In days past, B2B companies were typically expected to maintain a formal professional image. However, recently, B2B marketing has benefited from having a more personable, human nature. So, how can B2B companies incorporate relatable aspects like humour in their marketing content effectively? Let’s find out.
Context is key
Using humour in the right context can be highly effective, but failing to understand the context can lead to avoidable blunders which can be catastrophic. What is it that you are marketing? Where will the ads be distributed and viewed? When will your campaign be running? These are all essential questions you must ask yourself before deciding to incorporate humour into your content.
In some situations, humour can be inappropriate, whether it is due to the nature or usage of the product or service, the time of year, and whether the campaign overlaps with national events. Humour can also sometimes not translate well from country to country, so make sure it is appropriate for international audiences, and cannot be misunderstood.
Consider its purpose
The humour needs to elevate the content, rather than drag it down. Thus, it must compliment the purpose of the content itself. For example, when optimising B2B landing pages, you might add some quirky quips into the copy, a light-hearted graphic, or even add humour into your tagline or call to action.
On the other hand, if you are hoping to get more subscribers or responses to your email marketing campaign, you could add a relevant GIF into the body of the email, write in a jovial tone of voice, and incorporate humour into your email signature.
Always put the customer first
Humour has the opportunity to break the ice between the business and the customer. As we are talking about B2B companies here, the same goes for when the customer is another business. Humour can humanise the brand, making it more relatable, and thus more easy to form a working relationship with.
However, like with many other aspects of business, it is essential that you always put customers first. If your customers are very serious corporations, for example, they may not appreciate a lot of humour in your content. On the other hand, if you work with many local businesses, humour can be a fantastic way to build brand loyalty and form meaningful relationships with one another, setting you apart from your competitors.
Don’t force the funny!
Let the content speak for itself – if humour doesn’t fit with your purpose, content, or customer expectations, don’t force it! Shoehorning humour into your content won’t give you the same advantages as sounding completely natural. In fact, it might do the complete opposite, and make the content come across as disingenuous or cringey.
Overall, it may seem like there are many things you need to consider, and that humour can be a risky marketing strategy. However, all of these considerations have something in common – think about your customers, your brand, and make sure it is appropriate and natural. By keeping this golden rule at the forefront of your mind, B2B companies will be able to effectively use humour throughout their marketing content.