Before you channel your energy into marketing, you need to decide whether you will focus on a B2B or B2C type of marketing. You can only choose one since each is designed for a specific audience. This means that there are some techniques that can work well in B2B marketing and not in B2C.
On the same note, some practices can be used in both types of marketing. If you are wondering about the type of marketing to use, then read on as this post is going to highlight the key differences between B2B and B2C marketing.
Simple Terms vs. Industry -Specific Jargons
In B2C marketing, your goal is to reach out to an average layperson. Your target consumer may be well-educated or not. Since you are not sure about the education level of your prospects, you need to use simple language that can be easily understood. You can’t use complex vocabularies.
On the other hand, B2B marketing requires that you use industry-specific terms. You are 100% sure of your target clients, hence you will use a language that will appeal to them. Using industry-specific vocabularies can also boost your credibility as it will show that you are knowledgeable in the industry.
B2C Focuses on Emotion while B2B Centers on Logic
In B2C marketing, you should try to evoke the emotions of your target consumers. They should be able to create a connection with the message that you are trying to convey. Once you have worked on their feelings, getting them to purchase your products won’t be hard.
The situation is entirely different for B2B marketing. Instead of being emotional, you need to be logical. Your message should be nothing but facts. You should have reliable data to prove your points. The decision to purchase the product will be made by a group of people. Before a decision is made, various aspects of your product will be carefully analyzed.
Brief Content vs. Detailed Content
In B2C marketing, the goal of the marketer is to pass the message as fast as possible. Due to the emotional aspect of the marketing, your audience should get the message and implement it within the shortest time available.
The B2B audience needs detailed information about the product and the business. This type of audience is used to interacting with professional marketers hence time is not an issue to them. You need to state all the features of the product, including the pros and the cons. You should give solid reasons why the client should choose your business and not a rival company.
B2C Aims at Building Brand Loyalty While B2B Aims at Building Relationship
After winning the emotions of the target audience, B2C marketing aims at building loyalty. Customers should feel proud to be associated with your brand. Loyalty is displayed in various forms, including sharing of content and following your brand on various social media platforms.
On the other hand, B2B marketing aims at cultivating strong relationships with several buyers. Strong bonds help to build the credibility of the business.
B2C Involves a Single Decision Maker While B2C Involves Several Decision Makers
In B2C marketing, the decision to purchase a product is made by one person. The buyers can decide after being convinced by your content, referrals from a friend or reviews from other buyers. The decision-making process takes a short time.
In B2B marketing, you will have to go through a chain of command. Different stakeholders have to make a contribution before a purchase decision is made.
Simple vs. Complex
B2C consumers want a simple product that will solve their problem. They are not willing to pay for a solution that has sophisticated features. Simple products tend to perform well in B2C markets.
B2B customers are willing to pay more for products that come with many features that are meant to enhance their usability.
B2C vs. B2B: Which One is Better?
From a general point of view, the B2C market will always look bigger than B2B. This is because you will be dealing with many customers at a time. However, the B2B market brings more financial value than the B2C market. This is possible because, in B2B, consumers buy large quantities of goods at once.
So which one is better? It all depends on the nature of the business and type of market. A marketing system can work well for one kind of business and fail in another. Business goals can also dictate the type of marketing to be used.