Serve the Right Digital Ads to your B2B and B2C Audience

The main difference between B2B and B2C marketing is the audience that you’re targeting. Business-to-business (B2B) marketers focus on key decision-makers within a business or a company that they may want to target. However, business-to-consumers (B2C) marketers target individual consumers that are more likely to purchase their product or use their service. Understanding these distinctions between B2B and B2C and applying them to your campaign strategy can help you to deliver the right message to the right audience, which in turn improves your chances of reaching meaningful prospects and generating greater conversions.

Knowing your Target Audience

Knowing your target audience and understanding their needs is an integral part of developing your digital marketing strategy. The first step to ensuring that your advertisements are reaching your target audience and that your money spent on advertising campaigns is worthwhile, is to understand the problems that your product/service can solve for your target audience. By focusing on how a product or a service would benefit a specific audience can ultimately improve your marketing campaign decisions. Secondly, understanding and examining your current customer base to identify similar trends, behaviours and patterns, can support the development of a data-driven marketing plan so you can attract the right customers for your business. Understanding who your target audience is, what they want, and what matters to them ultimately improves your chances of increasing conversions. Once you have identified that your product meets the needs of your target audience, you have gained a potential customer.

Scope of Audience

B2C companies generally have a larger market size as their target audience is wider, whereas, B2B companies focus only on a specific business within an industry or niche market and consequently interact with a much smaller audience. Since B2B and B2C audiences are different, their end-customers and their respective buying processes would also be different.

The Audience Buying Process

Generally, B2B companies spend more time making a decision to partner with another business as these companies often have a more bureaucratic process which involves working with contracts and dealing with a lengthy chain of command before closing a deal. This means that these companies spend more time on average to foster and build relationships that are mutually beneficial.

The B2C sales cycle is however much shorter because it is based on impulse that is influenced by emotions. These types of B2C sales address the immediate needs of customers, placing the importance on the product or a service that aims to invoke an emotional response in the consumer. With B2C, the goal is to respond to the needs and wants of their consumers. If a customer likes the product that the business is offering, they are more likely to purchase it.

Communication Channels

B2C companies employ a variety of communication channels to spread their message and promote their products across a larger audience. This may include marketing on social media, print campaigns, tv commercials etc. Whereas B2B companies market their product or service directly to other companies and businesses by sending direct emails and phone calls to key decision-makers in a business.

B2C companies may focus on sales promotions and use their website or landing page to attract customers to purchase their products, while B2B companies may utilize white papers, case studies and e-books to demonstrate their credibility to other companies.

A final note

While B2B and B2C are different digital marketing strategies and require a specific approach, both require an in-depth understanding of their target audience and how their product or service is beneficial to their specific focus group. This would allow these companies to save time and money on their advertising campaigns by ensuring they are effectively serving the right digital ads to the right audiences.

Whether your business is B2B or B2C, ReverseAds can identify and pinpoint these key buyers with high purchasing intent through various communication channels. As a result, we can help to deliver targeted ads to the right audience that is engaging with your brand’s content and help you to generate greater conversions.