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B2B vs B2C What Are Your Marketing Goals?

By Cedric Jackson, November 14, 2017
B2B vs B2C What Are Your Marketing Goals?

When I use the phrase “content marketing,” you probably think about things like social media, video, blogging, “going viral,” etc. The problem is that most of our thinking tends to gravitate toward the business-to-consumer (B2C) end of the spectrum.

Of course, there is also the inevitable eventual need to reach out to other related businesses or niche businesses that operate within the same space as your brand. In those instances, it is necessary to know how to approach that specific audience.

Of course, for the purposes of this article, we're going to deal largely with copywriting (since our company deals primarily in copywriting services), but keep in mind that all the content you create or distribute needs to align with the audience you are attempting to reach. Strategies that are used to approach B2B and B2C audiences have notable differences.

For example, marketers in both spaces attempt to engage with potential customers through engaging content. It's the nature of the messages and the distinct channels that we use to distribute those messages that matter.

Goals of B2B Marketing

B2C and B2B marketing each demand unique content marketing strategies. B2B content typically gravitates toward industry knowledge and expertise. This particular message is then delivered through a variety of formats, not the least of which being the written word. The articles and blogs you present when approaching other businesses for support carry with them a sense of responsibility that goes beyond simply engaging and entertaining.

By approaching other businesses with your content, you are posturing yourself as an authority and a thought leader. Those two titles, however, do not materialize just because you generate content. They are earned by generating superior content, marketing it successfully, and demonstrating that your brand adheres to its own philosophies and practices in its dealings with business partners. Achieve that goal, and you will earn the deserved reputation of being among the most insightful sources of information within your industry or niche.

Goals of B2C marketing

B2C marketing is decidedly easier and more casual. That's not to say that you can just unload a ton of garbage content and be successful, though. The quality still has to be there, but the messaging can be a bit more creative and employ the use of some more “fun” storytelling techniques.

B2B copy will always come under greater scrutiny over things like grammar and sentence structure. Think in terms of the difference between a friendly letter and a term paper. Not all writing is created equal, and not all writing that allows for relaxed interpretation of the rules of grammar is bad writing. It all depends on who is going to read it. With B2B copywriting, the goal is to be perceived as an authority. With B2C, it's all about trust. Granted, those two things, on the surface, may seem like they are one and the same, but there are notable differences.

Achieving the Right Balance

I do talk a good bit about gaining trust with your audience in the B2C space, consumers aren't as rigid in their analysis of your brand. They may be spending money on your product, but they aren't investing in it with the goal of enjoying any return beyond their satisfaction with it. In a B2B environment, your reader needs to be confident enough in you, your brand message, and your expertise to take a bit of a risk. There is no “money back guarantee” for an investor, after all.

Think of it this way...

You want to start an e-comm that is based around gourmet coffee. For this to happen, you need to get investors. To get investors, you need to be able to convince other successful business people that you can make money at this. You do that by showing them that you have done your homework regarding the probability of success, your knowledge of your target audience, and your business plan. Good Kickstarter videos demonstrate these concepts well.

That same Kickstarter video, though, also needs to appeal to the consumer. After all, you're pulling double-duty. You need to get investors, but you also need people to get excited about the product. Pick out a few projects that are getting good responses and watch the videos carefully. Note how the language shifts when they move from discussing the product to pitching the investment. Companies that get this right get the funding they need and build the customer base necessary to pay back their investors at the same time.

Final Takeaway

While you can learn a good bit from watching Kickstarter videos, it is far more important that you understand your own audience and the kinds of things that appeal to the people in it. If your goal is to find investors or industry partners, start by developing a keen understanding of their brands and deliver content that mirrors their brand messages.

It is easier to achieve that objective if you target companies with similar goals, visions, and marketing styles to one another. Do your homework and take note of the types of messages those brands are sending. Your copy (and all the content you present) needs to agree with that messaging to as high a percentage as possible.

If your goal is to generate excitement for your brand in a consumer market, I have scores of articles right here on this blog that can help you with that. After all, it is a huge part of content marketing, so scroll through the topics and see if any of my previous articles relate directly to the goals you are trying to achieve. First and foremost, though, you need to know your audience intimately. These are the people who will help you justify asking for those investments, so you need to stay in front of them, nurture the relationship with them, and, yes, posture your brand as the authority in your niche. 

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