Why B2C Advertising Is A Lot Easier than B2B

When I tell people marketing for B2C is a lot easier than B2B, they’re often surprised to hear this.

Let me explain some of the differences.

In B2C:

👉 Audiences are easier to find (e.g. there are more people who buy beverages than buy business software, and can be reached easy on Facebook, Instagram, TikTok, etc.)

👉 People are more prone to impulse buys (or extremely short ‘sales cycles’). They see it, like it, want it, buy it

👉 Lower price points so there are less stakes. They don’t have to mull over a $50,000+ purchase. If something is $12, it’s easy to commit and take a chance on it

👉 Typically only one person needs to make a decision rather than an entire buying committee

👉 Easier for B2C companies to get followers on social platforms, and content ideas come easier

👉 Easier for B2C to do fun campaigns and collabs

I could name more, but you get the idea.

Now, there are some downsides as well.

❌ Lots of competition (lots of substitutes)

❌ People often don’t need what you’re selling

❌ Strong brand loyalties make it difficult for new companies to earn trust and gain market share

❌People often have buying habits, which are hard to break

❌ Branding (which can take a long time) and customer reviews can make or break a company

❌ Consumer sentiments and trends can shift in an instant

❌ Supply chain and manufacturing is often outsourced so there can be inconsistencies with price and quality that are outside of a company’s control, which can impact consumer sentiment

What do you think?