The differences between b2b vs b2c marketing that will help you create successful content

[kolikhatun099]

Normally, when we talk about B2B companies we know that the marketing strategies we must carry out are much more traditional than those we can use when dealing with a B2C company . Why? Simply because in our minds we evoke the feeling of ease, that is, it is less difficult to sell a pair of shoes or a toy than an industrial ceramic glaze machine.



But, we must not get carried away by the word “must” but rather take a 360º turn and differentiate ourselves within our market. How? Through content marketing , one of the marketing accounting directors email lists actions that is generating the most followers. Surely, you know the theory of the importance of quality content for a brand, but you may wonder how to generate content for B2B companies and for B2C companies, so different but so similar at the same time. In this post we will break down the differences in content that you should take into account depending on your target audience. Keep reading!

Are there content differences for B2B and B2C companies?
It is logical that every marketing strategy must be adapted to the business model in question, therefore, the small differences that arise when carrying out changes within content marketing actions must be addressed in order to hone our nose and optimally reach our prospects and awaken their interest.



Even today, there are B2B companies that are still using online marketing despite the enormous benefits it brings to organizations when it comes to increasing sales. Therefore, ' adapt to change' and generate content that helps you increase the credibility of your brand.

How to generate content strategies for B2B companies
If our content is aimed at B2B organizations, we must take into account that the purchasing process will be slower, but that does not mean we will generate fewer opportunities. The key is to establish intellectual leadership, since sometimes our prospects skip the first phase of research and focus on evaluating needs and/or alternatives.



If our end customer is a company, the content should focus on generating value, trust and service . Within the strategies, it is important to know that B2B marketing is based on rational arguments and what matters are the characteristics of the product and/or service. Thus, the most detailed information possible will be offered to “satiate” the B2B market with information .



A study on technology content conducted by Eccolo Media established that B2B company customers use blogs or informational documents to inform themselves when making a decision when purchasing a product and/or service.



Tip: The type of content you will want to promote will be ebooks, success stories, customer reviews, webinars, additional materials, infographics or catalogs.



Now that you know the intention and type of content that can be generated if our target is a company, you may wonder which channel will be the best to promote the campaigns? Well, here we find another difference with respect to B2C companies, and that is that they have infinite possibilities to interact with their potential clients, while B2B companies find more limited spaces, but no less effective. Sponsored updates on Linkedin offer B2B marketing professionals the possibility of promoting messages and reaching the business prospects that are most interesting.

How to generate content strategies for B2C companies
The content created for B2C has a much more emotional character, since consumers end up being carried away by the satisfaction that the product and/or service produces. In this case, the purchasing process is faster and the purely rational no longer prevails, so our objective will be based on creating strategies aimed at the end consumer.



The content you should create will be focused on price and emotional satisfaction in the first instance. Consumers do not give as much importance to the objective characteristics of the product, but rather to those details that improve their life or satisfy their needs. Basically, actions should be directed towards wonderful branding or brand awareness.



We should not be carried away by sales content, since the minds of consumers are complex and not all of them are looking for or feel the same thing. As the purchasing cycle is shorter, we need to generate information that solves the problems of the end consumer by providing creativity and feeling. So, how do we make them end up choosing our product and/or service and not that of the competition?



Tip : We need to put ourselves in the mind of the end customer, put them in the front row, use valuable language and consider their emotions. Using emotional language will provide the “magic grain” to attract ideal prospects.



The main task you will need to carry out if you want to know what end customers think or need is to find out what they are looking for or how they are looking for it. Tools such as Google Keyword Planner , Google Trends or Ubersuggest will help you select the keywords you should rank for in order to reach your audience.



You must not forget that in order to fulfil this short cycle you will need to take into account: the consumers' objectives, what type of subject or headlines attract them the most, that the website is easy and dynamic so that they can find what they are looking for in just a few clicks, the design must be eye-catching, navigation must be fast and the content must convey what they need through emotional language.



On the other hand, do not forget about Customer Loyalty, as it is another important point that your brand should prioritize. Therefore, generating value and trust is essential if we want to achieve our goals.



For example, when an end customer is in an e-commerce store looking for an electronic device such as a tablet, he or she will look at the opinions of other buyers or at television advertisements and may not pay attention to the technical specifications or will skim over them; while the commercial buyer will pay more attention to the functional and technical aspects when making a decision.



As recommended by Neil Patent, one of the most influential entrepreneurs in the digital market according to Forbes, it is important for brands to share stories and use social networks such as Twitter or search engines such as Google to stay up to date with all the trends that are being generated in the sector, in this way consumers will have confidence in the brand and will become loyal to it.



Ultimately, despite the differences we may find, creating, designing and implementing well-defined strategies that generate value for both B2B and B2C companies will be essential to achieving success. And you, do you know what your target audience needs at any given time? Tell us about your experience!