The Differences Between B2C and B2B Social Media Marketing
In social media marketing, there’s a huge difference between the “B” and the “C”. B2B stands for business-to-business, and B2C stands for business-to-consumer. These models are distinctly different, though it may not be clear exactly how. These separate approaches are better geared toward serving specific marketing purposes, and which model a business chooses largely depends on how they intend to expand and generate revenue.
B2B content is crafted far more meticulously. The receiving audience is very detail oriented, and they want to have all of the specifics outlined for them. A business to business strategy relies heavily on strong marketing tactics that are direct and focused. This content is prone to be longer and comprehensive so it can best cover a large amount of information.
In a B2C environment, marketing is much softer. This content will be more spirited and festive, often incorporating levels of humor to speak to its target audience and make an empathetic connection. This involves more one-liners and a greater level of simplicity. As a direct result, B2C marketing will spread faster and appeal to more individuals in a broader sense.
People purchasing something in a B2B arrangement are likely signing on for a product or service that requires a lasting relationship to maintain. Retention is the most important in this environment, where nearly nothing is a one-and-done deal. B2B structures generally involve upselling or the extension of additional offers to supplement an original purchase, and a higher amount of customer service is needed to maintain a relationship. This revolves around a buying cycle.
B2C is generally much quicker, as it focuses on snap sales. Purchase once, and you’re done. There’s usually no need for an exchange again once money has changed hands. A B2C marketing strategy is very similar to a normal retail environment where purchasing is grab-and-go. This revolves around a decision process.
What the Customer Needs
A B2B customer is looking to be educated and empowered with their decisions. They want to be spoken to in a professional language, to view data and statistics, to see customer testimonials, and to have the answers to all of their questions. This customer needs the resources to validate their buying power, because they take their purchase very seriously.
A B2C customer wants something fun. He or she is seeking something to fill a simple and immediate need, like entertainment or other novelties. All this customer needs to know is that they will enjoy it and that they can use it. It doesn’t matter what you’re promoting as long as you can convince a B2C audience that they want it and will enjoy it if they make a purchase.
Where Their Campaigns Will Work
B2B is meant for savvy customers, and is best presented in an environment they take seriously. LinkedIn is generally only used by individuals who appreciate a solid B2B campaign, making it a network that marketers cannot afford to miss. Twitter and Facebook are also effective if a specific audience is thoroughly targeted.
B2C campaigns will have a lot more luck on platforms that use visuals and minimal text. The goal of a B2C campaign is to grab someone’s eye and allure a potential customer without running their attention span dry. Platforms like Facebook, Instagram, Twitter, and YouTube are efficient for giving someone a small bite of information that packs a lot of flavor. The casual atmosphere of these social networks is less intimidating, and is therefore best suited for a customer who can make a decision based on easily digestible information.
Torri Myler is a marketing team member at Bankopening.co.uk - a UK bank branches opening and closing hours directory. She believes in anything tech and digital related to bring about positive change and empower professionals.