4 Reasons that Justify the Need of Different Content Approach for B2B and B2C Brands
Content Creation has become a pervasive dimension to succeed in the world of internet marketing but marketers need to understand the distinct and fundamental differences in B2B and B2C marketing. What works for one usually doesn’t work for other. Below are some of the differences marketer need to consider while creating content for B2B and B2C marketing.
1. Individual Psychology Vs Group Psychology: The most suitable way to begin showing the difference is to see and understand the marketing from psychological point of view. Most B2C marketers must be familiar with all the practices that focus on closing sale using the psychological determinant of an individual.
However, when a pool of consumers get filled with one, two, three and then many more consumers the job of a B2C marketer becomes difficult. Instead of having to use your prodigious skills to stimulate single person by focusing on his psychology, you have to deal with multiple dynamic and since different people who are motivated by different things. The entire strategy might just fail at the seams. Businesses already come with variant perspective and attempting to deal with a business as an individual doesn’t end well. Their motivational factor is drastically different from those of individual and thus it becomes essential that you reflect this difference in your content marketing strategy.
2. Emotions Vs. Facts: In B2B, things like emotional play don’t have the similar effect that it has when dealing with individual consumers. A business is more than just a group of individuals because businesses have a fixed purpose and vision to follow unlike individuals.
Facts and figures are what matters most to businesses and thus all your marketing efforts should revolve around the idea of figures and benefits it is going to deliver the business. However, in case of B2C selling a heart-warming story will work better. So, if you sell a B2B content on emotions it is absolutely futile.
3. Self-Fulfilment Vs. Industry Leaders: Businesses always strive to be the pioneers in their industries. Considering this, they enjoy being sold products that will lead them beyond the cutting edge of technology. Businesses always want be ahead of their competitors so as to portray themselves as a strong face in the industry. Conversely, most individual consumers usually don’t care if something is the cutting edge of the technology or not, they just buy what satisfies their needs and wants.
B2B marketing concentrates on selling an idea as an advance, whereas B2C can be less concerned if the technology is current or not, rather they focus on selling based on how much it will enrich the buyer’s life.
4. Close Relations: Though introduced recently, it has become a common practice that B2C marketing has embraced the idea of forming long-term relationships with customers after purchase. B2B marketing paradigm is based around creating business relationships that last because businesses tend to need close support and once a business starts off with a particular partner, it usually keeps them as their supreme clients for long term as it usually delivers benefits to both the parties.
B2C marketers used to dispense with forming any close relationships with consumers because of the difficulty to deal with them individually after purchase. With the advent of social media it has relatively become simple for brands to get and keep in touch with their consumers, giving them the opportunity to leverage these relationships to get good returns in future. Although B2B and B2C started off on opposite ends of this spectrum, increasing number of B2C marketers are coming over to the point of view that it’s a lot more viable to have a ready audience for your product and the best way to do that is to cultivate customer loyalty by building long-term relations.