The principles behind marketing might seem the same no matter what type of target prospect a company is seeking to reach, especially on the internet. However, there are some significant differences between lead generation among businesses and similar efforts aimed at individual consumers.
One of the most important comes down to the content featured on websites designed for online marketing. Consumers often buy products or invest in services for reasons that extend beyond money. Clothing, household goods and even cleaning supplies have as much to do with personal prestige and emotional triggers as they do with saving money and affording other products.
Conversely, effective B2B marketing is more heavily weighted by rational information and justified by emotion. Every decision the appropriate targets of an online campaign for a business to business decision maker (whether it's search engine oriented or based on social media) needs to consider things like ROI, cost-benefit analyses and the bottom line. Therefore, language should to be more technical and include numbers and figures that can be backed up with useful information about increases to productivity, cost savings and improved morale combined with a call to action that makes the target feel smarter.
This is also the case when it comes to optimizing a website for search engine rankings. While some individuals might think to search for phrases involving style, emotion and mental state, most B2B companies feature with terms such as "ROI" and "cost analysis." Put yourself in the shoes of a potential customer and apply that thinking to your keyword selections as much as you do to your content creation.