4 Differences Between B2C And B2B Social Media
Social media marketing has become very important for both B2C and B2B companies. However, B2C and B2B social media works differently depending on the type of business you’re running.
Because the two types of businesses are different, the way they utilize social media platforms will also be different.
What Makes B2C and B2B Social Media Marketing Different?
The success of your social media marketing will largely depend on how well you understand your target audience and their needs. This will then inform you on how to use different platforms as a B2C or B2B company.
Let’s dive into 4 key differences between B2C and B2B social media marketing strategies that you need to take note of.
1. CONTENT SHARED
Content has evolved from just being written words such as blog posts to include audio, visual and interactive information. The way the message is put in a social media post is also considered as content.
Content is supposed to be valuable to the audience for it to be given any attention. The kind of content a B2B audience needs will be different from a B2C audience content.
As a B2B company, your focus should be on creating more educative content that offers a great deal of information to your audience. This is because your audience is interested in knowing a lot about your company before they can get into business with you.
They want content that will educate them and inform them of your expertise. Content to be used for B2B social media should therefore be lengthy, detailed and showcase a level of expertise.
For a B2C, the content should be more exciting than B2B content. Ensure that your content is be appealing to your everyday customer. Use a more casual tone for content such as lifestyle posts, humorous articles and shareable posts that fit into your target audience.
B2Cs should leverage the ability of content going viral and in turn increasing brand awareness. Keep in mind that B2C customers are looking for content that will entertain them, get them excited about your products/services and feel happy about making a purchase.
2. ONLINE VOICE
The kind of voice to use when creating social media content will also be different for B2Cs and B2Bs. How audiences engage with content will be different and you therefore have to talk to them in a language that they understand.
B2B social media content should carry a professional tone and should be well written and error free. Take your time to create thought leadership content that positions you as an expert in your industry.
Feel free to use industry jargons that you feel will make your posts even more appealing to your audience. Just remember to ensure that your writing style portrays your company in a professional manner.
B2Cs on the other hand should use an easy-going and laid back voice that is less formal with no jargons. The B2C audience are more interested in information that will help them understand your products/services in the easiest way possible.
3. DESIRED GOALS
The buying cycle will affect the goals of a B2B and B2C company differently. B2C purchase cycle is very short and customers will take a very short time to decide whether to buy your product or not. B2Bs on the other hand have a very long buying cycle as most services offered are meant to fulfil a long term goal.
When using B2B social media your main goal will be increasing leads while B2C social media is more focused on increasing purchases.
There is a wide variety of social media channels each with its own distinct set of advantages. It is important for both B2B and B2C companies to understand the benefits of each and use them to their advantage.
Since most of their content is detailed, there are three social media platforms that B2B social media can focus on: LinkedIn, Facebook and Twitter. Of the three, LinkedIn stands out as the best for content distribution through the use of LinkedIn Pulse, a publishing platform and LinkedIn professional groups.
These companies on the other hand focus on community engagement and should therefore focus on social media networks that leverage brand awareness, offer customer support, promotion and engage with the audience.
The platforms that B2C companies use should be those that make sharing content easy such as Facebook, Instagram, Twitter and YouTube.
When you’re creating your social media strategy keep in mind your audience and think about the kind of information they want to see. Are they interested in humorous posts or are they more interested in an expert opinion? Understanding your audience will help your company succeed on social media.
Have you observed any other difference between B2C and B2B Social Media? Let us know in the section below!