Your marketing team is undoubtedly well versed in the differences between B2B and B2C marketing. As we’ve all learned, the B2B sales process is more complex than B2C, with a longer conversion path. Purchase decisions take longer and require group consensus. And after the sale concludes, the relationship between buyer and seller continues through product or service implementation and delivery. And in B2B, there’s always the tantalizing possibility of large future sales.
But every rule has its exceptions—and this is where PPC marketing in the higher education vertical gets interesting.
Because in many ways, PPC marketing for universities and colleges has more in common with B2B marketing than B2C—even though the target is individual consumers, not businesses.
Why does this matter? Because understanding the similarities and differences between B2B marketing and PPC marketing in the post-secondary education vertical can provide helpful insights for your own marketing efforts.
In my recent Search Engine Land column, I describe these B2B and PPC similarities and differences and give tips on how to leverage them. I invite you to take a look!