We hear of, read of, and see so much about the latest and greatest marketing strategies, but what strategy is best for your specific business? Some businesses are marketing to the masses while others have a unique niche. Your business may be Business to Consumer (B2C) or it may be Business to Business (B2B). Does this mean your marketing will look different?
What’s the difference?
In B2C marketing, your audience is often much larger than that of a B2B business. You will often want to focus on brand recognition and being easily found and seen by your target audience (with the goal being a high number of sales.) The transactions taking place for B2C businesses are usually more driven by emotion, so you want to appeal to the emotions of the consumer and show how your product or service can provide them with the experience or result they are looking for. B2C marketing is about creating community and building a brand that your audience will know, love, and be an advocate for.
When it comes to B2B marketing, you also will focus on branding, but it may look a little different. You want your business to be an authority in your industry and to build trust with your audience, so you will focus on establishing your business as an expert in your industry and the “go-to” company for what you offer.
The transactions taking place in B2B are usually higher in cost than B2C. This means that your messaging should appeal to logic too because the person or group of persons making the purchase decision will be weighing all their options. Your marketing should address any objections a business may have when considering your product or service and show why your business’s offering is a good choice. Lastly, you want to speak their language. Marketing to other business’ means your target audience is often more niche, so don’t hesitate to use industry jargon and show you know your stuff (but be wise on how technical you go).
What’s the same?
At the end of the day, whether you are marketing to consumers or other businesses, you are still marketing to people. You want your marketing efforts to catch the attention of your ideal customer and to aid them along the buyer journey.
While purchasing decisions for businesses may lend themselves to the more logical side of our brain, there’s still a person making that decision, and emotions will play into it too. As you develop your marketing strategy and begin creating content to attract your audience, think through what your ideal customer’s challenges and pain points are, and address that in your messaging. Show your audience how your service or product can help to solve those challenges and lead to the transformation or result that your audience is seeking. You can read our post about developing your own marketing strategy to get started with building a successful marketing strategy for your business today!