B2C Marketing (business-to-customer) and B2B Marketing (business-to-business) have key differences including buying processes, the products and services, and market size. While both types of marketing involve selling products and services, there are some instances business-to-business marketing requires a different approach. This article takes a closer look at the differences between business-to-business and business-to-consumer marketing. We'll reveal how you can customize your keywords and web content to suit your business’ needs.
1. Buying Process
In most cases, it takes longer for a company to close a deal in a B2B market than it would to receive a B2C order. When ordering products as a business, it could take weeks for company management and stakeholders to make a decision. On the other hand, B2C orders may only take a few weeks to complete. Business-to-consumer orders usually have some level of emotional involvement, whereas a business-to-business order is placed after careful research and information gathering.
B2B companies’ extensive buying processes should influence both the goal of your website and the outline of your web content. While e-commerce sites aim to convert a lead as quickly as possible, a business-to-business site is tasked with creating sales leads through its content. Business-to-business customers typically require extensive information before making a purchase. So, this means they may wish to contact a sales rep for more information or a product sample.
To encourage potential buyers to get in touch with your company, be sure to mention multiple methods of acquiring more information about your product or service. Your phone number should be highly visible on each page. Including email information for a sales rep or a live chat option can also be helpful.
For a real-time chat option, consider HubSpot. Extremely effective, with targeted messages to accelerate sales.
2. Complex Products & Services
Another key difference between business-to-business and business-to-consumer companies is that B2Bs typically offer a more complex array of products and services. They offer items you wouldn't typically use in a household, including complex machines or software. Because of this, customers of B2Bs are often interested in specifications of your products.
To appeal to these information-gathering customers, show them how your product works. When creating B2B website content, highlight the important features of the product or the distinctive benefits from your service. In-depth descriptions, videos, and downloadable materials can be useful here. It’s also important to have a hard-working support team available to answer questions from customers.
Pro Tip: B2B deals typically take longer to close. Make sure your prospect can contact a sales rep to go over the fine details.
3. Industry Jargon
The need for transparent, informative B2B website content leads us to the topic of jargon. Most people with expertise in particular industries have certain words and terminology that they use often. It’s crucial to use jargon when developing a keyword strategy.
Whether you’re creating a B2C or B2B marketing strategy, it’s important to speak to your customers. Writing clear content incorporating jargon can be a winning combination for a business-to-business SEO plan. However, it’s important not to overdo the use of industry-specific, difficult words – content should always be reader-friendly. This ensures you don’t alienate visitors who may be new to the field.
4. Market Size
Consumer goods typically are of interest to millions of people, so B2C marketing is usually tailored to meet the needs of a large audience. However, the specialized nature of business-related products makes them relevant to a much smaller niche market.
Pro Tip: B2B marketing uses jargon that may not work in B2C circumstances. Tailor your copy to your audience.
When it comes to SEO, selling to a small target group offers some advantages. Sometimes, smaller markets have less competition, making it easier for your business to become an authority in the field. This is accomplished by creating excellent informational content that includes long-tail keywords. The long-tail keywords should include the specifications and features of a particular product.
After determining your long-tail keywords, the next task is to develop an efficient website structure that shows search engines all the connections among your content. This can be achieved by internally linking related content and linking and defining your cornerstone content, which should include popular search terms.
The last important characteristic to consider when developing a business-to-business marketing plan is scale. Business-to-business companies typically have much higher quantities of orders than business-to-consumer companies. This means that the total costs are higher for B2B companies. Customers of business-to-business organizations often wish to negotiate lower pricing or bulk discounts. Because of this, it’s important to have contact information for a sales rep readily available on your website.
There’s no doubt about it – building a high-quality business-to-business website can be difficult. When creating your site, think thoroughly about what you want your website’s goal to be, and translate these thoughts into features on your site. Do your keyword research, and write content that speaks your buyers’ language and encourages them to contact your company for more information. Following these steps can help you increase sales and become a trusted brand in your industry.