Wondering what the real differences are between B2B vs B2C marketing? The differences are many, especially when it comes to social media and email. No matter your industry, you’ll recognize many of these differences and get a better sense of how marketers appeal to consumers as opposed to other companies.
The key differences between B2B vs B2C marketing are listed below. Scan them to get a better idea of how to effectively market to your audience – and what not to do.
B2B vs B2C Marketing
Content length differs widely in B2B vs B2C marketing. Longer, more detailed content works best for B2B companies because their buyers are looking for lots of information and details from their content. Shorter content works for B2C companies because it’s primary purpose is to entertain or engage their audience.
Customers just looking to buy one time from a brand want different content than buyers that are entering into a 3 year contract with another business for a high dollar amount.
- Longer content works for B2B
- Shorter content works for B2C
Chain of command
The length of the buyer’s chain of command differs in B2B vs B2C marketing. If you’re selling directly to consumers, there may be no chain of command at all – unless you count the consumers’ spouse, parents, and friends.
The chain of command is much longer, spanning multiple departments at times, when it comes to B2B marketing. This lengthens the purchase process and makes it more important to have clear information and ample details available about the product or service being sold.
- Long chain of command for B2B
- Little or no chain of command for B2C
The length of time a customer is “stuck” with a company after purchase varies in B2B and B2C marketing as well. Most consumer purchases don’t require a contract, and if they do, the contract is usually one year or less. This makes the purchase decision less monumental for B2C consumers.
When it comes to B2B marketing, however, the contract length can span years – even a decade, depending on the service or product rendered. This makes the purchase much more serious and is one reason B2B businesses must market their products differently.
- Long term contracts for B2B
- Short term or no contracts for B2C
Many marketers will tell you that using industry jargon is always a content marketing mistake, and if you’re in a B2C company, that may be true. But B2B companies can get away with using jargon and industry terminology in their content.
In fact, their customers enjoy it because it gives “proof” that the company knows what it’s talking about and tells the buyer that they’re on the same page.
- Lots of jargon in B2B – creates unity
- Little to no jargon used in B2C – can alienate
What drives the sale
The driving force of sales is different for B2B and B2C companies. Most consumers shopping for a product or service are looking for entertainment and deals when it comes to content online. Most businesses shopping for a new vendor are looking for efficiency and expertise in the content published and promoted by the vendor.
If either one doesn’t provide what the buyer is looking for, they’ll simply go to another company and look for entertainment or expertise there.
- Expertise + efficiency drive B2B sales
- Entertainment + deals drive B2C sales