How to introduce more personality into your B2B marketing efforts

Put a human face on your marketing

You’ve heard the saying that people don’t buy from companies, they buy from people. To capitalise on this truism, incorporate marketing approaches that put names and faces to your brand. 

For example, you could always go the route of starting a corporate podcast or video show hosted by one or more executives. We’ve seen a landslide of brands creating shows for this very reason.

In addition to a podcast, you could also try to humanise your brand by spotlighting employees on social media. You might even want to let some of your team members conduct marketing-approved social ‘takeovers’. 

This allows your target audience to see your company from an insider’s perspective. It might just be the one thing that differentiates you from your competitors in prospects’ minds.

Spice up your storytelling skill set

We all love a good story. We all remember a good story, too. It’s much harder to remember a PowerPoint slide filled with numbers than it is to recall a fabulous tale that really hits home. Therefore, rethink all your narrative content. Is there a hidden story that you could tease out?

Lean into appropriate emoji use

Emails that incorporate emojis are opened more frequently than those that don’t contain emojis. The reason is simple: They look more inviting – more human. It’s the same principle that causes Facebook posts with images to receive more engagement. People tend to tune out text. But they respond to visuals.

This isn’t to suggest that you should cover your next B2B email drip campaign with emojis. Emojis must be used tactically and tactfully. Nevertheless, it might make sense to drop an emoji here or there, depending on the content you’re creating and the brand you represent. 

You can always try an old-fashioned beta test, with and without an emoji, on a small audience segment to see if you get a lift from using digital pictograms.

You can read the full article here.