The difference between B2B and B2C content begins with the sales cycle. Knowing how to engage with customers during it will increase leads and loyalty.
By Michael Premo, Content Strategist
The style of writing for any blog or other marketing material should be conversational—easy to read yet informative—otherwise you’ll have people scrolling by. So, what’s the difference between B2B and B2C Content? It’s what you say and when you say it (subject matter and timing).
Other opinions would add that B2B content is less frivolous, focusing on need-based messaging. This is true yet fails to recognize the buyer as a consumer. Don’t they build emotional connections with the brands they choose? Yes, they do.
With B2C content the focus is on creating excitement for products/services, peer-to-peer interactions, and encouraging recommendations. In the B2B space they need to do this, as well as showcasing their expertise, industry experience and innovation.
Before the sale, a B2B brand has a longer sales cycle that engages with customers through more touchpoints. Each touchpoint can be associated with a different milestone. This requires a change in messaging.
That’s what this post is all about: changing the message to fit the audience. Each of the strategies below will help you align your content with your audience.
Loyalty and Retention
Touchpoints for loyalty and customer retention are often found after the purchasing experience. The loyal customer has more engagement with your business than any other. So, they deserve VIP status with content specifically for their eyes only.
Your messaging should do more than letting them know of promotions or special offers. It should encourage them to tell others about your business. These customers are the perfect candidates to provide testimonials and online reviews. And don’t forget about surveys or focus groups.
Because there are multiple decision makers, B2B brand awareness needs to spread throughout a company. The brand is on the stationary, packaging and uniforms. And, it needs to be memorable during every touchpoint. Your content strategy needs to convey the right message—all the time.
However, your brand also encompasses corporate culture and place within the community. Showing these aspects of it will require a more personal touch. The messaging should feel authentic and relatable. Short narratives of your impact within the community, accompanied with photos, are great for positive brand messaging.
Time to inspire! Time to show the value you can offer them. The message is about how your products and services will fulfill their needs. Does it save them money? Save them time? Or do you offer them a way to make more money? You should keep this short and to the point.
Content for lead generation also informs customers about promotions and special offers. It needs to be interactive, so they can find get more information or make a purchase.
It’s time to answer their questions. A complete FAQs page on your website is a must (Google prefers sites with FAQs). If people are curious about certain features, they will research it first before talking to someone.
Follow through is so important for sales. Checking in after the sale can tackle any issues that may arise. Even if it’s an automated message, your customers will appreciate it.
We all know that purchasing for a business is a multistage process that has to build consensus among the decision makers. Lead nurturing shows how you can solve their problems or build their business. It’s a long play, one that requires patience and consistent messaging.
Lead nurturing is the perfect time to show them how you’re an expert. Show them the research you’ve done: the knowledge you’ve gained. This type of engagement forms a strong image with each potential customer.
Reliance on Inbound Marketing
These content strategies will support your inbound and outbound marketing efforts. The messaging for both should be positive and remain consistent. Negative messages seem deceptive and cause distractions. It’s better to show that you’re a leader.
I’m sure that you’ve already heard about the importance content strategy before reading this post. Now, it’s time to put your plan into motion. I’ve worked with businesses and individuals throughout the United States to execute a strategy that’s right for them. Send me an email so we can get started on your plan, today.
Writer. Editor. Project manager. Researcher. Collaborator. Graduate of the Spalding University Masters in Fine Arts with an emphasis in Fiction. Theory junkie. Avid reader. University of Iowa (BA '97).
Michael's unique ability is to understand and write to the audience for any business application or ghostwriting project. It's his passion for writing that keeps him learning more-and-more every year. He is a member of the Association of Writing Professionals, and fully versed in Associated Press (AP) and American Psychological Association (APA) writing guides.