The Difference Between B2B and B2C Marketing

by | Sep 12, 2023 | Business

When you start a business, it is because you believe that the services you have to offer are essential for your customers. The teas that you grow and then make into custom blends help your customers sleep better and recover from a cold quickly. You noticed that a restaurant chain in your area was having trouble keeping track of online and in-store orders, so you developed software to help streamline the process. No matter what the purpose of your business is, you want people to know about it because it can make their lives or businesses easier.

Effective marketing helps you reach your target audience, whether you want teens to know about your custom rugs or gyms to understand how your methods can help them grow. Many marketing strategies incorporate things like infographics about a new product, emails introducing a new CEO, and social media contests to engage potential clients. These things can be effective whether you are trying to reach other businesses through B2B marketing or want to engage with individuals with a B2C strategy. 

What Is B2B Marketing?

B2B stands for business to business and is a type of marketing specifically for companies like Slack, which provides an effective communication platform designed to be used within the structure of a company. This type of marketing aims to show other businesses that the product you offer will meet their needs and make them a customer. If, for example, you own a liquidation company that supplies overstock products to discount stores and online sellers, B2B marketing techniques can show wholesale buyers that you offer the best product selection at an affordable price.


Effective B2B Marketing

Creating an effective B2B marketing campaign requires you to fully understand your product and how it will meet your clients’ needs so you can share that information quickly and clearly. Mailchimp, a company that offers email marketing software for businesses, hosts a variety of podcasts free to the public that feature advice from experts in business. This is an effective B2B marketing tool because it shows listeners that their services can be trusted across a variety of industries. There are many more strategies you can use to create engaging B2B marketing content, including publishing blogs to discuss new developments in your field and case studies that highlight effective business strategies.

A company like HubSpot creates software programs that help businesses maintain their client database, create inbound marketing campaigns, and ultimately improve their sales. One of the effective B2B marketing techniques that they use regularly is their blog, which provides up-to-date and evergreen informational posts for business owners. They understand that if they are able to present themselves as an authority in the industry, more businesses will trust the marketing and sales products that they offer and use them.

Another well-known organization with effective B2B marketing techniques is LinkedIn, which is a social media platform targeting businesses and industry professionals. They regularly publish posts on their social media platforms like Twitter and Instagram that are educational, funny, and engaging. This is effective B2B marketing because it showcases what services and products they offer in a way that is easy to digest. Following the marketing example of successful B2B companies can guide you as you create your own B2B marketing strategy.

What Is B2C Marketing?

While B2B marketing targets businesses, B2C is business-to-consumer marketing that focuses on getting individuals to purchase specific products or services. A vast array of businesses fall into the B2C category. A toy shop that wants to draw in more kids around Christmas time will use B2C marketing that targets their chosen demographic. If you own a coffee truck that you move around town, B2C marketing is also essential so that your customers know where you are parked and can get their caffeine fix for the day. Many of the strategies that are useful for B2B marketing, like livestream videos and social media content, can be effective for B2C even though they will be applied differently.

Effective B2C Marketing

In order to create effective B2C marketing campaigns, you have to understand your audience because that will allow you to generate content that is specific to their interests and lets them interact with you. A company that sells customized jerseys for various sports teams, for example, could identify the four highest-grossing teams and do a poll of customers on their Instagram story to see who ends up as number one. This is not only a low-stakes way for customers to interact with the business, but it can also provide insights into what they are interested in and whether social media is an effective marketing tool for your business.

If you sell homemade, natural products like body lotion and lip balm, you could re-engage previous customers with an email marketing campaign offering a discount on their order. This gives you an opportunity to share improvements you have made to products they loved, which could go a long way toward boosting sales because they will want to try and love your new formulas.

The Difference Between B2B and B2C Marketing

Any type of marketing is intended to reach a specific audience and convince them that the product or service they are seeing will meet their needs. A B2B company that offers consulting services to accounting firms has the same goal as a candy shop launching a new product to the public: they want to land a sale. A livestream is a great way to introduce a new product, but B2B and B2C marketing utilize that tool very differently.

A B2B company could host its livestream with LinkedIn Live to make sure it reaches an audience that is primarily others in the business world. They may also invite the creator of a new data management software to discuss the technical aspects of the product, like its data storage capacity. Meanwhile, a B2C company that is launching its new curling iron may use the livestream as an opportunity to have someone try the product and showcase its effectiveness.

B2B companies will use their marketing campaigns to share clear, relevant, digestible information, like how AI may impact a business’s online presence, so that clients see them as an authoritative figure at the forefront of their industry. B2C companies, on the other hand, might create a specific hashtag, like the In My Calvins campaign by Calvin Klein, as a way for loyal customers to share their favorite things about a product so that they can gauge customer interests through fun engagement.

Content Writing for B2B and B2C Marketing

You are the expert on your business, whether you are a corporate lawyer or you own a small clothing store, and you want to be able to share what you know with the world. The content that you produce, whether you send out weekly email newsletters to your clients or publish a monthly video about trends and changes in your industry, is what will make your marketing strategy effective. Content writing is the process of creating various forms of content that you share across platforms.

This process is important because if you create content that is too dull or does not provide relevant information, it will not perform well, and you could lose out on potential leads. Your business relies on you for the daily operations, but that does not mean that you should also be solely responsible for your marketing. While no one understands the purpose or message of your business better, you may not have the time or skill set you need to create engaging content for your business, whether you are B2B or B2C. A professional content writing company can help.

Improve Your Marketing Strategies with Better Content Matters

You have just launched your mobile bakery and want to kick things off with a bang, but you are not sure where to start. Social media is important for your new business because it lets you engage with customers quickly and easily, but you cannot think of anything to say. It is beginning to feel overwhelming, so you look for help and find Better Content Matters.

When you work with Better Content Matters, we will create content that meets your business needs, whether you are looking for simple and engaging social media posts or in-depth whitepapers to highlight a problem in your industry and show how your services address it. Our experienced team of content writers works to understand the purpose, goals, and values of your business so that we can write the best content for you. If you are ready to create an ideal B2B or B2C marketing strategy for your company, Better Content Matters is ready to help.


Chelsea West