If you work in marketing for a B2B firm, then there’s a good chance that one of the biggest problems you face is making your company’s products exciting.
From internal communications to global marketing campaigns, many B2B companies aren’t engaging their audiences. However, it doesn’t have to be this way. Unlike B2C, it’s not simply as easy as using celebrities in your adverts and putting images on Instagram. There’s a special knack to bringing creativity to B2B companies, but once you have it, you’ll find your engagement rates soaring.
For years, B2B content has been long-winded, full of jargon, and hard to understand. If you’re going to start being more creative, you need to stop hiding behind long explanations and filler content, and start being plain, simple and honest. Start by looking at your value propositions, and turn them into easy to understand statements.
Then, turn your existing content into useful assets that your audience will want to read, and enjoy reading. Instead of talking about the features of your product or service, tell your readers and your audience what benefits they’ll get. Your marketing collateral isn’t about showing off how great your company is: it’s about showing off all the amazing benefits your customers get from working with you. Being honest can be scary: you’re not hiding behind long words anymore. You’re being honest and giving your customers every reason to trust you.
The problem with a lot of B2B marketing and campaigning is that it’s all the same. Does your audience want to read another convoluted, complex white paper? Do they want more emails filling up their already overflowing inboxes? Unlikely. So, it’s time to start thinking outside of the box. You could try setting up a promotional products franchise to give your company more variety and more edge.
Likewise, you should start exploring new avenues. Look at hosting events and conferences with cutting-edge speakers and innovative topics. Try experimenting with videos and animations. Use social media to engage a whole new audience. You’ll attract more clients if you’re offering something different to the rest of the crowd. By being different, you’ll have something special in your armoury.
Being creative is all about taking chances. It’s about doing something that no one else is. However, getting into this mentality is hard, especially when the B2B market is still so rigid and formal. You need to be brave and bold when it comes to injecting creativity into your campaigns. This might mean having to talk around your senior stakeholders, and convince them that this is the right path to take. Or, this might mean bringing in new creatives who have a different vision.
There’s plenty of evidence to show that creative, bold, honest campaigns are winning over the most B2B customers right now. They want to be pandered to, and understand what they’re being sold – they don’t want endless data sheets emailed to them on a weekly basis. They’re fed up of boring, slow campaigns and generic content. So, take that big next step. Be bold with your creativity, and have faith that it’ll work out for you.