Entrepreneurs know they need to stand out when marketing to consumers and large companies, yet while they tend to create engaging, hilarious, and often viral B2C campaigns, they tend to stay safe with B2B marketing. Why is that? It’s likely, that they, like many other people, tend to think B2B marketing needs to be serious and professional – and to many, that means “boring”.
The fact is, businesses are not machines. They’re headed by people, managed by people, and have buyers who are people. Just like any other people, B2B people enjoy color, humor, and playfulness. The same marketing tactics that resonate with the average consumer are tactics that catch the procurement professionals’ eye. Compelling, fun, trustworthy, and serious messaging can all co-exist in a B2B marketing campaign. Here’s how.
Humanizing Your Brand
Showcasing the human side of your brand can establish trust and relatability. Highlighting your team’s stories or sharing behind-the-scenes content can resonate well with clients. When businesses see the faces and lives behind your brand, it becomes easier for them to connect on a personal level. Personalized communication, like using first names in emails, can further reinforce this connection, ensuring your company doesn’t come off as just another faceless entity.
Let Your Witty Side Show
Paper doesn’t seem like a particularly humorous topic, but Case Paper found their groove when they switched their marketing focus from their base product – paper – to what makes their company unique. They did it by creating a new brand voice that is funny and quirky. They embraced a more casual tone and started embracing wordplay such as “who gives a sheet”? By using likable language, fun asides, and unexpected visuals, they’ve created a more interesting and compelling story statement.
Bad puns. Corny jokes. Silly photos. Authentic content that leans toward quirky can cut through the seriousness and remind the audience that the small things can also be funny in the B2B world.
Up Your Graphics
Most B2B whitepapers consist of walls of text, minimal, uninspiring graphics, and generic stock photos. Exactly the opposite of what a successful B2C marketer would present to their audience. Why? Because they know that consumer attention span is limited, and they expect content to entertain as well as inform. Cisco recently bridged that gap by appealing to their audience by promoting their cybersecurity and IT services with a geek-friendly graphic novel featuring superhero characters and old-school illustrations in order to call attention to the dangers of data breaches.
Don’t worry about having to hire a graphics team to create engaging visual content. For custom art you can check out freelance artist sites like Upwork. There are also tons of apps available that can turn images into sketches. For a casual, down-to-earth vibe, consider using team doodles to accompany blog content.
Video content can simplify complex messages in a memorable way. Whether it’s an explainer video, webinar, or product demonstration, video can make complex ideas straightforward and engaging. According to studies, people often retain information better when it’s conveyed through video, making it a powerful tool in your B2B marketing arsenal.
Leveraging Interactive Content
Interactive content like quizzes, polls, or calculators can offer engaging and interactive experiences for B2B clients. These tools not only keep users engaged but also provide valuable insights into customer preferences. For instance, an interactive calculator can help potential clients assess cost savings when using your services, making the decision-making process more informed and personalized.
Add Relevant Pop Culture
No matter what B2B industry you work in, chances are you’re dealing with people who are plugged into current happenings and trends. Between the news, entertainment, and social media, the internet promotes trends and stories most people follow. With so much entertaining distraction at hand, the only way to compete is to make your marketing campaign relevant by incorporating the tone or jargon people expect from non-advertising sources. Don’t be afraid to make a pun about a current event that can be tied into your branding.
Incorporating Trends in Technology
Adopting technology trends like artificial intelligence or virtual reality offers fresh ways to captivate your audience. AI tools can personalize client interactions, suggesting products or content based on previous behaviors. Virtual reality, on the other hand, can provide immersive experiences, like virtual tours of your services or facilities, setting your business apart with innovative customer experiences.
Don’t Take Yourself Seriously
If there is something people consistently give your company grief for, instead of trying to fight it with PR, consider embracing it. Email-marketing platform MailChimp recently poked fun at its own nonsensical name by creating a series of faux brands such as SnailPrimp and FailChips and created short films for imaginary brands KaleLimp, MailShrimp, and JailBlimp.
In conclusion, we’ve all seen dry, “professional” B2B marketing copy that reads like a statistics textbook. Take a break from the typical boring B2B marketing campaign and try some B2C messaging strategies for some light-hearted, engaging fun, instead.
