We have customers that are B2B, and we also customers that are B2C. I think it’s interesting to dive into some of the differences in the way that we approach their marketing and some of the similarities between the two arts.
Today, I want to focus in on content marketing and link building for a B2B company versus a B2C company.
On the B2B side, some tactics that have been very successful are influencer outreach and guest posting in industry publications. We start the process of getting our clients involved in different industry organizations and getting links from those.
Other tactics include infographs. An infograph can be very successful in B2B marketing. Partners and vendors will commonly share or repost infographs on social media. They also can be successful in B2C, but it’s a little more targeted on the B2B side.
Now, B2C marketing is different. We’ve got to capture everybody’s attention. The content that we produce has to be very creative. Usually, it’s more fun and less serious, but that’s not always the case. It’s content that grabs people’s attention and people want to share it because they enjoy interacting with your brand.
What I’ve noticed is brands that link build using content are generally the brands that people like. People love that brand and they want to share their posts. They want to post about them on their Tumblr account. They want to show brand affiliation. On the B2C side, brand affiliation is a huge part of successful link building.
One of the most common strategies we do to get people excited about a brand is product reviews. Everyone values external validation. Reviews are great even for small brands or brands that no one’s ever heard of. A product review can validate the product and also can get links for that product and elevate your presence in search.
When you think about the two, you really have to separate your mind and go, “Who are we selling to and why are they buying?” It’s really the same question on link building. It’s “Who would link to us and why would they link to us?” Usually, it’s not always your customers.
A lot of the time on B2B, it’s your vendors or people you have business relationships with and B2C is your brand advocates. Think about that when you’re coming up with link strategies and separate in your mind what you do for B2B and B2C.
Thanks so much for reading. If you have any questions that you’d like answered in a future video, leave them in the comments. I look forward to reading them and hopefully answering those questions in a future video.