B2B And B2C Marketing Strategies: Differences And Similarities
Digital marketing is essential for any business today. In addition to growing brand visibility, it builds authority, improves customer relationships, creates business opportunities, and much more. Within this digital ecosystem, there are two components that need to be thoroughly understood in order to develop effective digital marketing strategies: B2B (Business-to-Business) and B2C (Business-to-Customer). In this article, we will learn the essential aspects where these business plans converge and where they differ.
Email Is An Effective Platform For Both, B2B And B2C
If there is something that we must not lose sight of in both commerce models, is that the ultimate purchase decision is made by a human being rather than a robot. Therefore, in spite of the fact that a few companies tend to dismiss it, email has continued to illustrate its relevance within the e-commerce world. In 2020, when social distancing appears to oversee our lives and businesses, having a robust and reliable software to set up communication with customers, stakeholders and prospects is perhaps one of the best email marketing solutions.
Within these programmed solutions, one of the key variables, when we utilize emails is to make sure that the email lists we use have been previously validated. This will avoid the squander of time and resources in invalid or non-existent e-mail addresses.
Common Ground Between B2B and B2C
If we need to look for a perfect example when B2B and B2C models overlap, we should mention Amazon. The online retail giant not only offers products for the consumers to buy directly from Amazon´s website, but it also helps consumers create their own page to post their products and serves other businesses in the way of order fulfillment, transaction processing, storage service, cloud data and much more.
In addition to being updated in the new digital marketing and advertising tools, the backbone of any strategic marketing plan is knowing what audience we are targeting and thus delivering the appropriate message and transmitting it through the right channels.
Differences Between B2B And B2C
Both B2B and B2C marketing are about influencing people as well as their purchasing decisions. However, knowing if our business is aimed at consumers or other companies is not only the first filter we should apply, but it will set off the approach we must use in our marketing strategy. The most important aspects to take into consideration are:
Emotions Versus Hard Data
While a B2B audience will be looking for your skills and experience, (incentivized by rational thinking) consumers prefer entertainment and promotions (incentivized by emotions).
In B2B marketing, the identity that builds your brand depends on good personal relationships and your ability to delivering consulting. On the B2C side, this is achieved through advertising, but most of all, through growing your online presence and, of course, social networks play an important role in this type of marketing. (Facebook, Instagram, Twitter, YouTube).
Since emotions are key to attracting B2C audiences, all your content, from the copy of your website, blog, and social media posts, must be developed with this factor in mind (storytelling is effective). In addition, it must be precise and simple, so that it can be digested quickly.
If your market is B2B, then your content must reflect the tangible benefits that your product or service offers. Focus on delivering reports with important data and numbers, as well as priority information that is focused on achieving ROI (return on investment).
The buying processes of B2C audiences tend to be simple and immediate since consumers have no time to waste. By contrast, B2B processes generally take long periods of time to complete as they are often complex.
In a B2B marketing campaign, you need to establish your authority to earn the trust of your customers. For the B2C audience to trust your brand, your product or service must provide a solution to their needs and problems.
We can conclude that the factors that make an e-commerce experience successful in the B2C world are being replicated in the B2B’s. Additionally, when it comes to e-commerce, it is key to take advantage of the tools provided by technology to facilitate the corporate customer shopping experience and thus stand out from the competition. This is the reason why many B2B marketers are using the same schemes that make consumer brands successful.