B2B and B2C Social Media are Different

Written by Nick Stamoulis

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When it comes to promoting your B2B and B2C businesses, you might go in with the same approach. Marketing strategies for each of these have different objectives, so it stands to reason that your approach to each will be different. When marketing your B2B or B2C on social media, here are some things that you should consider:

Your Audience

The key difference between B2C and B2B marketing is your audience. You need to target your audience properly in order for your marketing strategy to be successful. As a B2B, you are marketing to other businesses. Your goal is to get other businesses familiar with your brand name and understand the value your service or product has to them. This is going to help to convert them into customers. Your customers are those who make purchases on behalf of their organization. They don’t purchase just one item, so they need to be convinced that you can help them and their business with efficiency, expertise, and ROI.

When using social media as a B2C, your audience is individual consumers. These customers are driven by emotion rather than logic. They can appreciate education about your product or service so that they are informed, but they don’t always require it in order to make a purchase. When posting on social media, you want to make an emotional connection with them. This helps to create a meaningful relationship as well as trust. Understanding your target audience is important. You want to know their emotional triggers and implement them when creating social media posts.

Your Voice

B2B and B2Cs have different audiences, which means that you will communicate with each of them using a different voice. When using social media to market your B2B, you will use a more professional and formal tone of voice. With your B2C audience, a casual tone works better. This tone helps you to emotionally connect with your audience. They need to feel like you are one of them. You need be authentic and relatable. A B2B audience expects a more serious tone and posts that are more informative, helpful, and logical. They care about data and analytics, which doesn’t mix well with humorous or tear-jerking posts.

Platform Options

The platforms you choose for B2B and B2C social media marketing are going to vary. B2B companies are more likely to be on platforms such as LinkedIn, Twitter, and Facebook as they cater to businesses and the professionals who run them. Business-related content is more acceptable and expected on these platforms. B2Cs will find more success on platforms such as Instagram, TikTok, Pinterest, and even Facebook. These platforms are ones that consumers go to in order to be entertained. Attempting to sell B2B products and services on B2C-populated will be a waste of time because that’s not where your target audience is spending their time.

Your Goals

When you take to social media as a B2B or B2C, knowing your goals is important for creating your strategy. For most businesses, the end goal is to increase revenue, but there are goals that will help you to get there. Your objective as a B2B is to build brand awareness and showcase your expertise in your industry. Your social media posts should aim to generate leads and create relationships with customers and potential customers through your content. As a B2C, your objectives are more focused on boosting your visibility and cultivating customer loyalty. You can connect with a B2C audience through emotion, which makes them feel closer to you.

As a B2B or B2C, your approach to social media will be different. While you may have similar end goals, getting there requires connecting with your target audience in a way that appeals to them. They are two very different audiences that should be treated as such.


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