When it comes to marketing, it's important to understand that the type of businesses you are, B2B, B2C, or a mixture of both, has a huge impact on your messaging and marketing channels.
Understanding your target market can help you reduce the resources required to reach them, and increase the chances of them buying from you because of the personalization you can use.
Understanding the differences between B2B and B2C marketing is key to driving more sales.
What Is B2B Marketing?
Businesses buy products or services to solve problems. Businesses may hire an accounting agency to manage their financials, or purchase a new truck to meet customer demand.
Their decisions are based less on emotions ("does this outfit make me look good?"), and more benefits ("will this new project manager free up my time to bring in more business?"). Businesses will take your marketing more seriously if you answer those specific questions.
A great way to do this is with case studies. GeoAMPS, a B2B software company based in Columbus, Ohio, increased website leads 414% by requiring visitors to provide contact information to view case studies. Since the buying process for companies is generally longer than buying process for a consumer, case studies are also a great way to stand out over competitors and provide more details about your business and the value of your products or services.
Everything a company buys is seen as an investment. In your B2B marketing, be sure to heavily discuss the ROI a company can experience if they chooses your business. At the end of the day, a company's goal is to maximize profits by getting the greatest impact for the lowest cost.
What Is B2C Marketing?
While consumers also buy products or services to solve problems, the emotional aspect plays a much more significant role in B2C marketing than in B2B marketing.
Effective B2C marketing tends to emphasize how the product or service will enhance the consumer's life. Think of how truck commercials appeal to a sense of masculinity, exploration, and ability to take on projects—even though trucks are not needed for most commutes, cost significantly more than most cars, and get far less gas milage.
A lot of B2C transactions are quick, like making product decisions are the grocery store, so you need to make your messaging clear and straight and to the point.
Trust also plays a huge role in B2C marketing. You can help gain trust with consumers by repetition, and having a multi-channel promotional strategy. Utilize platforms like email, postcards, social media, television, billboards, radio, etc. The more consumers see and hear about your brand, the more trust they will have to explore your products or services.
At the end of the day, all marketing is to people who are trying to solve problems and feel good. People buying on behalf of companies tend to take longer and focus more on ROI, while people buying for themselves tend to be quicker and more subject to feelings.
Your marketing should be to-the-point, with an option to dig deeper to get more information, and be designed in such a way that people feel good about associating with your brand. The digital marketing experts at Makeshark in Columbus, Ohio have the experience and knowledge to handle the complexities of B2B and B2C marketing issues for businesses. Call us today at (614) 656-6460 to talk with a marketing expert who can help you grow your business.