Video marketing is an all-pervasive tool that aids businesses of all types across industries; this includes ranges covering both B2B and B2C. While the core focus niche may be different between B2B and B2C, video marketing techniques for both categories of businesses follow similar principles and goals, making them two pieces cut from the same cloth.
However, when crafting a video marketing strategy for your brand it is important to distinguish the attributes and focus on the finer details. Considering the fierce competition prevalent across all industries and the ocean of video content being consumed on a daily basis today, tailoring your video to engage your specific audience niche is crucial to standing out in an oversaturated market. This is especially true for small businesses looking to extract a reasonable ROI from an intensive marketing investment.
Here we have an overview of the key differences between B2B and B2C video marketing, as explained by our experts in video production company
Before getting into the details, a word about what each strategy entails.
B2B Vs. B2C Marketing
B2B marketing involves selling products or services to other businesses; such as enterprise software systems, factory machinery, etc. For the same reason, selling strategies focus on the interests, needs, and challenges of other businesses, and video content narratives need to be framed around how business owners stand to gain from using the product in the video.
B2C marketing on the other hand involves selling products and services to individual customers, such as clothing and FMCG. Selling strategies are geared to address the needs and challenges of individual end-users and video content narratives are crafted around how the average consumer can make their life easier with the product in the video
5 Key differences between B2B and B2C video marketing
The core difference between B2B and B2C marketing lies in the way a business communicates with its target audience. While for B2B, establishing good relationships with customers and providing a reasonable ROI is crucial, B2C focuses more on providing practical solutions that make life easier for people. Crafting video content for both types requires careful thought and strategizing necessitating qualified expertise in video production
Here are 5 main differences between the two.
Marketing approach: practical vs. emotional
B2B customers’ buying decisions are influenced by the impact of the product or service on their business. Their intention is to purchase a solution for a business challenge they are facing; one that will improve their productivity, help them drive more revenue, or help achieve goals much easier. Hence the video content crafted to impress a B2B customer should ideally focus on giving them a practical, foolproof solution with complete details.
B2C customers on the other hand are more driven by emotions when it comes to purchases. They are easily influenced by peer recommendations, impulses, and their emotional state of mind, which is why videos for a B2C customer must be crafted with elements that psychologically induce the same.
Initial effect: solution-focused vs. attention-grabbing
B2B customers looking for product solutions are inclined to find a good solution for their business challenge. Being approved and initiated from a technical ground, the search is inherently focused on the quality of the solution more than anything else. For the same reason, they are seldom influenced by other superficial factors and are ready to spend time watching videos.
B2C customers are more inclined to fickle. Devoid of a specific superior-led purchase intent they are more likely to purchase impulsively and quickly. Given the number of videos already flooding the digital space, a powerful B2C marketing video must be attention-grabbing, catchy, and crisp over anything else. The initial few seconds of the video must draw in customers and get them to watch the video, failing which they will likely choose a competitor.
Our trained experts in video production are masters in the craft of creating compelling stories that appeal to both B2B and B2C customers.
Relationships: strong and long-term vs. trustworthy
B2B products are often significant investments for companies and are designed to function for longer, leading to a long-term relationship with the product brand. In addition to selling, brands are also often required to provide after-sales services as long as their product is being used by the customer. Hence, B2B marketing videos must be crafted to focus on building a relationship with the customer.
B2C customers on the other hand seldom care about maintaining a long-term relationship with a brand. However, they are more likely to buy from a brand they trust. Hence, B2C videos should ideally focus on being transparent and earning the trust of their customers.
Target: niche vs. broad spectrum
B2B products often cater to a specific type of customers, such as retail business owners, automobile manufacturers, etc. perhaps coming under a certain level of turnover Hence, B2B videos need in-depth thought and knowledge of their target market so that the video can be crafted to address niche-specific challenges to reap sales.
B2C products, while they also have specific target audiences, tend to cover a broader spectrum of customers. Unless a video is crafted as part of a themed campaign, B2C video marketing is not necessarily niche-focused. A certain level of depth and precision can work wonders.
This is one of the primary factors that our team of experts in video production consider when determining the type of video to create for a brand.
Purchase decisions: long vs. quick and short
B2B buying decisions and purchase cycles tend to be longer and more intensive, as they involve making a significant investment. The product or service being considered is intended to help serve the long-term goals of the business. Videos crafted for B2B must hence form a strategic part of lead nurturing efforts, rather than quick selling. The videos ideally disseminated as a series must cover aspects such as educating, and problem-solving so that the customer is gradually convinced of the quality of the product and is induced to make a purchase.
B2C purchase decisions are quick, short, and often impulsive. Videos crafted for them can hence focus on inducing a purchase decision directly. Videos crafted based on recent browsing patterns, location, etc. are proven to work effectively.
Wrapping up
From a broader perspective, video marketing for B2B and B2C are indeed two peas in a pod. However, from their technical aspects to their intent and appeal, the two realms diverge at certain specific points in their strategies and approaches. To create effective videos that stand out and make a mark in today’s overcrowded digital landscape, it is crucial to understand these differences and invest accordingly.
Use this guide to understand the type of video content you need for your brand, and make an informed decision. You can also reach out to our team to figure out your route.
Contact commercial photographer for more expert advice, insightful consultations, and full-scale video marketing services.
Contact K3video Production for dedicated, thoughtful, and captivating animated sales videos.
Reach us on our social media platform Facebook
