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  • Writer's pictureKelsey Haworth

B2B Marketing Doesn’t Have to Be Bland

B2B marketing can sometimes get a bad rap for being dry and dull. But it doesn't have to be that way! There are plenty of ways to infuse some fun into your B2B marketing strategy.

Before we dive into how to generate some fun on your B2B platforms, what exactly is B2B marketing?

B2B Marketing

B2B (business-to-business) marketing strategies refer to content or strategies geared toward companies that sell products or services to other businesses or organizations vs. consumers.

B2B Marketing & Social Media

According to HubSpot, "Roughly half of B2B marketers report that 'increasing brand awareness is their number one goal in 2022. This goal surpasses increasing engagement, advertising products, lead generation, and even closing deals.

Social media is a powerful tool for building brand awareness, giving your company an online personality, and humanizing your business — all very powerful factors when it comes to marketing and connecting with potential customers."

Now the big question is… how? B2B marketing is also a lot more technical and “dry” than consumer-facing marketing and with social media being more about… well, being social… this can present a challenge around what to share and how to delight the people you want consuming your content and getting to know your brand.

3 Ways to Make B2B Marketing Fun

1. Trending Memes

For this client, we periodically mix in some popular memes that are current and trending, adding a custom tagline and caption that relate it back to our audience. In these instances, we aren’t always talking about our brand, product, or service. The goal is simply to make our customers stop scrolling and have a laugh–maybe even to share our post. That right there is going to increase reach and make us more memorable.

2. Show Company Culture

Content featuring humans drives approximately 30% more engagement. With a content mix full of white papers and press releases, this can be hard to achieve. But look around you–what makes people want to work at your company? What makes your culture unique? Who are the people operating your business? They’re not just numbers–they’re whole humans with stories to be told. And bonus: showcasing your culture helps build a strong employer brand that will convert to new recruits for you the next time you hire!

3. Polls

Polls have been a big trend on Instagram for years now. People love a good quiz! We have seen this type of content show up within more B2B-centric platforms as well recently–and the data shows that the people there love it. For this client, our standard engagement rate is around 4.72%, and for this post, we saw nearly 500 votes with an engagement rate of 8.1%. That's nearly double!

Hot tip: After posting something you know will generate higher engagement (like the examples above), follow it up with a post that drives website traffic or highlights your product/service. The algorithms will show it to even more people as a reward!

As you can see within these B2B clients of ours, we’re not just focused on what they do, but are also looking to use social media to create an emotional connection with their customers. By humanizing their brands, we can build trust and loyalty among buyers.

If you're looking to update your marketing strategy, consider ways that you can create an emotional connection with your audience. Remember, at the end of the day, we're all human beings marketing to other human beings. So whether it’s B2B or B2C, make it compelling and fun!

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