1. Professional and Personal
Just as you’d behave differently for a business networking event as you would when you’re talking one-on-one with customers, so your digital marketing approach to B2B marketing should be much more formal than your B2C strategy. In both cases, you’re representing your brand – but in a very different way. Your B2B content should be professional and authoritative, backed up by industry research, best practices, fact and figures. Your B2C content should be more about how your product can solve their issue and in what ways it’s better than other products.
2. Generate Leads or Boosting Engagement
One goal of every B2B marketing strategy should be to generate quality leads. You need to analyse how much web traffic is resulting from your content and how much of this traffic is converting into sales or subscriptions. While you also want to take a strategic and targeted approach to B2C marketing and measuring conversions, the net is wider and the audience is more general – likes and engagement are just as important as web traffic.
3. Targeted or Wide-Net Approach
This links in with what we were talking about regarding important KPIs to track in B2C and B2B digital marketing. Similarly, your approach to your audience needs to be targeted for both types of campaigns – except that you want to reach a much wider net when it’s a B2C campaign. For example, a B2B campaign should focus on LinkedIn – it’s a wide audience but it’s specifically for business professionals, and your digital marketing company can tailor your approach to connect with individuals in certain industries or even company positions.
In a B2C campaign, your audience fits into a much wider range of people. Instead of, for example, targeting plumbing wholesalers to carry your range of plumbing tools, your digital marketing company will need to target homeowners and renters who have leaky faucets. That’s going to mean having to reach a much bigger audience, making Facebook or Twitter the best place to be for this type of campaign.
4. Emotion vs. Rational Benefits
When a digital marketing company designs a B2C campaign, they focus on one thing – creating content that is not only useful but also appeals to the consumer’s emotional state of mind. In contrast, a B2B marketing campaign will have no emotional content – just the raw benefits, facts and figures. For example, a B2C campaign for an online meal service could appeal to how tired customers feel after a long day at work and how they don’t have time to shop for groceries – but your healthy pre-prepared meals can be delivered right to their door after being ordered online, giving them the ultimate convenience.
If you’d like any assistance on developing, implementing or managing your B2B marketing strategy, please contact a leading digital marketing company today.
One goal of every B2B marketing strategy should be to generate quality leads. You need to analyse how much web traffic is resulting from your content and how much of this traffic is converting into sales or subscriptions. While you also want to take a strategic and targeted approach to B2C marketing and measuring conversions, the net is wider and the audience is more general – likes and engagement are just as important as web traffic.
3. Targeted or Wide-Net Approach
This links in with what we were talking about regarding important KPIs to track in B2C and B2B digital marketing. Similarly, your approach to your audience needs to be targeted for both types of campaigns – except that you want to reach a much wider net when it’s a B2C campaign. For example, a B2B campaign should focus on LinkedIn – it’s a wide audience but it’s specifically for business professionals, and your digital marketing company can tailor your approach to connect with individuals in certain industries or even company positions.
In a B2C campaign, your audience fits into a much wider range of people. Instead of, for example, targeting plumbing wholesalers to carry your range of plumbing tools, your digital marketing company will need to target homeowners and renters who have leaky faucets. That’s going to mean having to reach a much bigger audience, making Facebook or Twitter the best place to be for this type of campaign.
4. Emotion vs. Rational Benefits
When a digital marketing company designs a B2C campaign, they focus on one thing – creating content that is not only useful but also appeals to the consumer’s emotional state of mind. In contrast, a B2B marketing campaign will have no emotional content – just the raw benefits, facts and figures. For example, a B2C campaign for an online meal service could appeal to how tired customers feel after a long day at work and how they don’t have time to shop for groceries – but your healthy pre-prepared meals can be delivered right to their door after being ordered online, giving them the ultimate convenience.
If you’d like any assistance on developing, implementing or managing your B2B marketing strategy, please contact a leading digital marketing company today.
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