I often hear people ask – “are B2B and B2C content marketing different?”. The answer is yes they are different but does that mean they are mutually exclusive?
Before I answer that question, let’s start with the simple definitions of B2B and B2C.
B2B (Business-to-Business) – Simply stated, this is where the primary target audience is another business. So, any company whose clients consist of other businesses falls into the business to business category. Some examples are customer relationship management (CRM) software companies like SalesForce and HubSpot, industrial equipment manufacturers, and advertising agencies.
B2C (Business-to-Consumer) – This is where the company’s main client is the end user or consumer. Examples of industries that fall into this category are e-commerce sites like Amazon.com, retail stores like Macy’s, service industries and restaurants.
Now that we have established what those two acronyms mean, the question remains – are B2B and B2C marketing mutually exclusive?
In short; No. It’s been my experience that you can’t focus on one without consideration for the other.
Let’s assume that your company deals primarily with other companies in any industry. Sure, you will want to tailor your message to win the sale, but remember that while the sale is your ultimate goal, your client’s ultimate goal is to get more users of their product. In order to truly deliver a solution that will turn your client into a loyal, brand-advocate, you need to understand what their ultimate goal is. You already know your audience – get to know theirs too. You know what you can do – but is it what they need? Yes, this is the basis of “solution selling”, but that is the preferred style of business, currently. You aren’t the only game in town, but you can be the best – if you realize the lines between the B2B and B2C worlds need to blur a little.
In the same way, if you work in an industry that deals with consumers versus businesses, it’s important to ask questions, find pain points and develop a solution for them. That could mean that you become the solution, or you make the process simpler by streamlining it for them. Both of these answers require that you not only understand what your ideal consumer wants, but also that you understand the best businesses and technology to connect the two. Amazon, Shipt, Instacart, Drizly, Uber, and a thousand other companies did exactly this. They found a pain point, developed a market niche, and solved a problem. In doing so, they gained popularity from not only the consumers, but connecting them with the right businesses behind the scenes. They blurred the lines.
While this started as a simple yes or no question, I hope you will take away one thing. Play chess, not checkers. You may have the best product or service in the world, but if no one needs it or finds value in it, it’s worthless. Go beyond what you need, and beyond what your clients need. Know the players, find the perceived opportunity cost and create a meaningful and valuable story. Don’t be afraid to blur the lines.