When evaluating the conversion funnel, we see three sets of keywords we can potentially go after to grab their attention. Once the customer learns about the electric bike, they may want to learn about electric bike brands that are trustworthy and high-quality. Once they search through the various brands, they may find the exact brand they want to purchase from, and now they are ready to buy. As a B2C search marketer, make sure that all of these portions of the conversion funnel are covered and targeted by blogs, core pages, and product pages so you have a higher chance of capturing potential customers in the space.
Remember, as solid as your conversion funnel is, if your checkout process is confusing, it can turn your customers away and leave room for others to steal them. To effectively attract them, compile and analyze accurate data. Your data focus can come in numerous forms, both qualitative and quantitative.
Some of the more effective tactics for data collection is through Google Analytics and keyword research. However, the best way to determine who your target audience is to head to Google and evaluate the search engine results pages for your keywords.
By merging your conclusions from SERP analysis with keyword research and Google Analytics demographic data analysis, you should have a general idea of who your target audience is. With this data, integrated advertisements, targeted to specific keywords and demographics, can successfully build a lead generation strategy. Lead generation is the primary goal for B2B marketers.
Therefore, building a top-of-funnel prospect list, followed by a highly integrated remarketing and lead generation marketing funnel is vital to reach your top prospects. Unlike B2B businesses, B2C businesses work in a larger-scale market, and the target is much more spread out.
Search marketers heavily weigh the importance of following the marketing funnel when acquiring customers. Starting at the top of the funnel, pushing advertisements that are skewed toward emotional and product-driven purchases can cast a wide net and try to gain some qualified top-of-funnel leads. By analyzing the demographics of the top-of-funnel leads, you can create a warm lead list and remarket to those people in hopes to generate sales from those leads.
Another critical audience targeting strategy emphasized in B2C is the implementation of highly effective CRO tactics. Writing enticing copy, creating quality and easy landing pages to navigate, and implementing simple but effective conversion funnels can change the sales game in B2C business.
B2B businesses are much more likely to want to purchase services or products from an expert who understands their terminology, processes, and even the decisions they have to make during the buying process. Instead, the copy should focus on taking the emotion away from the decision and building confidence in the potential customer. The business—really, the director or manager in charge of making the purchasing decision—is buying the software to improve the overall performance of the business.
Although they may have personal drivers for making the purchase, they need to remove emotion from the decision and think about the positive and negative effects of the purchase. Marketers must speak their language and provide detailed content.
It should also aim to evoke the emotions of the audience to create a desire. Get right to the point with marketing and point out the benefits clearly, so it is easy to understand. The more straightforward your message is, the better. Do not use industry jargon. Consumers often purchase with the hearts over their minds and will go with their gut.
We aim to entertain the audience rather than strictly educating them. B2C customers are highly motivated by personal gratification, so marketing that tells an uplifting story about someone who benefited from consuming your brand provides excellent marketing content.
Greater product complexity means that B2B purchasers tend to rely on more information. The B2B the purchasing process is more complicated than B2C, taking more consideration from decision-makers, as purchases are usually of higher cost and importance. Because of the higher-order values and longer sales cycles of B2B, the potential risk is heightened compared to B2C. Purchases can become quite complicated, with multiple influences on decisions. Decisions are typically long-term investments; decisions can be a complicated process with pressure to get decisions right.
B2B clients often need to prove a return-on-investment for their purchase. B2B marketers should use social media to provide informational and valuable content to reduce risk perception. Purchase values in B2C can vary greatly. Low-cost consumables from the supermarket, for example, are low cost and low risk. Do not have to educate purchasers but instead entice them.
A decision is usually not complicated, often made in a split second to fulfill instant gratification motivation. In summary, there are different motivations for making business decisions and making personal decisions. Choices on what to purchase for a business is a longer process more logical and rational than the sometimes emotional decision to buy something for ourselves or our families. This article originally appeared on Brand Yourself Better and has been republished with permission.
Find out how to syndicate your content with B2C. Daniel Hopper is a marketing consultant based in New Zealand. Connect with him on Linkedin. Business owner of BYB Marketing , who specialises in brand management and marketing strategy to help businesses achieve their sales goals. Join over , of your peers and receive our weekly newsletter which features the top trends, news and expert analysis to help keep you ahead of the curve.
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Marketing influences customer decision-making. This article explores these differences between B2B and B2C marketing. I have identified nine of the most significant differences between marketing for B2B and B2C, which are: The decision-maker The decision-making and sales process The motivation Customer relationship Marketing strategy Target audience Communication tools Language Purchase value and complexity The following chapters will discuss these differences individually.
The decision-maker Multiple staff can influence the decisions in organisations, whereas B2C often involves one decision-maker. The decision-making and sales process The decision-making and sales process for B2B is usually highly planned, process-driven and logical, where a B2C is often more emotional than rational. And because they market their products , services or solutions exclusively to other businesses, B2B marketers direct all of their marketing efforts towards persons or teams who make purchase decisions on behalf of their companies.
Here are some examples of businesses that do B2B marketing:. B2C refers to businesses who sell solutions, services or products directly to consumers. Their target customers who are individual consumers who intend to buy what they offer for personal purposes. In order to encourage sales, B2C marketers focus all of their marketing efforts on the desires, needs, and issues facing an average product user.
Of course, there are several instances whereby B2C and B2B can cross paths. Some companies run both B2B and B2C marketing campaigns at the same time. Take Omron Healthcare, Inc. The health tech company sells several kinds of blood pressure monitors, each specially designed for a different audience.
Omron HeartGuide , for instance, is an advanced smartwatch coupled with a mobile app and Alexa skill that is marketed directly to consumers who want to take their blood pressure on the go. Also, Omron sells sphygmometers to hospitals, at-home care companies, and other healthcare organizations. The lines between B2C and B2B marketing become more pronounced when it comes to the target customer.
B2B marketers go after key decision makers within an organization. So, B2B marketers should make sure that all of their marketing efforts are geared towards this small group of decision makers. Like we mentioned above, B2C marketers sell directly to consumers, not retailers or any other business down the supply chain. B2C marketers can direct their campaigns at just about anyone who can use their products or services, not necessarily the buyer. A kid who sees an ad for a PlayStation, for example, might convince their mom or dad to buy it for them.
Telling original, captivating stories is one of the best ways brands make people care. However, B2B and B2C marketers tell their marketing stories differently.
B2B marketing is all about logic. Of course, B2B marketers want to deliver their marketing message in a way that decision-makers can understand. After all, the use of complex, esoteric jargon is one of the biggest B2B marketing mistakes most companies make. It describes businesses whose customers are individual consumers, rather than professional buyers. Therefore, all of the businesses' marketing is dedicated to the needs, interests, and challenges of people in their everyday lives.
Here are a few examples of B2C in action:. Of course, the lines between B2B and B2C can intersect at times. In fact, the same company might have both B2B and B2C initiatives happening at once. For example, an interior design agency that designs office spaces for businesses a B2B service might also design certain rooms of houses for homebuyers a B2C service.
An oral care company that sells toothbrushes, toothpaste, and mouthwash to individuals a B2C service might also sell its products to dentist offices a B2B service. When the differences between a B2B company and a B2C company are less clear, as they are in the examples above, it's best to look at their respective marketing strategies. And they can differ in a number of ways. B2B and B2C marketing differ primarily in terms of their audiences and how they communicate to them.
While B2C marketing focuses on quick solutions and enjoyable content, B2B marketing is more concerned with building relationships and proving a product's return on investment for a business customer.
What does this difference look like in practice? Check out the items below to learn the distinct goals of B2B and B2C marketing, and how you can steer your own strategy in the right direction. B2B audiences are seeking efficiency and expertise, while the consumer audience is more likely to be seeking deals and entertainment.
Accordingly, the B2B purchase process tends to be driven more by logic and financial incentive. In other words, what's the product's return on investment ROI?
How will the business profit as a result of this purchase? After all, employees only buy things that will make their business money. B2B customers often want to look like the workplace heroes thanks to their excellent decisions. In order for them to make good decisions, however, they need to have the right knowledge of the products they're browsing. This is where B2B content marketing comes in: If you can help your audience think critically about the industry, and make them more skilled professionals in the process, you'll ensure they make a purchase decision they don't regret later.
Unlike a B2C audience, B2B customers expect to be "catered to" by sales and marketing teams. So, to build on the third tip, above, feel free to add details to your content that a B2C buyer might find trivial or unimportant. Get in the weeds of your product: What can it do for a business? What can't it do for a business? What does the customer need to know to be successful with your product? Procurement, accounting, and department heads often need to approve purchases in B2B situations.
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