Hey commuters,
The scorching August weather inspired today’s quick solo ‘About Last Week’ episode, where I tackle a hard-hitting truth for B2B marketers mentioned in last week’s episode with Lynn Heidmann from Dataiku.
The Truth About Your B2B Brand
Let's start with a dose of reality: people do not wake up in the morning wanting to buy your product.
As much as it may hurt to hear, your customers and prospects are not thinking about your brand as often as you'd like.
This was a point underscored by Lynn Heidmann from Dataiku during last week’s episode (#31) and a point I thought I’d focus in on today.
3 Guiding Principles for B2B Marketers
So, that sounds a little depressing.
“What’s it all for then?!” I hear you sighing through your screen!
All is not lost. Here are 3 things this means for your marketing strategy…3 quick thoughts that will help you operate and succeed in a world where people are not waking up in the morning wanting to buy your product.
1. Accept the reality, adopt a mindset shift.
Accept that people aren't inherently excited about your B2B brand or product. If you've been in your company long enough, it's easy to drink the Kool-Aid and believe in your company's cool factor. However, it's crucial to remain grounded and realistic.
Put yourself in your audience’s shoes. You may get super pumped about software that helps you schedule social posts, but I’ll hazard a guess that not too many of your prospective customers are bouncing off the walls thinking about it.
2. Focus on customer’s pains
But what they are thinking about is their pains. Their challenges. Zero in on those.
The best content marketing helps them address these issues, sometimes even without directly pushing your product. This approach builds trust and positions you as a helpful resource.
3. Make it entertaining
Lastly, don’t shy away from entertainment. Before customers even recognize their pain, engaging them through entertaining content can keep your brand top of mind.
Everyone enjoys a good laugh, regardless of the industry.
By making your content entertaining, you create memorable experiences that can make your brand stand out when your audience finally feels the need you can meet.
The Power of Entertainment in B2B Marketing
Think entertainment isn't relevant for B2B? Think again.
There’s a growing trend among successful marketers using humor and engaging content to connect with audiences. People working in finance or consulting are just as likely to enjoy Netflix or TikTok in their personal lives.
By tapping into this shared appreciation for entertainment, you can create memorable and impactful content.
Thank you for tuning in. If you have thoughts or want to share your experiences, feel free to email me at joe@contentmarketingcommute.com. I look forward to hearing from you. Until next time, happy marketing!
#32: "No one is waking up thinking about your brand". Here's what to do about it