As we begin a new year, we’re incorporating many new yearly public relations plans for our clients. Those plans vary from client to client, especially depending upon whether the client is considered business-to-business (B2B) or business-to-consumer (B2C). Today we focus on the differences between the two and how that impacts marketing and public relations efforts.
B2B marketing involves the sale of a company’s product or service to another company. Typically, the marketing techniques of a B2B plan focus on relationship-building based on logic with the goal of developing prospects into customers.
Plans focus on the features of the product or service to educate the target audience. This can often include many different steps, involving in-depth marketing materials. For example, in an attempt to reach out to a target customer’s sales representatives, we may incorporate a photo gallery that showcases the product that our client is selling. Through that gallery, the target audience is able to view samples of a product and learn more about how that product can be implemented for their own use.
B2C marketing involves the sale of a product or service to the end customer. While the marketing techniques of a B2C plan focus on relationship-building, too, the plans are often based more on emotion with the goal of developing a shopper into a loyal buyer.
Consumers don’t necessarily have to always spend a lot of time to understand the benefits of a product or service, so they expect those benefits to be presented in a clear and direct manner. Rather than a photo gallery that showcases just the product that our client is selling, we might suggest implementing more techniques through social media, which is a great way to connect and continue to build a relationship with the target consumer. For example, a Pinterest board is a great resource to connect with a target audience while sharing valuable product information and driving traffic to the website and other social networks. A client can share a variety of visually-friendly information such as infographics, videos, articles, and possibly even coupons and contests, with its target audience.
As you can see, B2B and B2C marketing techniques are certainly based on the same principles, they are just executed in different ways.