immediate return on their investments. In other words, they want to know how much the purchase you’re proposing will contribute towards efficiencies and profit margins within the company. For this reason, most B2B purchases are made for reasons of financial incentive rather than because of some innate need for your product or service.
Consumers, however, are more excited about deals and other fun aspects of the purchase process. They’re likely more interested in getting a discount or a right-now service rather than whether or not the product is durable.
Content Strategy 🚀
B2B customers (or decision makers) appreciate having the opportunity to learn what they need to know to make good decisions for their organization – this is where content strategy shines. It’s also a process that takes a lot of time and resources, there are always more people involved. Accounting, procurement, and heads of several departments have to give the green light before a purchase is made. B2B marketers are not dealing with an individual so purchasing can take much longer than expected due to all the complex factors involved.
B2C customers love content. However, it needs to resonate with them for it to work. What does this mean? They want content that reflects what they care about, rather than just the company’s perspective on their product. B2C customers usually make quick, one-person decisions. Saving marketers a lot of time and money is just an added bonus!
Relationship Building 🤝
As we said above, it’s all about building long-term or short-term relationships. When you’re selling to B2B customers, show them that they are experts. You can do this by providing insightful articles or content which also helps serve as part of your wider marketing campaign for these potential clients.
Focus on logical and educational topics. B2B marketing speaks to educating a customer about an item or service instead of appealing to their emotions. Ask yourself:
Who do they need to convince? What is important to them?
From there, you will want to develop marketing materials targeted at your buyer – this means speaking to who they are and what matters most to them.
Although B2C customers may stick to one particular brand, they are also open-minded about quality and value, ready to find different options with a good price with an immediate solution to their needs.
This means you need to maintain a seamless digital customer experience. Once something goes wrong with your website or when your customer service takes too long, potential customers will quit and go elsewhere.
Don’t overwhelm your B2C customers with blog posts and newsletters. Personalize your marketing strategy so they feel you are understanding their priority, then show them where to go on your site to convert. Suggest related items through search results or offer up some recommendations for products or services based on their online history.
One way to do this is to provide incentives for your customers to write reviews by giving them discount codes or store credit. This not only attracts more prospects but also gives you valuable feedback.
Choosing between B2B or B2C marketing? Well, it depends on who you want to target. It’s about choosing between business people or individual people. If you want to target both groups, do a combination of B2B and B2C advertising methods in separate campaigns.
There are businesses that work with one, or both, whichever it is, finding the perfect strategy together with professionals who are willing to help you is the goal.