Difference Between B2B and B2C Social Media Marketing
There are subtle differences between business-to-consumer (B2C) marketing and business-to-business (B2B) marketing, especially when it comes to social media. In one case, a company is selling a product to a consumer. In the other case, a company is selling a product to another company.
Generally speaking, B2B purchases tend to be more logical and less emotional than B2C sales. Also, B2B sales tend to be higher than B2C purchases, mainly because there are more people involved in the decision-making process, and it takes longer for a decision to be made. When selling to a consumer, businesses typically have just one person to impress.
Let’s explore a few more differences between B2B and B2C marketing on social media.
Marketers can use buzzwords on B2B platforms.
It’s okay for B2B companies to sound professional and savvy, as this impresses business customers and gives them confidence that the company knows the industry. B2C selling, on the other hand, needs to have a more friendly, conversationalist tone that is relatable to the average person.
Consumers are driven by emotion. Businesses are driven by logic.
Consumer decisions are often triggered by emotion, such as hunger, desire, cost or status. Think about the purchases that you have made in your personal life. Most probably fall into one of these four categories. Businesses are different. They look for experience and expertise. Their purchases tend to be driven by logic and rationale, such as what will help their business to be more efficient or successful.
B2B customers enjoy being educated.
The purpose of creating content is to inform and educate an audience. However, education is more important to B2B customers. They want the validation that they’ve made a good decision based on strategic planning. For B2C purchases, it’s more about the customer feeling good about the decision. Individuals don’t have others to answer to (at least with most purchases), which means fewer strings attached.
Lengthy content is favored by business clients. Shorter content is preferred by consumers. title=”LinkedIn” target=”blank”>longer, in-depth content with enticing CTAs works well. Infographics are excellent tools for sharing statistics and key features about a particular product or service. Consumers prefer different content. They want to feel good about their purchase and the company they’re buying from, which is why funny, engaging content works well.
As you can see, B2B and B2C selling are slightly different from each other. When creating content for social media, be sure to keep your audience in mind. Don’t be afraid to use industry keywords and share long-form content with a business-minded audience. If you’re selling to everyday people, however, developing content that is relatable and shareable is best. Your goal is to connect people to your brand and instill positive feelings.