B2B marketing is a big deal and getting bigger. B2B marketing strategies and experts are also in high demand. An article in Digital Commerce 360, indicates that e-commerce and digital marketing directors in major metros average $162,700-$164,000 in annual salary. Obviously, those that are best able to deliver in measurable, bottom-line ways, are the ones that will reap these rewards.
One way of standing out in this crowded field is to create a brand voice that is relatable and human, as opposed to the traditional formal approach that most B2B marketing strategies follow. The most successful brands (and, by association, the most successful digital marketers) are those that their fellow marketers like human beings.
For marketers who are marketing to other marketers, this shouldn’t be so tough to do—your audience, after all, is like you. But, because it’s business to business there can be a tendency to focus more on being professional than being personal.
Here we provide some tips and examples to illustrate how marketers are developing successful B2B marketing strategies to connect with other marketers in a relatable way.
Building a relatable brand voice
There are a variety of B2B marketing strategies and tactics that can be used to effectively engage B2B marketers. Here we cover a few that have the potential to really resonate.
Leverage the power of video. There’s plenty of research to support the positive impact of video when connecting with audiences of all types. On a website, video can improve search traffic by 157%–and on social it generates 1200% more shares than text and image content combined. Video offers ample opportunity to clearly and impactfully convey your brand voice. In our latest guide we offer some ideas for exercises to help you and your team clearly capture and convey your brand voice.
Think one-to-one. While your video will reach a large audience, each member of that audience should feel that you’re talking specifically to them. Focus on writing to an individual by having a clear idea of who your target audience is and what makes them tick. What are the pain points for marketers that you can help address?
Speak the language of everyday people. Move beyond the business talk and marketing lingo to connect with your audience the way you talk to the other people in your life. Lofty business speak doesn’t make you relatable—just plain language does.
Use color, sound and movement to convey energy. Video lets you connect with your audience across a variety of senses. Take advantage of this by using color, sound and movement to support your desired brand voice consistently.
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Examples of B2B marketing strategies that get it right
Ensuring a focus on B2B marketing strategies that are designed to be personal, not stodgy, can help you connect with your audience and compel them to action. Here are three different examples of how B2B marketers connecting with other marketers did just that.
Hubspot, for instance, a company that develops software products for inbound marketing, created a video for Facebook congratulating Millennials and Gen Z on the positive impacts they’ve had on traditional workplaces. Through images of these younger generations at work, their video is engaging and compelling, clearly showing the wide range of settings and types of interactions that engage these employees—who also happen to reflect their audience. Notice that Hubspot always include either a person’s face or hands in the video.
This SimilarWeb video for LinkedIn covers digital trends impacting e-commerce, finance and travel—a topic that could have the potential to be dry, but not the way they spin it. In this video they show happy, smiling action shots of people interacting with people and technology. Upbeat music and short CG statements help lead viewers through the video.
MarketScale, a marketing firm and publisher, helped their client, Stainless, reach out to prospects and customers to let them know that Stainless would be at the NABShow 2019 in Las Vegas. For their manufacturing audience, the Vimeo spot they created certainly resonates by showing footage of a heavy-lift helicopter removing an antenna from a broadcast tower.
Support for building your B2B brand voice
Could you make a bigger impact with your B2B marketing strategies by being more relatable through a brand voice that really resonates? We think you could, and we can help. Check out our video branding guidelines, with step-by-step instructions and 8 free video templates to get you started.