B2B (business-to-business) and B2C (business-to-consumer) are both marketing methods that are very important within the industry, however knowing and understanding the differences between the two, can be hard.
Both of these methods are used daily within different businesses and if you haven’t already, bringing this strategy into your marketing methods will change the game. However, before you start, you need to understand the differences between the two.
What Is B2B Marketing?
Business to business marketing essentially is when businesses markets to other businesses. Usually, the tone for B2B is more informational and based on how whatever it is you are selling, can benefit another business rather than a consumer. B2B marketing content tends to be more straightforward than B2C. This is because business purchase decisions, in comparison to those of consumers, are based more on bottom-line revenue impact.
Examples Of B2B Marketing
- A commercial construction company is attempting to market and establish a contract to build out the office space for a law firm.
- A recruitment software service that sells hiring tools to HR departments.
- A marketing service that sells content strategies
What Is B2C Marketing?
Business to consumer marketing is when a business will try to sell something to customers and individual consumers, rather than professional buyers. This is the type of marketing you will see in everyday life. The tone is less professional, more exciting and highlights the benefits of the product that will help the customer in their everyday life.
Examples of B2C Marketing
- A baking company that sells pastries and cakes to the public
- A music streaming platform that sells subscriptions to individual buyers
- An estate agent that sells properties to individual buyers
Similarities Between The Two Methods
So now you have an understanding of what both types of methods are within marketing. You need to understand the difference between the two. However, before you understand the differences, you also need to be aware of the similarities and how both methods sometimes intersect.
Most companies either sell to businesses or to individual consumers, however, the two can overlap. For example, a cleaning company may offer commercial cleaning whereby they clean offices for businesses and also offer a home cleaning service for individual consumers. This would then mean they use both B2B and B2C marketing techniques to sell their services.
Depending on who the target buyers are for a company's products will decipher if they need to use B2B, B2C or both marketing methods.
Differences Between B2B And B2C Marketing Methods
B2B Audiences: The B2B target audience expects to see expertise and logic as they are buying for a professional reason. Financial benefits will also be expected in this type of marketing because businesses will only invest in services that will bring them profit as they need to make revenue. Another aspect that B2B Audiences will look for is education. These types of buyers like to be fully informed of what your industry has to offer to them, therefore, giving full information and details about what you have to offer is vital.
B2C Audiences: B2C audiences are less likely to care about the long term effects of what they are buying and most likely are interested in purchasing a product or service for their own enjoyment/entertainment. This means that a more fun tone is needed rather than a professional one, of course, keeping professional is still needed to an extent, but less of the financial, logical talk and more of the motivating beneficial most likely will attract more customers.
B2B Relationship: Most likely if a business is investing in something another business is offering, they are looking to have a long term relationship with that brand. This is why it is important that you represent your brand in a way that will make other businesses want to connect with you. Keeping communication with other businesses will help to build that relationship, making your brand more approachable and trustworthy.
B2C Relationship: Unlike a B2B consumer relationship, most likely, B2C consumers aren’t looking to build a relationship with the brand. Customers will sometimes be loyal to your business and keep purchasing from what you're offering, however, it’s unlikely that they are invested in what your brand does for them as it simply won’t affect them like it would affect a business relationship.
B2B Content: As mentioned in the B2B audience section, B2B consumers are looking to be informed in full detail about what you are offering. They will want to know fully about your brand and how it will benefit them. These details have to be given in full because they are also a business, they cannot risk working with a company that could have detrimental effects on their brand, therefore, knowing all the details about who your brand is will be essential to them. Keeping the tone professional when marketing to other businesses is also important as they too are professionals. They will have expectations on how a good business meeting is held and what mannerisms are used when being spoken to. Knowing all of the statistics from your business and referencing them when marketing to other businesses will also be useful as realistically the financial benefits are what a business really looks for when buying from another company.
B2C Content: Unlike B2B consumers, B2C consumers aren’t usually worried about the full details of what you are offering, in fact, this could even put them off buying from you as they don’t have the time to waste. Instead, making the marketing content fun, relevant and enticing is more successful. Day to day customers may just come across your facility and not come back therefore instead of piling a load of information onto these customers, the experience needs to be exciting. Make your content memorable and up to date with current trends. This is how you make people want to revisit or repurchase from your company, less of the boring statistics that won’t benefit their lives and more of the fun, creative and memorable type of content.
So now you have a deeper understanding of what both B2B and B2C marketing techniques are and the similarities/differences between them. Both techniques are extremely useful depending on what it is your company wants to sell and who they want to sell to. Consider these methods when marketing for your company.