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What is B2B Marketing vs. B2C Marketing? How to Use Them to Your Advantage

Por Andrés Bergero |

B2B Marketing vs.B2C Marketing

Have you ever heard of B2B Marketing? What about B2C Marketing? Maybe you haven’t yet, but both concepts are essential when defining and optimizing your Social Media Strategy. That’s why in today’s blog post we will tell you what they are and how you can take full advantage of them, depending on your business model. Use B2B Marketing and B2C Marketing to make your company grow. Take note!

What is the definition of B2B Marketing and B2C Marketing?

The first thing to do in order to understand the importance of these terms for a Content Marketing Strategy is to define them. So, let’s start with B2B Marketing, which literally means “Business to Business Marketing.” This term denotes a set of techniques used to promote products and services between two commercial companies, not between a company and consumers. For example, this would be the relationship that could exist between Microsoft and Walmart, in the hypothetical case that the Microsoft provided Walmart with their computer operating systems.

On the other hand, B2C Marketing is perhaps the most widespread in terms of training and strategy. B2C stands for “Business to Consumer.” In this case, the term refers to techniques for promoting products and services toward individual consumers (for example, the relationship between you and your personal mobile phone or cable TV carrier).

Differences-between-B2B-and-B2C-Marketing-

Thus, the difference between B2B Marketing and B2C Marketing involves two very different approaches in terms of promotion strategy. That is, in the first case, all your communication actions will be targeted at a specialized public and with commercial and industrial knowledge. These are the things that need to be considered when framing your offers and campaigns. Meanwhile, in the case of B2C Marketing, the techniques required differ, since in general, the audience is less “expert”, whose attention requires different techniques.

Now that you know how B2B Marketing and B2C Marketing are different, I will share with you a selection of fundamental tips for success in each case for your Socila Media campaigns.

4 effective tips for success in your B2B marketing campaigns

effective-tips-to-achieve-success-with-B2B-Marketing-

1 – Include LinkedIn in your Social Media Strategy

According to a report from specialized site uberflip.com, LinkedIn is the most effective social network for performing communication strategies oriented towards B2B Marketing, as you can see in the image below. This can be explained by taking a look at the following data from LinkedIn:

  • LinkedIn has more than 380 million users.
  • 40% of users visit their profile daily.
  • LinkedIn company pages are publicly visible by default, which means that content published on each page is sorted on the web, which impacts the SEO ranking of each brand.
  • 59% of LinkedIn users have never worked in a company with more than 200 employees.

2B-Social-Media-Marketing

 

In addition, LinkedIn is responsible for over 80% of business leads made from promotions and campaigns on social networks. So, to get the most out of your B2B Marketing Strategy on LinkedIn, I suggest:

  • Using the Advanced Search to find new customers.

LinkedIn’s advanced search

2- Organize Webinars

Another highly effective strategy to attract customers in your B2B Marketing Strategy is to conduct webinars. A webinar is a conference that is done online, in the form of a presentation for training, promotional purposes, or to inform your audience about a procedure or product. They have virtual attendees that can hear and see the presenters through their computers or mobile devices, anywhere in the world. This represents a clear communication opportunity, which works very well when promoting your products or services under the B2B marketing.

If you want to organize your own webinars, follow these steps:

  1. To begin, you must create a landing page for registering, that indicates what topics you will talk about, who your presenters will be, and what registration data attendees will need to provide (an essential step for building your own database).
  2. Then, you have to promote your webinar on your social networks (you can use Postcron to save time on this step). Don’t forget to promote them on your email marketing campaigns as well.
  3. After people register, they should receive a confirmation email and a link for accessing your conference online.
  4. It’s important that you send out a reminder to the attendees the day before your webinar, the hour before and a few minutes before the start of the online chat.
  5. When the time comes, people should be able to directly access the live transmission (keep in mind that if you need to download an application to view and hear the streaming you should communicate that with your audience in advance). Once you are connected, they should be able to ask questions via chat.
  6. After you’ve finished the webinar, I suggest that you send all of the attendees an email with the link to the video of the conference, so they can rewatch it anytime. Moreover, those who registered but ended up not attending should also have access to view the video if they wish.

Finally, to actually do the webinar, I suggest using tools like GoToMeeting and Webex.

Cisco WebEx — Online Meetings and Video Conferencing

3- Share professional quality content to convey trustworthiness and leadership

Unlike B2C Marketing, where the audience is mostly made up of ordinary users  (without expert knowledge), in B2B Marketing your target audience, since they are part of the industry, is very knowledgeable about commercial and technical sectors. That’s why in order to be successful in your B2B campaigns, you’ve got to show your potential customers that you know what you’re talking about.

Therefore I suggest that when you share content on your social networks, you make sure that it:

  • Provides valuable information to your audience.
  • Is written using the specific terms of your industry (jargon – technical terminology).
  • Is always up to date in terms of procedures and technology, so that your potential customers perceive your company’s expertise and choose to place their trust in you.

Another feature that defines the target audiences of B2B marketing has to do with the purchasing process. Usually, the buying cycle within B2B transactions is much longer than the decision process with B2C because such decisions are usually taken to meet long-term goals. Thus, a B2B purchase contract can last for months or even years. That makes these types of decisions very significant, so they should be carefully studied by those who are going to make them.

Its funny

So to get your potential customers (other businesses in this case) to close the deal with your business, you should make sure to convey reliability and leadership, so that when they compare you with other companies, they choose you. To achieve both goals, it is best to use content marketing, as specialists say. In this regard, you will have to try to make your editorial strategy present a “Rich content, superior access to high-level audiences and medias more innovative in order to succeed”

To achieve these goals, I recommend:

  • Hiring specialized writers and planning out your content strategy of your blog and social networks.
  • Staying informed about trends and developments in your niche (and reflecting this in your posts).
  • Study your audience in detail to know where to find them and what their interests are, so that you can meet their needs through your proposals and content.

4- Utilize specialized blogging

In line with the above, if you want to maximize your B2B Marketing Strategy, then using blogging is fundamental. Why? Below I will give you three reasons why starting a blog to publish content in the name of your brand is essential for reaching your target audience:

  • Blogging allows you to share expertise on thematic content of your industry. You can use the blog reflect the values ​​you want to assign to your brand identity.
  • You can optimize your content in detail from the SEO standpoint, to promote your brand’s positioning on search engines.
  • It is an excellent way to provide added value to your audience through articles that include executable advice and updated information.

Here are 5 tips to maximize your blogging efforts and B2B Marketing:

Tips-for-Your-Blog-

1- Utilize Guest Posting to present your proposals to new audiences: This technique consists of doing exchanges with other blogs dedicated to topics related to your niche. Specifically, the idea is to post as a guest in a well-positioned blog in exchange for their writers sharing a post on your blog (eg blog if you sell computer supplies, you might propose an exchange with a computer institute’s blog). That way you’ll be able to present your brand and your content to audiences interested in your industry.

2- Add social buttons to all your posts so they can be shared across social networks: This is very important because these buttons allow users to share your publications with their followers on any of their social accounts. This logically leads to a greater dissemination of your brand name and greater scope for your campaigns. If your blog is hosted on WordPress, these buttons can be added using the Simple Share Buttons Adder plugin.

3- Optimize all your content from the SEO standpoint: Applying SEO techniques in your publications will help you position your content with greater advantage in search engines like Google or Bing. Click the link below to learn all about SEO for blogs.

4- Place links to your blog on your website and your social network accounts (and promote them offline): Publicizing the existence of your blog is essential to increase the number of visits (and expand the dissemination of your proposals). Therefore I recommend you add links to your blog on all your social profiles and add access to your website. In turn, if you have a physical business, I suggest plotting the address of your blog in one of the windows and adding it to your business cards and merchandising items.

5- Measure the performance of your blog: If you want to get an idea of what types of blog posts your audience prefers, how your visitors are getting there, and other relevant information for your strategy, it’s essential to you consult your metrics. To take a look at the statistics of your blog, you can use Metricool, a free tool that brings you important information such as your blog’s growth over a given period, the impact of your posts shared on social networks, the volume of daily visits and more.

Metricool

4 effective tips for success in your B2C Marketing campaigns on social networks

4-tips-efectivos-para-alcanzar-el-éxitoen-tus-campañas-de-marketing-BtoC

1- Know your audience

The audiences that B2C Marketing are directed towards are very different from those we looked at before. Instead of working to build an image of business leadership, the B2C techniques tend to focus on the issues that matter to consumers: useful information, good price, emotional satisfaction and entertainment.

Thus, to achieve the best results in terms of “give your audience what they want to receive,” it is fundamental that you know in detail who you are addressing with your campaigns. We recently spoke of this in our article 8 effective actions for fostering loyalty on Facebook, where we shared the following list of questions you should ask yourself to understand who your audience is:

8-questions-that-will-help-you-get-to-know-your-target-audience

2- Make sure your brand is always present on social media with a good Marketing Strategy Content

Although it sounds blunt, at this point in time “If your business is not on the internet, it does not exist”. This applies especially to social networks, the best spaces to find and connect with your audience. In fact, users that B2C Marketing are directed towards are ordinary people, who want to stay informed and entertained, which is why they flock to social networks. That’s why your brand should have accounts and be present on the newsfeeds of your target audiences with relevant and constant updates.

To achieve this goal, I advise:

  • Identify which social networks your target audience is using.
  • Optimize your business accounts, so that your profile pictures and cover photos, as well as your bio info, clearly express who you are and what you do.
  • Compose posts optimized for social networks.
  • Post at convenient times in relation to the online activity of your audience. To find out when that is, we recommend consulting your social networks stats. You will be able to see which times get a greater amount of interaction from the public.
  • Share updates every day. To accomplish this task, I recommend scheduling your posts. Thus, in one day you can set up what content you will share in your different social accounts all in advance. Then, you can schedule them so that they are published on the exact time and day you choose.
  • Reply to all comments that users make on your pages and messages that are sent to you. Remember that social networking is a space of interaction, where the users seek to create a dialogue with the brand. This will improve your rankings and increase the positioning and confidence that people have in your company.

At the same time, to take full advantage of your campaigns, we recommend documenting your Content Marketing Strategy. Doing so entails significant benefits in terms of B2C Marketing:

  • It allows you to better plan and organize your editorial strategy.
  • It is essential to evaluate the performance of your campaigns on your different social accounts.
  • It helps you set goals for each channel and analyze how near or far you are from achieving them.

True-Story

3- Identify the quality traffic of your site

Usually B2C marketing techniques bring numerous visitors to your website, but the fact is that not all of them have the same quality in terms of conversions. For that reason, it is essential that you can find and attract quality traffic to your site by optimizing your strategies.

To help achieve that goal, I recommend reading this article: How to determine the quality of the new contacts you gain every day. From this article you’ll learn how to tell which traffic is the most valuable in order to identify which people are more interested in your proposals. That way you can develop strategies to help you convert them into customers.

To guide you in generating quality traffic to your site, take a look at the next picture that outlines the ideal process of converting a common user into a loyal customer of your brand.

Conversion-of-a-common-user-into-a-loyal-customer

4- Use Call-To-Actions

Finally, to make the most of your B2C Marketing Strategies, I recommend including Call-To-Actions in all your publications. The importance of this advice is that brands often manage to attract users to their publications, but do they don’t tell the users what they expect from them. People just finish reading or interacting with the content and then leave without performing the action that actually benefits your business.

Therefore, I recommend adding a Call-To-Action on each update you make from your social accounts and your email marketing campaigns. Below you can see a list of call-to-actions you can include in your communications:

Calls-to-Actions

I hope this article has helped you understand the differences between B2B Marketing and B2C Marketing and how you can use them to benefit your business.

What did you think of this blog post? What kind of Marketing Strategy do you work with daily? Tell us about your business’s experience! And (Honoring the last piece of advice I gave you, here’s my Call-To-Action) please do not forget to share this article with your contacts. Until next time! :)

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