Both B2B and B2C can use video to reach customers and increase sales.
The difference between B2B and B2C can be illustrated with a common purchase: toilet paper. In the B2B interaction, a store is buying packs of toilet paper by the skid. The toilet paper manufacturer is selling this bulk purchase to the store. The transaction is between businesses. In the B2C interaction, a customer is buying a pack of toilet paper for personal use. The store selling the toilet paper needs to promote that product directly to the consumer. This blog talks about video marketing as it pertains to the second example.
All Signs Point to Video for B2C
A video is a go-to for consumers researching a purchase. And if an internet search brings up the product they’re thinking about buying, they’re more likely to click on a video than read text. Studies show that viewers retain 95% of what they see versus only 10% of what they read.
Marketing projections forecast that 82% of consumer web traffic will be video by 2020. Get on the B2C video freeway and avoid a traffic jam by standing out. Here’s a tip: consumers are looking for content, entertainment, and connections. That means your video needs to grab attention and engage the consumer so they’ll keep watching.
How Video Works for B2C
When it comes to video marketing, B2C work is often regarded as more inherently creative than a B2B campaign. The perception is that you can take some risks when speaking to a consumer, whereas B2B transactions should stick to business. However, we’d argue that the basic principles of video apply either way: tell a good story and connect emotionally with your audience.
When it comes to B2C, people are looking for information. Use video to demonstrate your product or answer questions about product use. Tell a potential employee what’s great about working for your company. Get the audience excited about a new product launch. These examples speak directly to individuals and are designed to inspire action. See how this home improvement video addresses the consumer and offers solutions and incentives to act.
A B2B purchase is based more on logic than B2C, whereas a consumer’s purchase has more of an emotional bent. An individual consumer is looking to buy now and the window to appeal to them may be small. Given the shorter sales cycle, you need to do what you can to get them to act. Motivate customers with a limited time offer, stress the unique advantages of your product or create a strong emotional connection. You want to inspire confidence and curiosity, leading to conversions.
Make a Connection with B2C
Key West Video knows how to talk to consumers. Call us today and we can start work on a video that will make your company a B2C superstar.