B2B and B2C marketing used to be worlds apart. Now that both business-to-business (B2B) and business-to-consumer (B2C) companies are more focused on digital marketing, the two are more similar than ever before. However, there are still some big differences.
What is B2B marketing?
B2B marketing refers to any marketing strategy that one business uses to attract other businesses. Typically, this will apply to businesses that sell products or services directly to other companies. The product or service sold by B2B marketing usually solves a pain point for the target audience, or else provides a solution to an ongoing challenge.
What is B2C marketing?
B2C marketing instead focuses on individuals or an audience of specific consumers who are interested in a product or service for themselves. B2C marketing is driven a lot more by the unique interests and needs of their audience.
The differences between B2B and B2C marketing
There are a number of key distinctions between B2B and B2C marketing. We’ve listed a few of them below.
1. The number of decision-makers
B2B marketing often involves multiple decision-makers. Several people within the business being sold to may have a say in the purchasing process.
B2C marketing, on the other hand, is generally designed to attract one individual buyer, who will make a decision on whether or not to purchase something for themselves.
2. Brand awareness and education
When it comes to B2C marketing, brand awareness is crucial. Individuals today face a world filled with ads, so it’s important to ensure that your digital marketing is relevant, unique, and targeted. There is absolutely no point throwing money into ads that bombard random individuals who don’t fall into your key audience with ads for your business – these individuals will just scroll straight by. Instead, invest your money into targeted, honed PPC, to ensure your ads gets in front of people who are actually interested in them.
While brand awareness is still very important for B2B marketing, fostering trusted relationships and a respectable reputation within your industry is also key. A great way to do this is through education. Ensuring your website is populated with relevant, up-to-date content and endorsements from satisfied customers will go a long way to cementing your status as a reliable supplier.
3. The customer journey
As mentioned above, the B2B customer journey is all about education and reputation. It’s important to get to know where the people in your target audience typically sit within their business, and what they need from you to in turn convince superiors and shareholders that you are the business they should buy from.
For a B2C audience, the customer journey you take them on is very important. Make sure you have a website created with the user journey in mind, taking your audience through a logical, enjoyable, interesting journey. Your website should be designed to reflect your brand and developed with your target audience in mind.
4. Length of time to sale
B2C marketing is often designed to satisfy an impulse or instant need. Consumers often know exactly what they want before they even find your business, so it’s crucial to quickly meet and satisfy their needs. This is where robust SEO comes into play – for B2C businesses, being at the top of the search page for key search terms is vital.
Concise, clear content marketing is also important for B2C. You want to capture your audience’s attention, quickly convey to them that your business knows what you’re talking about, and that you can offer the consumer what they need.
When it comes to B2C marketing, there are often multiple people involved in the buyer journey, and it will therefore be a lengthier process. For this, a tailored marketing strategy for your business is important.
B2B or B2C, digital marketing is the way forward
Nothing in digital marketing works in isolation. For both B2B and B2C, no single channel will generate best results. Content marketing needs to be supported by SEO and distribution channels (social media and email), whilst PPC needs strategic investment in order to be effective. While there is no prescriptive marketing mix that will work for all businesses, the one constant is that everything in marketing needs to be integrated.
