So, you're a business. You're selling to either another business or to an individual consumer. If your marketing strategy isn't varying much from one sales pitch to the other, you're disregarding the fundamental differences in B2B and B2C.
Customers are Emotional
B2C (sometimes also called Business-to-Customer) describes activities of businesses serving end consumers with products and/or services.
Individual consumers want an aesthetic that represents status and desire. "An individual consumer" is another way of saying "a human being". Marketing to a consumer can be like taking a trip down a rabbit hole. Nail down your demographic and remember that
people we are extremely product driven. While marketing B2C style, keep these things in mind:
- With a shorter sales cycle, your marketing should reflect urgency. Be it the fear of going out of style or a limited time sale, marketing to consumers has to be quick and direct.
- You've got a large target market in consumers, but if you can't capture their attention and make a sale quickly, an entire consumer-targeted product and all of its assets will go to waste. Think "breath-taking" or "stunning" when creating your B2C marketing campaign.
- Relationships with a consumer demographic rely heavily on imagery and branding. Of course, functionality is a must. We don't approve of peddling bullshit, but don't cut corners with presentation. Know your demographic and only sell a product (or at very least packaging) that is guaranteed to catch their eye.
- Repetition builds trust and trust leads to word-of-mouth marketing. Instead of coming up with a new revolutionary idea every quarter, build and evolve a solid product with your consumers.
Businesses are More Calculated
B2B describes commerce transactions between businesses, such as between a manufacturer and a wholesaler, or between a wholesaler and a retailer.
You've been to the movies. You've gathered that "business deals" require a bit more finesse than typical POS, probably because there's a bit more capital at stake being divided by more people. Make the most of your next B2B proposal by considering these things:
- A longer sale cycle doesn't mean your have more time to close, it means there's a longer period of time to NOT close. Stick to your marketing plan the whole way through.
- Taking a client out for lunch is a cliched, but super beneficial action. B2B marketing is hinged around relationships. Your business and sales rep should be exceptionally friendly people.
- Where a consumer might purchase a product and look into the company later, a business making a purchase wants to be fed information and educational updates all along the way. This is where blogging comes in. Newsletters and blogs build bigger trust with businesses.
- B2B creates a much smaller and focused market. Work on your relationship building skills inside of your demographic and apply those skills to every marketing campaign.
Whether you're marketing to an emotionally prone consumer or a tactical business, remember good business practices and give each business relationship the kind of attention it deserves for long-lasting relationships. Find out how Velvet Cartel can help you manage your marketing by visiting our website at www.velvetcartel.com or send us an email to firstname.lastname@example.org.