Posted at Aug 15, 2019 4:30:00 PM by THAT Agency | Share
B2B customers are significantly different than B2C customers. Think of it this way: you see a candy bar, a shirt, or a pair of sneakers… and you buy! You research big ticket items, of course, but as they say, people buy on emotion and justify with logic. A B2B buyer is a different beast: they are far less driven by emotion. Instead, they are guided by practicality, cost savings, and the benefits that a solution offers. Understanding the differences is key in creating an effective B2B content marketing strategy.
We’ve mentioned that B2C purchasing is often more centered around emotions - around impulses and desires. While they want products that solve their problems, they also want a story that resonates on an emotional level.
B2B buyers are much more persuaded by your efficiency, expertise, and authority. They’re purchasing not to fulfill an individual desire or need but to address a business problem. Your B2B content marketing strategy needs to accommodate for this key difference and provide them with the information and education they need to make the right decision. This is why content such as blogs, whitepapers, webinars, podcasts, and infographics are so useful.
2. Types of Content
Both B2B and B2C customers want information; how they want it differs. Again, B2C is more concerned with that emotional connection (think Nike), while B2B content should be focused more heavily on facts, figures, stats, and numbers. These buyers - who have to make the case for expenditures to their management/C-suite - need proof.
That doesn’t mean you have to eschew emotion altogether; a compelling case study or video showing how you solved a significant problem, for example, can do much to get your target audience on board with your brand.
It is important that both B2B and B2C content strategies cater to the needs of customers. Accurate buyer personas are essential. However, B2B tends to be much more “niche” than B2C. That is, their buyers are typically in the market for very specific solutions to very specific problems. This will inform your content efforts: what does your target audience need to know? How can you deliver the information to them in the most clear and impactful way?
You’re not casting as wide a net as a B2C will - but you’ll catch bigger fish.
4. Decision Making
When B2C consumers make a decision, they’re the primary stakeholder. Yes, they take into account their household budget, their kids, their partner, etc. But ultimately, they are the decision makers. With B2B, there are many more voices to consider, from team members and managers to the upper levels of the organizational structure. To justify a purchase, they need hard facts.
Emotion does play a role. Of course it does. They need to build relationships with brands, just as much as B2C consumers do - but in a different way. Your B2B content marketing strategy needs to lean more heavily on evidence and proof. They need numbers, figures, stats… They need something they can bring to their teams/bosses in order to present a strong case.
Reaching B2B customers requires a different approach - and that starts with understanding how and why they make their decisions. THAT Agency specializes in B2B content marketing; we can deliver actionable insights and targeted strategies necessary to elevate your initiatives and help you achieve your business-building goals. Ready to start?