B2B Monday Myth: B2B Buyers are Different From the Average Consumer
by MGB2B
The Myth: B2B Buyers are different from the average consumer.
The Truth: B2B buyers are more like B2C consumers than you may realize.
B2B buyer behavior is commonly thought to differ greatly from that of B2B consumers. Many assume B2B buyers are solely logical consumers who are more cautious when it comes to making a purchase. Marketers, therefore, take a very factual tone with this audience, without adding in any emotion or depth. This can actually hinder your attempt to drive B2B buyers to purchase. For they are more like B2C consumers than you may realize. The myth that there are two different types of consumers you must market to is just that – a myth.
Here’s the the lowdown:
- B2B Consumers Are Emotionally Driven. B2C consumers are considered impulsive buyers who base their purchases on their emotions. Many marketers think B2B consumers, on the other hand, are capable of removing emotion from their decision-making process. Because of this perception, B2B marketers often assume that these customers want their content to be dry and informative. Many forget that B2B buyers are often driven by emotion as well. In fact, 71% of buyers who see personal value – as opposed to business impact – in a B2B purchase are likely to move forward with that purchase.
- They Buy Online. B2B consumers, just like the average buyer, prefer dealing with purchases online. This is despite the assumption that they purchase using more traditional methods. Last year, Forrester Research discovered that 59% of B2B customers prefer not to interact with a sales rep and 74% prefer the convenience of making purchases online. B2B buyers research products heavily before making a purchase to be confident in their decision, just like B2C customers.
- They Are Big On Reviews. You may assume that B2B customers are not reading your reviews online. They are, and they value the content of these reviews more than you might think. Just like B2C customers, B2B customers want to trust your company enough to make the purchase, and a significant number of people find that validation through reviews.
- B2B Buyers Are Not Robots. B2B customers are emotionally driven and shop online. Yes, they value reviews. Because they are human. Sure, they need to be informed and value the insights your company can give them, but the way you approach the content you distribute to prospects shouldn’t be markedly different from the way you would approach a B2C consumer. All consumers, to some extent, value convenience, clarity, and quality. Talk to them like you would if you were making a recommendation to a friend, not like a stiff salesman in a spiffy suit. Keep it conversational and helpful, and you may just earn their trust – and their business.
B2B Monday Myth: You Need to Get a Brand Video Made — Quick!
by MGB2B
The Myth: You Need to Get a Brand Video Made — Quick!
The Truth: Figure Out the Content Before You Move Forward with Video
Video marketing isn’t just for the consumer market. The best perks of video marketing include engagement, brand awareness, and lead generation — which are all very important for B2B brands. But this isn’t breaking news. According to the 2016 B2B Content Marketing Benchmarks, Budgets, and Trends — North America report, 79% of B2B marketers are using video as a content marketing tactic. So if you haven’t created or shared any videos, you should shoot a quick one and get it out there ASAP, right?
Wrong. The content of your video matters. Good video content doesn’t need to be high-quality (though if you can afford better production, you should do it) nor does it need to go viral; it just needs to have a message that matters to your customer base and triggers a connection to your brand, product, or even other customers. If you can pull this off in an entertaining or insightful way, you’ll be miles ahead of the poor video content that is out there today.
More than anything it’s important to sit down and plan. What are your potential customers looking for? What do they need from you and how can your video help deliver it? Always start with strategy.
In the meantime, here are a few video content ideas you can look through and see if any might be a good fit for your customers.
Engaging B2B Video Content Ideas:
- How-To Guides — Before turning to you, customers may try to tackle their problems on their own. Help them with the first steps, and you will be top of mind for when the problems become too big for them to handle on their own.
- Case Studies — This is a great way to showcase what you have to offer. Remember though that your customers don’t care about you, but rather about solving their problems. Use this format to address how your products or services have solved challenges they can connect to.
- Weekly Podcasts — A series is a great way to keep people coming back for more. If you stay committed to this sort of project, you will have created for your company an archive of useful problem-solving content. But you have to make sure you have someone (maybe you) in your organization who is willing to make the commitment and stick with it. It’s not something that can be done sporadically.
- Customer Testimonials — There is nothing more powerful than an emotional connection. And it is easier for people to form connections with other people than it is for people to form a connection to a product. If you have clients or customers who can do heartfelt testimonials and have a good demeanor on camera, see if they’ll be willing to help out. You’ll be surprised how many people will be.
Yes, video marketing has skyrocketed across all industries, but that doesn’t mean you should rush into filming something that no one will care about. Take the time to focus on the content of your video and, more importantly, what you want the video to accomplish before diving in head-first.
Continue ReadingB2B Monday Myth: It’s Okay to Work a Little on Labor Day
by MGB2B
The Myth: It’s Okay to Work a Little on Labor Day
The Truth: Labor Day’s True Meaning Might Change Your Mind
It’s okay to research a few prospects on Labor Day, right? Maybe check up on the competition in between beers and burgers? Well sure, you’re a grown-up – you can do whatever you like on Labor Day.
But when you learn about the history of the holiday, you may give it a second thought. When Labor Day was established back in 1894, working conditions were far worse than almost anything you could imagine today. 12-hour days and 7-day weeks were the norm, small children were put to work in factories, and many workplaces were unsafe and unsanitary, putting workers in danger on a daily basis.
As labor unions became more prominent, they held rallies and strikes to protest these awful conditions. The events often ended in violence, with both workers and policemen losing their lives in the fray. After things got out of hand following an organized boycott of Pullman railway cars, and 12 people were killed in the resulting riots, Congress made Labor Day a legal holiday, memorializing those who gave their lives in the name of workers’ rights and honoring those who toiled day in and day out in order to make an honest living. It was a decision that paved the way for many improvements to the work experience in the coming years.
The best way to pay homage to those who sacrificed their lives is to stop and reflect on the day that was created to relieve the plight of the American worker. So put down your laptop and raise your glass. Your competitors and prospects? They’ll still be there waiting for you on Tuesday morning.
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