B2B businesses may do anything to be appropriately corporate. However, humanizing B2B marketing efforts can naturally help brands connect more with prospects.
Most B2B businesses and brands do not have the stability of the reputation they make. This is because companies usually lack a human touch in their marketing approach. While traditionally, they have kept a corporate approach for clients worldwide, and the perspective changes today as customized solutions and services that relate to specific business challenges are required.
Brands that prioritize their customers’ pain points include the human element in their marketing efforts.
Why Humanizing B2B Marketing is a Key
B2B communication is formal and professional. There are indeed many areas where it is necessary to convey strong business ethics.
However, with the ubiquity of social media and its leverage of companies to communicate with audiences across the globe, it is acceptable to adopt a less formal approach to connect and communicate efficiently.
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When it comes to shaping B2B marketing communication, brands today should keep a blend of professional communication and a less formal approach to the brand. Humanizing marketing efforts may lead brands to connect and communicate with audiences easily.
Keeping the approach can help brands adopt a marketing communication strategy where audiences can relate to a brand personally.
With increasing automation from ChatGPT and other AI-based tools, B2B marketers are successfully touching human touchpoints, becoming a key differentiator for brand marketing in 2023.
McKinsey’s study The Value of Getting Personalization Right—or Wrong—is Multiplying mentions that 71% of customers expect companies to deliver personalized communications. Over 76% of customers mentioned that receiving personalized communications was a key factor encouraging them to connect with a brand, and 78% of humanized content persuaded them more likely to repurchase.
With this, brands may consider humanizing their marketing efforts in their next marketing plan to connect with their audiences in the wake of personalized solutions.
As the need to humanize B2B marketing efforts increases, marketers must know how to plan strategies effectively. Here are some practical points that may help them to do this.
Effective Ways to Humanize B2B Marketing Efforts
Create Personalized Communication
Personalization is key for brands to initiate marketing and communication with consumers today and is vital to B2B marketing. Adopting the marketing factor of the humanizing brand is an essential step. Using a CRM platform and building a more comprehensive view of potential customers will help marketers to have personalized communication. Please pay close attention to customers’ specific needs; the solution they seek will define the service that needs to be delivered.
Personalization can be an effective way to increase consumer retention and loyalty, as it signals to the customer the brand’s desire to see their pain point. In addition, personalizing emails, websites (landing pages), and campaigns are also effective ways to open opportunities for more engagement and communication.
Create Engaging Visuals
Engaging visuals of products on websites or landing pages may attract customers and boost their desire to connect with brands. Visuals evoke emotion, increase their interest in the product, and convey essential information, including the company’s values and goals.
In addition, marketers can leverage visuals demonstrating how certain product information and service solves customer problems and benefits them. The information must be in simple language that is readable and understandable for customers. That’s where humanizing a brand comes to play.
Customers must relate to the information of products. A combination of a voice-over, on-screen text, recorded video footage, and a series that conducts a walk through the product is one of the effective ways to humanize marketing efforts and brands.
Have an ‘End-User’ Approach Foremost and Always
Marketers must create user-centric campaigns that revolve around decision-makers by boosting their buying journeys while empathizing with customers’ problems, interests, challenges, and requirements.
The campaigns must necessarily concentrate on problem-solving.
Leverage Social Media to Create Brand Awareness
Social media marketing is fast expanding in the B2B business landscape and is also one of the easiest ways to humanize marketing efforts. Social platforms have been proven helpful in creating brand awareness, conveying product information, boosting conversations with potential audiences, and engaging existing customers.
Social media delivers human-interest content, and brands may use it to create an interactive image by interacting with customers creatively. This may include showcasing the brand’s approach, culture, people, values, and services.
Impactful versions of posts that concludes customers’ queries and their needs are a way to emphasize them. This also increases awareness of what a brand does and how it offers solutions, which adds a human touch.
Social media marketing to humanize marketing efforts can increase business opportunities and revenue.
Leveraging B2B Influencer Marketing
Brands must take advantage of B2B influencers to humanize marketing efforts. It could be essential to boost marketing strategies and outshine competitors. Influencer marketing in B2B businesses has emerged as a critical way to fulfill marketing objectives and help brands prosper during a recession.
According to the Insider Intelligence report, Why Influencer Marketing, Still a Small Slice of Digital Budgets, Seems Recession-proof, organizations in the U.S. may spend $6.16 billion on influencer marketing in 2023 significant jump from $5 billion in 2022. The report also detailed that 74.5% of current marketers use influencer marketing and expect to hit 88.7% in 2026.
The rise in numbers is due to increased digital advertising spending that may hit $248.72 billion by the end of 2023.
Influencer marketing is a more resilient and interesting strategy to entice audiences. B2B influencer marketing helps build successful and lasting customer relationships in the most humanized ways. It may directly impact customers’ decision-making and boost their experience throughout their buying journey.
Also Read: B2B Marketing Trends for CMOs to Consider in 2023
It is because the most valuable prospects today seek advice for their solutions.
An analysis of influencer marketing in the report Does Influencer Marketing Pay Off by Harvard Business Review shows that a brand may boost its image by 16.6 percent by utilizing influencer marketing with humanizing elements and may account for a 15.5 percent rise in ROI.
It is Time to Give Brands a Human Touch!
Giving a human touch to marketing efforts provides many benefits, including boosting credibility and value. In today’s interactive marketing web, initiating responsive and relatable communications is easier to help brands have a competitive edge.
Humanizing B2B marketing efforts will help marketers boost and nurture customer engagement. They look for authentic and dependable business connections to help them grow. And that’s where a humanized approach may win the marketing game!
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