"B2B" written on a stack of square blocks

One of the biggest factors to consider when developing a marketing campaign or strategy is your audience. You have to know your audience before you can understand how to effectively target and market to them. 

There are many common demographic, geographic, and psychographic variables to consider when determining your target audience, but where your audience will vary most is whether they are individual consumers or businesses. Some brands and businesses sell products and services to individuals, while others cater to other businesses, companies, and organizations.

Marketing is an essential tool regardless of who your target audience is, but the way you market is different based on which audience you have. This is where B2B marketing comes into play, and it’s important to understand what B2B marketing is…

What is B2B marketing?

B2B (business-to-business) marketing are strategies and/or content specifically geared towards businesses, companies, and organizations. If a company sells a product or offers a service to another company (as opposed to individual consumers), they require B2B marketing strategies.

For example, our clients at SMARTBIZ DESIGN are other brands and businesses. We offer website and digital marketing services to businesses in a variety of industries and scopes, ranging from private practices to small or midsized firms. We don’t offer products or services for individual consumers—all of our customers are other businesses. Because of this, we utilize B2B marketing strategies for our business.

What is the difference between B2B marketing and B2C marketing?

The biggest difference between B2B marketing and B2C marketing is, of course, their audience. Here are some examples…

B2B (business-to-business):

  • Product manufacturers
  • Software developers
  • Coworking spaces / Leasing offices
  • Marketing services
  • Insurance providers

B2C (business-to-consumer):

  • Retail stores and boutiques
  • Grocery stores
  • Restaurants, bars, cafes
  • Video or audio streaming services
  • Gyms and fitness center

Because of the unique nature of these two audiences, B2B and B2C companies use different marketing strategies to communicate more efficiently with their respective audiences. While B2C marketing targets the needs or interests of individual consumers, B2B focuses on the needs and interests of the organization.

B2B and B2C differ strongly based on their audience and the strategies required to effectively target those audiences, but they can also intersect. If a business (such as an office supply store, a print company, or an insurance provider, for example) offers products and services to both individual consumers and organizations, they will typically utilize both B2B and B2C marketing strategies to reach both audiences effectively.

What are some B2B marketing strategies?

There are various B2B marketing strategies that you can use to reach your target audiences.

Email Marketing…

Emails are an easy and efficient way to reach both individual consumers and business clients. When utilizing email for B2B marketing, a great approach is to offer and provide logical information to your potential business clients, highlighting what ROI your product or service can give them. What are their pain points and what solutions do you offer? A newsletter with valuable information will pique the interest of potential clients and maintain the interest of current clients. 

Digital Marketing…

Regardless of your audience, it is vital to have a digital presence. Your online presence includes having a current and optimized website, local SEO, paid ads, and more. Creating a strong and consistent online presence makes your business more accessible to your potential clients, builds brand awareness, and facilitates trust.

Social Media Marketing…

Social media is an extension of your digital presence and expands your reach beyond search engines and direct links. Consider what social platforms are relevant to your industry, and create profiles on each one that is consistent with your brand and website. Then, you can use these social platforms to reach and engage with a larger audience. Your potential and current clients can follow your accounts and even share them with their colleagues. (Learn more about growing your brand with social media.)

Make the most of your B2B marketing.

We are a website and digital marketing agency that specializes in both B2B and B2C marketing strategies. If you’re a B2B company and you’re looking to improve your marketing campaigns (or start from scratch), or you’re not sure who your target audience is exactly, contact us today. We’ll discuss your marketing objectives, your target audiences, and the best marketing approaches for your business!