B2B vs B2C Marketing
Not all marketing is created equal. When choosing the audience and marketing tactics for your new business, you’ll need different tactics depending on the style of your business. Professional buyers from another business are not at all the same as a customer walking into a store or clicking on your website. These two types of business transactions are called B2B and B2C. The differences of B2B vs. B2C marketing are few, but vital to the success of your business.
What is B2B and B2C?
B2B refers to “business to business” where B2C defines businesses that market directly to their end customers. Both sides will use similar marketing programs, such as events and advertising. However, their end goals and execution are very different.
The goal with B2C marketing focuses primarily on customers. And, as such, this marketing serves to drive as much traffic as possible. This marketing can be more aggressive, since B2C companies need to turn shoppers into buyers.
These shoppers will be prone to impulse or emotion-led purchases. Your campaigns, then, have to capture attention right away. Plus, you will need to strengthen the image of your brand with repetition and imagery. The big brands accomplish this very well, and their wide target audience can immediately recognize and trust them. B2C marketing will also generally use more discounts, deals, and vouchers. Their average consumer is looking for a deal, and these kinds will hold their attention and potentially draw them in.
As you market directly to consumers, focus on your product and making your brand memorable. It’s okay to lean on emotion over logic to get quick purchases to happen. Also, be sure that your company provides great customer service! It’s not just enough to turn a shopper into a buyer; you’ll need that buyer to come back!
Generally, business-to-business transactions involve selling a process or service to another company. Sometimes, in the case of Divvy, it’s both: you’ll have the web-to-print services to facilitate your branding and marketing, and the products to put in your stores. However, we still focus on selling to other businesses.
The marketing strategies used by B2B companies have to focus on relationships. And, since they sell to businesses, their clients’ decisions have to be based on reason. Businesses won’t make impulse purchases, and most won’t rush their buying decisions.
Business buyers will also have more experience than regular consumers. They may know more about the industry than even you do, and do far more research into comparing your product or service with other brands. So you will need to speak to a more sophisticated, educated audience.
So, when marketing B2B, center a long-term marketing plan around building a strong, trusted relationship and logic to help your product and services succeed.
Whatever your business, Divvy is here to help your marketing campaign succeed. Contact us today to find out how we can partner with your business.