B2B and B2C businesses cater to different needs. However, they do not necessarily require two completely different forms of marketing. This is because both are targeted towards potential buyers.
Whether it is a business or a customer, in the end, both require the selling of a commodity or a service. Based on that philosophy, many of the different marketing tactics that are successful in B2C marketing can be successfully applied to B2B marketing.
Let us look at a few of them and understand how they might impact a business.
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6 B2C marketing tactics that can help your B2B marketing efforts:
The B2B sales procedure is more time-consuming because the market is smaller, and the purchase quantities are typically larger. Consequently, the marketing strategy is more commodity-specific, specialized, and targeted.
This frequently narrows the marketing solutions. However, using B2C marketing approaches can change that. Here are six ways B2C marketing strategies may work for your B2B service marketing.
Social media marketing
B2C marketers structure a lot of their marketing campaigns around social media. From clothing and accessories to furniture and home décor, everything is seen marketed on social media. On the other hand, B2B marketers often disregard social media.
When reaching out to B2B clients, platforms such as LinkedIn may be instrumental. Data collected from B2B marketers indicates that 80% of B2B leads came out of LinkedIn.
Social media is also an effective tool for increasing brand awareness, giving a business an online presence, and humanizing it. These are all often essential considerations in marketing and engaging with potential consumers.
Many B2C marketers utilize videos on social media platforms such as YouTube and Instagram and add them to company blogs or embed the company website.
This can be quite helpful for B2B marketers as well. Incorporating a video clip on a landing page may significantly boost conversion rates since they are engaging, entertaining, and easy to follow.
Almost 93% of marketers believe video has assisted them in their quest to enhance brand recognition, with 83% of them having generated leads through it.
B2C firms typically utilize cheerful and personal tones in their messaging. Since buyers demand personal relationships and an exceptional brand experience, focusing on personalization becomes essential. B2B businesses are known to avoid that.
Did you know a Think with Google survey of 3000 participants from 36 B2B organizations discovered that B2B consumers required a far stronger emotional relationship with sellers compared to B2C consumers?
So, although B2B consumers may prefer somewhat more technical language on occasions, humanizing professional communication with a more conversational tone can lead to more sales. Additionally, the approach also aids in the development of connections and the enhancement of the brand experience.
Customer reviews and testimonials
Credibility is a trait that’s mandatory for every business. So, B2B businesses often post customer reviews and testimonials that fully attest to the genuine quality of the service provided.
According to a study by G2 and Heinz Marketing, over 92% of B2B buyers stated that they would buy from a brand if they could read a trusted review.
Therefore, B2B businesses should take the time to make consumers feel more secure in their purchasing decisions by providing reviews, testimonials, and case studies that demonstrate the issues customers have experienced and how a service or product has solved those challenges.
Build content marketing strategies
B2C companies are known to use blogs as well as other types of content marketing strategies to communicate with consumers. This is something that B2B companies can undertake as well.
The objective is to attract the appropriate audience with relevant messaging, including specifying what is vital to the strategic partnerships.
One should avoid using blogs to talk about the value of a product or the organization. Instead, talk about the audience’s concerns and how the company and its services can address them.
Lastly, businesses can also offer gated content packages that tend to appeal to B2B audiences and generate new leads through registrations.
Consumer data analysis
B2C businesses actively analyze consumer data to create marketing campaigns targeting specific age demographics, geographical locations, gender, and other segmentations.
B2B companies can also leverage the large amount of data that’s available today and use it to discover more about their target audience and thereafter create relevant marketing campaigns.
They can find out who they’re targeting, thanks to consumer data such as behavioral and demographic information. They can also identify decision-makers using corporate data such as firmographic characteristics. This information simplifies strategic partnerships and raises conversion rates effortlessly.
To wrap up:
The B2B market is rife with opportunities that only need the correct form of enforcement to become particularly lucrative. There is no harm in borrowing some tactics from B2C since they are proven to be effective.
While social media and videos have generally been reserved as great tools to establish a brand voice for B2C businesses, B2B businesses also stand to gain a lot from it.
Since personalization has helped create an emotional engagement with consumers, leading to better ROI for B2C, B2B companies too can also personalize communication to enhance sales.
Additionally, customer reviews and valuable content can help a business build credibility encouraging consumers to actively make purchases. B2B Businesses can further target these marketing efforts through data analysis to determine the ideal crowd that would benefit from them.
These approaches have been highly beneficial for B2C marketing. So it’s about time that B2B companies took note of it and implemented the as same!