B2B vs B2C Marketing: Marketing Channels
This is essential when deciding on channels and their usage. Some marketing channels work better than others in B2B, and you cannot derive success from B2C consumer behavior.
On the other hand, the past showed that B2B often adapts B2C channels for their own purpose. A great example is social media which started as a B2C channel. Nowadays, LinkedIn is a main B2B marketing channel for content marketing and paid social media marketing activities.
B2C vs B2B Online Marketing
Online marketing has become a vital part of any successful marketing strategy. For B2B and B2C companies, a strong online presence is essential. However, how B2B and B2C companies approach online marketing can differ significantly. This section will explore the key differences in online marketing between B2B and B2C companies.
Now, let's dive into a deep dive
for B2B and B2C marketing online:
B2B Online Marketing
B2B online marketing often relies on inbound marketing tactics, such as search engine optimization (SEO), content marketing, and social media marketing. The aim is to drive traffic and generate leads. Since B2B sales cycles tend to be longer and more complex, online marketing efforts are focused on building relationships with potential customers. Marketers do this by providing the target audience with valuable information at every sales funnel stage.
To succeed in B2B online marketing, you must focus on creating high-quality content that addresses the specific pain points of your target audience.
This content is then distributed through multiple channels, for example, website, blog, social media, and email marketing campaigns. The focus lies on building strong relationships with potential customers through lead nurturing campaigns. Options to do so include personalized email marketing and targeted advertising on social media platforms such as LinkedIn.
Undoubtedly, Search Engine Marketing (SEM) is a vital part of marketing activities. The B2B portfolio is often a niche that leads to specific content with an educational focus. Due to the relatively small group of competitors, it is typically easier to rank on longtail keywords. The cost per click is also cheaper than in a high-competitive area. Even more so, brand inquiries are easy to catch. Still, that does not mean B2B search engine marketing can be done as a side hustle. To rank on the first page requires a professional approach.
Despite its potential, B2B companies often have only a rudimental online appearance and do not use the full range of the online marketing kit. This might be a huge advantage for your company if online marketing is done right.
In B2B, it is still possible to dominate your market with relatively low effort.
B2C Online Marketing
In B2C markets, online marketing is often more focused on outbound marketing tactics. This includes paid advertising, influencer marketing, and social media marketing. The aim is to reach and engage with individual consumers, not businesses. We already stated that B2C sales cycles tend to be shorter and more emotionally driven. This means that online marketing efforts focus on capturing the attention of potential customers and making them buy.
Outstanding B2C online marketing has visually appealing content that resonates with the target audience's emotions. This content is distributed through social media platforms, influencer partnerships, and paid advertising campaigns. Additionally, B2C companies must create a seamless online shopping experience that makes it easy for customers to browse and purchase products online.
B2C is the pacemaker of online marketing, and the digitalization of business is a vital parameter for many companies. There are multiple online pure players on the market which have their only presence online. A proper online appearance is the most important part of the marketing mix and is constantly developed further.
By trend, the keywords you try to rank for in B2C are more competitive than in B2B. Consequently, companies must invest highly in SEO and SEA experts and advertising. Services like Google My Business are often used for customer feedback and have high risks if not managed professionally. You also need to do AB testing and adapt Google Ads campaigns regularly. From a content perspective, text alone does not work anymore. Search engine marketing requires text, pictures, videos, infographics, and animated content.
B2B vs B2C Content Marketing
Content marketing is a strategic approach to creating and distributing valuable, relevant, and consistent content to attract a specific target audience. This type of marketing works for both B2B and B2C companies to build brand awareness, establish authority, and drive sales. However, the content requirements for B2B and B2C companies differ significantly. This is due to differences in product complexity, target audience, and purchasing process.
B2B Content Marketing
In B2B content marketing, you focus on providing informative and educational content that addresses the specific pain points of potential customers. The content is more technical and in-depth than B2C content. Therefore, the content creation is longer and aims to generate leads and build relationships with potential customers over time.
The nature of B2B marketing requires educational content to explain the product or service in detail. Thus, functionality, features, and the "behind the scene" perspective are relevant. Educational content proves the competence of the company. This is a strategic concept called “Though Leadership”. It aims to be the expert source within your industry.
The content marketing strategy needs to consider the different roles of people in the buying center. For example, the user needs content to understand the working principle of the product. The influencer might want to know the technical or physical principle that results in a certain feature. And the decision maker wants a comparison of different available solutions. The different requirements need different types of content. This is part of a B2B content marketing strategy.
B2C Content Marketing
The content is often more aspirational and entertaining than B2B content, and the target audience tends to be individual consumers rather than decision-makers within a business. B2C content marketing tends to involve a shorter content creation process, focusing on driving immediate conversions and making sales.
B2C content helps to reduce the complexity of the buying decision. This allows consumers to make an easy decision. Often it is emotionally influencing. Without a buying center, as in B2B, the consumer decides whether a product is worth it.
From a branding perspective, content must be engaging, rememberable, and emotional. A strong brand reduces buying barriers and increases trust. B2C content marketing is a strong trigger for irrational buying behavior. Examples are point-of-sales content or “fear of missing out” content to rush consumers into buying decisions.
Still, also in B2C, educational content has a purpose. Examples are purchasing guides (e.g., for a new TV or mobile phone) or how-to guides.
B2C vs B2B Social Media Marketing
Social media marketing uses social media platforms to promote a product, service, or brand and build a social network. This type of marketing is vital for both B2B and B2C companies. There is no way around social media marketing in 2023. If you are not social, you do not exist. It helps to build brand awareness, engage with customers, and drive sales. Yet, the strategies and tactics used in social media marketing may differ between B2C vs B2B.
B2B Social Media Marketing
In B2B social media marketing, you want to use professional networking platforms like LinkedIn to connect with decision-makers and industry influencers. Use it to establish thought leadership, share industry insights, and promote your portfolio. The content shared on social media tends to be more formal and professional. The goal is to establish trust and credibility with potential customers. However, there are also great examples of how to humanize your brand via social media. Showing people and showing emotions is also increasingly important in B2B social media.
In addition to LinkedIn, B2B companies may use other platforms such as Twitter, Facebook, and Instagram to promote their brand. Typical use cases are employer branding and media relations. Videos, most likely educational content, are perfect for YouTube and similar video content hubs.
B2C Social Media Marketing
B2C social media marketing uses visually-driven platforms like Instagram, TikTok, and Snapchat. Everything is about capturing the attention of consumers and driving sales. B2C companies often use social media to showcase their products creatively and engagingly. Going viral is a common aim of campaigns.
The content shared on social media tends to be more entertaining and visually appealing. The goal is to create an emotional connection with customers and become top of mind. B2C companies continue to use other platforms, such as Facebook and Twitter. Commonly to run paid advertising campaigns.
The target audience strongly influences the choice of social media channels for B2C. More precisely, of the target audience's age. Facebook, YouTube, Instagram, Snapchat, Pinterest, Twitter, and WhatsApp have different core user groups.
B2B vs B2C Classic Marketing
Many approaches are considered classic marketing, including channels like TV, radio, print and brochures, flyer, catalogs and magazines, and events. These marketing channels are often called mass marketing and are sometimes mixed up with the above-the-line vs. below-the-line marketing concept.
Let’s have a look at two aspects of classic marketing: print and events.
Classic B2B Marketing
The classic brochure and print advertising are still a common thing in B2B. Printed brochures, for example, are heavily used at exhibitions and as a presentation tool during customer talks. Due to the complex products, the high explanatory effort for the sales rep is supported with printed material. The advantage of physical documentation is to have it available independently of electricity, smartphones, and notebooks. Commonly, no electronic devices are allowed at the customer site—especially if the sales talk happens on plant premises. There are still industries and decision-makers who read print copies.
As a B2B marketer, you must carefully decide if print is still necessary. Market research and media benchmarks help you to understand what media your target audience consumes.
Be careful by quoting, “Print is dead”. It might haunt you as a zombie.
Event Marketing
Different event types include exhibitions, networking events, or industry symposiums. Event marketing is vital in presenting products and technology to the target group.
Events are also an opportunity to meet other industry players. B2B is primarily built on trust; therefore, such networking opportunities play a vital role in the relationship.
Classic B2C Marketing
In B2C, the purpose of printed material needs to work without interaction with a sales guy. The print material needs to be self-explanatory. Catching the recipient's attention is hard, and the attention barrier is vast.
Flyers by snail mail are a common way of sending daily updates, e.g., on grocery coupons. Other usages of print marketing material are company magazines sent directly to the customer.
With the ever-growing importance of digital channels, the classic print marketing material is continuously decreasing. But this also bears an opportunity because competition for the letterbox is less pronounced these days.
Event Marketing
Events typically display the newest products or services to a larger audience. Branch-specific events are good opportunities for customers to see all specific product providers in one place. Exhibitions allow seeing, touching, and testing the latest product innovations. Such events are significant and often expensively staged from a branding perspective. Compared to B2B events, B2C events have less networking character but show entertaining approaches.
