B2B (business to business) and B2C (business to consumer) marketing have always been treated as two separate animals. The truth is there is a lot both can learn from one another. Here are some excellent tactics B2C marketers use every day that would enhance any B2B content marketing strategy.
Be appealing to a “team.”
Who is the target market for sugary breakfast cereals? Children, right? Most of the time it’s not the child making the actual purchase. So while the cartoon characters and brightly colored marshmallows draw the child in, it’s actually the parent who holds the purse strings. Mom is going to care more about the sugar content or promise of whole grains more than what toy comes in the box. B2B marketers must be mindful that whoever they make initial contact with isn’t the only one making the decision. Be prepared to have different value propositions for C-level executives and project managers.
Stand out from the crowd.
The average person receives 121 emails a day, so you need to make sure that your message stands out. Personalization is all fine and dandy, but no one is impressed anymore that you know their name. Take a page out of a B2C marketer’s book by scrolling through your own personal emails. While your company might not be ready to use emojis, don’t be afraid to experiment with catchy email titles.
Play with emotions.
Believe it or not, businesses are run by people, not robots. It’s easy to let emotions sit in the backseat when it comes to B2B marketing because you’re depending on the other person to make a smart business decision (i.e. choose your product or service). This might not always be the case. Be sure to add a human factor in your content marketing, and don’t just solely focus on product features or benefits.
Be creative with content.
It’s no secret that you’re brimming with industry knowledge. But instead of capturing it with one whitepaper after another, add a little creativity to your content. You’re working with other people who are also on the clock. They deserve a little entertainment in their workday, not just when they’re at the store making personal purchases. Spice up your content with easy to digest infographics or create a Slideshare. Do you have a particularly talented team? Dip your toes into video marketing.
Make it mobile-friendly.
Mobile web access is dominating desktop, so make sure you adjust your content accordingly. It’s not just on the train home when your target market is on their phone. They’re sitting at their desks waiting for a client to join a conference call, on their lunch break, or even taking an afternoon lap around the building. These people are the same busy parents B2C marketers reach out to every day. Don’t let someone miss your message because it’s too long and they couldn’t be bothered. Make sure your content is:
- Mobile-friendly: Not just responsive, but easy to digest when they’re on the go.
- Abbreviated: Take advantage of bullet points, bold important phrases, and short forms.
- Easy to read: The next time you create a content offer, aim to make it 5 pages or less to ensure you capture the audience’s attention.
Focus on your brand.
B2C brands depend on brand loyalty, and so should you. While for them it might mean the repurchase of a $4 box of cereal, brand loyalty to your business can mean up-sells or referrals. Be honest, work hard, and deliver outstanding results. Over time this is what you’ll be known for, and leads will start falling into your lap.
Don’t be afraid to develop relationships with your customers and build trust. This is a lot more than just lead generation, it’s a partnership. B2C marketers do this through social media. They’re constantly interacting with their audience and providing excellent customer service. Utilize social media as a tool, but don’t be afraid to pick up the phone or shoot out a quick email to touch base with someone.
Do you need a partner to help bridge the gap? New Perspective is experienced in both B2B and B2C marketing. Contact us today to learn how we can help you humanize your B2B marketing strategy.