When it comes to B2B brands, you can step out from the crowd or blend into the background. Due to fear, overly conservative thinking or maybe just a lack of direction, B2B brands can be the marketer’s contribution to curing insomnia. If you suffer from boring brand syndrome, or know someone who does, it’s time to wake up. Let’s look to the gurus and studies to show us the way.
Get to the point
You don’t have as much time as you think to make your sale. Malcolm Gladwell, in his book Blink: The Power of Thinking Without Thinking believes that customers use their unconscious in rapid cognitions, or instant conclusions, for most buying decisions.
Create an open dialogue
Content marketing and social media engagement may drive purchasing decisions more than company priorities may suggest. In a McKinsey & Company report titled, How B2B Companies Talk Past Their Customers, customers considered “honest and open dialogue” most important when ranking a list of themes. However, the 90 companies they studied did not emphasize this theme.
Dare to be different
Look at what your competitors are saying and say something different. The McKinsey & Company report also found that B2B brands “showed a surprising similarity among the brand themes that leading B2B companies emphasized, suggesting a tendency to follow the herd rather than create strongly differentiated brand messages.”
Forge emotional connections
Research shows that B2B purchase decisions are not purely rational. They are emotional. Maybe even more so than in B2C branding. The thinkwithGoogle post, From Emotion to Promotion, Connecting B2B Customers With Brands shares, “By getting personal, B2B marketers can get ahead — creating purchase intent, pricing power, brand advocacy and, most importantly, happy customers.”
It would be difficult to find a brand that commits to these four goals that is not standing out among competitors. What do you think will be your brand’s most important goal in the coming year given your industry dynamics?