Large target market vs. tightly focused market.
Quick purchase decisions based on emotion vs. a longer buying cycle hinging on value.
Deals and dazzle vs. relationships and expertise.
Brand awareness vs. lead generation.
In other words: B2C marketing vs. B2B marketing.
The type of product or service you offer will dictate your entire approach to marketing, including social media.
This infographic from Grazitti Interactive highlights the differences and provides some insight into where your brand should look to maximize its social media strategy.
Obviously the differences go well beyond social media. Metrics used to determine success are much different when the goal is brand awareness (B2C) from when the goal is specifically lead generation (B2C), and results that may be measured in months for a long B2B buying cycle are measured day-by-day or week-by-week in the fast-moving B2C world.
Today, as we face the official kick-off to the holiday shopping season with Black Friday, I’m going to say most B2B marketers have an advantage over many of their B2C counterparts: a weekend to relax and not think about results, while a large portion of B2C marketers will be sweating with hopes the big retail shopping season swings their way.
At JONES, we wish you all a successful season and Happy Thanksgiving.
In the meantime, enjoy this infographic!