Some companies focus primarily on marketing their goods and services directly to customers (B2C), while other enterprises might make most of their revenue through other businesses (B2B). Understanding the difference between B2B and B2C is easy enough, but in many industries, companies need to balance both approaches in their offerings and their marketing.
Industries that often require both B2B and B2C marketing include:
- The automotive space, where companies sell to individual drivers, partnered dealerships and fleet-based companies alike
- Technology companies who sell to home PC/mobile device users and offices/workplaces alike
- Healthcare companies that sell to facilities and private clients alike
- Furniture companies that furnish homes and workplaces on a variety of contracts
It’s estimated that plenty of companies spend up to 20% of their revenue on marketing in the early stages of establishment, with numbers generally levelling out as time goes on. But for industries like those above, how would one tend to invest with a B2C or B2B marketing agency moving forward to strike the balance?
This article will explore the principles of balancing the two focuses to ensure you make the biggest impact with both of your target audiences.
Understanding the differences and finding common ground
The mistake that most people make is thinking that marketing to the general public and committed businesses can be approached in the same way. It’s important to understand that the goals and expectations of businesses are going to be completely different to those of the average person.
- Offer distinct value propositions. Determine what problems you’re solving for the audience. B2C value propositions need to show how a customer’s life will improve. B2C value propositions need to be rational and focused on ROI.
- Treat campaigns separately. Treat B2B and B2C marketing campaigns as distinct projects. Separate campaigns or even teams will ensure the messaging doesn’t get muddled.
- Tone of voice principles. B2C communication should appeal more to a potential customer’s emotions, whereas B2B TOV should always be more focused on facts, figures and provable case studies.
- Distinct materials. Businesses are more likely to respond to things like webinars, research documents and infographics, whereas consumers might be more receptive to social media and lighter materials.
These are the primary differences between B2B and B2C marketing approaches, but the similarity to keep in mind is communicating the quality and personality of your company. Branding is vital, which means it can’t be too disparate between channels – you still need to maintain your identity.
Keep the customer journey in mind
The way customers and businesses choose to buy is completely different, which should be considered in a marketing approach.
The B2B sales cycle
Communicating value to businesses is generally going to be a longer, more complex process. You have to impact upon multiple stakeholders and decision makers, requiring a more extensive approach to building trust and relationships. B2B marketing requires more lead generation, long-term nurturing and preemptive value provision to secure sales.
The B2C sales cycle
Consumers are generally going to make purchases within much shorter time frames, with impulse buys being the lifeblood of many products. Your marketing should be focused on making your purchase as quick and frictionless as possible, using high-traffic channels like social media, Google Shopping ads and attractive promotions. Immediate sales are everything.
Striking the balance between B2B and B2C
Finding the balance between B2B and B2C marketing is all about figuring out how the two sides significantly differ, while also leveraging the shared strengths between both approaches and allowing for the cross-pollination of ideas. CRM tools, inventory management systems and eCommerce platforms can be used across campaigns, while your company’s value and identity should be clear across the board.
A confident, comprehensive approach will be defined by disparate strengths coming together.
