The purpose of any type of marketing is to deliver an effective message. When it comes to B2B (business-to-business) and B2C (business-to-consumer) marketing, however, there are several important differences in how to achieve that goal. After all, the consumers you’re trying to reach with each form of online marketing have very different needs, reactions, and expectations.
B2B customers want website, blog, and social media content that’s useful, insightful, and detailed. With B2C, interactions frequently involve a mix of content that’s not only useful and to the point, but also emotional, humorous, and–most importantly — something they’ll want to share.
When you’re marketing to other business consumers, there are certain terms and acronyms they’re going to expect you to know and use (like B2B). With B2C, you want to keep things clear, concise, and easy to understand, meaning that it’s okay to briefly pause to explain certain terms.
Logic vs. Emotion
Whether it’s concern over personal safety or the feeling of saving a few bucks on quality clothing, emotional responses are a perfect fit with B2C marketing. For B2B, however, your target consumer wants to know the value of your products or services and how it’s going to be good for their business and bottom line.
Short-Term vs. Long-Term Goals
The average consumer has immediate needs often met with a purchase. B2B customers want to know what you can do for them now and in the future, which often involves some type of long-term arrangement plus product education and ongoing support.
Completing the Transaction
Aside from input from friends and family members or taking online reviews into consideration, B2C buyers rarely rely on anyone else to make the decision to purchase. There’s often a chain of command involved with business purchases, however, frequently making the process of wrapping things up more involved and time-consuming.
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