When you plan a marketing strategy for a business, you need to explore several ideas, concepts, and tools.
You need to pick the right things to take the best benefit of it. Though the choice of tools depends on many criteria, one important criterion is whether the business is B2B (Business to Business) or B2C (Business to Customer).
Why is it so important? It is important because based on the nature of the business you change the modus operandi.
Both business styles need different marketing tactics to become successful. Here are some critical differences between these two.
The copywriting style is different
Yes, in a B2C business, the content is targeted to a consumer. Hence, it has to be simple and appealing. Even the consumer at the grass-root level also understands the crux of it. Hence, the content is elaborated and wordy.
While communicating with the consumers, the content should be simple, easy to understand and engaging. An individual customer has a limited purchasing power than a corporate buyer. Hence, cost-effectiveness becomes furthermore important here.
The same is true with the speed of processing. Hence, marketing managers must remain focused on the results and benefits offered by their product or service.
In the B2B business, you deal with people who belong to the same community of yours. Hence, there is no problem in using industry-specific terms freely. There is no fear of having any communication gap. Here, the content can be crisp and concise.
When you communicate with the customers in the B2B business, the focus is on the features of the product. The understanding of your organizational buyers about the product features has to be very clear. While explaining to the employees, you should know their level, role, and understanding.
B2B buyers are always thirsty for knowledge and information. Therefore, design the marketing content accordingly. Try to incorporate in-depth information.
Don’t forget to inform them how the product is the best in bringing the return on investment. What will it save; money, resources or time?
B2C marketing is an emotional game
Since B2C business deals with customers, marketing managers are required to communicate to normal consumers. Therefore, emotional triggers are used in the style, content, and tone of the marketing message.
In the B2B business, the tone is rational, to-the-point and formal. Since you target marketing managers or entrepreneurs who deal with the similar business, there is no need to touch the emotions.
On the contrary, the focus here is on giving strong data points that talk about the financial benefits and profitability.
B2B communication is brief
The B2B audience comprises of sales and marketing professionals who don’t need detailed product descriptions or service details. They need technical specifications and benefits described in detail.
Even if the matter is not crisp, short and snappy; B2B audience reads every bit of it.
In the B2C business, consumers expect detailed information and engaging content. Therefore, sharable and useful content with a lot of details is used while deciding marketing communication.
To attract B2C customers and keep them focused on the content, you need content that is punchy and spicy.
Customer relations versus brand loyalty
Since B2B consumers are serious sales and marketing managers, it is important to cultivate and establish a relationship. It is important to add value and stay top of mind to achieve success here.
In B2C, the efforts should be to make the customers follow the brand. They need to buy the product or service as and when required.
Different sales cycles
In the B2C business, only the consumer has t take the buying decision. The buyer needs to do a little research, refer a review or testimonial, or take reference from some friend or relative. Hence, it is pretty fast.
In the B2B business, a detailed procurement process is involved. The buyers are sales or marketing people. Therefore, they read and review the product details, seek reviews from different stakeholders and provide joint approval. Thus, the decision takes a longer time.
For the marketing manager, it is important to get synchronized with the speed difference between both sales cycles.
B2C is quick and easy
Between B2C and B2B marketing, B2C is quick and simple to manage. Customers make their mind o the basis of the very first user experience. Here, marketers should look at broad, lifestyle segments.
Since b2C buyers decide about a product based on the immediate needs. They can take the decision fast because it is a one-time transaction. It is the reason B2C marketers underline the convenience and ease of use. For them, instant gratification is more important.
On the other hand, B2B customers are complex to manage. They take a longer time to decide and that also after a detailed investigation and comparison of product specifications. Here, marketers are supposed to use predictive analytics that helps in constructing detailed individual customer profiles.
In the B2B business, the buying cycle is long, and the merchant has to put great efforts into nurturing the relationship. They need to cater the requirements of multiple stakeholders involved in the buying process.
Based on the points mentioned above, it is clear that B2C businesses need precise, to-the-point information about the product or service.
They are the consumers who do not establish any brand loyalty or long-term relationship. They are interested in the immediate product benefits.
Marketing communication should be crisp and engaging here. There should be as less technical jargons as possible. Simple language is preferred here.
In case of B2B, the customers are sales or marketing teams or technical teams of some corporate. Hence, the marketing content should be elaborative about the specifications.
The emotional triggers are not relevant here, but technical aspects take the precedence in this case.
One size doesn’t fit all when you deal with B2B and B2C customers. The mindset and approach, aptitudes and attitudes are different and so as the marketing approach.
You need to keep changing the strategy if you have to deal with clients belonging to both categories.