How often have you heard the term B2B marketing and B2C marketing? This is jargon popular among marketers. However, the marketing industry has witnessed a boom over the years and so the terms have become common even among the masses.
This means many of you might be familiar with what the terms stand for. B2B is short for business-to-business. Whereas B2C refers to business-to-consumer. All business marketing can be considered either of the two. But what exactly are they?
The full form of B2B, i.e., business-to-business is self-explanatory. A business deals with another business instead of daily customers. This means that marketers have to target individuals or teams who make purchases on behalf of their organisations.
For example, a marketing software service that sells marketing tools like SEO, content strategy, etc. to the marketing department of a company.
B2C Marketing includes businesses that provide solutions to consumers. This means they sell their products or services directly to individuals for personal use. This calls for marketers to centre their marketing strategies and campaigns around an average customer in the market.
An example of this can be a retail store of a brand.
The two can also intersect like a stationery company that sells stationery to both another company and customers. Additionally, there are many similarities between the two. However, they serve different people and this leads to key differences in marketing. Let’s find out the differences:
B2B Marketing vs B2C Marketing
The difference in who you are selling your solutions to lets to a complete change in the buying cycle. An individual making decisions for himself will require a short time. Hence, B2C buying cycles are short.
On the other hand, B2B buying cycles involve many decision-makers. Employees of a company have to make sure that they make a valuable purchase for their organisation. Consequently, making their buying cycle longer.
Hence, marketers need to be aware of their buying cycle and plan their marketing strategy with respect to the same.
B2B – Work for the longer run
For this, it’s important to remember that it takes time as you sell the product to an organisation. Hence, many people have to be satisfied at every step.
This demands B2B marketers to plan a more personalised and multi-marketing plan for every organisation. Additionally, marketers should research how their solutions can be useful for the company to meet its goals. Learning about the company’s procurement process should also be a marketer’s aim.
Moreover, working with other businesses means working for months and years, so a marketer should be prepared for a longer run.
B2C – Strategise and keep it short
Consumers are aware of their needs. Considering they are making the purchase for themselves, they spend a short time making the decision. This means B2C marketers should do the following:
- Make your ad copy short and strategically include your message.
- Make sure you have a great SEO, so you top the search engine results.
- Don’t make your marketing strategy boring or lengthy.
The basic aim here should be to avoid distractions and quickly motivate the customer to make the purchase.
Communication plays an integral role in business. Adopting the right practices of communication can determine the final growth of your business. Sometimes the official language of communication needs to be formal. Whereas other times a more relaxed tone needs to be adopted. A change in tone can severely impact the message delivered.
B2B – Focus on the Return on Investment (ROI)
B2B marketers deal with other businesses which means they need to act rationally. But for the most part, their aim should be to influence stakeholders into believing that the purchase will be a profitable investment. Hence, their content is focused on delivering ROI.
For this, marketers should create content that emphasises how your business provides solutions that give a high return on investment. Additionally, case studies can be a great way to highlight your product or service’s strengths. Short videos and blogs can also be an effective way to promote the same.
Moreover, B2B marketers should concentrate on proving the superiority of their product or service and their ability to deliver high ROI.
B2C – Make it casual and simple
Communication with customers needs to be casual and relatable because they should not feel that you are trying hard. Instead, a casual approach that highlights the benefits of the product or services is favourable. Additionally, make sure that you don’t use technical words or trendy slang that will make comprehending the message difficult.
Along with this, make the marketing humorous, which will allow customers to develop a personal liking towards your brand.
Content and Advertising
Considering the difference between B2B and B2C, the content and marketing for both should also be different.
B2B – Be informative
While marketing products or services to businesses, the key is to list the ways it can improve their lives. For example, you can tell them the time or cost saved with your product. In addition to this, a demo can allow you to show how your products fulfil your claims and promises.
Make sure your company prepares detailed informative articles and blogs related to your product or service. Besides this, webinars or reports can also allow you to engage the audience.
B2C – Focus on entertaining
As mentioned earlier, consumers know what they want so the marketing for them needs to be quick.
In order to hold their attention, B2B marketers should deliver the message in a more fun and entertaining way. However, a brand builds trust by being consistent so focus on creating familiarity for them.
B2B Marketing and B2C Marketing have significant differences. This should make marketers adopt different approaches to deliver impressive results. They should be aware of how catering a business is different from catering to a consumer.
Creating efficient marketing strategies is the key to growth in the modern business world. We at Shaktiki, focus on instilling this growth. So, Get in Touch with Us for getting the best marketing solutions.