Marketing Photography to B2B and B2C Clients – Don’t Treat Them Like Twins. They’re Cousins
[by Carolyn Potts]
While the marketing strategies share similarities, they’re not identical. When you create a photography marketing message to reach a decision maker in a B2B environment (a business-to-business target such as an ad agency or corporation) understand there are different buying behaviors than in a B2C market (a business-to-consumer e.g., weddings, portraits, etc.).
Similarity? Both sectors need to know why you’re better photo choice than your competition.
Difference? In a B2B market, the buying decision involves input from many people–often over many weeks… or many months. Multiple agendas from multiple stakeholders must be met (ad agency, client, shareholders, etc.)
In B2C, it’s usually only one or two people that drive the decision bus; most times there’s a far shorter and emotion-driven sales cycle (“I’ll use who my friend used”).
The strategy you use to reach a lone decision maker is a different strategy than the one needed to get approval from a team.
The more you understand the many differences between these two market segments, the more you can craft your marketing message accordingly. And the more effective your marketing efforts will be.
Carolyn Potts, creative consultant & former photo rep has edited thousands of portfolios and landed millions of dollars of assignments for photographers. Find her at www.cpotts.com on Facebook and Twitter @PhotoMktngCoach
