Hey everyone.
I'm Simone Cunningham.
Welcome back.
If you're an entrepreneur business owner or
content creator who wants to elevate and
retarget their content marketing strategy.
Then this video is for you.
Have you ever wondered what the difference
is between B2B and B2C content marketing
and how it affects your content strategy?
Is your business a B2B
B2C or both? Your answer will determine
what your content marketing and your
content strategy should look like. By the
end of this video
you'll clearly understand the differences
and why you need to tailor your content.
You'll also learn what to include in your
content strategy depending on whether you
are a B2B or B2C business. If this all
sounds good to you keep watching.
Let's get into it.
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So here we go. First we'll dive into the
main differences between B2B and B2C
marketing.
What is B2B marketing?
B2B marketing means business to business
marketing.
The products and services of the business
are marketed to other businesses.
For example, Salesforce boost the
productivity of other businesses
so their target customer is other
businesses.
Or you might be a coach the directly
coaches other business owners in B2B
marketing.
The sales process is often longer than B2C
and you're dealing with rationally driven
buyers.
What is B2C marketing? B2C marketing or
business to customer marketing is very
different.
The final sale is direct to the customer.
It's an emotionally driven purchase where a
customer is looking for goods or services
to meet an immediate need. The B2C sales
cycle is shorter. For example buying a new
phone. You research phones compare prices
and make the purchase. Users typically
complete their purchase within
the first few hours or days of becoming
aware of a product or service. Some
businesses can be both B2B and B2C.
For example Amazon
the world's largest retailer is a great
example of a B2C however it also has a B2B
business.
So now let's dig a little deeper and look
at the core differences between B2B and
B2C content marketing. Having an in-depth
understanding of these eight core
differences
can have a substantial impact on your
content marketing success.
Number one intent. B2B brands focus on
thought leadership.
They use content to build brand authority
and establish thought leadership.
The decisions are cold hard and logical
based on who can accommodate their needs
and who they trust. Brands that are doing
it right focus on answering questions and
producing valuable content for their
audience.
rather than just pushing content for the
sake of it. 75% of global business
executives
say the reason why they search for business
content is to research ideas creating
content with the goal of building
your authority is essential to put yourself
ahead of the competition.
If a potential customer recognizes your
brand name and acknowledges your authority,
they move through the buying process much
more quickly.
They skip the research stage is moving
directly from need recognition to compare
options. Making it a much quicker road to
a decision. The right content marketing
puts your business at the top of the list.
B2C's focus on emotion.
Yes thought leadership can play a role in
the marketing mix, but if you think about
it, did you decide to buy a new pair of
Nike running shoes instead of Adidas
because you think Nike has better industry
knowledge?
Probably not. B2C buyers have different
motivations
and emotional drives.
These customers tend to purchase with their
heart not their head.
It's an emotional response. When they feel
that they can trust you when the buying
process feels natural and reassuring
they believe buying will feel good
so they do it. Number two audience
targeting and personas. Both B2B and B2C
businesses need to consider their target
audience when crafting their content
marketing campaigns. B2Bs use a small.
set of personas. In B2B marketing, you're
usually focused on a small set of personas
that all value the same thing like trends
data and ROI. It's not to say you
shouldn't appeal to emotions or include
storytelling.
you just need to back it up with some data.
B2C use many different personas. In B2C
content marketing your audience targeting
and your buyer personas are more complex.
You need to segment your content to appeal
to each buyer persona
and then create content that speaks to them
and their emotions.
This can be done by telling stories that
are relatable and relevant. Number three
branding and messaging. B2Bs focus on
relationships
While branding is essential in the B2B
marketing world
what's more important is how you position
your brand and relationship building.
The B2B marketing message is based on value
service.
and trust. To drive brand recognition a B2B
business must have a clear vision
consistency of presentation and a reliable
delivery of products or services.
B2B content marketing is done through
avenues that businesses use like LinkedIn
industry publications and trade shows pre
Covid. In contrast in B2C content
marketing you need to prioritize your
message. B2C content marketing is about
branding and
creating a customer connection quickly.
The number one priority is to emotionally
connect with the customer
to motivate them to buy. B2C brands need to
make a quality experience for their
customer to have a chance at creating
loyalty.
For example, if you have a bad online
shopping experience with one retailer next
time you'll choose someone else to purchase
from there's usually no second chances.
Number four channel. Deciding which
channels to use to market your products or
services will depend on whether you are a
B2B or B2C.
B2Bs have limited channel opportunities. A
B2B brand needs to carefully consider
where their audience is to make the best
use of their advertising spend. LinkedIn
ads give businesses a way to get their
messages in front of highly targeted
business buyers. HubSpot and Linkedin have
created a guide to help businesses
create ad campaigns that convert.
Click on the link in my video description
to download the guide. On the other hand
B2Cs have unlimited channel opportunities
to reach potential customers. Advertising
and native content on social media
networks popular websites and geotargeting
apps will all reach your target audience.
The challenge is to narrow it down to which
channels your audience favors and focus on
that.
So we're halfway through now, let me know
if this is all making making sense in the
comments below.
I really want to hear your feedback and
comments on this
Number five format. The format of the
content that needs to be created really
does differ between B2B and B2C businesses
B2Bs create content that educates.
It's no surprise B2B buyers prefer content
that is useful and relevant 70% of B2B
buyers first source content through a
brand's website.
67% via an internet search 53% social media
47% publications 41% email and 33%
word-of-mouth.
The takeaway here is to focus on providing
information on your website that addresses
all stages of the buying journey.
The content should include white papers
infographics blogs and videos. B2Cs use
planned and real-time marketing.
B2C brands will more likely appeal to their
target audiences by using social media
user-generated content and real-time
marketing.
This is the type of marketing where your
business reacts instead of planning or
strategizing for months.
Number six content strategy.
B2B businesses need to think about data and
ROIs. What matters to buyers is the numbers
and tangible figures you can provide.
You can provide your content should answer
the what why and how of your business
processes. What wins in a business
environment is hard data not emotions, but
don't forget that storytelling is also
beneficial especially if it's backed up by
testimonials facts and numbers that
demonstrate ROI. When you're
developing your content marketing strategy
consider including data in your website
content on your blog and in your social
media. For B2Cs think storytelling in a
B2C environment
you are appealing strongly to your buyer's
emotions. In your content marketing
consider how you can address your
audience's wants and needs
Everybody likes to feel special.
Think about how you can create that for
your customers. Number seven customer
relationships.
For B2B establish one-on-one relationships,
The road to establishing trust in the B2B
buying process is not getting any shorter,
Businesses need to focus on building
personal relationships that drive
long-term business. A top priority for B2B
businesses is generating leads as well as
repeat business and referrals. To do that
you need to develop honest and meaningful
relationships with your customers.
On the other hand B2C businesses build
transactional relationships.
It's all about getting to the end result.
The sale!
The content marketing strategy focuses on
selling the product
But this doesn't mean you don't have a
relationship with your customer
it's just less personal. And lastly number
eight decision-making process. B2B has a
lengthy process. B2B businesses rely on a
small group of decision-makers often
it's a specific individual. Your content
needs to be in front of the right
individual who has the power to decide
whether to do business with you or not.
The sales process is often
long and they'll conduct significant
research before purchasing. In the B2B
decision making process
the stakes are high. In contrast
the B2C marketing process is quick. In
marketing to B2C customers
you often have one chance to catch their
attention. Depending on the cost of the
purchase
after the research phase
they move quickly to buying.
So there you go. We've made it
I hope you've cleared up some of the
main differences between B2B and B2C
content marketing and really how valuable
it is to narrow down and to target people
who are most likely to buy from you.
While some of the processes and methods
used to market to B2B and B2C are different
There's also some overlap, so don't be
afraid to experiment and try new styles of
marketing to generate more leads
and sales. I'd also like to hear from you.
Do you target your content marketing
strategy, depending on whether you are a
B2B or B2C? Answer
yes or no in the comments below.
I'd really love to hear from you.
While you wait for next week's video check
out these two videos I have here. All of my
content is about content marketing and how
to grow your business through marketing.
So definitely check out these two as well.
If you like what I'm sharing with you,
please remember to subscribe, also make
sure to download my Vital No-cost
Marketing Tools for 2021 Guide.
It's free, and it's in the link in the
description box below.
There you'll also find a link to this
video's worksheet.
As always
I appreciate you.
I hope you have a great day and a great
week.
I'll see you in the next one.
Bye for now.