How to market your B2B like a B2C

June 12, 2023


Rebecca Batisto
How to market your B2B like a B2C

A quick look around the Internet will bring you face to face with hundreds of ads selling products on Instagram, LinkedIn, or Google, for example. It can be frustrating for those of us that aren’t selling a product to see how easy that type of advertising can be. Luckily, with a quick change in viewpoint, you, too, could use some of the more common methods of advertising for your service-based business. 

What’s the difference between B2B and B2C? 

B2B is shorthand for Business to Business. Also known as service-based businesses, these companies are selling a service, like insurance, to another business. 

B2C stands for Business to Consumer. These are also known as product-based businesses, and they sell anything from clothes to books to shoppers. 

It’s easier to visualize a product, so it’s often easier to advertise them, but there are ways to help your clients “see” your service as well. Let’s go through some ways to market your B2B business, like B2C. 

  1. Give a face to your company.

There’s a reason for the GEICO gecko or Progressive’s Flo . It’s not a representation of insurance, and it doesn’t speak to the quality of their service, but it’s memorable. 

You don’t need a lizard to make your company memorable. You need the people that already work with you. Think of the way realtors promote themselves and follow their lead. Place your photo on every email, every correspondence you send out, and every mailer you create. If someone remembers your face and runs into you at a networking event, the introduction will be much easier for you. 

What about my logo? 

Many people forget they have a logo after making their business cards. Your logo should represent the way you see your business. It’s a kind of promise to customers. If your logo is a lion, you’re brave and forthright; if your logo is a butterfly, you’re here for changes, and your culture is gentle and welcoming. So, yes, your logo should still be used, along with your photo whenever possible, to show clients that your company is made up of real people and that your company’s character is something you stand by.

  1. Focus on the results.

When selling skincare on social media, many companies use models because they want to show the result, not the jar. The same goes for your reviews. 

By putting reviews front and center, you can market the way you do business and the end results rather than making promises without merit. 

We recommend asking former clients for video testimonials that you can share online or utilizing a third-party review service like Trustpilot. 

  1. Offer Sales on Holidays 

You may not have a lot of wiggle room when offering sales pricing. Most B2C companies don’t have the option to provide discounts, but there are other things you can do. Here are some ideas (please check your state’s regulations before you set up any campaigns): 

  • Run giveaways for referrals.
  • Offer gift cards at random for reviews.
  • Host networking dinners/ happy hours and ask clients to bring other business owners. 
  • Host your client’s holiday party. 
  • Offer networking events that suit your clients and their clients. 

Be sure to bookmark: and check back weekly to catch future posts about how to attract new customers. Normandy Insurance has evolved since 2006, becoming a top choice for agents in 22 states. Originally focused on workers' compensation, Normandy now underwrites general liability, commercial property, cyber, and yacht insurance. Preferred by independent agents for offering innovative and cost-effective coverage solutions with an emphasis on customer service.

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