Having a digital presence for a brand helps create brand awareness, visibility, engagement with the brand and even conversions. But, when marketing a B2B product is very different from marketing a B2C product.
Marketing is a business promotional tactic which combines data with consumer behavior and psychology. That’s why, in order to understand how to improve business performance, it is first very important to understand the thought process of the brand’s target audience.
Social Media Marketing
There are multiple benefits of social media marketing. But, which social media platforms to promote the brand on depends on where the target audience lies.
For B2B brands such as professional software, digital marketing agencies, and recruiters’ target audiences are professionals working in a particular industry. That’s why, LinkedIn is usually the preferred social media platform to promote a B2B brand.
A B2C brand’s target is a group of people, but usually, the aim of these products is aimed towards adding value to their personal lives. Some examples may be food delivery apps like Uber Eats or grocery stores like Walmart. In this case, brands lean towards social media platforms such as Facebook, Instagram, YouTube, and Twitter.
While the steps for SEO remain the same for B2B and B2C brands, how we implement these steps change.
B2B Brands vs B2C Brands
The keywords SEO experts target vary from business to business, depending on business goals and industry. Not only this, but it is also generally seen that B2B keywords have a lower search volume than B2C keywords. This is purely based on the size of the target audience.
In terms of off page SEO, where the team creates backlinks and posts guest articles also depend highly on which websites align with the brand’s image. For example, a digital marketing agency will not get as much benefit from publishing a guest post on a website around movie reviews. Instead, an article on the Business Insider website would be more beneficial. The opposite is true for a B2C brand such as Netflix.
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Different businesses have different goals. Hence, which campaigns work well for a brand depends on the goals that advertisers have in mind.
For B2B brands, goals generally revolve around brand awareness and consideration. The main reason behind this is that in a business, it is usually the higher management that takes the decision when it comes to purchasing a B2B product. But, by working on awareness and consideration campaigns, B2B brands can influence the decision of professionals who are currently not considered as senior management but will be in that decision making position a few years down the line.
In a B2C brand, getting a conversion is not as long term as B2B brands. Hence, depending on what is considered as a successful conversion for a B2C brand, advertisers tend to give all three stages of the funnel equal weight during the planning stages.
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