Are you one of those who can’t see a major difference between marketing to B2B (Business-to-business) and marketing to B2C (business-to-consumer)? Well, many of us think marketing is marketing and whether its B2B or B2C, you are just marketing to or copywriting for people. It is absolutely true; however, when it comes to purchasing a product for a company versus personal buying, there can be different and emotional experiences. This example will make it clear. There is a difference between selling health checkup employee package to a company and convincing an individual for a family insurance plan. The most successful copywriting services embrace the differences between writing for B2C and B2B markets and allow this knowledge guide their work.
Certainly, it is essential for every website copywriting services provider to understand profound differences between B2B and B2C to develop your marketing activities and copywriting approach. Let us dig further and briefly look at the distinction that will help when writing copy.
- Buying behavior:
Your copywriting services may actually employ both B2C and B2B copywriting, just in diverse areas. Understanding the business purpose and intention of each piece of copy will be helpful to get on the top of it. The buying behavior of a consumer is totally different than the buying behavior of business.
The focus of B2C writing is individual consumers. Consumers may consult his family members or partner; however, they normally make purchasing decisions on their own. The purchase decision is usually based on emotion. Consumers usually turn to be impulsive. Classic advertising themes can be an effective way to tap into emotions like fear, nostalgia, humor, etc.
- B2B writing focuses on selling goods or services to another company. Certainly, many people within an organization will read your copy and will be involved in decision making. To make your copy stand out from others, it is essential understand that
- Businesses will buy on the basis of logic and cost-benefit analysis
- Businesses turn to be methodical; when it comes to making purchase decisions
- Focus on numbers. For example, convey how a service or product can meet their need and that too within their budget.
- B2B readers are not impulsive spenders. Be clear with all points/questions. This thoroughness can prove to be a differentiator.
How should be the Voice and Tone?
It may vary depending on the product or service and industry. However, here are some points to help you improve your messaging for B2B and B2C with correct tone and voice.
B2C audience encompasses all kind of readers. Some readers may be younger, some may be older; some may be hearing about it for the first time or some may have complete knowledge about it. Due to these differences, it is essential to keep messaging for B2C, shorter, crisp and simpler. In general, your B2C copy should be such that even a 8th or 9th grader could understand it. In some cases, if necessary, an authoritative tone can be used. However, make sure that it didn’t make any confusion.
On the other hand, when it comes to B2B audience a certain level of professionalism is expected. This audience expects industry jargon. Here casual writing and laymen’s terms will not make any sense. While catering to this audience, you can get a little bit technical. The majority of B2B readers expects and appreciates if you understand their language.
When it comes to catering to B2C audience, emotional appeal is usually an imperative aspect of copywriting. Here, you can try different possibilities with your copy in an attempt to tap into consumer emotions. The sales process usually involves just a single step with quite large target audience. So, you have some fun to get that unique copy.
However, this is not the case with B2B copywriting. We have already seen that businesses make their buying decisions considering the cost-benefit analysis, productivity and profitability. Therefore, Strong research with rational appeal needs to be integral elements of your B2B copy.
Formula of copy length
There is no perfect formula as such for length of your copy that holds true whether you are writing for a consumer audience or business audience. There are several factors that determine the length of a copy including the purpose of copy, product/service exposure, level of education about the product/service needed, etc. Your copy should be enough long to tell the story completely.
You have the most outstanding copy ever written; however, what if your intended audience never finds it? B2B audience expects a lot of information to be sent right to them like email or through email marketing campaign. Furthermore, industry publications and publications at industry events can be an ideal place for your copy. So, considering these channels, you need to prepare a copy.
On the other hand, B2C audience expects information in a different way. Here figuring out habits of your targeted audience could prove to be helpful. Short and simple message copy can be perfectly used on social media sites. B2C readers also view and consider print advertisements in magazines and newspapers.
Precisely understanding who you are talking to and tailoring your copywriting according to the needs of that particular audience is the key to get on the top of it.
All above discussion clearly spells the differences between B2C and B2B copywriting. Asserting yourself to your potential customers can help you create effective copy.
Do you agree that B2B copywriting is different to B2C copywriting? Let me know your thoughts in the comments.