Ever wondered how marketing and copywriting differ between B2B (Business-to-Business) and B2C (Business-to-Consumer)? You’re not alone.
It’s a common question that many aspiring copywriters and marketers ask.
Let’s talk about the key differences and similarities between B2B and B2C copywriting.
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B2B Vs B2C: What Are These?
Before diving into the differences, let’s define what B2B and B2C mean.
B2C, or business-to-consumer, refers to commerce between a business and an individual consumer. The business addresses the customers who have complete control over their purchasing decisions.
B2B, or business-to-business, refers to commerce between two businesses. In B2B, customers buy on behalf of a business or an organization. This means there’s likely more than one decision-maker involved.
Do the Same Marketing Principles Apply to Both?
In short, the answer is yes. The same formulas, frameworks, and psychological triggers apply to B2B and B2C marketing.
The only thing that changes is your customer avatar. Especially their unique desires, fears, needs, pains, and dreams.
When talking to a business, you can still add empathy and emotional resonance to your copy.
At the end of the day, it’s still a human being or a team of human beings making the purchasing decision. Businesses, like individual consumers, want the best product for their needs. The one that will protect the productivity and well-being of their employees.
B2B Copywriting: How to Make the Most of it!
Sales reps have roughly 5% of a B2B customer’s time during their buying journey. B2B customers spend most of their time researching and evaluating different products and services. Sales reps only have a small window of opportunity to make a positive impression and close the deal.
By understanding the key differences between B2B and B2C copywriting, you can write copy that resonates with your target audience and helps you make the most of your 5%.
7 Key Differences Between B2B and B2C Copywriting
The same marketing principles apply to both B2B and B2C. But when writing copy for these two audiences, there are some key differences.
1. Business Products Can Be More Complex
Business products are often more complex than typical consumer products. But, this gets more complicated when it comes to sophisticated software.
The same applies to a tool made for an organization. This complexity often involves lengthy implementation and indoctrination.
2. Clarity and Education Take Higher Priority
Business products need a higher degree of clarity and education in your copy. Half the battle is in the explanation. You must summarize in a clear tone:
- what the product is
- what it does
- why the business must take an interest in it without skimping on the details.
The goal here is to educate first. So show a clear and straightforward Unique Selling Proposition (USP) to avoid confusion.
3. B2B Customers Are More Ready to Buy
Often, businesses are prime and ready to invest. They’re seeking the right product. A B2B buyer has the interest and budget to buy products and services. They also have the incentive to find ones that can help them stay productive and competitive.
This means that B2B copywriting requires a tremendous amount of research. Make sure you have a deep understanding of your market sophistication. This will help you know how to price your product next to your competitors.
4. B2B Customers Rely on Logic First
B2B audience makes decisions based on factors such as,
- If it increases productivity?
- Can it boost profitability?
- Is it reducing costs?
Yes, all those things influence the bottom line. But that doesn’t mean you should ditch emotions altogether.
Your brand style and customer experience can be major factors that set you apart.
Emotions also drive decision-making in B2B, like in B2C. They are more effective than a rational, business-like approach.
5. B2B Copy Speaks to a Team
In most B2C selling situations, a single individual makes the buying decision. But a B2B buying is usually a team effort with more people involved.
Many department heads influence the buying decision in B2B marketing. Each of them has different needs and concerns. They will assess your solution based on different criteria. So, your copy must address the needs of every party involved.
6. B2B Has a Longer Sales Cycle
A B2B buying cycle is rarely an impulse, knee-jerk reaction. And it’s not linear. You’re dealing with a multi-step buying process as many people take part in the decision.
So in B2B, a one-step checkout is impossible. Especially when you sell expensive solutions which are also slow to install. Businesses will first demand a free demo.
7. The Initial Goal is to Get an Easy ‘Yes’
When writing B2B copy, remember that it only needs to convert the prospect on the first step. Whether that’s to request a demo or to start a free trial.
The goal here is to get an easy ‘yes’ so that you can follow up and sell after it. Write extra sales assets like follow-up emails, call scripts, and demonstration video scripts. These will guide prospects on their buying journey and get them to pull the trigger.
For example, Active Campaign has a clear USP on its homepage. They have a low barrier ‘Try it free‘ call to action. They also have a clear ‘Request Demo‘ option in their navigation.
When you signup for an account, a representative calls to ensure no troubles during setup. They also walk you through step by step to make it smooth.
They know the likelihood of cancelling the free trial decreases when implementation starts. This is what we call a smart B2B marketing strategy.
B2C and B2B copywriting have different target markets, goals, and sales approaches. But they share more similarities than you might think.
Remember, you still need to convey a strong solution to a singular problem in a very clear and concise way.
Whether you write for B2C or B2B, honing your copywriting skills will help you write high-converting copy that will pay off in your portfolio.
Keep learning, practicing, and writing compelling copy that connects and converts.
I hope you enjoyed this post! Until next time, happy writing!