If nothing else, just be the brand that makes people’s day a little brighter. People buy from people they like.
Let’s face it, B2B marketing doesn’t exactly have a reputation for being entertaining. Somewhere along the line, ‘professional’ started meaning ‘dull’. Most B2B ads read like they were written by a committee of robots, and in the case of Ai-assisted ads, like certain Google Ads strategies, indeed they have been written by a committee of robots.
But as our sales teams know only too well, B2B buyers are people. And just like everyone else, they enjoy a good laugh.
People buy from people they like. Even in B2B. Especially in B2B.
In business, our audience could use a laugh. They’ve been in back-to-back meetings, despairing at the technical ignorance of colleagues, and wrestling with procurement policies.
When buyers feel like we ‘get it’, we’ve taken a giant leap toward earning their trust. Our brand feels more human and approachable. Especially if the humour is rooted in relatable industry issues.
If we get it right, using humour doesn’t mean abandoning credibility. It just means we’re confident enough in our expertise to have a little fun along the way.
If nothing else, just be the brand that makes people’s day a little brighter.