As email marketers, we are more than aware that addressing the right audience is key to achieving goals. It goes without saying that a robust marketing strategy needs to take into account business objectives and the specific interest of the people the brand is trying to engage and convert. Doing so might sound complicated and overwhelming, but we have prepared a set of tips and tricks to help you reach the right conclusions and decisions.
This article will be going over the main difference that is becoming apparent when communicating for a B2C versus a B2B company. Email marketing is pivotal to the success of any well-established brand on the market. Knowing how to adapt tactics and messages to the requirements of B2C or B2B communication will make a huge difference when it comes to effectiveness and outcomes.
What is B2C marketing?
B2C marketing is often defined as the selling of goods or services directly to consumers via the Internet, mail order catalogs, or telemarketing. Online shopping is one type of direct response marketing.
While B2C marketing is often done via traditional marketing techniques such as print advertising, radio advertising, and television commercials, it can also be done using webinars, podcasts, and other digital media. Digital media platforms make it much easier to engage with potential customers directly rather than using traditional mass media.
Direct marketing, especially when it comes to business-to-consumer tactics, is becoming more important than ever. Why is that? At this time, the biggest part (between 24-47 percent, depending on the industry, according to Statista) of all online sales are made up of search engine traffic. Consumers are looking for something via a search engine that they want to buy right now. They are not interested in having you "warm them up" and then try to sell them something later on. This means that your marketing message must clearly convey exactly what you are selling right away and your website must encourage a consumer to buy. Consumers don't want to sit around watching a video or reading a long-winded sales letter (or blog post) before they decide whether they should buy from you or not.
So how do you create a valuable offer for people in your niche that will be compelling enough to make them want to buy right away? That's where a direct response marketing campaign comes in.
According to Baymard Institute, the average online shopping cart abandonment rate is about 70 percent. This means that nearly three-fourths of all people who browse your site and put something in their shopping cart will walk away and not buy from you.
If this statistic doesn't scare you, it should. That's why proper direct response marketing techniques are more important than ever because they can help you capture the attention of potential customers and convince them to buy from you.
The foundation for any successful direct response marketing campaign is to have a great offer that is clearly presented to the consumer. You must make it easy for potential customers to understand what they are buying and make sure they understand the value of what they are getting in exchange for their hard-earned money. You must also have a compelling reason why people should buy at that very moment. Why should they not wait until tomorrow or next week when they could find a better deal or a lower price?
What is B2B marketing?
B2B marketing is defined as the business-to-business process of selling products or services to other businesses. It often requires organizations to market to a larger audience, often through new channels, which can add a layer of complexity than direct selling.
The definition of B2B marketing is relatively new and has only been used since the late 1990s. It is a much broader term, encompassing all marketing activities in B2B environments. It also refers to a set of goals for each business-to-business marketing activity, which can be called strategic marketing.
The B2B marketing process typically begins with the selection of target markets. B2B marketers will choose to focus on one or more of their market segments, delimitated by geography, industry, company size, or job titles. The goal of this initial stage is to gain an understanding of the market so that tactics can be tailored and offers adjusted to suit the needs and expectations of customers. B2B marketers also need to identify their competitors in this stage, which will help them assess whether they are able to compete in the selected markets.
B2B marketing serves as the main source for demand generation for a company’s products or services. A key element of demand creation is lead generation – generating leads for salespeople to follow up and convert into customers. B2B marketing can also include Account-Based Marketing, something we have addressed separately in a previous article.
If you are targeting international markets, you may also need to consider how you will adapt your marketing materials for different markets and cultures.
It is important that all aspects of a company's business-to-business strategy are aligned so that there is a consistent approach across all departments. This will ensure that your message is clear and consistent across all types of communications, including advertising, sales collateral, product packaging, and website content. There should also be consistency in your pricing structure and delivery options.
5 differences between B2C and B2B email marketing
In B2C communication, you have a personal relationship with your customers. They will know you, and you will know them. In a B2C email, you will be communicating with them on a personal level. You can use their name, and you can talk about things that are relevant to them.
However, this is not the case with B2B communication. Although you do want to communicate with your customers in a more personal way, they will not know you. You may have talked to many of your prospects before via phone, but they have never seen your face or heard your voice. This means that it is in your best interest to make sure that everything you send out is professional-looking and that there is no room for confusion. You want to keep your overall tone of voice as professional as possible without making it seem like you are talking down to them. If someone feels like they are being talked down to by a company then they are not going to be purchasing anything from that company anytime soon.
The timing of your email is very important. In B2C communication, you will be communicating with people who are most likely at home or at school. This means that you can send out your email in the morning, around lunchtime, and in the evening. You can even send out two emails a day. People are often more receptive to emails that are sent out in the morning because they have just woken up and they are thinking about the day ahead of them. This is also known as the “prime” time for communication.
B2B communication is a bit different, though. People who work in enterprises spend their 9 to 5 time at work. This means that you will be sending out your emails during business hours. You will also want to send out an email early in the day, at a time when people just arrive at work and are settling in for the day, and then another email during lunchtime or early afternoon. Businesses usually do not communicate with each other until after lunchtime, so this is usually a good time for you to send out your emails. You may also want to consider sending an afternoon email because it is a way of thanking someone for their hard work thus far or it is a way of letting them know that you appreciate the relationship that you have with them.
If you are interested in learning more, we have an article on How to pick the best day and time for sending emails, that we think you will find insightful and useful.
3. Subject line
In B2C communication, your subject line will not necessarily make or break your email marketing campaign but it is going to be important nonetheless. You can use something like “Happy New Year” or “New Year’s Resolutions” because these are things that people think about when they think about New Year’s resolutions. Also, keep it short and sweet so that people can read it quickly if they don’t want to read your message at all. This will ensure that you do not lose customers who are only reading their emails for information and not for entertainment purposes.
In B2B communication, the subject line will be much more important than it is in B2C communication because there is no room for error with a B2B audience. If you have put something like “New Year’s Resolutions” as your subject line then there is no way anyone will even open up your email because it sounds like you are talking about something that has nothing to do with their business or technology. A good subject line for a B2B company would be something like “Tips For Successful New Year’s Resolutions” or “How To Set Goals For The New Year To Ensure Business Success” because these give people an idea of what they are actually getting from the message without giving away too much information about what you are trying to sell them or how you can help them achieve their goals through technology solutions.
4. Tone of voice
It is very important to make sure that your tone of voice stays professional when writing a B2B email because people simply do not open up emails if they think they sound unprofessional. They will also ignore any future offers if they feel as though they have been deceived by something that was written by an unprofessional company online or through email marketing campaigns in general. This means that you need to keep everything professional but also conversational in tone so that your customers know that you are serious about helping them but also that you value their time and business relationship with them as well as their personal opinion on certain topics related to your product(s).
In B2C communication, tone of voice is not as important as it is with B2B communication. As long as you are saying the right things and are being open with your customers, then there should be no problem. You want to try and keep everything conversational in tone so that you can talk to them like a friend. You can also make jokes if you think they will appreciate that sort of thing. Basically, you want to talk to your audience in a way that they can relate to and feel as though they are communicating with someone who genuinely wants to help them out in some way.
The audience may seem like it would be similar for both B2B and B2C, but that is not the case. In B2C communication, you want to communicate with your specific customer base. You want everyone on your email list to get value from what you send out via email marketing campaigns, so you do not want to over-promote anything specific. This means that you have more room for creativity when it comes to how you engage with them and what topics you discuss in your campaigns. As long as you are keeping the content relevant to your customers and their needs, then they will enjoy interacting with the emails you send out and will be more likely to earn a response from them in one way or another. Additionally, you will be more likely to convert them.
B2B direct emailing is more about reaching out to prospects who are most likely interested in what you have to offer. These people may not even know who you are yet, but they may be attracted to some of the topics discussed within your email marketing campaign based on things they have read online or heard from their friends or colleagues at work. If they do not find what is being discussed in your emails relevant to them, then they will simply ignore it and move on. This means that there is less room for creativity when it comes to writing these types of emails because any content that goes into one of those emails has got to be considered carefully before it goes into an email marketing campaign like this one.