B2B vs. B2C Content Marketing: What’s the Difference?
Understanding your customers is the key to great marketing. One of the first steps a company must take when they are redesigning their website, launching a social media campaign, or exploring inbound marketing efforts, is to identify what tactics work for a B2B company versus a B2C company, in an effort to make sure that their customers are being reached using the proper channels and with the right content.
What is B2B marketing? B2B is short for business to business. Business to business marketing occurs when a company’s products and services are designed for other businesses instead of individual consumers. The company needs to market directly to other businesses, which means that their methods of marketing their business will differ from B2C content marketing.
What is B2C marketing? B2C is short for business to consumer. Business to consumer marketing occurs when a business provides products and services to individual consumers, such as grocery items, clothing and accessories, or dining experiences, in addition to services such as home organization, house repairs, or job search consultation. These businesses must communicate directly with end users, who might find their products and services in a retail store or via Google search or social media.
Why is it important for your web design, social media, and inbound marketing experts to understand the unique needs of a B2B campaign versus a B2C campaign? B2B websites and B2C websites will differ greatly from one another. B2B companies might provide comprehensive user guides and intensive product details on their websites, while B2C companies may be communicating products to customers who may not need to understand the ins and outs of the industry, manufacturing, and a product’s specific applications. On social media, approaches between the two types of companies may differ. Giveaways, contests, and ads directed to the general public may work well for B2C companies, while targeted, industry-specific information may be more appropriate for B2B customers. Inbound marketing efforts will often look very different for a B2B company versus a B2C company, because their buyer personas will vary greatly.
Ask the professionals working on your website, social media efforts, and inbound marketing campaign to discuss your unique needs as either a B2B or B2C company. An expert will be able to talk with you about how to best tailor your marketing efforts to your customer base.