We all appreciate the creative process. We are awed by bright and vibrant distractions and enjoy the power of imagination. We admire those who break through the mold and offer something familiar but in a new way. It doesn’t matter if it’s in our daily lives or at work. It’s all about something unique and something that makes an impression.
B2B is an industry that is enriched by the power of creativity. If you’re selling a typical product and face high competition, paying attention to how you market it is all you need to do to be ahead of your competition. But how difficult is it to develop ideas innovatively?
Since the internet was integrated into our daily lives, all users could access the tools and platforms needed to create content at leisure. This has led to the perception that creativity is innate to most people. Therefore you don’t have to put money into marketing or employ a professional to plan and execute your marketing campaigns.
However, nothing is so simple, and we all know that. So let’s look at what mistakes you might make when trying to come up with new ideas and how they could impact the B2B marketing you do.
1. Using cliches
The proliferation of stock photos on websites has made the job of everyone more straightforward, but at the same time, it has brought a new type of anxiety. There is nothing more irritating than finding the same business-themed image that has a couple of Photoshop filters added to it and a hashtag #B2B attached to it. It’s not 2000 now. People are less generous.
This means that your pictures of organizers, coffee cups, and people in business shaking hands are just the sound of white noise. They’re boring, not engaging, and they’re not unique. They’re just a way of doing things. If anything, a generic form of presenting your products is more likely to distort the essence of your business rather than highlight it.
The same applies to words. There’s a reason we advise against using words such as “best,” “sale,” “hot offer” when making the B2B sales template. Spam filters don’t start randomly identifying certain words as spam; they result from their being used over misused, and misused. When it comes to B2B marketing, a frequently used language could be an indicator for potential customers. Some may believe that you don’t have anything of substance to say if you need to use trendy terms. This is not the goal of your B2B marketing campaign.
2. Be creative in your subjects
The body of the email indicates that there’s no need to call your office (but it certainly got your attention! ). If you elaborate on the purpose behind your email, discuss what you are selling, and then describe the benefits of your service or product, your potential customers will be awed by your inventiveness and even respond to your message. Let’s face it, are you willing to talk to someone who was forced to pretend to be an emergency in your office to initiate conversations?
Subject lines like these create anxiousness. They appear in your inbox. You attempt to remember your name and the company, but your mind is empty, and there is no reason to believe it. You open the email carefully only to discover that there’s no appointment or contract yet. The sender has assumed that their business is so unique that making appointments with them or even becoming their client is merely an issue of time. They are confident in their business that they didn’t see any problem with the subject phrase. Certain senders see no harm in it. Specific senders are manipulative, attempting to influence you. In both instances, it is yet another form of dishonesty. It is not acceptable to be dishonest in B2B communications.
Similar to the earlier kind that promises an incentive to draw the reader in before slapping on the back of your head by presenting their value promise. They will give you an emotional example of how kind they treat their customers. It’s ideal for you to join them. This could work in B2C if you utilize your email account to do many things. But, if you manage an inbox for business with the domain you have chosen, these emails can be frustrating. They make you appear like a slick customer, but they also distract you from more pertinent emails that honest and humble firms send out.
We’ve mentioned this issue in the past, but there’s no harm in raising it once more. Untruth is the enemy of opportunities for sales. Furthermore, such false subject lines are slapped with a penalty under the SPAM-CAN Act. Therefore, you might not care what others think of your appearance, but you must be concerned about the risk of being penalized in the future.
3. Insisting on the coherence
There are numerous businesses with designs that are everywhere. They don’t have a specific color scheme; their design for websites incorporates various elements in a manner that can be a pain to the eyes. Their educational materials are dull and straightforward, while they present their products as flashy and extravagant. Their tone and communication change with each paragraph.
This can be very tiring. Every time you want to add new pages or write a new report, or even an ebook, You have to struggle. So what is the reason you do this to yourself?
Making and establishing an identity for your company creates an established, solid design, connects your assets, products, and services, and helps you speed up the process. Make sure you invest in a brand book so that when you publish new content, you’ve got a template with the appropriate colors, fonts, and overall style.
4. Don’t let the memes die
Today, we live in a time where everyone is made aware of the most recent trends, memes, and language regardless of their birth date. But, oh dear to those who choose to utilize the most recent trends in B2B marketing.
It’s not going to be a disaster. Your business won’t explode, and the world won’t come to an end. But, it will not provide the results you’d like. You might think that your customers are familiar with the clever fashion and memes and that they’ll stick around simply because you’re humorous and friendly. But, if we take off the pretense and go back to being realistic people, your prospects could be confused or even annoyed.
While people may be aware of the subculture of the internet but that doesn’t mean they’re aware of everything or even that they enjoy it. When they approach you, they’re hoping to have a conversation, not be bombarded with the information they try to stay clear of in their everyday lives.
5. Humanity and goofiness are confused.
B2B is frequently branded as emotionally stifled because of its inability to experiment with innovative methods and let go of the traditional way. In a world where humans and emotions have emerged as the main connecting factor between customers and vendors. Some businesses are far too friendlier with their communications with their dogs, including cute photos and follow-ups, laughing, or worrying more about the person’s day than the future cooperation.
Humanity is complex and profound. It’s not just laughter or a positive attitude. This should happen naturally and not forced. However, if you take the time to show kindness, it could cause your potential customers to feel uncomfortable, even if you are cornered. In other situations, it is possible to seem rude and oblivious to their status as experts and discuss an issue in business that is crucial to the success of their business.
So, why do a pointless but relevant comic or video when you can create a creative how-to tutorial for your product? Why should you write a book or shoot a photo for your team when you could make your webinar?
6. Utilizing the same style across all platforms
Yes, the image of your brand must be healthy. Even if a specific measure, for instance, 84 percent of your Facebook users who are between the age of 29 to 34 resembles the demographics of LinkedIn however, that does not mean you can reuse the same kind of content. It is essential to know the goal of each platform when you are planning B2B marketing efforts. For example, writing your research on Facebook isn’t going to generate more leads than publishing the same thing as posting on LinkedIn.
7. In the box
B2B is a world where B2B is built on the need to be cautious. Strolling with care causes less friction than going head-first. However, you’ll pay for being too conservative. For instance, in the case of marketing, your teams may come out with an innovative idea. It’s an exciting idea that is clever and memorable. However, you choose to be safe, and then you ask your salespeople to scrap the idea and return to the routine.
After that, a few weeks pass by, and your competition has the same idea, but in contrast to you, take it with it. And the result is a massive success. Because you are in the same market as your group, it could be who was the center of attention if you’d just were a bit more courageous!
B2B creativity isn’t the same as B2C. However, creativity isn’t effortless. It also requires discipline and the right mix of realistic thinking and vision. To ensure that you do not make the same mistakes listed above, remain alert to the SPAM Act laws and be a good listener. Don’t be a slave to your ideas until the last minute. Do not be afraid to talk about them, and don’t be afraid to take criticism.
Invite your coworkers or testing groups to look at your concept. Check out what they say. So, you’ll know where to start from here and how to keep your content fresh and fun.