Picking the right marketing strategy is crucial to the success of any business. You could have the best product or service in the world, but you won’t make any money from it if nobody has heard of your business will you?
To achieve success, you have to get your business in front of the right people and to do this, you need to pick the best marketing strategies.
There are two popular forms of marketing, B2B and B2C, but if you aren’t clued up in marketing, reading that likely felt like attempting to read hieroglyphics.
We get it. Though the Blaze team may seem like we know everything about marketing (we do, by the way), there was a time when these terms were complete nonsense to us, too.
Now, after years of researching and implementing these strategies, we like to think we can pass our wisdom on to the next generation of eager marketers.
So, let’s jump into the wonderful world of B2B and B2C and uncover which one is right for you.
What is B2B Marketing?
B2B, or business-to-business marketing, is a strategy in which the main aim is to get products and services in front of other businesses in the hope that they will buy them.
This is a great method if you want to sell your products or services on a large scale, as businesses tend to be able to make bulk orders.
In the world of business, it’s all about making strategic connections. You can’t just stroll into a Tescos and expect to land a deal with the big boss. A savvy B2B marketer knows that success lies in identifying and engaging with key decision-makers and influencers within a company.
It’s about targeting the right people and making the most impactful connections to drive your business forward.
You have to remember that these people are industry professionals, and they won’t just invest in something because they like the look of it. They have responsibilities to fulfil, so there is an element of wooing necessary in the process.
Research the business you are targeting, get to know their wants, consumers and even their star signs if it will impress them.
Examples of B2B Marketing
If you still don’t understand B2B marketing, don’t worry. Here are some examples to help clarify the strategy.
- A software service trying to sell their software tools to existing businesses.
- A design company offering their interior design services to an office manager.
Hopefully, these examples have made B2B marketing much clearer and easier to understand.
What is B2C Marketing?
Now that you know what B2B marketing is, I imagine you can guess what B2C is. For those who haven’t had their Weetabix today, B2C stands for business-to-consumer.
This refers to businesses selling products and services directly to the consumers.
Selling to consumers isn’t the same as selling directly to a business. You aren’t marketing to a wealthy business professional with strict guidelines; you are trying to appeal to everyday people.
You have to consider the challenges that people face in their day-to-day lives and base your marketing on your target demographic’s needs and wants.
To summarise the two quickly, with B2B, you are appealing to industry professionals under strict quotas and with B2C, you are appealing to real, everyday people.
Examples of B2C Marketing
Just to make distinguishing between the two strategies a little easier, here are some examples of B2C marketing.
- A makeup company marketing a subscription service to its consumers.
- An estate agency trying to rent their properties out.
- A cafe trying to sell products directly to consumers.
Can a Business Do Both B2B and B2C Marketing?
This really depends on the type of business that you have, but yes, a business can do both B2B and B2C.
In fact, it is incredibly common for businesses that typically operate on a B2C basis to sell their stock to other businesses. This often happens if goods go out of season or a business is not selling as much as it would like.
If you intend to sell to businesses and consumers, your marketing strategy must reflect this. It can be easy to feel as though you need to
Finding the balance between appealing to established businesses and everyday consumers can be challenging, but there is a way to do it successfully.
Before considering marketing to businesses and consumers, you must understand the differences between B2B and B2C marketing.
Differences Between B2B and B2C Marketing
The differences between B2B and B2C are significantly different, so it is essential that you can distinguish between the two.
The main difference between B2B and B2C is their audiences and how they choose to appeal to them. B2B is about establishing relationships and providing businesses with a return on their investments.
On the opposite end of the spectrum, B2C marketing is largely focused on quick solutions and creating content that may draw in everyday consumers.
Features of B2B Marketing
With B2B Marketing, ROI Matters
If you are not sure what ROI stands for, it stands for ‘return on investment’. Businesses don’t get involved with your company because they love your product or service; they want to make money.
B2B is always based more on figures and the financial incentives that you can provide, so it is key that you make sure that all your financial predictions and expectations are clear before promoting B2B.
B2B Customers Expect Detail
When you work on a B2B basis, it can often feel like you’re being grilled. Your customers want to know absolutely everything about your product and service, down to how you make it and the costs associated with it.
Even information that you may consider to be unimportant, they want to know about it, so make sure that you know everything you can about your business before getting in touch with other businesses, or you’ll just end up with a headache.
Working with a marketing agency during this process is essential, as they know how to deliver relevant information to your clients.
In B2B, You are Appealing to a Chain of Command
In B2B marketing, you don’t just have to win over one person; you must impress an entire chain of command.
Before any decision is made, the proposal needs to be assessed to ensure that you are catering to the workers further up the chain. They have the power to shut down the process completely, so make sure that you are prepared.
Providing Professional Copy With the Correct Jargon is Key
When you market to consumers, they don’t know or care about the technical jargon involved in marketing and business.
Professional jargon is encouraged in a B2B setting. Remember that businesses have been pitched to countless times in the past, so they know what they are looking for and understand what is and isn’t considered professional.
Don’t get caught short by being lazy! Get to know the jargon.
Features of B2C Marketing
B2C agreements involve more emotion
When you are carrying out a B2C marketing strategy, there is often more emotion involved. You have to remember that you are trying to fulfil people’s everyday needs, and when people choose to make a purchase, they are often emotionally driven.
Add a Fun Factor
With B2C marketing, there always needs to be an element of fun, which feels like a direct contrast to B2B marketing.
You have to remember that with any consumer ads, you are competing with thousands of businesses and people are not going to share ads or engage with a business that is completely miserable.
Make sure that when it comes to B2C, you are injecting an element of fun into your marketing if it’s applicable.
You Have to Make Your Language Digestible
If you plan to use a campaign for B2B and B2C, you must make some changes when you present it to your B2C consumers.
You have to remember, everyday people don’t know technical marketing jargon and honestly, they probably don’t care.
Make any B2C campaigns focused on your product or service, with a focus on how it can make their lives easier or bring them happiness.
Remember, when marketing directly to a consumer- emotions matter. Don’t confuse your consumers with difficult jargon.
Even though you don’t need to use a lot of jargon in your marketing, having strong copy is still important, and we suggest working with a professional copywriting team to get the best results.
What Problems Do B2B and B2C Have?
Here at Blaze, we always want to give you the full picture.
You all know that the world of marketing isn’t all sunshine and rainbows; there are some problems that you may encounter.
With B2B, the main issue you will likely face is a lack of content. You have to be incredibly concise with the content that you produce and you have to dedicate a lot of time to ensuring that the copy is right for the client, and there is the chance that you will have to redo or make amendments to your strategy.
B2C is different; you have a lot of freedom which can often be a problem. You aren’t targeting just one business; you are trying to attract a whole consumer base.
It can be difficult to market your product or service to such a big range of people without it missing the mark, so once again, you will likely need trial and error to get it right.
Market Your Business With Blaze Media
Although that may all seem incredibly overwhelming, if you break it down, B2B and B2C marketing is all about people.
At Blaze, we know people, and we understand how to successfully market a business to them. We develop strategies for a range of B2B and B2C businesses, and our expert team can work with you to identify the right audience for your business.
If you want a team that will help you develop a relevant marketing strategy, contact our team today to get the ball rolling.