In the daily course of business, networking and attending conferences you always learn something new. I have attended numerous conferences that focus primarily on B2B (Business to Business) marketing which demonstrates that the sales cycle in the B2B world is often long and complex. Imagine your company is selling radar systems to the US Navy for aircraft carriers. As a tax payer would you want your dollars being thrown around without some sort of expertise being involved? Another aspect of B2B marketing is the Whitepaper or eBook to help your Client make an informed decision.
I decided to reach out and learn more about the differences between B2B and B2C marketing and connected with subject matter expert (SME) – Michelle Salater and hear her thoughts:
The major difference between B2B and B2C marketing is how you speak to and engage with the target market. In order to effectively market a product or a service—whether B2B or B2C—one must always understand the audience and tap into the needs and desires of their market. If you cannot emotionally engage and give people a reason to take action, prospects will move on.
As the owner of a copywriting company, one major difference I see between B2B and B2C marketing is the tone of the message. For B2B, the tone is more professional, and the focus is often on business growth and long term results. And, depending on the business, the industry, and the size of the company, the audience can be significantly different. Will an executive assistant be surfing the web and reporting back to the CEO? Is it the business owner who will be visiting your site? Or perhaps the head of a marketing or IT department? Knowing this information allows you to properly communicate with the right person and convert them.
B2C messaging is often lighter, shorter, and focused on an immediate, personal need. Rarely is there a middle man; when you market B2C, you market directly to the consumer. Therefore, the message tends to be more personalized and emotionally charged.
How and where you market is another key difference. To be effective, you must make sure you’re communicating with your target audience the way they want to be communicated with. You want to play where they play and make it convenient for them to hear your message. Whether B2B or B2C marketing, the question you must ask is how does my market prefer to receive information from my company? It’s a waste of money, time, and energy if you are sending direct mail postcards to prospects when they prefer communication via email or social media. With B2B marketing, I can bet most businesses won’t appreciate your company selling to them on their personal Facebook page or texting their mobile devices. No matter the market or industry, the key is to offer a variety of ways for prospects to stay in touch with you.
Michelle Salater is president of Sumèr, LLC, a company which specializes in web copy writing, SEO copywriting, and the promotion and marketing of websites and blogs after they launch. As an avid business blogger, Michelle has grown her marketing blog, Copy Doodle, to be a powerful lead generation and client education tool, and frequently guest blogs and lectures on blogging and marketing. In 2009, Michelle won the Charleston Business Journal’s Forty under 40 award for her business and community leadership. Follow her on Twitter @writtenbysumer
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