Social media marketing has become indispensable for business-to-consumer (B2C) as well as for business-to-business (B2B) marketing. However, some brands still don’t adapt their social media content to their target audiences. A successful presence in social networks not only has a positive effect on brand building and reputation, but it also supports employee engagement and e-commerce through the realisation of a company’s goals.
So, what is the difference between B2B and B2C approaches in social media marketing? For both kinds, alongside social media marketing itself, analysis and monitoring play an at least as important role. Before social media marketing can be carried out, the target group must first be analysed in order to find out how the intended audience can best be reached. The social media activities must then be monitored constantly to find out which content is best performing and how it can be continuously improved. In the age of customer evaluation, reputation management plays a decisive role. Discussions on social media platforms must be moderated and, above all, the problems of customers should be responded to.
However, in order to operate successful social media marketing, the implementation for B2B and B2C companies requires different approaches in terms of content marketing, social media channels and the final formulation of objectives.
The three most important differences between B2B and B2C social media include:
1. Content is king: fact v emotions
Content is King! This also applies to all marketing and social media marketing in particular. While B2C companies should focus on an emotional and entertaining approach aligned to the personal interests of their target group, strong B2B content is characterised by all of the above plus a mix of emotions, facts and statistics. For both B2C and B2B companies, the narrative style, ie the preparation of the content, is decisive. Here, storytelling based on facts is crucial. While content marketing in the B2B sector is usually straightforward, the spectrum of B2C companies is much more diverse.
To reinforce this difference with an example, Appetite Creative’s clients Scentropy (a niche perfume online shop) and Hybrid Theory (a data-driven advertising company) can be consulted. See here what we do for Scentropy’s and Hybrid Theory’s social media!
Scentropy’s social media aim is for customers to identify with the brand and its values through emotional appeal. Here, for example, appealing pictures of perfumes are posted and, in the description, you can read about their scents and the feelings the perfumes convey. Hybrid Theory succeeds in generating industry-relevant, fact-based content for its followers. For example, by providing interesting statistics on current industry trends and referring to informative blog articles.
2. Community management in social networks
Facebook, Twitter and Instagram are particularly suitable for the B2C sector, for community management and to address the target group through visual and interactive content. These social networks are also suitable for B2B companies, primarily to stimulate discussion and interaction and encourage customer loyalty. The channels are therefore used less for selling services directly and more for making people aware of the company in general. LinkedIn is more suitable for B2B companies, but can also be interesting for B2C companies, as an employer rather than marketplace.
Scentropy, for example, uses Instagram and Facebook to draw its followers’ attention to its products. On both social media platforms, people are mainly spending their time for private pleasure. For Hybrid Theory, on the other hand, LinkedIn plays a major role in delivering leads as this is where the majority of its potential B2B customers are to be found. The data from the social media analysis outlines that Hybrid Theory achieves better engagement on LinkedIn than on its other channels because its followers appear as representatives of a company and thus potential customers, and not as private individuals. The best-performing post in October ensured that Hybrid Theory generated 37% impressions in relation to the number of followers, while the same and also best-performing post on Facebook generated only about 12%. This is due to the fact that the algorithms of both platforms classify the content of the posts as having different relevance for the audiences.
For Scentropy, most exchange with followers takes place on Instagram and Facebook as these are places most relevant to its non-business related target audiences.
3. Different objectives
B2B and B2C companies differ in their objectives for each platform. For the B2C sector, the positive perception of the brand is in the spotlight. B2B companies on the other hand focus on increasing their web traffic and thus measure the success of their content by leads that they generate by leading people from social media posts to their landing pages.
For these reasons, Appetite Creative’s clients Hybrid Theory and Scentropy have found it worthwhile to adapt the goals and content to the respective social media platform. For example, Hybrid Theory uses Facebook to create brand awareness by informing its audience about current industry topics like statistics that enable the followers to always relate the interesting information to the company. LinkedIn is used to communicate the company’s expertise, with the objective to get in touch with potential customers by showing off concrete solutions for their needs.
The content and objectives on social media should be designed according to whether the company is a B2B or B2C company. However, content should be adapted for the different platforms and their different audiences.
Jenny Stanley, managing director at Appetite Creative.
FAQs
B2B and B2C social media marketing strategies often have different objectives. B2B companies aim to build brand awareness, showcase their expertise, generate leads, and create long-term relationships. B2C companies focus more on driving sales, boosting brand visibility, and cultivating customer loyalty.
What are the key differences between B2C and B2B? ›
The main differences between B2B and B2C
B2B companies prioritize tactics to capture qualified leads, provide continuous answers in the sales funnel, and offer dedicated support. For B2C, tactics emphasize capturing active consumers, encouraging quick purchases, and offering efficient customer service solutions.
What is the difference between B2B and B2C content marketing? ›
For instance, a B2B article might delve deep into industry trends, backed by recent research and expert opinions. B2C content, in contrast, aims to connect on a personal level. It's crafted to be emotional, relatable, and often has an entertaining flair.
What is the difference between B2B and B2C channels? ›
Channels: B2B marketing often uses more professional channels like LinkedIn, email, and trade shows to reach other businesses. B2C marketing, on the other hand, often uses more consumer-oriented channels like social media, television, and print ads to reach individual consumers.
What is B2C social media marketing? ›
B2C social media marketing is the use of social media by business-to-consumer brands to generate brand awareness, online engagement, and even sales.
What is the main difference between B2C and B2B markets quizlet? ›
A B2B is a business which markets and sells its products to other businesses. A B2C is a business which markets and sells its products to customers.
Which statement best describes the main difference between B2B and B2C? ›
Which statement best describes the main difference between B2B and B2C transactions? B2B transactions involve transactions where the buyers and sellers are both businesses, while B2C involves transactions between businesses and consumers.
What is the difference between B2B and B2C social media? ›
B2B and B2C social media marketing strategies often have different objectives. B2B companies aim to build brand awareness, showcase their expertise, generate leads, and create long-term relationships. B2C companies focus more on driving sales, boosting brand visibility, and cultivating customer loyalty.
What is the difference between B2B and B2C personalization? ›
Understanding B2B eCommerce Personalization
While B2C focuses on enjoying the product, B2B focuses on quality, simplicity, and benefit of the product; they value business process optimization and reliability and strive for an effective experience that helps them grow.
How is B2B writing different from B2C? ›
B2B content writing refers to content that is specifically intended for businesses, rather than individual consumers. It addresses specific challenges or problems that businesses face and provides solutions or strategies to overcome them. B2C writing is content created by businesses and aimed at individual consumers.
Buying cycle: The buying cycle is also longer in B2B marketing than in B2C marketing. This is because businesses need to research and evaluate different products and services before making a purchase. In B2C marketing, the buying cycle is typically shorter, as consumers are often making impulse purchases.
What is the difference between B2B and B2C ad? ›
Azure B2B is primarily made to enable resource sharing and secure collaboration between businesses and their external partners, suppliers, or clients. Azure B2C, on the other hand, is designed specifically for consumer-facing programs and services that communicate with specific users.
What is the difference between B2B and B2C demand generation? ›
B2C lead generation tries to attract the attention of price-conscious, emotion-driven consumers in a saturated market, while B2B wants to build a personal relationship with prospects based on trust, so that their brand is the first one the prospect thinks of when they are ready to purchase or invest in a product or ...
What is B2B social media? ›
What is B2B social media marketing? B2B social media marketing uses social networks to build relationships with potential and existing business clients. Sharing industry-relevant content, networking and engaging in conversations that establish expertise often contribute to this process.
Is TikTok B2B or B2C? ›
TikTok is both B2B and B2C and it offers advertising tools for both B2B and B2C businesses.
Is Instagram B2B or B2C? ›
Instagram has emerged as a powerful social media platform for businesses to showcase their brand and connect with potential clients. While it is predominantly associated with B2C marketing, B2B businesses can also leverage Instagram to establish their brand and generate leads.
What is the difference between B2B and B2C customer service? ›
B2B organizations provide offerings for other businesses and their employees, whereas B2C organizations provide products and services to individual consumers. Some organizations also operate in both areas, serving other businesses and individual consumers simultaneously.
What are the differences between B2B B2C and C2C? ›
A simple explanation is: B2B means that you have also established a company and bought things from our company; B2C is when I establish a company to sell things, and you buy them; C2C means I sell things and you buy them.
What is the difference between B2B and B2C supply chain? ›
B2B supply chains are generally shorter than B2C. Their transactions might be more direct and short supply chains are effective at delivering what their buyers need, between a few companies. Conversely, B2C supply chains often require input from more players.
What is the difference between B2B and B2C negotiation? ›
Negotiation Process
B2B transactions often involve lengthy negotiations and contracts as both parties have different interests and needs that must be met. By contrast, B2C transactions usually involve shorter negotiations and are less complex as there is usually only one party that needs to be satisfied.
