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Time for another brainstorm session …
After scratching out a list of possibilities, you turn to your computer for inspiration.Consider your go-to sources:Do you immediately navigate to your competitors blog? Are your bookmarks filled with favorite content from companies in your industry?
Constructivethinking doesnt happen inside of a vacuum. Instead,our bestideas come when we take a step outside the scope of our work and seekinspiration from unlikely sources. For B2B marketers, this means that the creative spark youre looking for might not be found directly within your industry. In fact, theres actuallya lotB2Bmarketers can learn by observing the approach ofB2Ccompanies.
Of course, B2B and B2C marketing have their long list of differences. With B2B marketing, the door is open to technical jargon and long, deliberate marketing funnels. Yet, B2C marketers often have more room to stretch their imaginationwith lofty expectationsfor either witty or tear-jerkingcampaigns.
But despite the dissimilarity between the two, there is an opportunity to surface fresh ideas to by exploring out-of-the-box examples. And with a bit of inspiration and originalexecution,your B2B campaigns can rival the creativity of the most buzz-worthy consumer marketing.
It is easy to think that only companies with an extensive catalog of products can pull of beautiful visual marketing. But what about when you specialize inoneitem?
Withcolorful photos of kale Caesarsalad, mushroom flatbread pizza, and peach cheesecake, Chobani is a great example of a brand that leverages diverse photography to highlight asingle product.
Even if you market for a niche B2B business with one main product, there are still endless possibilities for your visual marketing. As you determine a visual strategy for social media, especially Instagram, start by thinking beyond theproduct itself to the many ways or locations your product can be used.
Based in the UK, Tesco is an international grocery store and a reliable source of information for anyone hopingto make their home run a little smoother. On theirblog, Tesco Living, shoppers can find how-to articles with easy-to-follow instructions and ample pictures. Topics range from family favorite holiday recipes to summertime craft ideas for your preschooler.
By thoughtfully identifying common challengesof grocery shoppers,TescoLiving proves to be an exceptional example of helpful inbound marketing. Tesco then continues to impressby providing the solutions on a clean,easily navigable platform.
Starbucks was an early adopter of social media and today continues to use industry-leading photos to attract customers. However, most B2B marketerscant say they have a product as enticingas a cup of coffee to fill their social calendar. Nevertheless, marketers of any industry would value from the coffee chains omni-channel approach to marketing and selling.
Starbucks creates a user-friendly experience through a myriad of special features on its Facebook page, including special contests, a store locator, international links, and job postings.
To streamline the buying process even further, Starbucks created anapp to simplify mobile paymentsand bypass lengthy lines. While its unrealistic thatall companies should aspire to create their own native app, Starbucks shows how brands should smooth the buyers journeywith eachinteraction.
Few brands master personalization quite like Spotify. By leveraging the users music interests, Spotify only sends emails with content that is both relevant and rewarding — whetherits an announcement of their favorite band releasing a new album or news of a local concert.
However, the music streaming platform shows that personalization is no longer just for email marketing. Spotify now curates Discover Weekly, a customized playlist filled with songs an individual user has yet to uncover. To close out the year, Spotifypresented each user with a Year in Music microsite telling the story of their 2015 music habits.
As you consider how to add a human touchto your marketing campaigns, think how you can expand beyond email personalization tokens to impress your customers.
Adventureis the theme of Herschel Supplys visual marketing. Browse the backpack retailers Instagram accountto find breathtaking photos of mountaintop views and chaotic city streets.
However, Herschel Supply gives marketers more than just high quality photos to envy. The majority of the brands visual contentcomes directly from their customersposting withthe hashtag WellTravelled.
Like Herschel Supply, consider how your brand can use social media to create a community, not simply a list of followers. This way, customers becomestakeholders in your marketing and voices in how your product story is told.
No matter the platform, each piece of Everlanes content works toward the same goal: transparency. By illustrating the how and why behind what they do, Everlane breaks down the barrier between the customer and their favorite brand.For example, the fashion retailer uses Snapchat to send messages to their customers that feel honest and personal. And the brands Instagram account featuresbackstage shots of the clothing production process.
If you are looking for a new approach to gaintrust andloyalty from the businesses you sell to, consider how you can increase transparency asyou explain sourcingand pricingon your social media and blog.
There are few waysto illustrate yourbrand personality quite like including humor. But before you decide there is no room in B2B marketing to pull a joke, consider the approach of Taco Bell. On the fast food chains Twitter account, youll find a robust collection of hand-drawn doodles and goofy GIFs.
However, its not justTaco Bells young audience that allows them toexecute their humor so well. Credit goes to the brands bold, consistent voice. Taco Bell does not test the waters with a few jokes here and there, but commits completely. Whatever you determine your brand voice to be — from witty and sarcastic to encouraging and empowering — strive for consistency.
There is no doubt that Threadless knows their audience well. On the retailers blog, youll rarely catch the writers talking about their funky t-shirt designs. Instead, Threadless has created a content haven for graphic designers and illustrators with just the right touch of quirkiness and personality.
Each post is packed with images, showcasing doodles straight from the desksof their customers. Meanwhile, Threadless understands the readers desire for visual inspiration and keeps the copy to a minimum. Of course, this approach is not right for every brand. But the more you knowyour audience, the more youll be able to cater your content to the styleyour readers like best.
Visual storytelling has always been a key ingredientin the marketing success of TOMS. By sharingthe stories behind theirone-for-one giving model, TOMS is able togain customers who are all-in with the companys mission. Therefore, its of little surprise that their social media accountsoften look more like the work of photojournalists than marketers.
So, when you already know youdo something well,why notpursue it further? This is exactly what TOMS has done with the release of theirlatest piece of visual marketing, a virtual reality video that takes the audience alongside on a giving trip. Viewers can drag the frame or tilt their smartphone for a seamless 360-degree view of the surroundings. While visual marketing may not be your strongest asset, determine what you do bestand consider how you can push the bar and build more buzz around your brand.
EDEKA remindsmarketers that commercials dont have to feel quite like commercials. In their2015 holiday advertisement, the German supermarket tells the story of a grandfather who will do just about anything to get his busy children and grandchildren home for the holidays.If youre looking to explore video marketing, make note of both the empathy and character development used to transform this commercial into a sharable piece of inbound content.
Unsure how your B2B brand could use storytelling to market your product? Remember, you dont have to bring your audienceto tears. But making a human connection through storytelling could be just what your brand needs to add interest to yourB2B marketing.
Once you pinpoint your winning campaign idea, challenge yourself to imagine all the possible formats your content could take. ConsiderPurina as an example. The pet food company partnered with BuzzFeed to create an adorable video sharing the first day ofbondingbetween a man and his new puppy. But, Purina didnt stop there. Sequels were made to continue the tale, includingOur First PoopandWe Met a Girl. The campaign is then wrapped up in amicrositeto guide people through the adventure of raising a puppy.
As content marketing blurs the line between retailer and publisher, consider how you canexpand the scope of your campaigns and experiment with new media and storytelling trends.
Looking for more examples to spark your inspiration? Check out our latest ebook:32 Enviable Examples of Inbound Marketing.
Originally published January 05 2016, updated July 28 2017
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