In theory, it makes sense for B2B marketers to use a B2C strategy when marketing to their fellow businesses. After all, both involve people.
In reality, though, things don’t work out that way. Due to the usually huge financial implications and the multiple decision-makers involved in B2B purchases, the B2B buying process is typically long, meticulous, and logic-driven.
This is the conventional wisdom among marketers.
But the successful marketer is always looking for ways to improve the effectiveness of their strategies and treating B2B buyers more like people and less like faceless representatives of corporations might get better results.
This amounts to using B2C strategies in B2B marketing. But how do you even do that?
Customizing Your Marketing Messages
B2C marketers understand the importance of personalizing their messages for each customer. Customers want to feel special and appreciated, so they tailor their messaging accordingly.
This same concept also applies to B2B customers: if you can customize your message and make it more personal, you’ll be more likely to get a favorable response.
The best way to do personalized marketing is to do thorough research and develop in-depth profiles of target customers, which is a common strategy in B2C marketing. This is something that B2B marketers need to do as well, but it’s not always top of mind for them.
Customer profiles help understand who your customers are and what types of messaging will resonate with them. When creating your B2B buyer persona, consider the following factors.
Let Your Message Reflect Your Target’s Buying Process
Most times, B2B purchases involve more complex decision-making processes than B2C, so marketers need to understand the steps a buyer takes before making a purchase and adjust their marketing message accordingly.
Consider Your Target’s Current Product
Marketers need to understand what their competitors are offering and what their potential customers are using.
Knowing the advantages and disadvantages of your target’s current product will help you craft your marketing message more effectively.
This is in line with identifying the pain points of your target customers and how you can better meet their needs.
Keep Your Target Customer’s Budget in Mind
B2B customers often look for a product or service that will give them the most value for their money. Marketers need to understand their target customer’s budgets and how they can maximize their ROI.
Use the Channels Your Potential Customers Trust
B2B customers typically want to ensure they have access to reliable and up-to-date information about the products and services they are considering.
Marketers need to understand how their target customers prefer to collect this information, whether it’s through web searches, industry conferences, or email newsletters.
Target the Right Emotions
B2C companies understand the value of emotional marketing. They know how to create messages that evoke strong emotions and motivate people to purchase. This type of messaging works for B2B and B2C customers, but it’s more effective when used in a B2C setting.
While B2C customers are moved by emotions like the fear of missing out and the need to belong, B2B customers are moved by emotions like the feeling that a brand is trustworthy and reliable, and marketers must find ways to capitalize on that.
Most times, B2B customers don’t have the same emotional connection to a product or service that a B2C customer does, so B2B marketers must find creative ways to show their target customers how their product or service can make a difference in their life.
Use Data-Driven Marketing Tactics
Data-driven marketing tactics are essential for both B2C and B2B companies. However, B2C companies often have access to more data than their B2B counterparts due to the prevalence of consumer-facing activities such as online advertising and content marketing.
To stay competitive in the B2B space, marketers need to use data-driven tactics to pinpoint their target customers and deliver the right message at the right time.
Utilize Multi-Channel Campaigns
Many B2C companies use multi-channel campaigns to reach their target audience and B2B digital campaigns could benefit from this strategy.
B2C marketers usually create content and run ads on multiple platforms, such as social media, email, and traditional marketing. By using various channels, they can reach more people and increase the chances of getting their message across.
Develop Targeted Content Strategies
A B2C marketing strategy requires companies to create content that appeals to the target audience, including blog posts, videos, webinars, and other content tailored to their buyer personas.
B2B marketers need to do this to reach their intended audience effectively. Content that resonates and is relevant to the customer’s needs will help generate more leads and increase sales.
Invest in Customer Retention
B2C companies understand the importance of customer retention by offering loyalty programs, discounts, and other incentives to keep people engaged. B2B marketers must do the same if they want their customers to stay with them long-term.
By investing in customer retention efforts, companies can ensure that their customers remain loyal and continue to purchase from them.
Make the Purchase Process Easy
B2C companies understand that customers want convenience, making it easy for them to buy what they need. This could involve setting up an online store or providing more than enough information to empower buyers.
B2B marketers should do the same if they want their customers to remain loyal and continue buying from them. Companies can increase their sales and maximize profits by making it simpler for customers to buy.
Offer More Short-Form Content
B2C companies understand the value of short-form content, such as videos and infographics. These pieces of content are easier for customers to digest and can be shared quickly on social media.
B2B marketers need to do this to reach their target audience and create more engagement. Companies can quickly communicate their message by creating shorter-form content and engaging more customers.
Use Content That is Both Social and Visual
B2C companies understand the importance of visual and social content, so they use it to their advantage. They create content that is both visually appealing and shareable on social media. By utilizing visual and social content, companies can increase their reach and maximize their impact.
There can be benefits to using both B2B and B2C marketing strategies for your business. Even though it may not be easy to utilize both approaches, the rewards could outweigh the challenges.
If you switch to a strategy that emphasizes emotion, personability, and shorter content pieces, potential customers will feel closer to your brand.