BA (Hons) AdvertisingB2B vs B2C Marketing

What are the main differences?

B2C marketing = business-to-consumer

• Product driven

• Maximize the value of the transaction

• Large target market

• Single step buying process, shorter sales cycle

• Brand identity created through repetition and imagery

• Merchandising and point of purchase activities

• Emotional buying decision based on status, desire, or price

Defining B2C Marketing

B2B marketing = business-to-business

• Relationship driven

• Maximize the value of the relationship • Small, focused target market

• Multi-step buying process, longer sales cycle

• Brand identity created on personal relationship

• Educational and awareness building activities

• Rational buying decision based on business value

Defining B2B Marketing

http://themarketingdirectors.files.wordpress.com/2010/02/b2b-vs-b2c.jpg

B2B Marketing Channels

http://www.flatworldknowledge.com/node/66492#

B2C Marketing Channels

http://www.flatworldknowledge.com/node/66492#

Think about the differences in a B2B

and B2C email campaign

Aim Encourage consumer to buy product immediately

TargetConsumers as appropriate to product

LayoutDesigned to focus on one outcome – clicking through to website

ToneEmotive and persuasive language – often using time-limited offers

Landing PageDesigned for specific product, makes purchasing easier (3 click rule)

B2B vs B2C Email Campaigns

Aim Drive prospects to website to learn more about product or service

TargetBusinesses as appropriate to product or service

LayoutProvides additional information past just website link - can be in form of newsletter

ToneEducational and logical – focused on benefits, features and pricing

Landing PageProvides further information about product with a focus on benefits, features and pricing

B2B vs B2C Email Campaigns

What kind of businesses use B2B

marketing?

Which kinds of businesses use B2B marketing?

• Marketing, PR and Advertising Agencies

• IT and Technology Support

• Catering Suppliers

• Wholesale Materials

• Website and Software Developers

• Human Resources Consultants

And the list goes on….

And on…

B2B Customers – Job Titles

• CEO

• Marketing Manager

• Operations Manager

• IT Manager

• Business Owner

How does this fit in with social media??

B2B Marketing and Social Media

Different approach needed as aims for B2B marketing are different to B2C

• Relationship focused

• Value focused

• Content focused

Key Challenges for B2B Marketers

http://www.marketingsherpa.com/1news/chartofweek-10-12-10-lp.htm

http://www.intersectionconsulting.com/2010/some-differences-between-b2b-b2c-marketing/

Same methodology & strategy process…

Social Media Strategy Process

1. Initial Listening and Research

1. Define Aims and Objectives

1. Identify Available Resources

1. Create Social Media and Content Strategy

1. Decide On Social Media Mix

6. Ongoing Monitoring

http://arengrimshaw.co.uk/an-introduction-to-social-media-for-business/businesslink/

Forrester POST Method

http://forrester.typepad.com/groundswell/2007/12/the-post-method.html

Common B2B Marketing Aims

• Increase awareness of product or service

• Showcase features and benefits of product or service

• Generate sales leads and opportunities

• Connect with key decision makers

• Demonstrate knowledge and expertise within industry sector

• Launch new product of service

• Provide customer service and support

• Generate positive recommendations and WOM

Examples of B2B Marketing Strategies

• Connect with key prospects and decision makers using social media

• Create shareable content around features and benefits of your product or service

• Distribute and seed content to increase reach of messages

• Provide real time support for new customers

• Join and contribute to relevant industry social networks and forums

• Become an active blog commenter on key industry blogs

Just a few examples – it all depends on the client, aims, resources and industry sector

Importance of Content Strategy for B2B Marketing

• Blog Posts

• Podcasts

• Whitepapers

• Webinars

• Infographics

• Videos

• Discussions

• Interviews

• Case Studies

• LinkedIn

• Company Blog

• Twitter

• Niche Forums

• Social Bookmarking

• Niche Social Networks

B2B Social Media Mix

https://eileenbrown.wordpress.com/2010/07/07/value-of-social-media-apps-to-b2b-and-b2c/

http://www.impactradius.com/blog/insight/2012marketing-challenge-9-acquiring-new-customers-via-social-media.html

And don’t forget to measure...

Need some juicy case studies?

http://econsultancy.com/uk/blog/8148-25-business-tastic-b2b-social-media-case-studies

LinkedIn

http://www.youtube.com/watch?v=IzT3JVUGUzMhttp://www.youtube.com/watch?v=C1ofuNt6Abk

What is LinkedIn??LinkedIn is a professional social network where you can:

• Create an online CV • Connect with industry professionals• Showcase your experience and employment history• Gain recommendations from those you have worked with

The type of person using LinkedIn differs considerably from other social networks such as Facebook:

Advantages of LinkedIn• Great B2B networking tool

• Gain excellent visibility for your ‘personal brand’

• Connect and network with current and prospective clients or leads

• Promote yourself and your employee

• Increase your credibility by gaining recommendations

• Find expert answers using LinkedIn answers

• Join industry groups for further networking on LinkedIn groups

LinkedIn Profile

Optimising Your Profile• Fully complete your profile

• Get vanity URL

• Optimise your job title

• Make use of links to website

• Request recommendations

• Register a company profile for your business for employer

• Add LinkedIn applications such as Wordpress and Twitter

• Make your profile public

LinkedIn Applications

You can add applications that enable you to automatically update your LinkedIn profile with blog posts and relevant tweets

This keeps your profile populated with relevant content using the ‘Tweets’ and ‘Wordpress’ application

Other LinkedIn applications

Other LinkedIn applications

Other LinkedIn applications

Connecting Twitter and LinkedIn ‘Tweets’ application connects your Twitter account with your LinkedIn profile - this allows you to:

• Quickly follow your LinkedIn contacts on Twitter – you can also save your LinkedIn contacts as a specific Twitter List

• Publish your tweets to your LinkedIn profile – you can change settings so only tweets with #in are published

LinkedIn Company Profile

Enables you to create a profile for your organisation - includes the following information:

• Company Overview & Logo

• Company Description • Company Employees

• Job Vacancies

• Products or Services

Finding Contacts on LinkedIn

You can find people on LinkedIn using the following:

• Importing Database

• Email Address

• LinkedIn Quick Search

• LinkedIn People Search

• LinkedIn Advanced Search

• People You May Know

Quick LinkedIn Search

Input keywords such as:

• Name

• Job Title

• Group Name

• Location

• Company Name

Refine using dropdown menu depending on what you are looking to find – this can be:

• People

• Updates

• Jobs

• Companies

• Groups

LinkedIn People SearchInput keyword into quick search box then refine your search further by:

• Location

• Relationship

• Industry

• Company

• Groups

• Job Title

You can find this video online here

Advanced LinkedIn People Search

You can also save popular searches:

This can be used for more advanced search queries:

LinkedIn GroupsLinkedIn groups are a great way to connect with those that share your interests or work in the same industry

You can join existing groups or raise your own online profile by creating your own industry group

Advantages of LinkedIn groups include:

• Communicate with group easily• Share resources, articles and blog posts• Participate in discussions• Ask for advice

LinkedIn Profile Organiser

http://www.youtube.com/watch?v=sNAIA3Dpxcc

LinkedIn Answers

Opportunity to learn and demonstrate expertise – similar to services such as Quora

Social Media Module on SlideShare

http://www.slideshare.net/UCFadvertising

Clemi Hardie

clemi@noodlemarketing.co.uk

@clemihardie