Is your business speaking to consumers or other business owners? The answer to your question dictates the type of messaging you should be sending to your audience. That’s because marketing to businesses and marketing to consumers require not only different strategies but different messaging, too.
- Think less about your product and more about their business.
Business owners make purchases with less personal emotion. In other words, help to make their purchase a logical one. How will your product benefit the person or business using it? Will it simplify a process, or will it give a substantial ROI? Ensure that your offer holds up to financial scrutiny through strong data.
- Provide in-depth information.
The people consuming your content are information hungry, so don’t skimp on the details. Issue comprehensive materials — typically with long-form content — that illustrates how your product and/or service will save time, money, and resources.
One of the biggest problems B2B marketers face is having enough content to satisfy their customers. Plan ahead, so you have material and remember that your goal is to educate your consumers, not entertain them.
- Plan for a longer purchase process.
B2B marketing typically uses a complex sales process, occasionally lasting months to finalize. You likely need to move through rounds of approval — dealing with a chain of command — before the business will pull the trigger.
Because the buying cycle is longer, they require more nurturing than B2C purchases. Your goal is to satisfy long-term goals for your client, not to provide instant gratification. Build a lasting relationship, focusing on your industry expertise, and be patient.
- Bring in Emotion.
The consumer’s purchasing journey is a much more emotional one. Focus on the benefits of your product through storytelling, so they can more easily imagine their life with your product.
- Keep it brief.
Contrary to business owners, consumers are put off by long copy. Cut your content short and get straight to the point. With that short message, keep the copy punchy and entertaining. You want to “make a splash” rather than “play the long game”. Above all, make your message simple and easy to understand.
- Be Relatable.
While you can fill your B2B marketing materials with jargon — demonstrating your industry expertise — B2C marketing requires content that the majority of consumers can understand.
Keep in mind that you want to inspire brand loyalty, rather than the lasting relationship attained during B2B marketing.
For more information on the differences between B2B and B2C marketing, contact the team at Concept Marketing. We will help you understand what your business needs to market to your target audience and strategize the best methods for sending out your message.