Monday, September 24, 2012

B2C VS B2B Lead Generation – Where Do You See Your Content?

Content marketing actually has a broad range of application that goes across many different styles of lead generation and marketing. On the other hand, the type of content being generated needs to correspond to a specific marketing style if it's used for targeting a B2B or B2C market.

Lately, many marketing experts, bloggers, and other professionals tend to blur (or at least ignore) the line between B2C and B2B lead generation. At this rate though, some companies might become dangerously lax when it comes to evaluating their content. Never forget that successful marketing, from advertising to B2B telemarketing, depends on accurate targeting. That's where the distinction between B2C and B2B products and services will play a critical role.

One example is in using online content. And yes, it's hard to deny the effectiveness of new online marketing strategies as more and more people place themselves on the internet. A simple technique you can try is to put yourself in the seat of a potential customer and imagine how they will encounter this content.
  • Time – If you're a B2B firm, your targets are automatically people who don't have a lot of time on their hands. For instance, you wish to market powerful business tools and services to executives that can make use of them. So where do you see your content fitting in to their busy day? Do you require their mind to be relaxed and open to long reads or would you prefer quick reads that give them more time to take action? The truth is B2C marketing has a higher advantage of targeting a relaxed audience more than B2B. 
  • Purpose – Regardless of length, there are still many purposes for content. What are those purposes? Is it used to explain your business? Is it a list of facts about what you're trying to accomplish? Sure, you can say both B2B and B2C have many purposes in common. But again, their target audience plays a role on the specifics. Do you see your content entertaining or informing prospects? Would you prefer to try and opt for both? Even then, there are varying standards between B2B and B2C on what counts as informative and entertaining. 
  • Action – Finally, you have action. In online content, not all B2C materials really call their audience to some kind of buying action. Those that do generally accomplish this through some kind of ad box that doesn't necessarily have to do with the content itself. On the other hand, a B2B lead generation company has a stronger dependence on unique CTAs because it's that action that will draw a prospect's attention more than mere text or images. Put yourself in your prospect's shoes once more. If they're in a hurry to find a solution or a needed product, skimmed through your content, what then? Obviously, you'd give them the luxury of contacting you straight away! 
Taking all those into consideration, you need to also see your content in the context of your entire marketing strategy and sales process. You didn't seriously think that content alone is enough to attract your market's attention and engage with prospects? Okay so in B2C, a few gimmicks and fun-to-read articles can keep your audience hooked. B2B marketing on the other hand targets potential customers who are less likely in the mood for such gimmicks. Their needs tend to be urgent and possess a stronger gravity that require a quick solution.

No comments:

Post a Comment