Building Trust and Connection: Humanizing Your B2B Brand with Digital Marketing

 

Did you know that B2B decision-makers are 70% more likely to buy from a company they feel a connection with? When it comes to creating authentic connections and building brand voice, B2B companies have a unique challenge compared to B2C companies. Let’s face it, whitepapers and product features and benefits can leave customers feeling cold and disconnected. The good news is, you have a secret weapon: digital marketing! 

In this blog, we’ll explore 5 ways to utilize digital marketing tools to give your B2B brand a warm, engaging presence. Ready to unlock the power of humanized B2B marketing? Let’s dive in!

Create content about the people in your business

When it comes to the content you share, make it relatable and friendly. This could include employee spotlights showing your team’s personalities and expertise. Showcase their skills in blog posts, or interviews. Another way to add that human touch to your content is to share customer success stories. Potential customers will relate to the challenges faced by the businesses in these case studies, making them eager to learn how your solutions delivered success. These strategies will make you a more valuable partner in your customers’ eyes. 

Use unique and authentic images and videos

While it may seem easier to use stock photos for your online marketing, images of your actual team and products will tell your brand’s true story. Show your team and products in action, whether it’s anything from everyday tasks to special events like tradeshows. Don’t just limit your photos to your own company either; feature your client’s photos. Pictures or videos of them using your products, testimonials, and utilizing their social media posts about your products will build trust.

Utilize social media to build relationships

Social media is an excellent tool for B2B brands to build relationships with potential customers. The best way to build those relationships is with a conversational approach. It’s not just about broadcasting your brand, but actually interacting with your audience. Your content shouldn’t be overly promotional but instead should engage followers and encourage their participation. This could be through polls, questions, or contests. Make sure to respond to comments and messages promptly and foster a genuine dialogue when doing so. Your content should also be tailored to the platform it is being shared on. Social media is a great way to share your authentic content giving your audience a first-hand look at your company culture and making them feel connected with your brand. 

Personalize your communications

Everyone knows the feeling of getting a handwritten note versus a generic email. It just feels better. By crafting targeted email campaigns and tailoring those messages to different customers, you can add that human touch. Go further and add personal touches like using names in email greetings and offering solutions based on previous interactions. 

It’s time to stop using generic content and inspire real connections with your audience. Digital marketing is your secret weapon to humanize your B2B brand. By showcasing your amazing team, sharing inspiring customer stories, and fostering genuine conversations on social media, you can build trust and connections that lead to lasting partnerships. So, be yourself, be authentic, and let your brand personality shine through!