How B2c Marketing Strategies Are Gaining Popularity In B2b World

How B2C Marketing Strategies are Gaining Popularity in B2B World

Traditionally, B2C and B2B marketing strategies have been regarded as contrasting, separated by a clear and distinct boundary. The former often described as “fun and exciting”, while the latter, “bland and boring”.

The two fundamentally different strategies seem to have coexisted in the same space without converging – up till now.

If recent researches are any indicator, these two parallel worlds might not be so parallel after all. For example, let’s take a look at two

cherished B2C strategies, and how they are seeping into B2B. Owning the conversation with UGC User generated content is a favorite, tried and tested social media marketing campaign.

The consumer creates content on an online platform (e.g. reviews, tweets, blogs, posts, Etc) which is then exhibited by the companies to their audience.

Until now, this approach was the bailiwick of B2C. From the look of things, not anymore. This sudden shift of dynamics brings forth the question, how?

Social media has become a staple for everyone, everywhere. People, professionals – everyone is already discussing the services they use.

Many firms have harvested this opportunity by funneling the conversation to platforms where professionals can interact, suggest, and collaborate with each other.

This strong, interactive community steps ups their game, building a brand identity amongst B2B consumers.

Neutral, third party testimonies become automatic proof of credibility. A 2013 survey conducted on B2B marketing trends states, “Customer testimonials and case studies are considered the most effective content marketing tactics, identified by 89% and 88%, respectively, of B2B marketers.�

One may safely conclude, the border has been crossed and UGC is here to stay. One might as well host the welcome party.

Forging relationships through non-textual content

One may misunderstand forging relationships as invoking pathos – no.

In the B2B arena, a calculated, logical and informed decision is made before any purchase.

The C-suite is informed; budget allotment is requested, and the works. A multitude of people are involved.

It is not possible to appeal to the emotions of all; pathos is useless at best.

The page, though taken from B2C marketing handbook, is used here with a slight twist: the element taken into consideration to forge relationships is not pathos, rather ethos.

Relationships forged and then nurtured with the consumers on the basis of logic and educational content.

The medium being utilized is visual, and for good reason, too.

“Videos under five minutes in length account for 55% of total video consumption time on smart phones”.

Considering how much time is spent using smart phones, these are figures that cannot be ignored.

4X as many consumers would prefer to watch a video about a product than to read about it.

More and more businesses are striving to adopt the change, as preference for visuals gains popularity over text.

Consider this: When people hear information, they're likely to remember only 10% of that information three days later. However, if a relevant image is paired with that same information, people retained 65% of the information three days later.

These videos and info graphics created are easy to comprehend, engaging and interactive. The goal is to nurture and generate leads through educational content that highlights the firm’s expertise, provide important nuggets of information (that may otherwise not have been known), and target pain points.

It’s no wonder 62% of B2B marketers rated videos as an effective content marketing tactic in 2016 and By 2017, video content will represent 74% of all internet traffic Suffice to say, the lines have been blurred and the rules of the playbook need to be changed.