Differences between B2B and B2C. Photo: KnowInsiders
Differences between B2B and B2C. Photo: KnowInsiders

If you have worked in the digital marketing world, you’re familiar with B2B and B2C business types. But you might not be familiar with B2B and B2C marketing strategies. Most of the time, B2B (also known as business-to-business) marketing focuses on logical process-driven purchasing decisions, while B2C (also known as business-to-consumer) marketing focuses on emotion-driven purchasing decisions.

What does B2B mean?

A commercial transaction that takes place between two business organizations is known a Business to Business like supplier and manufacturer, manufacturer and wholesaler, wholesaler and retailer.

B2BThe decision making is quite difficult due to voluminous transactions. In B2B, the businesses are oriented towards making a good personal relationship with the other party to the transaction, as the size of the target market is small in size their major objective is to make customers from prospects.

For understanding B2B marketing, we will take an example of Shoe, How they come to the showroom and reach us? The leather, go through various levels to become a footwear. First of all the merchants will acquire raw material from the suppliers, after that cutting and machining is done, which is followed the making of the shoe and finally the finishing is performed on it. Then they are packed in boxes and distributed to the showrooms, which are available for us to buy. In this example, there are a series of transactions that occur for making a single shoe. B2B starts when the raw material is purchased and ends till it is distributed to the showroom.

What does B2C mean?

The transaction, which exists between business and the final consumer is known as B2C. This may include any sales process where selling of goods and rendering of services by the company is done directly to the end user.

B2CThe decision making in B2C is quite easy because the transaction is a single step, and does not involve many persons. The target market is very large and there are millions of consumers, so the major try to make buyers from shoppers. Nowadays, the consumers can purchase goods online too, which is also a business to consumer transactions where a consumer can select the product online and order it, the company will deliver it at the residence of the consumer.

For example, Purchasing clothes from a mall, having pizza in Domino’s, pay for internet connection, taking beauty treatment from a parlor, etc.

What are the differences between B2B and B2C

Similarities of B2B and B2C

B2B and B2C may sometimes confuse you because two forms have similarities. So before we dwell on their differences, let’s talk about their similarities first.

B2B and B2C marketing might be the most easy-to-confuse one for you. Marketers in both B2B and B2C always cultivate communication directly to customers. So marketing strategies in B2B and B2C depend on the target audience. Both types know that entailing consistent and the customer-centric sales process is the key to win the customers, and building customer loyalty is the ultimate overarching goal. Whether you’re a B2B marketer or a B2C marketer, it is essential to identify and define buying personas of your customer (individual human customer for B2C and companies for B2B) for successful marketing.

Notably, at the very beginning, both types need to make sure that they have solutions for each customer who come to the business. Besides, it is crucial to continue the customer journey, even after-sales. This time is ideal for enhancing customer experience and establishing trust for them by providing excellent after-sales services, which contributes a lot to boost sales for your company.

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Differences between B2B and B2C

Photo: IndiaMART
Photo: IndiaMART

B2B and B2C have a lot of differences. Let’s discuss critical differences together!

Different target audiences

The audiences of B2C are individual consumers who buy products and services for personal purposes. The consumers are everyday people who categorize into various segments. They are end customers and do not use purchased items for any other productions for sales purposes later.

The audience of B2B is more narrow and significant than B2C’s counterparts. Firms in all sizes, including SMEs (small and medium enterprises), or organizations purchase products, not for immediate usage. Instead, they use for business or internal purposes. B2B commonly has higher-value customers than B2C because its products and services are larger and more complex.

One of the most obvious examples distinguishes target audience of these two forms of business - You go to a Mercedes Benz branch to buy a car, then you are B2C customers, Mercedes Benz is a B2C company. You set up a book store and go to the publishers to purchase the books; you are a B2B customer.

Decision-making process

Decision making on both sides is also different. The decision-making process in B2C is usually shorter than that in B2B.

In B2B, marketers have to deal with multiple distinct target groups/personas within a single enterprise. B2B business doers must keep in mind that there will be many people involved in the purchasing process, so the process is more complicated than B2C one. Depending on the type of purchases, the final purchasing is influenced by a decision-making group that can include members from technical, business, financial, and operational departments.

For example, the purchasing manager of a car manufacturer might need to consult with the finance, engineering, and sales team before deciding to purchase components from a supplier. The purchase with significant capital may require authorization from the board level.

In B2C, the decision-making process is much simpler. It is a personal purchase and depends mainly on the emotion of the buyers.

Differences in marketing strategies

Though marketing in B2B and B2C might be similar in the methods of advertising, publicity, and promotions, and marketing channels, there are differences in marketing tactics and the way of information brought to customers.

In B2C, it is sufficient to advertise in general media like television, radio, or online magazine. However, for B2B, it may not help as business customers use their unique avenues that marketing needs to follow. For example, if you are selling supplements, advertising your products on radio, local TV channels, or a daily newspaper is helpful because your target audience is individuals who have demands for supplements. In contrast, if you are a Human Resource agency, your customers are other businesses that will be not likely to watch TV or listen to the radio to find their contractors.

Marketing strategies

Besides, B2B customers are more rational, planned, and logic than B2C customers. When purchasing a product, B2B customers always think carefully about a specific return on investment (ROI). Therefore, it is crucial to deliver to them rational messages, provide them with sound information and ultimately practical B2B solutions. Emotional factors usually influence B2C customers’ purchasing decisions. So the message to them should be more emotional, and the content should be fun to enjoy. For example, you’re walking around the street, and suddenly a salesman comes to you with a box of chocolate. You refuse to buy at first, but after he sings a song that you like, you buy that chocolate box with a smile on your face.

You should notice the differences of content marketing in B2B and B2C to do it right.

Sales speed

B2C transactions are commonly faster than in B2B as B2C sells directly to customers. In B2C, sellers want the transaction to go as fast as possible. It means that their products are quicker to be sold. In B2B, a transaction is longer. As I mentioned, multiple people influence the making-decision process in B2B, and the final purchase has to go through a lot of stages. So it is sometimes challenging and time-consuming for B2B businesses to sell their goods. From the time of raising brand awareness, leading nurturing, and driving engagement to turn leads into customers, it may take several months.

Relationships with customers

In most cases, B2B has a deeper relationship with clients than in B2C. The B2B market is smaller than B2C; the scale of potential customers in B2B is also narrower than in B2C. That’s the reason why it is more competitive in B2B space to generate leads. B2B businesses need to develop a strong relationship with their clients. Once the company builds trust with clients and brings to them benefits, they will have customer loyalty.

In B2C, you tend to have shorter relationships with customers, and customers are also less loyal than in B2B. As a typical example, in B2C, a lot of one-time purchase has been made. Today, customers may clothe from a brand, and tomorrow they can buy from the other brand and might never make any purchase on that brand.

Return on investment

Unlike in B2C, B2B buyers do not buy goods to satisfy their demand or to have fun. They buy technology, software, and services to optimize their operation and manufacturing. It reduces cost, improves customer experience, and ultimately increases revenue.

Therefore, it makes sense to say that a B2B transaction is an investment in future profitability and productivity, according to mageplaza.

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7 Key Differences Between B2C & B2B Ecommerce

Photo: Elegant Themes
Photo: Elegant Themes

In the following section, I’ll look at some of the key differences between the B2C and B2B ecommerce sectors. We’ll look at things like purchase intent and the decision-making process, marketing, order values, customer lifecycle, and order fulfillment.

1. Buyer Intent and the Decision Making Process

One of the key differences that many experts highlight between the B2B market and the B2C market is buying intent. As consumers, we make a lot of small purchases. For example, when we go to the supermarket, we might purchase dozens of items. As you go through the isles, you will probably make a lot of impulse purchases. Furthermore, you might buy one brand of milk over another because it happens to be on special offer.

Consumers rarely spend a lot of time considering cheap purchases. For this reason, many cheaper B2C purchases are likely to be driven by want as much as by need. As an ecommerce retailer, you can increase the likelihood of impulse buys with relevant upsells, down-sells, and a quick checkout process. You can see how Amazon attempts to facilitate impulse purchases through the website User Interface (UI).

While you might buy something cheap without much forethought, expensive purchases tend to be more considered. For example, you will probably spend a couple of weeks – sometimes much longer – talking to friends, asking experts, and reading reviews before deciding what car to buy.

B2B products tend to fall into this category of more considered purchases. One reason for this is company structure. According to a 2017 study, B2B transactions will require sign-off from an average of seven stakeholders. In other words, the decision-making process will inevitably involve more than one person.

In a rigid company structure, you will see fewer large impulse purchases. Most expensive B2B transactions are evaluated based on return on investment (ROI), and the decision-making process usually follows a strict set of guidelines that look something like this:

* Justify the need

* Evaluate the solutions

* Select a supplier and make the purchase

The purchase cycle, from defining the needs to making the purchase, is much longer for a business. Depending on the transaction’s size, it can last anywhere from a few weeks to a few years.

Of course, smaller volume purchases are less considered. For example, you’re unlikely to spend months considering what receipt paper to purchase. However, there could be favored suppliers and restrictions on which companies a business can buy from. Logically, then, it’s important to consider buyer intentions when setting out your business plan.

2. Volume and Size of Transactions

The global B2B marketplace is worth 1.5 to 1.7 times the value of the B2C market. The difference in the market size is partially due to Average Order Values (AOV):

The Average Order Value (AOV) for a B2B business is over seven times higher than that of a B2C. For example, an internet router for a business can cost thousands of dollars. A router for the average consumer is considerably cheaper. Another point to keep in mind is that while B2C orders typically top out at the cost of a luxury car or maybe a boat, a single B2B transaction can be worth millions of dollars.

3. Customer Lifecycle

The customer lifecycle model for B2B and B2C businesses share many of the same characteristics. You have to create awareness of your products, generate interest in the solution, get the customer to make a purchase, and put in processes to ensure customer retention.

One of the core differences between B2B purchases and B2C purchases is the amount of support that goes into lead nurturing. Given that B2B purchases have a larger AOV, ecommerce stores are likely to invest more effort in direct sales and customer support.

In many sectors, an initial B2B purchase is likely to result in years of future business. The typical lifecycle of a satisfied B2B customer is therefore far longer than that of a B2C ecommerce customer.

4. Marketing Strategies

A business needs to align its marketing strategies to the needs and decision-making process of its customers. Let us look at some of the common differences between B2B and B2C ecommerce stores’ marketing strategies.

Top of the Funnel

Top Of The Funnel activities (TOFU) focuses on creating awareness and building interest in the customer. Online strategies that generate awareness and drive customer interest are content-driven for both B2B and B2C businesses. TOFU activities aim to get the site to rank high on organic searches, thereby increasing its customer visibility.

Business to consumer companies invest in attractive landing pages and squeeze pages, social media content, blog content, and more to generate leads. Many B2C ecommerce stores also invest in TV and other forms of mass advertising. The adverts you see for Amazon on TV are a good example.

B2B businesses also invest in social media marketing, blog content, launching podcasts, online reviews, and other activities to generate awareness. Besides these activities, B2B businesses are more likely to raise awareness and interest through offline activities like tradeshows, offline advertising, and onsite demos.

Middle of the Funnel

Middle Of The Funnel (MOFU) activities drive customer consideration. The main difference between B2C and B2B MOFU activities lie in the customer cycle. For a B2C customer, MOFU content might cover things like reading reviews, consulting with friends, and a couple of visits to your website. Also, don’t forget to track your website’s speed and fix bugs as this is a significant part of customer consideration.

For B2B customers, MOFU is more likely to involve competitive analysis, price negotiation, discussion with internal stakeholders, and viewing product demos. For expensive purchases, many activities occur offline. You might meet with salespeople to learn more about the product.

Bottom of the Funnel

The Bottom Of The Funnel (BOFU) activities are where you try to generate the sale. For B2C customers, things like a great user experience, a smooth checkout process, and fast delivery times are important factors.

For B2B customers making large purchase decisions, this part of the process can be time-consuming. It can involve drawing up and reviewing contracts, business proposals, defining payment terms, and finalizing service agreements. Because contracts and service agreements have to go through multiple layers of approval, the BOFU phase also takes a lot longer for B2B transactions,

5. Customer Assurance

As we’ve mentioned, one of the major differences between B2B and B2C ecommerce is the average order size. One fundamental principle of copywriting is the larger the purchase, the more social proof is required to convince a person to make a purchase.

If you compare a site like Amazon with a site like Alibaba, you can see this in action. For example, if you browse a listing on Alibaba, you will view detailed specs about the product on offer. You will also find information about the business providing the product.

The sales pages for products are long. You’ll find detailed information about the products on offer, in addition to high-quality photos of each product. In addition to this, there is also a messaging function so you can contact the supplier.

Amazon does not have a feature to message individual merchants without going through Amazon first. Firstly, customers are less likely to want to contact a supplier about a relatively low-value product. Secondly, companies offering such a product can not afford the customer support costs to deal with inquiries for products with a low-profit margin.

Of course, B2C companies that provide expensive products are likely to provide the same customer assurance level as you would expect to find on a B2C ecommerce store. For example, companies like Tesla use long-form sales copy for their product pages, providing much more information:

On the other hand, B2B ecommerce stores that provide low-cost products do not need to provide the same assurance level to their customers. Sales pages for cheap B2B products are generally quite short and to the point.

6. Branding

Branding is one area where you see a significant difference between B2C and B2B ecommerce websites. In many ways, B2C retailers experiment more with their branding than B2B ecommerce sites. Take the male grooming niche as an example.

The Dollar Shave Club uses subdued corporate style colors – navy blue and a light brown. The company has a brand color scheme and font that you might find on a B2B ecommerce site. However, it does things that you probably couldn’t get away with on a B2B site. Let me give you an example. On the blog, Dollar Shave Club uses eye-catching and playful imagery:

While you might imagine yourself browsing the blog at home, those types of images are hardly suitable for the office. My boss would certainly give me some funny looks if he saw me looking at that post while at work “researching” men’s grooming trends!

Most B2B websites are generally, as a result, more conservative than their B2C equivalents. The type of content they produce, the imagery they use, and the brand colors they choose need to fit their target audience’s expectations. Business to consumer sites is more diverse. For example, a website selling skater wear will have a very different feel to a site selling clothing for punks.

7. Order Fulfillment and Shipping

The order fulfillment process and shipping services used by B2B and B2C ecommerce companies share many of the same characteristics. Everyone who makes a purchase would like the product to be delivered safely and reliably, in the shortest possible time at the lowest cost.

Yet, the time consumers are willing to wait for a delivery, compared to businesses, is considerably lower in most cases. Amazon has provided consumers with the option of next day delivery for most products. Shipping expectations are changing in retail.

Any ecommerce store that is directly competing with Amazon faces the struggle of providing a shipping service that is as effective as Amazon’s. Free shipping is an important consideration for many consumers because Amazon offers free delivery for Prime customers (and, for many products, to all buyers).

Amazon has set expectations for the B2C industry that also impact the B2B sector. For example, if you buy supplies for your store, you might expect delivery within a 3-5 day period. However, for larger purchases, shipping time might be a less important factor than cost. For example, if you’re buying an industrial freezer for your business, you might be willing to wait three months for delivery if the product will cost $5,000 less than what you could purchase with next day delivery!

B2B sales vs. B2C sales: What’s the difference?

B2B sales are distinctly different from B2C, or business-to-consumer sales.

In B2C, a business sells a product or service directly to consumers, who then use the good or service. For example, a clothing store sells products directly to consumers for them to wear.

Here are a few major differences when comparing B2B vs. B2C sales:

* There are more decision-makers involved: Unlike in B2C sales, where a seller only has to convince one person to buy its product, B2B sellers have to deal with multiple stakeholders across multiple departments before they can complete a sale. And the number of parties involved in a B2B sale is growing. According to the Harvard Business Review, the average number of people involved in a typical B2B sale grew from 5.4 in 2015 to 6.8 in 2017.

* The transactions are bigger: While a B2C seller might sell one product to one end user, businesses regularly buy in bulk, making multiple unit purchases with much higher price tags.

* The sales cycle is longer: There are no impulse buys in B2B sales. With more stakeholders involved and higher prices, completing a sale simply takes longer. In fact, according to CSO Insights, almost half (46.4%) of B2B sales to new customers take longer than seven months to complete.

* Pricing is more fluid: Generally, the average consumer accepts a stated price and whips out the credit card. But in B2B sales, where a company is placing a large order, the pricing strategy is different. Customers expect to negotiate on prices before they place an order.

* The payment process is more complex. When a B2C sale occurs, the consumer generally pays upfront immediately before taking the good or service. B2B customers expect to pay at a later date, once the products are received and an invoice is issued.

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B2B vs B2C Marketing: 5 Differences

What Are The Differences Between B2B and B2C ?
Photo: Five Channels

1. Customer relationships

B2B: Build personal relationships

B2B marketing and lead generation focuses on building personal relationships that drive long-term business. So relationship building in B2B marketing, especially during the buying cycle, is crucial.

Why? It gives you the opportunity to prove what kind of business practices, ethics, and morals you keep close to your heart. This ability to connect with your targeted audience allows you to separate your business or your client’s business from competitors, as well as build your brand.

The top priority of B2B businesses is generating leads. Because of the importance of repeat and referral business, developing these personal relationships can make or break a business.

As search marketers, we get asked constantly to try and bury bad reviews on Google, which as you know can be a lot of work. By developing honest and meaningful relationships, you are hoping to avoid these poor reviews altogether—but that might not be the only way reviews are helpful.

According to G2Crowd, 94% of customers read online reviews. With the majority of customers reading reviews, a negative review can be devastating. However, 72% of B2B buyers say negative reviews give depth and insight into a product.

Wait, bad reviews may result in a positive? Yes! When a website only has positive results, they can come across as fake and untrustworthy. Remember, even the best of the best have some haters out there. By responding to the negative and positive reviews, you can tweak your approach to business accordingly. Further, you are able to show the reviewer you truly care and that you are a real person responding to the needs and opinions of customers.

B2C: Establish transactional relationships

The goal of B2C marketing is to push consumers to products on your client’s or your company’s website and drive sales. To do this, the customer needs to have a near-perfect customer experience with your website.

Ever heard the phrase “time is money”?

B2C businesses value efficiency and, therefore, minimize the amount of time spent getting to know the customer, which ultimately causes the relationship to become extremely transactional.

The marketing strategy focuses on selling the product, and the majority of time here is on delivering high-quality products at the quickest rate possible.

Unlike reviews in B2B business, reviews are buried by an influx of high quality, positive reviews. If your business or client is B2C, and the products you sell are of high quality, this should not be difficult. As a search marketer, pushing PR outreach and offering deals for completed reviews can help increase the number of reviews altogether.

A popular tactic that has shown to be useful for B2C review collection is through store credit or personalized discount codes through email marketing or remarketing.

After a customer makes a purchase or receives their product, they would receive an email or a pop-up that asked them about their experience. The main tagline here would be something such as, “Give us your feedback and receive 20% off next purchase!”

By providing extra value to your customer, you can increase future user experience and even cultivate an ambassador to your brand.

2. Branding

B2B: Focus on relationships

Branding is a part of B2B marketing, but, more often than in the B2C world, it comes through relationship building. According to B2B International, branding begins with the consistency of the presentation and deliverance of your products or services.

In regards to B2B search marketing, being able to portray where you position yourself in the market and have your personality shine can help drive brand recognition and lead generation.

Going back to relationship development, you must have a keen vision for personalities within the market. Being able to adjust your brand towards your target audience will help drive brand recognition and ramp up your lead generation.

B2C: Prioritize your message

Branding is essential in marketing because it allows the marketer to precisely deliver a message, create loyalty with the customer, confirm credibility, emotionally connect with the customer, and motivate the buyer to buy.

It also is the number one priority of B2C marketing.

Why? The relationship between the customer and company are minimally interactive so you must create a lasting memory and quality experience for the customer to ensure they will come running back.

To achieve this, clearly delivering credible messages and creating motivational copy that resonates with the customer is imperative to your success.

3. Decision-Making Process

B2B: Maintain open communication

The decision-making process is another place where you can appeal to the emotional and rational decisions of businesses. In the decision-making process for B2B, it is more open communication between businesses to determine whether or not it is a good fit for both parties.

During this communication, comparing the positive aspects of your company to your competitors can be highly effective in giving you a step ahead.

During the decision-making process, B2B customers must evaluate the company or their individual worker’s needs. These needs can be separated into rational and emotional motivations.

The rational motivations are those that drive their financial mind. Is this a good investment for us?

The emotional motives are those that drive their emotional connection to the company or individual workers. Will I have to fire someone or a group of people? Will we lose money and have to cut benefits for our workers?

At some point, both of these decisions are important enough to sway their decision.

As B2B marketers, understanding your audience can help you understand the decision-making process that may apply to them. Being able to deliver a message that is clearly specific can place you ahead of competitors by creating an emotional connection between both parties.

B2C: Simplify the process

The B2C decision-making process is where you can start utilizing their expertise in the conversion funnel to maximize ROI. At the top of the conversion funnel, a B2C marketer must be able to create influential advertisements that give the consumer the need for a product.

Once the consumer has identified a need, they already have a clear understanding of what kind of product they are looking to purchase. Unlike B2B businesses, consumers are much more flexible when looking at a specific product to buy.

As a marketer, it is essential that you continue to appeal to the consumer and ways to get them what they’re looking for by simplifying the decision-making process. Unless the consumer has made a firm decision to purchase your product, often they look at your competitors to see if they can get similar products quicker and for a better deal.

As a search marketer, it is essential to identify focus keywords that a consumer will search for when looking for similar products and try to rank for those keywords. The higher you rank, the closer you are to bringing customers back to your site.

When evaluating the conversion funnel, we see three sets of keywords we can potentially go after to grab their attention.

For example, if the customer wants to learn more about electric bikes, they may search for the long-tail variation of the keyword “electric bikes” such as “what is an electric bike.”

Once the customer learns about the electric bike, they may want to learn about electric bike brands that are trustworthy and high-quality. So, they will search “best electric bikes” next.

Once they search through the various brands, they may find the exact brand they want to purchase from, and now they are ready to buy. So, they search “[insert brand] electric bike.”

As a B2C search marketer, make sure that all of these portions of the conversion funnel are covered and targeted by blogs, core pages, and product pages so you have a higher chance of capturing potential customers in the space.

Remember, as solid as your conversion funnel is, if your checkout process is confusing, it can turn your customers away and leave room for others to steal them. Optimize your conversion funnels, minimize the complexity of these processes, and work toward the conversions you’re looking for.

4. Audience Targeting

B2B: Find your niche

B2B businesses usually work in a niche market, and it is imperative to understand your target audience’s demographic. To effectively attract them, compile and analyze accurate data.

Your data focus can come in numerous forms, both qualitative and quantitative. Some of the more effective tactics for data collection is through Google Analytics and keyword research. However, the best way to determine who your target audience is to head to Google and evaluate the search engine results pages for your keywords.

By actively going through the SERP and seeing what the user’s intent for certain keywords are, you are able to infer what kinds of searches certain people are performing. By merging your conclusions from SERP analysis with keyword research and Google Analytics demographic data analysis, you should have a general idea of who your target audience is.

With this data, integrated advertisements, targeted to specific keywords and demographics, can successfully build a lead generation strategy.

Lead generation is the primary goal for B2B marketers. Therefore, building a top-of-funnel prospect list, followed by a highly integrated remarketing and lead generation marketing funnel is vital to reach your top prospects.

B2C: Follow the funnel

Unlike B2B businesses, B2C businesses work in a larger-scale market, and the target is much more spread out. Search marketers heavily weigh the importance of following the marketing funnel when acquiring customers.

Starting at the top of the funnel, pushing advertisements that are skewed toward emotional and product-driven purchases can cast a wide net and try to gain some qualified top-of-funnel leads. By analyzing the demographics of the top-of-funnel leads, you can create a warm lead list and remarket to those people in hopes to generate sales from those leads.

Another critical audience targeting strategy emphasized in B2C is the implementation of highly effective CRO tactics. Writing enticing copy, creating quality and easy landing pages to navigate, and implementing simple but effective conversion funnels can change the sales game in B2C business.

5. Ad copy

B2B: Learn the lingo

B2B businesses are much more likely to want to purchase services or products from an expert who understands their terminology, processes, and even the decisions they have to make during the buying process.

So, to reach your target audience, speak their language!

For example, a B2B business that sells a $50,000 piece of software does not focus on writing fluffy copy that entices the reader to purchase their software on impulse. Instead, the copy should focus on taking the emotion away from the decision and building confidence in the potential customer.

The business—really, the director or manager in charge of making the purchasing decision—is buying the software to improve the overall performance of the business. Although they may have personal drivers for making the purchase, they need to remove emotion from the decision and think about the positive and negative effects of the purchase.

B2C: Write emotional ads

Unlike B2B business, B2C businesses must use a relatable voice that entices the customer to click on an advertisement. By using more straightforward language, you can speak in the customer’s voice rather than using industry jargon that might cause a customer to turn away.

Copywriting for B2C should evoke emotion in the consumer. For example, someone who is shopping for a $200 bicycle will take less time to make the decision to purchase it compared to a business purchasing a $50,000 piece of software.

The person buying the bicycle is looking to enjoy the purchase, which means the copy and content should evoke emotions of joy and excitement.

Place massive importance on this because something as simple as the ad copy can make or break an ad campaign. Be strategic!

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