B2B V B2C PR: What’s the Difference
Ever compared notes on PR with a business contact, only to find you’re receiving two very different styles of service and running different campaigns? No need to panic. There’s no such thing as a ‘one-size-fits-all’ approach when it comes to PR.
The PR and comms approach that’s right for you and your business will depend on a number of variables. But one of the key factors is:
Who’s your target audience?
Businesses generally fall into one of two categories: those that sell directly to consumers, B2C, and those that sell to other businesses, B2B. Which camp does your business fall in?
Business to consumer (B2C)
B2C businesses provide products and services that meet the wants and needs of end consumers. Restaurants, retail chains, and online marketplaces such as eBay are all examples of B2C businesses. They sell directly to the customer — us.
Business to business (B2B)
B2B businesses, meanwhile offer products or services directly to other businesses. The business can be the end buyer, such as when a company hires an advertising agency. Or it can be when companies provide products to other companies who then sell them to the end user.
So, the difference between B2B and B2C is who you’re selling to: businesses or consumers.
With this in mind, let’s look at five key differences between B2C and B2B PR.
Goals
B2C PR tends to focus on creating excitement about a product. Lots of buzzy PR activity before a product is launched will make us want to buy it — or fear we’ll miss out. To see evidence of this, just take a look at the queues at the Apple Store when a new product is released. However, B2B public relations focuses on building trust in a brand. You may be interested in a new cloud software for your company that’s about to launch, but it’s unlikely you’ll purchase it immediately before knowing you can trust the provider.
The buyer’s journey
B2C customers tend to make purchase decisions quickly, if not on-the-spot. Consumers simply research a product and make their purchase. B2B buyers, however, are driven to buy products that will help their business be profitable, competitive, and successful. They take their time making a purchase. The process of comparing suppliers can take anywhere from a few months to a couple years, depending on the product or service.
What does this mean for public relations in the B2B space? PR professionals work hard to create assets for every stage of the buyer’s journey. Public relations for B2B requires more patience to stay the course as buyers move along their journey.
Motivation
The motivation for B2C versus B2B buyers is completely different. B2C buyers are driven to a purchase decision based on emotional and personal triggers. For example, a woman buys a lipstick because she likes the way it looks and feels on her. It fills an emotional need.
B2B buyers are motivated by the cost and value of a product or service. A B2B buyer may choose a more expensive product if they decide it’s worth the bigger price tag. It comes down to the value of the product. Will it make their job easier or give them a higher quality result?
Social Media
With B2C PR, the aim is to gain as many followers as possible on social media, to create brand awareness, buzz and a ‘need’ for a product. However, with B2B PR, social media is a different beast. To begin with, not all social channels are appropriate for B2B brands. If your brand doesn’t fit with Snapchat or Instagram, don’t force it.
B2B social posts tend to be more informative rather than emotional, which means platforms like Twitter and LinkedIn should take front and centre in your social campaigns.
Owned media
B2B owned media in the form of blog posts, videos, ebooks, and other content takes a different form than B2C. For instance, B2C blog posts may be fewer words, and are usually light, entertaining and easy to digest. They don’t require a lot of concentration to read. B2B blog posts on the other hand, tend to be longer, educational, and more detailed.
Know your niche
The distinct target audiences in B2B and B2C PR necessitate different approaches. And that’s why you’ll find that many PR agencies specialise in either B2B or B2C PR. At PR Superstar, I work successfully in both areas. So whether you’re a B2C or B2B business, I can help you target the right audience and the right media outlets. Give me a call to talk tactics.
Thanks for reading. It means a lot. Follow me for more of the same. And come and say hi on Twitter or LinkedIn!
This article was originally published on the PR Superstar website.
