While business-to-business (B2B) and business-to-consumer (B2C) best marketing practices have their similarities, they also differ significantly depending on the objectives. As a business owner, it’s important to be aware of the best marketing practices for your company. Keep reading to learn about the differences between the best marketing practices for B2B and B2C businesses.
B2B Best Marketing Practices
When deploying B2B marketing methods, the goal is to focus on the logic behind the product and its features. Generally, there is very little emotion involved in the decision to make a purchase. The buyer is making a purchase that aligns with his or her organization’s procedures.
Your marketing materials should showcase the exact benefits to be gained by using the product. With this in mind, it’s important to optimize your website with images that highlight the logic behind the product, its features, and how it can be used. Let’s say you’re selling accounting software. Instead of highlighting the product, you’re shining a light on how the accounting software helps the accounting department save time and money. More importantly, you’re outlining the type of return the buyer can expect on the investment.
B2C Best Marketing Practices
When marketing to consumers, you’re focusing more on the benefits of the product, and you appeal to the buyer on an emotional level. More so, you keep the marketing message succinct. With B2B marketing, your buyer will set aside time to read through lengthy marketing materials. This isn’t the case with B2C marketing. Instead, you want your marketing message to be short and sweet. It should detail how the product will make consumers’ life easier, help them save money, and spend more time with their families.
Key Differences Between B2C and B2B Best Marketing Practices
The first notable difference between B2C and B2B best marketing practices is that the latter can take place over an extended period of time. Businesses are more apt to take longer to move through the sales funnel. They might spend weeks researching different products. With B2C marketing, your leads are moving very fast. They want what they want, and they want it now. Their buying decisions are largely influenced by emotion and not so much on the long-term advantages of a product.
With B2B marketing, the buyer not only takes the time to ensure he or she is getting the best deal, but also to verify that he or she is buying a product that will align with a variety of objectives. Even if the product costs more than what your competitors are selling it for, if yours is the only one that integrates with their existing infrastructure, the buyer will buy from you. With consumers, it’s more about price and convenience. As long as you have the lowest price and a decent product available right now, you’re likely to secure a purchase.
Your marketing success is determined by your ability to appeal to the right audience at the right time, using the right marketing methods. All marketers will do well to learn the key differences between B2C and B2B best marketing practices.
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Founder Dinis Guarda
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