Business-to-consumer (B2C) companies have been using content marketing tactics to reach their target audience for years. Ever since the The Furrow was first published in 1895 by John Deere. The history of content marketing for B2C companies provides a lot of valuable insights and takeaways for new B2C companies to use in their efforts. This is probably why there are more B2C companies who feel their content marketing efforts are more effective than business-to-business (B2B). Other areas where B2C marketers are doing better than B2B marketers are:
Seeing the value of their content marketing efforts
Documenting their content marketing process
Meeting about it frequently with their team
Just so you know, Unifusion can help with showing the value, documenting the efforts, and provide transparency for the whole team to see your marketing efforts.
B2B marketing is quite different than traditional marketing tactics for B2C companies. While there are many similarities between B2B and B2C marketing, understanding where they are different is important for the marketer, or even consumers to understand.
However, no matter which marketer you are, you are marketing to a person. While it is important to know the differences to be prepared for all situations, it is just as important that you understand people and how they behave rather you are marketing for B2B or B2C.
Here are 8 Key Differences from B2B to B2C Marketing Tactics
Voice – B2B Marketers can use industry jargon where B2C should use a voice that speaks to the least relatable majority of customers, meaning simpler language (usually)
Value – B2B audiences are seeking efficiency and expertise and less of deals and entertainment like B2C audience is.
Rational – B2B audiences tend to purchase off of rationality and are logically driven while B2C typically are emotionally triggered.
Details – B2B audiences require highly detailed content and being provided a custom experience by a sales and marketing team. B2C just needs to be happy with their purchase and have it fulfill their needs.
Content – B2B audiences tend to respond well to lengthy content, this could be because of the longer buying cycle than B2C and the desire for detail to make a rational and logical decision.
Relationship – B2B audiences often are looking for long-term relationships whereas B2C audiences might just be looking for something to meet their immediate need.
Crowd – B2B audiences often have to work with multiple people internally before making a decision whereas B2C audiences tend to decide for themselves.
Length – B2B audiences buying cycles tend to be a lot longer than B2C.