DIGITAL INTERACTIVE SERVICES

10 Ways to Humanise your B2B Marketing Strategy

B2B(business-to-business) marketing is usually known for being an extremely professional, formal, hard, and slow version of B2C(business-to-customer) marketing. However, there are some areas where it is crucial to keep your language formal, where activities and roles are highly structured. But never forget that at the end of the day, a human is marketing to another human. So, rather than making it difficult and more formal, you should work on ways to humanise it. Maintaining a balance between professionalism and humanisation is a must for your brand.

So, if you are looking for tips to humanise your B2B marketing effectively, the following will surely help you:

1. Share stories of your customers’ successes

People trust a brand faster when they show empirical evidence of their customer’s success stories. By sharing stories, you can showcase to your clients how your brand has played a significant role in success stories. It will help build the trust of your customers. You can share testimonials, case studies, and other content that convey your brand objective to prospective customers. These examples will help you humanise your brand.

2. Show the people involved behind the scenes

Any customer would prefer to buy a product or service from real people. Hence, it is a good idea to showcase the individuals on the other side of phone calls and emails. Showing your team members on your social platforms or site will let your customers peek at what is happening backstage, and they can feel more connected. You can post candid photographs and videos showcasing your employees at work. Also, conduct some fun activities and publish the videos.

3. Build personalised communication

Personalisation should be an integral part of your communication, and your B2B marketing should also embody it. You can use relevant customer data meticulously and target your customers with personalised phone calls and emails. It will make your communication more effective and humanise your communication.

4. Build a consistent customer experience

Humans are the centre of every brand, and your brand is no different. Build a pleasant customer experience and maintain it across all your platforms. There should be no discrepancies in the experience across numerous platforms. Ensure that your brand’s voice is always consistent so that your audience finds it easy to identify your brand and connect with it.

5. Use humour

Though B2B is more formal and professional, humour can play a significant role. You can incorporate jokes, or humorous images or statements, in your content to build a better connection with your audience. It will be more effective if you find an industry-related problem and tweak it into a light-hearted humorous post. You can also use it as an icebreaker if you are trying to make a connection or communicate with a lead. Incorporating humour in your content can make your brand memorable and include a strong customer response.

6. Do not limit your presence to professional platforms

Though LinkedIn is a good start, you should use other social media platforms too. This is because platforms like LinkedIn are used only during working hours. But when your customers are off work, they might be using platforms like YouTube, Facebook, Instagram, etc. Therefore, you need to have a presence on these channels as well. You can use every social media platform for a different purpose. So, targeting your customers through various platforms is crucial.

7. Work with influencers

Working with an industry-specific influencer can do wonders for your brand communication and increase your brand awareness and the confidence of your customers about your brand. You can also ask someone from your team to be an influencer if they are comfortable with it.

8. Stay authentic

If you want customer loyalty, you should be genuine and authentic in B2B marketing. Always focus on solidifying your brand’s values, goals, and voice. When a brand becomes authentic, it drives more customers and makes them loyal to your brand.

9. Focus on Quality

Quality is paramount when it comes to posting content on your social media handle or site. You should never compromise the quality of the content as it can negatively impact your campaign, and the purpose of humanisation will be unfulfilled.

10. Automate  

In-person meetings are outdated nowadays. You should make a continuous effort to automate your regular chores like interactions, solving queries, describing service, and others. Using the latest technologies can help you to do this.

Final Takeaway

Humanising your B2B communication effectively by incorporating the above methods can help you to flourish in your business whatever sector that may be in. In fact, even if you are dealing with professional institutions like hospitals, you are still catering your service to humans. So, let your buyers feel that they are interacting with humans who understand them and to whom they can relate. It is only then that they will feel special and trust your brand.

*For organizations on the digital transformation journey, agility is key in responding to a rapidly changing technology and business landscape. Now more than ever, it is crucial to deliver and exceed on organizational expectations with a robust digital mindset backed by innovation. Enabling businesses to sense, learn, respond, and evolve like a living organism, will be imperative for business excellence going forward. A comprehensive, yet modular suite of services is doing exactly that. Equipping organizations with intuitive decision-making automatically at scale, actionable insights based on real-time solutions, anytime/anywhere experience, and in-depth data visibility across functions leading to hyper-productivity, Live Enterprise is building connected organizations that are innovating collaboratively for the future.