Mastering B2B vs B2C Copywriting
Top 5 Critical Differences Every Marketer Should Know
B2B vs B2C
Business that sells to other businesses are known as B2B. They’re not selling to individuals like you and me. Some examples include:
Companies that sell leads to other businesses
Firms that offer 401k plans to corporations
Marketing agencies that do corporate marketing for other businesses
Companies that offer merch creation and sales to other corporations
Business to consumer (B2C) businesses sell to individuals. Examples include:
Clothing shops
Restaurants
Amazon
Book stores
Hair salon
You’d speak differently to a group of CEOs than you would a group of friends. And you’d approach a corporate presentation pitching your new sustainable cruelty free make-up than you would to a group of Gen-Z women. From strategy to tone and voice, there’s a world of difference in business-to-business (B2B) vs business-to-consumer (B2C) copywriting. Here are the top 5 differences that will drive your copy:
Audience
Addressing businesses should take a much more formal approach than addressing consumers. B2B copy is usually more data driven as it targets decision makers of companies. And when you’re targeting decision makers, it will take longer to build and establish trust. So providing value packed data is key. Whereas for B2C, you want to build an emotional connection with your audience. You’re talking to the individual—the sole decision maker in a purchase—you can appeal to personal needs. You can be much more informal, friendly, and casual in your approach.
2. Tone and Language
When you’re speaking to corporations or businesses, you need to speak their language. For that you’ll need to use industry-specific language. It will require a bit more research. And expert opinions are appreciated. B2C copy, on the other hand, can be more conversational and relatable. This is where you tap into your emotions. This is where humans write for humans. Where you ask yourself how you’d like to be spoken to, and you write from that perspective.
3. Sales Process
Since there are more stakeholders and decision makers in B2B, freelance copywriters can take more time to build trust. The buying process is longer here. Direct response copy isn’t the goal. Building long-term trust and adding data driven value is the goal here. For B2C the sales cycle can be as easy as 1-2-3. You can be more direct and speak to pain points. You can use emotion to sell.
4. Content Type
As messages, tone, and audience vary in B2B vs B2C copywriting, so is the type of content that’s best to use. Check out what type of content works best for each:
B2B Content:
White Papers: In-depth reports with industry insights
Case Studies: Illustrates success stories
Webinars: Engaging educational presentations
eBooks: Showcase thought leadership
Infographics: Visual representations of data and trends
B2C Content:
Social Media: Engaging, community driven content, that captures attention
Product Reviews: User testimonials that influence buying decisions
Videos: Entertaining content for visual engagement
Blogs: Relatable posts that connect with consumers emotionally
Emails: Direct promotions or tips that can have immediate action
5. Call to Action
Since the sales process for B2B is much longer, CTAs are usually informative and encourage more research. B2C CTAs, however, can prompt immediate purchases or sign-ups!
Whether you’re a B2B or B2C company, if you’d like to inquire about copywriting services for your business, email me at marine@copybymarine or fill out this form for a complimentary consult.
