How to write B2B vs B2C

Marketers whose expertise lies within writing must know their audience, and therefore, the type of copywriting they must do. There are two types of content marketing: B2B (business to business) and B2C (business to consumer). Here, I will give a brief overview of the components to consider, and how they differ between both.

Overview

Here are a couple of things to consider:

  1. Emotional appeal
    • Why does your buyer need or want your service?
  2. ROI
    • Will a consumer be happy with your product or service?
    • Can your product provide tangible results?
  3. Pain-point
    • What issue does your product or service address?

These are three things to consider when creating your content, be it a blog post, social media post, or advertisement. A lot depends on your business and your target audience, but below are general rules.

B2B

A common example of a B2B company includes SaaS (Software as a Service) providers, like Adobe, Hootesuite, or Hubspot. Here is what you’ll consider when writing B2B marketing content.

  1. Why does the audience need your product?
    • What does your service provide?
  2. How do they benefit from your product?
    • How can you prove your product will save them time, or money?
  3. What issue are you solving for your buyer?

Example: You’re writing copy to advertise your CRM software (customer relationship manager) that can track and organize contact information in a database, and send out bulk emails. Your target audience is a company that deals with many buyers, and they need a central database to draft and send mass e-mails and newsletters. Your buyer isn’t very organized, nor are they automated. Here is how you will address this.

  1. Your software is all integrated, meaning everything they need is in one spot.
  2. Time and money can be saved, because your buyer will not have to waste time searching extensive data bases, tracking down missing information, transferring over information, and possibly making mistakes or missing vital information in the process.

“Our product will save your marketer time, because one click of a button will send emails out to 100,000 users. For $9.99 per month and an hour of your time, you can do $50,000 worth of advertising.”

B2C

There are many examples of B2C companies, including restaurants, technology services, and fashion companies. Here is what you’ll consider when drafting B2C marketing content.

  1. Why does the audience want your product?
    1. Why would they be happy with your product?
  2. What does your company address?

Example: You’re writing copy to advertise your clothing brand that is reputable among skateboarders. Your target audience are sports-minded teenagers. Here is how you will address this.

“Tony Hawk won his very first X-Game medal in our skateboarding shoes. Comfortable and stylish, our sneakers provide traction so your skateboard sticks after your kick-flip.”

Other things to consider:

  1. The channel you’re writing copy for
    • Social media
    • Magazines
    • Billboards
    • Advertisements
    • Radio
    • Apps
  2. Your company’s target audience
    • Demographic
    • Location
    • Profession
  3. The tone and voice of your company
    • Serious
    • Funny
    • Informative
    • Casual
  4. Your competitors’ approach
    • Their successes
    • Their weaknesses
    • What they’re missing

There are many other considerations, and proven methods to address them. In the upcoming weeks, I will dive deeper into competitor audits, google analytics, google trends, and social media advertisements.

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