In the digital age, our business and personal choices feel more intertwined than ever, and trying to achieve work-life balance is a huge topic of discussion.
It’s no surprise the differences between B2B and B2C social media marketing are not as big as traditional marketing rules would dictate: one more logical (B2B), one more emotional (B2C).
However, there are still some clear differences we must understand to better reach our audience.
Here are thedifferences between B2B and B2C social media marketing!
“B2B” means business-to-business. And “B2C” means business-to-consumer.
An example of a B2B small business might be a web design business selling its service to companies needing to launch their websites. An example of a B2C small business might be a local ice cream shop selling directly to consumers.
A B2B’s target audience is usually harder to define since you’re attempting to reach companies (not individuals) that have a variety of business needs.
On the other hand, as a B2C business, you can more easily predict details about individual customers, such as gender, age and socioeconomic status.
The differences between B2B and B2C social media marketing are based on the different goals that each wants to achieve.
A B2B business’s social media strategy aims to generate leads and develop the business brand. So it’s crucial for a B2B business to show its authority in the field—using technical language, logic and data in an engaging way.
What information does the B2B audience find engaging?
A B2B business must provide social media content that will help the audience be more successful and productive in the long-term.
What types of content does the B2B audience respond to?
B2B audiences enjoy INFORMATIVE VISUALS (infographics, videos) and longform content (podcasts and webinars).
What are the top social media channels for B2B businesses?
LinkedIn and Facebook
A B2C business’s social media strategy aims to grow traffic, sales and popularity (brand awareness). Here, the approach should be fun, easy-going and straight-to-the-point—using simple messaging.
What information does the B2C audience find engaging?
A B2C business should provide social media content that will help the audience understand how a product/service solves their problem or need in the short-term (ie. the benefits of a product).
What types of content does the B2C audience respond to?
B2C audiences enjoy ENTERTAINING VISUALS (pictures, videos) and user-generated content (posts from customers of your product).
What are the top social media channels for B2C businesses?
Facebook, Twitter, Instagram and YouTube.
A GE shopper research report from last year found that 81% of consumers search online before going to a store, making consumers more savvy, more logic-based than pre-digital age.
At the same time, company employees today seek to work in places where “they can intertwine their beliefs with those of the company.” This means that decision-makers at companies have become more emotionally connected to their work than ever before.
These trends must be taken into account in social media strategies for both B2B and B2C businesses.
What works for both B2B and B2C audiences?
No matter the type of business you have, whether strictly a B2B or a B2C, audiences all across the board respond to content that:
Knowing your audience is still the most important rule of marketing!
B2B businesses are seeking to connect to decision-makers at companies while B2C businesses want to connect directly with their individual customers.
Though the audiences have different needs and our social media approaches should be different, there are many things to learn from both sides.
Our business and personal lives (and the choices we make) are becoming more closely-related.
We must keep this in mind for our audiences on social media!