This week, ROI Online met with a new marketing communications business in town. One of the questions proposed was whether we were B2B or B2C marketers.
The answer was simple enough, but I found myself wondering exactly how different these two types of marketing really are (besides the obvious titular clue.)
To answer our guest’s question, ROI is both, although we primarily work with B2B companies. While business-to-business and business-to-consumer marketing tactics reflect each other in many aspects, there are several key differences, especially when it comes to a brand’s voice, message, and content delivery strategy.
- The Language: If you are a B2C marketer, you’ve most likely been told that a fifth grader should be able to comprehend your content. That’s more or less true; you want your content to be easy, enjoyable, and appealing to a wide audience. B2C marketers, on the other hand, can get away with industry jargon and buzzwords, because they may be going after a niche market that possesses specialized knowledge in particular areas.
- The Clientele: Think about what drives consumers, and then think about what drives businesses. Yes, both parties want a good deal and decent customer service, but what are they seeking deep down? Consumers are most likely looking for a product for themselves, one that is affordable and convenient. A business is on a quest to find a professional company with expertise and a positive reputation. Consumers are often motivated by emotion; businesses are often motivated by logic.
- The Length of Content: Most consumers want content that's straight to the point unless they are shopping for a large-ticket item, like a house or car. Businesses are more likely to read lengthy, detailed pieces of content. Think about it: A business is contemplating a multi-million dollar investment with another company. A consumer is considering whether they want that crossbody bag in charcoal or cognac. Businesses want to know who they are doing business with and exactly what they are paying for. In-depth product descriptions, comprehensive marketing materials (e.g. technical whitepapers), and long-winded client testimonials are more suitable for the B2B world.
- The Buying Process: Unlike a consumer, a business must go through many people and departments to approve a purchase. A B2C shopper usually just has to deal with themselves (or parent or partner). However, both B2C and B2B rely upon others' opinions, whether it's a referral from a trusted business peer or a review from a shopper who purchased the same product.
- The Lifetime Value: The lifetime value of an iced coffee is incomparable to that of a million-dollar partnership. A new business relationship can last years and can continue to make money for a company, while that coffee, albeit delicious, will last mere minutes. As you can see, a B2B transaction is a much more momentous decision, one that can significantly impact a business and its employees.
- The Social Media Personality: B2C social media requires companies to pretty much bend over backward for their followers. If someone comments, asks a question, or throws a tantrum on social media, you better respond — and fast. Consumers want to be recognized and appreciated. While B2B social media doesn’t require as much hands-on attention, it can be just as complicated. Focus on being professional, witty, and sharing relevant content.
As you can see, you have two very disparate audiences. So what’s the best way to really get to know your target audience? By creating buyer personas, of course! Download our free Buyer Persona eBook and find out how to successfully reach your ideal customer.
