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Online Marketing for B2C vs. B2B Models

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  • 0:00 Online Marketing
  • 0:40 B2C Marketing
  • 3:58 B2B Marketing
  • 5:16 Difference
  • 5:40 Lesson Summary
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Lesson Transcript
Instructor: Yuanxin (Amy) Yang Alcocer

Amy has a master's degree in secondary education and has taught math at a public charter high school.

In this video lesson, you will learn several techniques that businesses can use for marketing to consumers and other businesses. Also, learn what the major difference is between marketing to consumers and to businesses.

Online Marketing

In today's world, it's more important than ever for businesses to engage in online marketing. This is a type of marketing that is performed over the internet. It encompasses many techniques and can be very successful. Businesses use online marketing for both business to consumer (B2C) marketing and business to business (B2B) marketing.

Let's take a look at how a fictional company called A Plus Websites performs online marketing to reach its consumer customers and its business customers. A Plus Websites is a company that designs websites for its clients. While most of the company's clients are other businesses, it also designs websites for individuals who want to start their own personal blogs.

B2C Marketing

When marketing online to consumers, there are several methods that A Plus Websites uses. Here comes Larry, the marketing manager. He is going to show us how he does his online marketing.

First and most important, A Plus Websites has a well-designed website. Larry explains that an attractive website is a very important part of his online marketing strategy. If the website wasn't attractive, then it would turn away potential customers. If people visit the website, and they are unable to navigate it in an easy way, then they are very likely to simply leave and find another company. Consumers who are looking for website design companies want companies that make it easy for them to navigate online. Because they are looking for someone to help them design their own website, their online skills may not be that great. So, if the website is too technical, then those individuals are likely to go to another company. Larry has made sure that A Plus Websites' website is attractive and easy to use and navigate.

Second, Larry uses social media to promote the business. Larry researches online first to see what his potential customers are saying and what they want from a website design company. He then begins to share useful information, such as website design tips, via the same social media channels that he used for research. He posts images and short messages about A Plus Websites. Because Larry shares useful information, more and more potential customers are finding and following A Plus Websites on social media. Also, because the information is useful, these potential customers are also sharing the information with their other friends. In this way, A Plus Websites is able to reach more and more potential customers.

Third, Larry makes sure he listens to the comments posted by his potential customers on social media. When suggestions or criticisms are made, Larry listens to it and then follows through with them. For example, one potential customer commented on how he can't figure out how to create a blog that will present his collection of recipes in a nice way. Larry, in response, does some research and then replies with some possible solutions, including some of the services A Plus Websites offers. When another potential customer comments on how she found it difficult to find the types of websites that A Plus Websites offers on its website, Larry replies with a thank you and says that the company appreciates all such feedback. He then goes back to his team and has them think of a way to make the website even easier to navigate so that customers can easily find the websites the company offers.

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