B2B marketers, are we over the B2C envy yet?We used to have a legitimate reason to be envious. B2C marketers got to be more creative, personal, emotional, and interactive. We were stuck with dry, logical appeals with no-frills presentation.These days, though, B2B marketers can be just as dynamic and creative as our B2C counterparts. And we not only can, we shouldYet we still hear that drumbeat: “B2B marketing needs to be more like B2C.” Does it really?I would argue yes, but only to a certain point. B2B is its own discipline with its own best practices. There are a few recent developments in B2C that we should borrow, but there are just as many strategies and tactics that don’t translate as well.In the interest of continually evolving B2B marketing to be more sophisticated, more useful, and more effective: Here are five B2C trends to steal, and five to leave to our esteemed peers on the other side.
5 B2C Content Marketing Techniques to Steal — And 5 to Leave Alone
The central thesis for using B2C techniques in B2B is the realization that there’s no such thing as a “B2B buyer.” They’re not a distinct species. People are people, whether they’re at work or at home. As the lines between home life and work life continue to blur, that distinction gets even fuzzier. However, that doesn’t mean we need to take on B2C techniques that don’t work, or don’t work as well as what we’re already doing.
Steal These:
1 — Take a StandHistorically, B2B brands have stayed out of broader societal discussions. This is a holdover from the idea that B2B marketing should be exclusively logical, dealing with facts rather than emotion, delivered in a neutral tone. After all, why should B2B buyers care if their cloud server provider supports Black Lives Matter? Why not focus on your solution’s speed, bandwidth and low latency?Here’s why taking a stand matters: A recent study found that 77% of consumers buy from brands who share the same values as they do. Another global study found consumers are four to six times more likely to purchase, protect and advocate for brands who have a larger purpose. In this climate, a neutral stance is more risky than taking a principled stand.We should point out that it’s not
By: Joshua Nite
Title: 5 B2C Content Marketing Techniques that B2B Marketers Should Steal (And 5 They Shouldn’t Touch)
Sourced From: feedproxy.google.com/~r/OnlineMarketingSEOBlog/~3/7uBINNRWt70/
Published Date: Tue, 02 Mar 2021 11:30:33 +0000
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