With marketing to corporate and private clients requiring distinctly different approaches, moving and relocation businesses must tailor their communications activities to appeal to each group, while keeping their brand consistent. FIDI’s Communications and Marketing Officer, William Zamundu, and Marketing Coordinator, Shola Gallard, show us how
When it comes to marketing a business, one of the significant challenges for international moving companies is how to simultaneously appeal to corporate clients (B2B) and private customers (B2C). Balancing these two audiences requires a strategic, yet flexible approach – one that ensures a unified brand identity while tailoring messaging to different needs.
Brand identity and positioning
A strong brand identity is the foundation of a successful marketing strategy. While B2B and B2C customers both expect professionalism and trustworthiness, their motivations for choosing a moving company differ markedly.
For corporate clients, the focus is on efficiency, cost savings and expertise. These customers require a professional and data-driven approach that highlights a return on investment. They value reliability and detailed service offerings that align with their logistical and financial objectives. A corporate relocation manager, for instance, will prioritise companies that demonstrate solid operational capabilities, high compliance standards and measurable cost efficiencies.
Private customers, on the other hand, prioritise price, because they often don’t fully understand the complexity of a move. The challenge is to make them understand the stakes, without spooking them, and guaranteeing that you are the best option for a stress-free and hassle-free move.
They want a trusted partner to navigate an unfamiliar process. Storytelling plays a crucial role here – emphasising success stories, stress-free moves, and customer support that feels empathetic and responsive.
While the core brand message remains consistent, the key is adapting how you communicate it. Take FAIM certification. For moving and relocation companies, this represents the highest standard of industry accreditation. However, this does not necessarily translate into a clear unique selling point for private customers.
Instead, FAIM can be positioned as a seal of security, assuring customers that their belongings will reach their destination safely. Rather than framing it as a compliance standard, the message for B2C customers is: ‘Don’t rely on luck, rely on FAIM.’ The same certification, framed differently, ensures clarity for different audiences.
Website and digital presence
This concept of positioning also applies to your website, which must cater for both business clients and individual customers. A broader discussion of this aspect can be found in our previous article, ‘Attracting private customers with a standout website’ in FIDI Focus issue 316.
SEO and content strategy
A well-crafted content strategy ensures that your digital presence caters for both audiences effectively. Search engines and, increasingly, artificial intelligence (AI) tools prioritise high-quality and relevant content. Movers can improve their visibility by producing valuable insights for both B2B and B2C audiences.
For B2B audiences, content strategy should be centred on demonstrating expertise, industry knowledge and thought leadership. Creating valuable and informative materials will help position your company as a trusted industry partner. Some key content formats that can help achieve this include:
● Blog posts on industry trends that provide insights into market shifts, regulatory updates and best practices
● White papers and research reports that showcase in-depth analysis and expert recommendations on corporate relocation strategies
● Industry insights and case studies that highlight successful moves, detailing cost savings, efficiency improvements and logistical solutions
● Localised content that offers city- and country-specific relocation information, making it more relevant for businesses looking to move within certain regions.
For B2C audiences, content should be designed to engage customers on a more personal and emotional level. Private customers often experience moving as a stressful life event, so content should aim to reassure, inform, and simplify the process for them. Some effective content formats include:
● Customer success stories that showcase real-life experiences of smooth and stress-free moves
● Practical guides and checklists that help customers plan and prepare for their relocation efficiently. See, as an example, the pros and cons blog articles FIDI publishes for different cities
● FAQs and expert tips that answer common concerns and provide reassurance on key moving challenges
● Video content demonstrating packing techniques, relocation hacks and walkthroughs of the moving process, to help customers feel more prepared and confident.
Leveraging social media
Social media is here to stay. As younger generations turn to TikTok and Instagram for local service searches, moving companies must evolve their strategies to remain visible. For B2B, LinkedIn and industry forums offer valuable platforms for thought leadership and networking, enabling movers to establish credibility and build partnerships. B2C engagement thrives on visually driven platforms such as Instagram, Facebook, TikTok and YouTube, where storytelling and dynamic content can capture potential customers’ attention and build brand loyalty.
Blending the digital and human
Social media success hinges on authenticity because audiences are more likely to engage with brands that feel genuine and relatable. Businesses that embrace transparency, showcase real people and interact with their followers in a meaningful way can build stronger trust and loyalty. Here’s how moving companies can stand out:
● Prioritise visual engagement: ditch long-winded text for infographics, carousels and short-form videos. A moving company timeline, behind-the-scenes footage, or before-and-after transformations can be highly effective.
● Showcase your people: a familiar face builds trust. Feature a CEO or office manager in casual, behind-the-scenes videos. Rotate social media takeovers between younger employees (for fresh content) and senior staff (for experience-based insights)
● Highlight company culture: what makes your team unique? Share office traditions, team-building activities, or a glimpse into how you celebrate milestones together. This humanises your brand and fosters connection.
Whether catering for businesses or individuals, moving companies must embrace digital transformation while maintaining a personal touch. By refining their messaging, optimising their online presence and leveraging social media effectively, they can remain relevant and attractive to B2B and B2C audiences.
Staying ahead in the industry isn’t just about moving people – it’s about moving with the times.