Smart businesses and marketing departments recognise the importance of adapting the message to suit intended audiences. What a business and a consumer are looking for is vastly different, even when they’re purchasing the same product or service, a factor that needs to be considered throughout your strategy. Changing how you communicate with your audience, from the method to the tone, can go a long way to bolstering success and converting leads into customers.
When you have content that needs to be adapted for either a B2B or B2C market, these four areas should be examined to optimise results.
Identify the Buyer
In both B2B and B2C communications, you need to understand who will be reading your content. Having customer personas allows you to tailor your content for each market segment you’ll be delivering it too – you might even choose to break it down further than simply business and consumer.
Whether B2B or B2C, the gap that your product or service fills should be in the back of your mind. For consumers, communications that are direct, personalised, and friendly can achieve improved outcomes as you’re creating a connection with a single person. When it comes to the B2B market, you’ll often be communicating with a number of individuals that all have an input on decisions, so direct, informative, and a focus on the long-term is beneficial.
For both markets, your market research is vital when you’re adapting communication. The gathered data will help you make informed decisions about how and why you should be marketing to each group. With the right information at your fingertips, you’re in a better position to really understand how to appeal to each customer base that you’re targeting, leading to improved conversion rates.
In both the B2B and B2C markets there is a whole host of motivating factors at play. Defining motivation gives your communication direction.
Pinpointing a single motivator can be a challenge but it will help to steer your content in an effective direction. When converting content from one purpose to another, understanding the key motivating factor is essential. Segmented customer research goes a long way, allowing you to identify the main opportunities and challenges each of your customer bases face. For a consumer market, it could be convenience, ease of use, or cultural significance, while for a business audience the motivating factors could shift to value for money and long-term financial benefits.
The motivating factors that will drive more conversions for your marketing strategy should be reflected throughout your communication.
With the motivating factors in mind, you can tailor your content to be more effective. All interactions should aim to garner interest in your business but how you do this will vary depending on the intended audience.
When it comes to targeting the B2B market, consider the fast-paced nature of business. Time poor decisionmakers want to access content that’s informative and concise. To reach out to this audience segment your marketing materials should instantly highlight the key benefits and reasons for choosing your business in a way that’s easy to scan while still being persuasive.
Consumers, on the other hand, tend to have more time and are open to being entertained, providing you with more options. In the B2C market grabbing attention is essential. In a highly competitive world, there’s a huge amount of marketing continuously taking place. Your communication needs to attract and maintain the attention of your audience, so you can encourage them to take action.
It is clear that there are a number of factors to consider when adapting your communications based on the recipient of them. Taking these nuances into consideration can help you personalise how you interact with your customers in a powerful way. Although this is not always possible on a one-on-one basis, it can and should be tailored based on B2C vs B2B approach.
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