Reasons for Humanising B2B Content
The world of marketing can sometimes feel like buzzword bingo. The simple fact is marketing jargon is overused, often confusing, and let’s face it, unpopular.
Marketing is all about communication, so why do so many B2B companies find it hard to do that in an authentic, relatable voice?
We’ve previously explored the rise of the social generation and how their demand for human connection and transparency is evolving marketing. This hyper-personal approach, tailoring adverts and content to a core audience to deliver valuable and useful information, is taking root in the B2C world.
So, why are we still overusing buzzwords and jargon in B2B?
Let’s Get Personal
We’ve already moved a long way away from one-size-fits-all marketing. Using aggregated data to tailor which adverts appear where has been in the mainstream for a long time. But, it’s not enough — we need to get deeper to really deliver.
Think about some of your most memorable positive transactions with a business. Maybe it was a really high-quality customer service interaction? Or, was it your local barista preparing your coffee just the way they know you like it?
The key is personalisation. Delivering an experience that’s designed to give rather than take. The world is coming around to this level of thinking for B2C, so why are we neglecting B2B?
The internet has opened up a highly competitive global marketplace, where no matter how niche your brand, you’ll have online competition. If you want your brand to stand out, it’s time to ditch the corporate speak and reach out human-to-human.
No matter how big the brand you’re connecting with — there are humans behind it. Although Amazon is trying, we’re still not living in a world where robots and drones have taken over the human workforce.
We still value human contact.
Hyper-Personalisation: A Priority Or a New Buzzword?
Let’s start with the basics. What is hyper-personalisation?
A hyper-personalised campaign collates and uses browsing and purchasing data from multiple channels to tailor content and advertisements to each individual user using their real-time behavioural data.
The goal is to maximise the potential success of marketing, by delivering tailored content that suits the consumer’s exact wants and needs. Studies have shown that personalising eCommerce and retail experiences leads to higher revenue, fewer product returns, and greater customer loyalty.
So, how does this relate in a B2B setting?
No matter whether your audience is a single consumer or a business, the key to understanding how to market to them is still about having an acute awareness of their wants and needs. Hyper-personalisation allows you to build a clear and full picture of their online habits, previous experiences, and general data such as location and profession, and then deliver content tailored to that profile.
Not only will it benefit your business, but the company you’re dealing with will remember that personal touch.
Honest and Authentic
The current demand is for all interactions to be rooted in transparent and truthful communication. In the wake of all of the data misuse scandals, we’re finding it harder than ever to trust and marketing jargon might be contributing to that distrust.
It’s time to ditch corporate speak and develop a human tone of voice for your brand. Allow your business to develop a personality. Think of some of the best brands on social media? Innocent. Greggs. Paddy Power. Three totally different businesses, so what do they have in common? They’ve nailed their ToV. They know exactly who they are. Sure, they’re B2C, but why should B2B be any different?
If you need some help in finding your voice, check out Social Media Marketing for Startups: The Basics 6 – Tone Of Voice and Brand Guidelines.
It can be easy to be transparent when everything is going well, but what about when something goes wrong? True transparency only thrives when businesses are honest about the missteps and mistakes too. The general public like it when we show our human side and that includes our weaknesses and vulnerabilities.
Remember, behind every B2B client is a human being.
Of course, there’s a trick to it. Take a leaf from Domino’s Pizza. In 2010 Domino’s were facing a backlash of bad press and negative reviews. Instead of allowing this to sink their business, they listened to the bad feedback.
They launched a project called Pizza Turnaround, and used negative comments from customers to improve their product. While this type of tweaking and improving may usually go on behind-the-scenes, Domino’s faced their harshest critics head-on. They remained truthful and transparent about their flaws, and how they were going to remedy them.
They served up a piping hot slice of honesty with their campaign and adjoining advert. This honesty resonated with their customers, and just a few months after the campaign Domino’s reported a jump of 14.3% in sales, one of the biggest increases recorded by a major fast-food chain ever.
There’s a lot we can learn from the B2C approach. When you’re working B2B, it can be easy to forget that you’re still dealing with other humans, and only focus on the business aspect. But by doing that, you’re missing a valuable opportunity to forge deep links of trust and loyalty. Take the time and focus on humanising B2B content.
Ditch the corporate speak, get honest, and become more human in your communications.
Your business and network will thank you for it.
If you’re interested in finding out how Social INK can help your business, don’t hesitate to reach out here.