The digital marketing world has different types of business strategies, specifically: business-to-business (B2B) and business-to-consumer (B2C). Marketing teams tend to see that both approaches share similar goals and objectives, and they understand whether B2B vs B2C marketing strategies will best serve their revenue goals.
So, what’s the difference between the two? You’re in the right place if you feel confused about the significant differences between the two marketing strategies.
The below guide will help you recognize what each method focuses on, along with considerations for each type.
B2B vs B2C Marketing Strategies
The difference between the two marketing strategies is not always black and white. You will often see an overlap between the two because they share the same goal – to drive sales.
However, the most significant difference you see between the two is WHO they are focused on. They differ primarily in how they communicate to their intended audience.
Business-to-Consumer (B2C)
B2C marketing techniques are geared toward servicing the needs and interests of individual consumers. Often, these refer to prospective individuals who desire the company’s product or service. The strategy focuses specifically on selling to those individuals.
Examples of B2C products and services include apps, clothing, and groceries. These things are tailored to specific groups of people, but not professionals.
The marketing strategy involves a heavy focus on the sales funnel, making the relationship more transactional.
Business-to-Business (B2B)
B2B marketing tactics focus on creating strong and loyal client relationships to drive long-term success.
B2B companies need to prioritize the relationship above all other variables. You can separate your own business from the competition by focusing on connecting with your intended audience.
With B2B, you’ll see examples of programmatic advertising integrated into many of their campaigns.
Lead generation is another principal focus of B2B marketing. to succeed in B2B, you will need referrals. You’ll also need to retain customers for the long haul, so aim to develop honest and meaningful relationships.
Successful B2B marketers will ask existing customers for feedback through reviews or surveys. This open discussion channel helps them tap into more insight into the consumer and what they want.
Sales Focus for B2C vs B2B Marketing Strategies
B2C marketing campaigns reach any consumer who might be interested in a product or service, even if they differ from the typical buyer the business attracts.
An excellent example of this is a product for children appealing to the parent or householder because it targets them to purchase. B2C companies cast a wide net to attract their customers.
B2B products or services promote to other companies. And of course, it’s logical that there are fewer businesses in the world than individuals.
B2B marketing strategies are more precise. These require developing a specific niche by industry, revenue, company size, and more factors that go into determining the target consumers.
Branding for B2C vs B2B
Branding is key for B2C marketing because the relationship between the business and the consumer is not very interactive.
For B2C, it’s crucial for the messaging to create an impactful impression and quality experience. This is how your branding can help ensure that the customer will come back in the future.
B2B branding should position the business as appealing and engaging, in order to attract the intended customers.
B2B businesses need to ensure consistent presentation, and dependable product / service delivery that solve real customer problems. Quick hit, “one and done,” campaigns tend to miss the mark since they fail to contribute to developing a long term business relationship.
Budgets for B2C vs B2B
B2C products and services typically sell at a lower price point than B2B. Therefore, they need to rely on multiple consumer purchases to reach their goals.
You see this reflected in their campaign frequency and variety. By taking this approach, marketers can reach a larger audience of prospects. Examples include social media ads and podcast-sponsored ads for designated products.
B2B products are priced significantly higher. Since these products offer more profitability per sale, you can succeed with fewer accounts that are larger and have bigger budgets.
The campaigns focus on reaching the quality of their consumer pool instead of the quantity. But even with the more targeted focus, they still have a greater revenue in resources.
Emotional vs. Logical Approach
B2C marketing strategies gear toward appealing to emotions so that prospects make quick financial and purchasing decisions.
Typically, marketing teams will push out content and advertising campaigns involving entertainment. You’ll find that they also employ more rich media social media channels like TikTok and YouTube.
B2B marketing aims to move leads through a sales funnel. Usually, it starts with something like a subscription or “freebie” to get information.
Then, marketers consider which campaigns they need to target specific aspects of the funnel. This approach helps them reach the right audience with the necessary message, at the right time during the decision process.
Expertise, professionalism, and efficiency are at a higher level with B2B strategies, with a more logical build-up to the purchase.
Where B2C and B2B Overlap
As stated above, conversion remains the primary goal of both marketing strategies. The sales models set out toward turning a user into a buyer, so the bigger picture result is the same.
How each marketing strategy goes about getting those sales is what looks different.
In both strategies, you may also notice that the customers are knowledgeable about the various products or services offered.
Individuals and professionals understand the advantages of researching, looking for referrals or reviews, and viewing marketing advertisements.
So, your marketing team still has its work cut out for them. They need to perfect how to appeal to the target demographic, while seeking ways to ensure they provide clear value to assist with the research their prospects and customers will conduct.
Which Is Better: A B2C or B2B Marketing Strategy?
Your business needs to understand its customer. This understanding is the only way to efficiently and effectively manage B2B vs B2C marketing strategies.
If you’re aiming for audiences that could be individuals or businesses, you can combine both marketing techniques in separate ad campaigns.
Remember that B2C casts a broader net across channels and advertising types. If you can afford to reach more people, this might be the right approach.
Always test and analyze campaign results. This is the way to know whether or not you’re using the right approach to your target audience.
Most businesses may start with a smaller budget or a niche service or product, so B2B marketing is the preference in this case. It requires more planning, but you can still achieve a high Return-on-Investment (ROI).
B2C and B2B customers are likely to purchase after seeing an ad if it appeals to them correctly. B2B funnels engage and draw in their audience over time, whereas B2C may get the sale more quickly.
Some tips to consider incorporating within your strategy include:
- Set your goals and your timeline/schedule
- Organize and review the feedback and information you receive regarding your target customer(s)
- Compare against competitors and examine their strategies, techniques, and advertising methods to locate areas you can afford to be more unique / grab your audience’s attention
You should always run reports and analyze data as you launch and promote different strategies. It’s the only way your business will improve in the future.
Feature Image Credit: Irrfy, CC BY-SA 4.0, via Wikimedia Commons
Disclaimer: The views and opinions stated in this post are that of the author, and Return On Now may or may not agree with any or all of the commentary.
This guest post brought to you courtesy of Return On Now, Professional Austin SEO and PPC Services Company.
Melissa Waltz
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