Digital marketing is most effective when it’s designed with your customers in mind. One of the most important differences to remember is B2B versus B2C. The correct focus helps you motivate your audience in the right direction.
What Is B2B?
This term stands for “business-to-business.” It refers to a model where your company primarily sells products to other businesses. Here are some examples:
- Janitorial businesses with corporate clients
- General contractors who perform commercial construction
- Manufacturers that sell products to distributors or wholesalers
- Raw materials suppliers that sell to manufacturers
- Financial consultants who offer services to small business owners
If your company generates most of its revenue by providing goods or services to other businesses, you have a B2B operation. Your entire business strategy, including marketing, should revolve around keeping your clients happy.
What Is B2C?
B2C stands for “business-to-consumer.” It refers to companies that mainly sell to end users, or everyday people. Many small businesses fall into this category:
- Coffee shops and restaurants
- Clothing retailers
- Residential plumbers
- Interior designers
- Auto dealerships
B2C involves a wider audience, so you probably need to define your market more narrowly. For example, some businesses have many clients who are seniors. Others mainly deal with homeowners.
How Does B2B Marketing Differ From B2C Marketing?
Trying to market to business owners and consumers the same way is a recipe for disaster. Commercial clients have completely different goals, priorities, problems and needs. Here are five key differences.
1. The Bottom Line
Businesses try to save money at every turn. Quality is important, but so are cost savings, efficiency and productivity. To make a sale, you need to show how your business can help in those areas.
2. Detailed Explanations
Consumers generally want to know the benefits or finished results of your services. On the other hand, business clients may require a more in-depth explanation, often with concrete specs or industry terminology.
3. Data, Not Emotions
Marketing for consumers leans heavily into the emotional side of things. Everyday people like to imagine their lifestyle using a product. Businesses use advertising to motivate impulse buying.
This doesn’t work with manufacturers, distributors or other business clients. Corporate decisions have to go through analysis, meetings and approval processes with multiple individuals. Figuring out who to convince, and what facts will do it, is essential.
4. Loyalty and Long-Term Relationships
One benefit of the B2B sphere is greater client loyalty. Consumers may change brands or products on a whim, but businesses often sign long-term contracts. Make sure your company looks beyond merely acquiring leads and continues to provide amazing service to existing customers.
How Can You Make B2B Marketing Better?
Incredible business advertising starts with market research and clear goals. You need to learn exactly what your clients are looking for and then highlight your company’s advantages consistently.
Improve your client experience by creating a website that helps visitors find the right solution for their needs automatically. Choose marketing options that are effective for your industry, including social media marketing via LinkedIn, high-quality buying guides, or paid search avenues that advertise directly to purchasing managers.
Get expert digital marketing tips from B2B pros at Benjamin Naderi. Contact us to see how to reach your specific audience with amazing web design.