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Can You Use B2C Strategies to Improve Your B2B Marketing Efforts?

By Nicole Lim / Aug 13, 2020

Roadmap from one point to another

Business-to-business (B2B) marketing is when a business targets other businesses as potential customers. With business-to-consumer (B2C) marketing, a business targets consumers to purchase their products or services.

While these sales strategies have two different audiences in mind, there are some similarities between B2B and B2C campaigns. By tapping into some tried and true B2C marketing strategies, you can enhance your B2B marketing plans.

What Is B2B Marketing?

If your business sells its products or services to other businesses and organizations, you’ll mainly use B2B marketing strategies to attract clients. To create an effective B2B marketing plan, you’ll need to dissect the needs and pain points of target customers, which are businesses and organizations that could use your product or service.

Your marketing should provide information on how your product or service will allow these businesses to operate more smoothly and effectively. By addressing a business’s issues and showing how your business can help, you’re likely to intrigue the decision-makers at the company to learn more about what you have to offer.

B2C vs. B2B Marketing Efforts

Unlike B2B marketing, with B2C, you’re targeting consumers directly with your marketing efforts. In some cases, your marketing message may be the same. However, if you’re developing B2C marketing strategies, it’s important to consider the needs of individual consumers.

Some of the differences between B2B and B2C marketing include the following:

  • Your audience: With B2B marketing, your audience may be small business owners, executive assistants, or CEOs. Your B2C audience is consumers who are interested in your industry or may have a need for your product or service.
  • Your voice: Since your target audience varies between B2B and B2C marketing, you must also adjust your voice. When targeting businesses, a more professional and informative tone is required while consumers may appreciate a more conversational approach.
  • The sales cycle: When a business makes a product or service purchase, it may need to be approved by several people first. Therefore, with B2B marketing, your sales cycle may be longer and more detailed, with many client meetings and communications before a purchase is made.
  • Regulations: There are different government regulations related to B2B and B2C marketing. When your marketing targets businesses, you may not be required to receive consent before making contact. However, consumers are protected under the General Data Protection Regulation (GDPR) and other legislation. You may need permission before you can contact individuals and you must adhere to other data privacy laws.

How To Go About Incorporating B2C Strategies Into Your B2B?

Before you can seamlessly integrate some of your B2C marketing into B2B strategies, you’ll need to identify your focus. When creating a campaign that merges both strategies, it’s important to prepare your operations first.

Conduct Audience Research

You already know your target audience is businesses, but it’s important to narrow down that scope even more. Pinpoint the industries and employees who would benefit most from your product or service. Keep these specific audience members in mind when developing your messaging and creating your sales cycle.

Create a Functional Website

Chances are, your marketing will send interested parties to your website. Be sure your website is fully functional, updated, and that it explains your products and services clearly and concisely. If you provide subscription commerce services, make sure you engage the right application marketplace software that addresses your audience’s needs and interests.

A white-label software marketplace makes it easier to sell original and third-party products that address business issues. If you’re selling SaaS products, a dedicated online SaaS marketplace makes it easier for potential customers to understand product features.

Ensure You Have the Right Applications

The applications you utilize should allow you to quickly edit your website and online store while collecting user data.

Every B2B company has its own products, services, and strategies, so your specific company needs may vary. Consider what you need to track and how applications and other technology can help you execute your marketing plans.

Which B2C Strategies Work For B2Bs?

There are several B2C strategies you may choose to incorporate into your B2B marketing.

Social Media

Just as your business is on social media to grow brand recognition, so are other businesses. Use your platform to update these businesses on company news or industry changes. If you’re a source of information for other businesses, they’re likely to look into your brand, products, and services.

Incentives and Discounts

It’s not just consumers who want to get a deal on their purchases and services. Businesses are always looking to save money and when you offer incentives or discounts, you may have more interested businesses ready to buy.

Since you’re likely to try and engage in a longer sales cycle with businesses, consider throwing in a discount or 30-day free trial after you’ve been communicating for a while. It may be all the potential that the client needs to finally pull the trigger.

Seasonal Sales

At the end of the year, you may find businesses are setting up their goals for the following year. Take advantage of the season by providing information on how your products or services can help them achieve these goals. A seasonal sale may also be enough incentive for businesses to consider making a purchase.

Email Marketing

Email marketing is an effective B2B marketing strategy because you can connect with various individuals at one company. Email marketing campaigns allow you to keep lines of communication open and give you a platform to offer discounts or important product launch information to many potential clients at once.

Content Marketing

Both consumers and businesses browse online to get their questions answered. As an expert in your industry, you can provide thoughtful information and the latest news as it relates to your business. When you establish yourself as a leader, businesses are more likely to trust you and become curious about what you offer.

SEO

All the great content you create won’t do a thing for your business if no one can find it through the top search engines. Consider implementing a search engine optimization (SEO) strategy with your website, application, and online marketing to ensure potential clients can easily find your company online.

PPC Campaigns

Take your online marketing one step further by engaging in pay-per-click (PPC) campaigns. When you invest in PPC to market your product, service, and/or brand, you’ll appear high in search engine results and on social media pages, increasing exposure to your target audience.

If your products and services are geared toward businesses, you don’t have to strictly follow B2B marketing methods. Incorporate these B2C marketing strategies into your plan to attract new business and gain brand recognition.