If you’re a business owner, and you’ve uttered the phrase “why would an influencer work for my brand, I’m selling directly to other businesses?”, you’re not alone. Don’t worry, Punch marketing agency is here to walk you through it, and change your mind about B2B marketing.
Let’s get back to B2B basics
We get that influencer marketing, among other traditional “business-to-consumer” (B2C) tactics, may feel awkward and out of place. This is natural – especially when trying something new like B2B marketing – and there’s actually a psychological reason behind this, too. We’re going to break it down for you, and share how you’re holding your revenue back by sticking with what you know.
What are B2C vs B2B marketing strategies?
When people think of B2C marketing, their minds can go to Guerrilla campaigns, influencers, PR and interactivity. Then we think of B2B, and we automatically go a bit stiff and corporate, with long-winded LinkedIn posts and stale graphics. It’s time to forget your assumptions – they’re only holding you back.
Just because B2B marketing is usually more informative and specifically targeted doesn’t mean that you can’t use traditionally B2C marketing techniques and methods. Integrating concepts like influencer outreach, fun interactive content, and copy that feels conversational and personal, can all help to develop your brand and make you stick out from a large pool of businesses who are all offering very similar products.
Why are people scared to use B2C strategies for B2B marketing?
The rationality paradox
It’s standard for the business-to-business (B2B) world to feel corporate, logical, and analytics-driven. You’re used to making decisions through data, ROI, and what your bottom line is telling you. Right? B2C, on the other hand, is viewed as more sentimental. But, if we asked you, whether you were human or not, what would your answer be? (Don’t tell us, we’ve guessed it already!)
Whether your brand is selling directly to consumers, or other businesses, one truth remains. You’re selling to human beings. We’re all hard-wired to be inherently passionate creatures. When we care about something, it jumps up our priority list, and you can be sure we’ll find a way to make it happen.
Behind every corporation, there are just other people doing their job – and not a corporate robot (even when sometimes it can feel that way!) Emotions play a substantial role in shaping decisions, regardless of your audience.
Tactics, like influencers, help you to tap into the emotional side of your audience, forging deeper connections and building loyalty that lasts. Power words utilised within copy that are meant to evoke emotion are still extremely useful in B2B marketing, as is compelling and well designed content. In the same way you’d want to inspire and intrigue a potential customers, you also want to be able to affect the people making purchasing decisions for businesses. We tell ourselves that there’s an implicit difference between B2B and B2C and so we treat them completely separately. But while you should consider having a separate marketing strategy for each, it doesn’t mean you can’t take ideas!
The fear of losing professionalism
We know you want to keep up your professional appearance. But who’s to say that using more diverse strategies will make you look silly? There’s a way to adapt B2C strategies to your unique business, align with your objectives, and it doesn’t have to be “embarrassing”.
Think about it: if you get coverage in a well-regarded industry magazine, or a shoutout from the guru that everyone looks to for advice, it can only improve your business standing. In today’s day and age, professionalism has evolved. Using these tactics positions you as a business that is moving with the times, embracing the future, and valuing your clients. What’s not to love?
In our experience, the most successful pieces of B2B content are often behind the scenes, insights into employees, or relatable to other like-minded people in the industry. Why? Because it shows that you’re a passionate team full of experts, who understand the needs of their clients.
The puzzle of risk aversion
What’s life without a little risk? Safe, but stagnant.
Sticking to familiar ground gives us comfort, and straying from what we know can be super nerve-wracking. The only thing that’s worse is avoiding risk altogether.
Growth and innovation are what businesses thrive upon. B2C strategies can come with a little uncertainty, but it’s time to take an, albeit calculated, risk to (most-likely) see a big reward. Be bold, be innovative, and most of all, be adaptable! Step outside of your comfort zone – especially if you’ve stuck to the same B2B strategy for years.
Today, a lot more B2B buyers are prioritising relationships and value-aligned partnerships. How are you ever going to achieve this, if you don’t put yourself out there and show a little personality? Taking a little risk shows you can keep up with the dynamic business landscape. Make content that highlights your values as a business. Highlight your strengths and priorities on your website. Show other businesses what value you have and how your personalities could work together to create a great partnership.
The quest for measurable ROI
So you see the importance of working on your B2B marketing and updating it for the new age. But you still think that B2C strategies are harder to measure? You’re wrong.
Yes, influencers and PR used to be more difficult to quantify, but B2C businesses need to prove their ROI, too.
Modern technology has brought a lot of advancements in analytics. It’s now easier than ever to calculate the ROI of a B2C strategy, regardless of your business type. Just pick your objective! You can track the impact on lead generation, site traffic, brand awareness, or even customer loyalty. There are plenty of applications and pieces of software out there that can help you. Or, you can turn to a digital marketing agency that will be able to take all the technical stuff off your hands, and help you focus on achieving your key objectives.
So don’t worry about having to prove why your marketing is worth it – we know it’ll prove itself.
What B2C tactics should I use in B2B marketing?
Influencers
We need to shout this from the rooftops: influencers are not just for B2C brands! Collaborating with industry experts and thought leaders is always a good move. It’s going to help you amplify your brand’s message and boost your credibility. Use their popularity and influence to your advantage, and you’ll reach B2B decision-makers and build long-lasting relationships with potential clients.
GE wanted to highlight the B2B arm of their business. So they turned to influencer marketing – to great success. By inviting influencers to tour their manufacturing facilities and create content, they were able to increase their following by 3,000 and showcase their incredible products to a wider market, fully strengthening their B2B marketing with the campaign.
Podcasts
Podcasts aren’t just for entertainment, lots of people use them for education, too. Combining your business savvy with your personality is an amazing way to stand out from the crowd. You can invite industry guests, comment on trends and position yourself as the ultimate expert. You’ll not only gain a loyal following, but loyal customers. Plus, it’s a great resource to share across other channels.
When it comes to humanising your brand, it’s ideal. Not only are you putting a face to your business (well, a voice!) but you’re also cementing yourself as a source of knowledge in the industry. What a win.
Interactivity
Everyone wants to feel included. One way to include them? Interactivity. Interactive elements like webinars, product demos, and quizzes can transform mundane B2B campaigns into experiences people want to engage with. Guaranteed they’ll remember you. If you think that quizzes are a little silly, but you’d like something less formal than a webinar how about ebooks or calculators? Content that helps identify your brand and sets you apart from your competition is always a plus, and if you can help prove your expertise and educate your potential customer then it’s even better.
A quick recap? No matter if you’re marketing B2C or B2B – you’re marketing to humans! And humans are driven by emotion. Don’t be afraid to expand your strategy into something a little more out-of-the-box. We’re sure it’ll pay off!