FAQ: What’s the Difference Between Marketing for B2B and B2C?

Your audience is everything when it comes to marketing. Who you’re targeting can greatly change the angle of your messaging. Even if you’re a cabinetry company, you could either aim your marketing campaigns at homeowners looking to remodel their kitchens, or smaller home remodeling companies that could carry your product line. It all depends on if you’re doing B2B or B2C marketing.

If you’re a business owner yourself, you’re probably already aware of what the definitions of B2B and B2C are; but just to make sure we’re all on the same page, here’s the difference:

B2B: Business-to-business (selling your product/service to other businesses)

B2C: Business-to-consumer (selling your product/service directly to consumers)

Just like the audience members are different, so is the marketing approach you should take. Here’s what you need to know about marketing for B2B vs. B2C.

Marketing aimed at other businesses is certainly different for several reasons, the biggest one being your messaging. Businesses make purchasing decisions based on who can offer the best product for the lowest price. Therefore, your message will focus primarily on why you’ll provide a better ROI than your competition from a logical standpoint.

You’ll also want to make sure you identify some of the most common issues, threats and worries faced by these businesses. This shows that you understand their problems and can provide a solution. Explain how your product or service will make their lives as business owners easier and more convenient. Even something as simple as fast turnaround on orders or favorable credit terms can be used to stand out as the best choice for them.

Making your “brand story” come to life with data and real-life examples of how you’ve helped other businesses will also provide social proof, a powerful motivator. Above all, remember that your message should be about the people who will be using your product or service, and how their company benefits from working with you.

While B2B focuses communicating an ROI, B2C relies much more on emotion. Consumers see hundreds of ads a day, which means you have a lot of competition to get their attention. The best way to do this is through a marketing message that hits on a more personal level.

Like B2B marketing, you’ll want to highlight the immediate benefits of your service, but in a way that connects with consumers. Provide key selling points about your service without overwhelming customers with information. Additionally, consumers want reassurance that if they aren’t completely satisfied with your product/service, you’ll do what you can to resolve the issue. Therefore, your marketing should touch on your commitment to customer satisfaction.

When it comes to marketing for consumers, the key is to think about what gets you to buy into a product or service and incorporate those personal details into your campaigns.

Let’s go back to the earlier example of how a cabinetry manufacturer would market its products.

B2B: If the company wants to sell to other home design or remodeling companies, they might emphasize that they are one of the top selling brands in the country, and have a variety of durable materials for customers to choose from. This helps business owners see that they’ll have a greater chance of selling these cabinets to homeowners than if they bought from a cabinet manufacturer with fewer options.

B2C: If the company wants to sell directly to homeowners doing DIY projects, they might focus on how their cabinets are easy to install, can match any style, or make it easier to keep a busy home organized. That type of messaging would hit closer to home with consumers who have families and need cabinets that will make their lives easier.

Remember, that your audience directly affects your messaging, whether you’re selling to other businesses or consumers. After you identify who you’re targeting, you can figure out what marketing tactics will be the most impactful.