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Topic: Strategy

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Best Strategy For Marketing Both B To B And B To C

Posted by jon on 250 Points
What is the best strategy for marketing to both business and consumer markets?<br /><br />I operate a property management company that provides services to both businesses and consumers. I manage multi-family properties for large-scale real estate investors, and single family housing for "mom and pop" investors.<br /><br />Should I have two sections on the home page with separate copy for both?<br /><br />Should I have separate landing pages?<br /><br />Should I create a whole separate business identity for each?<br /><br />Can you direct me to any websites that solve this propblem effectively?

  • Posted by Gary Bloomer on Accepted
    The answers to your questions are yes, yes, and yes.

    http://masterful-marketing.com/marketing-b2b-vs-b2c/#axzz2HP94TDCV
  • Posted by Moriarty on Accepted
    Jon

    Quote **Should I have separate landing pages?** you should have around 20 landing pages - to see which segments of your customers (inc. business customers) are your very best. That means you should leave your home page to be a little more general, as this will be one of the later pages that they visit.

    As to anything else, that really does depend on who your best clients are and what they like. Listen to them and give them what they want.
  • Posted by mgoodman on Accepted
    You should have separate websites for B2B and B2C.

    Whenever you have different target audiences or different benefits you are most likely better off with different websites -- each talking directly to the relevant target audience, using the words they use and addressing the specific benefits you offer each of them.

    And then you need very specific and targeted landing pages -- probably one for each keyword or keyword group. The more specific you can be for each site visitor the better.
  • Posted by jon on Author
    Do you think two separate business identities (DBAs) is a good idea?
  • Posted by mgoodman on Moderator
    Two separate DBAs is a good way to handle it IMHO.

    I am not a lawyer, and this is not legal advice.
  • Posted by telemoxie on Accepted
    I agree that you need different campaigns and messages for different markets. I don't think you necessarily need separate business names or DBAs.

    it is my understanding that your landing pages should be tied to your outbound marketing. In other words, if a certain outbound marketing effort makes a certain offer or describes a certain benefit, it should drive traffic to a landing page which talks about the same offer / benefit.
  • Posted on Accepted
    Ideally, what you hope to do should take two separate efforts. Combining them is likely to significantly water down the results of both because each requires a its own unique "sell" effort.
  • Posted by KSgirl on Accepted
    From what you have stated, there is no reason you can't run the business under one name to keep things simple for you (thinking letterhead, how you answer the phone, business cards, etc). The separation needs to be at the target audience level. Speak their language and use as many different landing pages as you need to reach your targets. Don't try to shoot for the middle and make everyone happy with generalized copy. Use the images, colors, tone and words that will best appeal to who you want to reach. Then, use metrics to evaluate what is working best. Don't forget about SEO - hugely important when doing this.
  • Posted by designerdawnnie on Accepted
    Just to reinforce what's already been said....definitely develop two separate and distinct identities for your venture...

    As someone who's been both a B2B as well as a B2C customer, I can tell you what resonates with me as a B2C buyer (who buys emotionally) , will in most cases irritate me as a B2B buyer (who buys with the "bottom line" in mind, read, UNemotional buyer).
  • Posted by designerdawnnie on Member
    Just to reinforce what's already been said....definitely develop two separate and distinct identities for your venture...

    As someone who's been both a B2B as well as a B2C customer, I can tell you what resonates with me as a B2C buyer (who buys emotionally) , will in most cases irritate me as a B2B buyer (who buys with the "bottom line" in mind, read, UNemotional buyer).
  • Posted by designerdawnnie on Member
    Sorry for the double post....Android phone...ugh...
  • Posted by carrie77 on Moderator
    Hi Everyone,

    I am closing this question since it's more than 2 weeks old. We do this to reward the contributions of participants in a timely manner + to give increased visibility to the newer questions.

    Thanks for participating!
    Carrie (Moderator)

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