How Does Industrial Marketing Differ From Consumer Marketing?

Industrial marketing and consumer-based marketing operate in the same environment. But at their core, they require very different strategies. Digital Marketing may be a catch-all term, but it takes on a different meaning whether you're looking to attract business or individual customers to your business. If you're wondering how how industrial marketing (b2b) differs from consumer marketing (b2c), consider these 4 core points: 

1. Difference in Audience

Let's start with the obvious: when you are looking to attract business customers, you're aiming for an audience that's very different from individual consumers. Consumers tend to look for products and services that improve their own lives. Business customers, on the other hand, look for better ways to perform your job.

As a result, your audience will have very specific pain points that are tied directly to their business responsibilities and functions. If your product or service can help in that regard, you have your audience's attention. 

2. Difference in Marketing Channels

Based on these different audiences, very different marketing channels are necessary to effectively reach potential customers. Industrial buyers, for example, tend to spend less time on social media when performing their jobs - and if they do, they probably spend more time on professional networks such as LinkedIn than consumer-based networks like Facebook and Instagram.

Both types of marketing tend to engage in PPC opportunities like Google AdWords. However, the strategy of approaching these opportunities do and should differ significantly. Industrial marketers look to engage fewer clients with higher lifetime value. As a result, it makes more sense to focus your keyword strategy in both your SEO and SEM efforts on more expensive but effective keywords.

3. Difference in Message

When looking to reach potential customers, your messaging strategy in B2B marketing should also differ significantly from its B2C counterpart. Ultimately, members of your target audience in both segments will make a decision at least with some emotion involved. At the same time, a more rational appeal tends to work better with B2B audiences.

The key, as the Content Marketing Institute points out, is to establish a clear value proposition that appeals to potential buyers, and use your marketing to drive home that core message. Exactly what can your product or service do to improve the life and business of your new customers?

A buildings material company, for example, may provide commercial roofing for builders around the United States. Exactly what makes your product better than its competition? Every piece of your marketing strategy should drive home that point.

4. Difference in Buyer's Journey

Consumers can make buying decisions on a whim. Business customers, on the other hand, engage in a significantly longer and more thorough buying process. Your marketing strategy, especially in the industrial sector, should address and apply to that difference in the buyer's journey.

The same rationality that applies to your messaging should also be an important consideration factor for your entire marketing strategy. You can safely assume that before becoming your customer, members of your target audience conduct a plethora of research - in the process of which they'll compare your product with your competition.

Your marketing strategy should account for that increased length and thorough research. Provide potential customers with as much information about your product's benefits and costs as possible. Be honest about both aspects; if you're not, your audience will find out in the course of their research.

Finding Common Ground in Your Marketing Strategy

Despite their obvious differences, industrial and consumer-based marketing are similar in one core aspect: the importance of credibility. In today's crowded digital environment, everyone pretends to be an expert. If you can prove to your audience that your word is trustworthy, they'll become significantly more likely to convert into customers.

That's what makes content marketing such an important part of your marketing strategy, whether you look to engage in industrial or consumer-based marketing. Through relevant and high-quality content, you can attract an audience that's willing to learn more about your insights and industry.