B2B Myth of the Week: Using Humor in B2B Marketing Is A Bad Idea
by MGB2B
Myth: B2B Brands Can’t Be Funny
Truth: Humor Can Be Effective, It Just Needs to Be Done Right
Who says B2B brands can’t be funny? Not us. True, using humor in B2B marketing requires a deft hand (think: wry smile versus a big-knee slapper). But since most B2B brands shy away from being funny, adding a dash of mirth to your marketing can make you stand out from the rest.
What Can Humor Do For Your Brand?
1. Develop Brand Affinity
It’s important to remember your audience is made of up real people with personalities. At the end of the day, your advertising and social media content is targeted at these real people, and they’re making buying decisions daily. Serving up a smile amidst copious amounts of other content can spark an affinity for your brand, giving your company a toe-hold that might not have been there before. To do so, you don’t need to whack your audience over the head. Go for subtlety rather than over-the-top comedy.
2. Get A New Spin on a Service
Many B2B brands try to include everything they do or get super technical to make a hard sell. But overwhelming your buyer isn’t going to be very helpful to them – or to you. So why not take a different approach? Cisco promoted their router by offering it up as a Valentine’s Day gift. While that seems illogical (and according to them, it is), the ad did its job by making a mark. Cisco suddenly had something it was known for, this extremely creative and humorous ad. That got people thinking about their brand – and looking at their more informative content.
3. Garner Likes – And Shares
You develop content because you want people to see it. The more eyes on your content, the higher the chance of getting the right people interested and clicking. By algorithm alone, a mere like from your audience can expand the reach of your content significantly, even more so if the content is shared. A little well-timed humor can increase your chances of both.
4. Enhance Your Story
Oftentimes, what your brand is promoting isn’t easy to explain. Especially now, when marketing is all about story-telling. Being funny adds the perfect opportunity to make your content engaging and boost your brand’s story. Tim Washer, comedian and corporate humorist, has stated, “Comedy can cut through all the noise, it makes the point in a very clever way, and it connects with people so they listen.” When done right, humor is relatable and understandable. And that adds tremendous strength to the content your brand puts out. Want to see a great example? Check out Slack Communication’s outdoor campaign.
Where can you use humor?
This depends on your brand voice, but humor can live across your content – from ads to blog posts to video content. But remember, your attempts need to back a solid message – and be distributed in the right places. Facebook is an easy place to insert a little levity, like Park New Haven does here. And although LinkedIn is a more professional channel, you can still benefit from a bit of strategically placed wit. Remember, the key is a light touch. You’re not looking to define your brand as the class clown. You’re simply looking to elicit an appreciative response. Need help getting started? Drop us a line.
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