Communication B2B and B2C


Communicating for companies (B2B) is very different from communicating to the end consumer (B2C). While B2C communication is more emotional and focused on immediate benefits, B2B communication is more rational, technical, and focused on business results and long-term relationships. Generating audience engagement in new media is, therefore, more challenging. Hence, it is important to place the customer at the center of the strategy.

This topic becomes even more challenging when a business has both of these target audiences simultaneously (businesses and end consumers), as in the case of franchising businesses. On one hand, the franchisor (franchising) seeks potential franchisees to invest and grow its network; on the other hand, it needs consumers to justify the opening of new units. It is a virtuous circle that must be carefully managed in marketing and communication.

Media em Movimento has extensive experience in franchising network communication. In these cases, it is crucial to develop a segmented communication strategy. This ensures that each audience receives relevant messages tailored to their needs (1).

Here are some strategies we use for effective communication segmentation:

1. Personalized Messages

On one hand, in B2B, the focus is on business benefits, ROI (Return on Investment), operational efficiency, and technical support, with a more formal and professional language… while in B2C, the emphasis is on personal benefits, experiences, and emotions, using a more relaxed and accessible language.

2. Communication Channels

While in B2B, LinkedIn is more used, specialized newsletters, corporate events, and webinars are more common. In B2C, the most used social networks (in Portugal) are Facebook and Instagram, with more emphasis on email marketing campaigns, SMS, and mobile apps.

3. Relevant Content (mandatory)

In B2B, metrics, case studies, whitepapers, research reports, detailed infographics, and industry insight blog articles are important. In B2C, special offers, promotions, videos, tutorials, customer stories, and lifestyle-focused social media posts are more prevalent.

4. Frequency

In B2B, communication should be regular but not intrusive, such as monthly or quarterly newsletters, product updates, and post-event emails. In B2C, communications are more frequent, focusing on seasonal promotions, product launches, and continuous updates on social media.

As a marketing agency, we implement communication strategies that incorporate these best practices to maximize content effectiveness, personalized for each target. We are specialists and make your business GLOBAL.
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(1) The audience structure of corporate messages influences the selection of value premises and objectives and the activation of specific inferential relationships in practical reasoning.
Palmieri, R., & Mazzali-Lurati, S. (2017). Practical reasoning in corporate communication with multiple audiences. Journal of Argumentation in Context, 6, 167-192. https://doi.org/10.1075/JAIC.6.2.03PAL.