Very few businesses have to balance capabilities for both B2B and B2C conversions, yet FedEx handles both markets with ease. If your business serves both types of customers, then FedEx is a fine role model for the way youll want to do business. Even if you only serve one or the other, learning the emotional difference between B2B and B2C selling is a useful tool as well!
The Essence of B2C Conversions
Business-to-consumer selling is going to be much more emotional and comfortable. This is why the content strategy for so many brands such as FedEx can be done on social media its less formal and resonates with the way we live our daily lives. When writing copy for B2C content, youre going to want to tug at heartstrings, but this doesnt mean it has to actually be emotional.
When we think of the word emotional, we usually think of weeping, but in B2C marketing, emotional content resonates with people. Consider when FedEx offered free resume printing services for the unemployed looking for jobs. Aside from helping the economy recover, this tactic built a relationship with the public. By helping the unemployed struggling in the recession, FedEx was able to resonate with consumers and gain positive publicity.
How B2B Content Differs
Content that focuses on B2B conversions is going to focus more on the head than the heart. While copy doesnt have to be stuffed with statistics, you want to clearly state how you can help the other business bottom line. B2B conversion copy is all about rationality and persuasiveness.
Its also important to focus on simplicity when trying to win a B2B conversion. To increase the simplicity of their strategy, FedEx made a $891 million noncash charge to permanently rebrand Kinkos as part of the FedEx office. By merging the two brands into one, FedEx not only increased the offering they could provide, but simplified their marketing efforts as well.
What Small Business Owners Can Learn
Regardless of whether youre targeting B2B or B2C conversions, marketers can all learn from FedExs balancing act. Ultimately, understanding your target consumer is what allows you to define your brand. Keep these differences in mind when you write your content (or hire content writers) so that you can strike the right chord with your desired audience.