If you have a business, you’re going to be selling a product or service to people. The classification of your business customer can be broken into two different groups: business and consumers.
That is, B2B (business to business) and B2C (business and consumers). The way you sell to and target each of these groups can differentiate in terms of your marketing strategy, including where and what kind of content you’re putting out.
Relevant business factors
There are a number of things that you should consider if you sell your product or service to a business.
You should take into account the industry, because there can be some slight differences according to whether you’re selling to a café as opposed to a retail store, for example.
Additionally, you’ll need to consider the size of the business; is it just one person, or is it twenty? Maybe it’s a company that employs hundreds of people.
Similarly, you may also like to think about the revenue of the business– if you’re product or service is quite expensive you’ll be more suited to businesses with a bigger revenue and bigger budget. This information all matters.
The duration of the business establishment is also important, because there may be differences in the way that you target start-up businesses as opposed to well established businesses that have been around for a considerable amount of time. Is the business you’re targeting a local business, or is it a national/international business?
Consideration of human elements
On the other hand, when targeting consumers, you’ll want to think about your marketing slightly differently.
Ideally, you’ll need to contemplate this audience in terms of demographics– for example gender, age, residential base.
Once you have a solid grasp of these factors, you need to delve deeper, which means you’ll need to understand the typical lifestyle of the people you’re targeting.This may involve things like marital status, income, job title, parental status, personal interests, and hobbies.
Finally, the next classification of factors is always crucial; the emotiographics. This means delving even deeper into your ideal customer base- including things like passions, values, fears, and problems.
The key here is to be empathetic so that you can really scope out the way that your customer feels, because the better you understand their emotions, feelings and experiences, the better you’ll be able to target them in your marketing.
These are only a few examples of elements you should consider in both aspects of business marketing, but they should aid you in understanding how you can effectively manage you marketing strategy.
However, it is important to remember that businesses are still controlled by humans, which means that elements of B2C marketing still do apply to B2C in one way or another.
The key is to hone in on the factors that are going to work hand in hand with your business strategy and goals, so that you can get the most out of your customer.
Want to know more about this? You might like to watch the IGTV episode I’ve created on this topic. You can find that and a plethora of other tips, tricks and strategies, plus more, on my Instagram! Just search @funmindfulmarketing
*These articles are transcribed and edited by Melissa Warland*