Business to Consumer (B2C) marketing relies on techniques of mass communication more than Business to Business (B2B) marketing does. The B2B audience is usually smaller and concentrated in more niches than the B2B audience is. It’s worthwhile to check out the differences between these two types of marketing, so that you can avoid common mistakes.
1. Customers vs. Consumers
B2B marketers talk to decision makers within businesses while B2C marketers talk to end-consumers. The target audience for B2B marketers is usually heads of departments or senior executives within organizations. These executives are entrusted with purchasing goods or services on behalf of their company. B2B explainer videos speak to experts and savvy audiences, so the communication must be on point and evolved. B2C marketing, on the other hand, is to end consumers who have a limited attention span, so it’s important for your brand to break through the clutter and stand out to be heard. B2C consumers will only engage with your brand if you can hook them in quickly as they glance through your marketing collateral. You need to keep your messaging to them eye-catching, relevant and short. B2B clients will spend more time on your brand collateral than B2C consumers will, especially if your offering is one that they are in charge of purchasing.
2. Data-driven vs. Emotional
B2B buyers use more data-driven approaches to making purchase decisions. B2C buyers, i.e. the consumers, respond more easily to emotional content. A common mistake you should avoid here is thinking that data-driven marketing means lengthy collateral. Both B2B & B2C customers love watching short and entertaining explainer and marketing videos. Different approaches to storytelling are used for each. B2C explainer videos can use tactics that appeal to emotional reasons more freely. B2B customers want more logic.
3. Education vs. Entertainment
B2B customers require educational content that helps simplify, the often complex, marketing messages of B2B companies. B2C consumers prefer short, simple and entertaining communication. A mistake to avoid here is thinking that you need to dumb down your message for the average consumer. Don’t forget David Ogilvy’s famous words – “The customer is not a moron. She’s your wife!”.
4. Multiple vs. Single Decision-Maker
B2B buying process involves approvals from multiple people who vet the purchase process. Large organizations have a dedicated Purchase Department that oversees most purchases. For B2B marketing, you usually need to talk to the consumer who is the sole decision-maker. Don’t make the mistake of talking to a single stakeholder in your B2B explainer videos.
5. LinkedIn vs. Instagram
It would be a mistake to think that B2B has no place on social media. Today, all companies, whether B2B or B2C have a presence on all the major digital platforms such as Instagram, Facebook, LinkedIn, YouTube, etc. But of course, LinkedIn is more suitable for building business connections and thus the primary platform for B2B marketers, while Instagram is more suitable for engaging with individuals. But be careful not to over-segment. Make sure that your content on LinkedIn is relevant and interesting even if the topic is a dry one. B2B audiences, like B2C ones also like to be enticed with fun content that entertains. Affordable explainer videos can easily be created for all platforms and are a great medium to engage with all sorts of audiences.
Ripple Animation is the best explainer video company in Mumbai, Pune, Hyderabad & Bengaluru and has created many Explainer Videos across industry verticals.
We’d be delighted to help you add both B2B and B2C video content marketing to the marketing mix in your business. To know more about how you can boost awareness through a cheap explainer video for business, please reach out to us via email or visit our website and fill out the short form on our homepage.
Also Read –
Hey you! The B2B guy! Stop boring your customers.
Why Videos Are Important For B2B Marketing