One of the most important classification criteria for companies is still the difference in the target group: the division into B2B and B2C. The social media strategy is also based on this. At first glance, companies may appear to be present on the same channels, but a closer look reveals fascinating nuances and strategic approaches that these two business models pursue. While both B2B and B2C companies have recognized the power of social media, their strategies are about more than just generating likes and shares.
The difference between B2B and B2C
To explain the differences between B2B marketing and B2C marketing, we need to explain the difference between B2B and B2C audiences. B2B stands for ‘business-to-business’, while B2C stands for ‘business-to-consumer’. B2B companies sell products and services to other companies. B2C companies sell products and services to consumers. These react differently to different media. Therefore, companies use different methods within social media marketing to reach their desired audience. On the one hand, there is the B2B world – a space in which relationships and trust are just as important as visually appealing content. This is all about appealing to business partners who go through long and well-founded decision-making processes. On the other hand, we have the B2C sphere, where emotional connections set the tone. This is about appealing to end consumers who live in a world of options. Purchasing decisions are often made impulsively, but loyalty is still very important.
B2B marketing
B2B companies typically specialize in a niche area of products and/or services. Marketing decisions are generally made rationally at B2B companies. This means that they want to show companies why they need their help by pointing out weaknesses in their customers’ strategies and business plans. Therefore, the content strategy for B2B in social media is strongly focused on creating added value. It is about providing information, relevant content, and often a look into the crystal ball. In short: everything that helps companies gain competitive advantages, position themselves for the future, and better understand and reach their own target group. Lead generation is most important for B2B companies. Therefore, all B2B marketing tactics are designed to boost lead generation.
B2C marketing
In contrast, there is B2C marketing. This is the part where most people immediately think of funny memes, influencer marketing and viral trends. Not without reason. Marketing strategists for B2C companies rely much more on emotional appeal and entertainment. They want to appeal to their buyers emotionally, because this is what people react to the most. For example, a B2C company that sells a saucepan compares its pot with others. They can tell you that other saucepans are difficult to cook with or difficult to handle. By appealing to consumers’ emotions, they can increase their sales. This works better with consumers than with companies. Where lead generation is the decisive yardstick in business-to-business, B2C companies concentrate on developing brand awareness. By building brand awareness, B2C companies ensure that they become popular with people. They hope that repeated contact with their products and services will lead to people thinking of them as a company.
The choice of platforms
Whether you want to reach business customers vs. end consumers on social media largely dictates the choice of platforms. In business-to-business, the online presence takes place in particular on LinkedIn. This is where professionals, decision-makers and potential business partners from various industries and companies gather. As part of social media marketing, the platform offers you the opportunity to specifically search for people with certain qualifications, positions or interests and to make relevant business contacts. By regularly publishing relevant content such as specialist articles, you can position yourself as an expert in your field. Groups and discussions allow you to position yourself and your company as an expert on certain topics. Facebook or Instagram only make sense for B2B for recruiting purposes.
The agony of choice in B2C marketing
In online marketing in the B2C sector, you have many more channels open to you – however, this also requires you to pursue them all stringently. And: not every platform is suitable for every brand. Instagram and TikTok may be suitable for visually appealing brands, while Twitter is suitable for fast news and interactions. Platforms such as Pinterest and Snapchat can also be relevant to you and your business based on your target group and brand values. Either way, images and videos are essential in social media marketing for B2C. High-quality visual content attracts attention and conveys messages more effectively than pure text. Invest in visual creativity, whether in the form of professional product photos or entertaining videos. Use consistent visual elements to build a strong brand identity.
B2B marketing builds relationships
While B2C marketing typically aims to sell a product or service, B2B companies often look for ways to build lasting relationships. Because even if a sale eventually comes about, B2B marketing in the meantime focuses more on generating leads that can lead to a fruitful relationship. Marketing efforts begin with lead generation and then work to maintain that relationship through email marketing, blogging, and other social media strategies. It’s about building trust by sharing information with your contacts, which can also be achieved through social media. This is how you can communicate with your contacts and build a mutually beneficial relationship.
B2C – trying things out and setting trends
B2C is far less serious than B2C. This allows you to try things out and take on one or two trends. In the B2C area, customers generally expect content that is more fun. When addressing companies, it is important to inform; you can build a B2C marketing campaign on tweets and videos that are simply entertaining. Partnerships with influencers who match your brand can increase your visibility and gain the trust of your target group. Competitions, voucher campaigns and other marketing measures can be used excellently in B2C, in contrast to B2B.
Different relevance in branding
Since B2C products and services are often more readily available and compete more strongly on the market, more emphasis is often placed on branding in B2C marketing. B2C companies must therefore generally, and in social media marketing in particular, stand out from the competition and build a strong brand identity in order to attract customers. A strong brand can help to develop a sense of trust, reliability and loyalty in the customer, which is very important for the purchasing decision. And: A strong brand that offers B2C services can also help a company to achieve higher prices for its products or services. The reason is that customers are willing to pay a premium for a product or service that they perceive as high-quality and trustworthy.
The implementation of a social media strategy does not happen overnight and requires a lot of resources. It doesn’t matter whether you follow the B2B or B2C approach. At BornDesign, we provide you with everything you need. From professional images to informative and entertaining content to state-of-the-art websites, we are your partner at eye level. Contact us today and let us improve your social media presence together.
