For some reason, the term “B2B” seems to translate to “formal” for many marketers.
Instead of talking about their brand in conversational terms — terms we’d all use when talking to a friend, colleague or even our mom — B2B marketers often resort to stale, dry and just plain boring language when discussing their company.
It’s easy to understand why.
When you’re marketing toward corporate buyers (especially for high-dollar aviation brands and products), you automatically think you need to take on that “business” air — treating the relationship like a formal handshake and a written contract rather than a pat on the back and a hearty laugh.
But here’s the thing: In today’s world, people aren’t looking for another cold, sterile service provider. Not even with their doctors.
Social media has completely changed the game. Offering a level of transparency never seen in the marketing of years past, social platforms allow brands to become friends — trusted, helpful advisors — rather than PR people with a product to sell.
And now, customers expect that. More importantly, they want it.
So take a look at your B2B efforts. Are you taking the old-school cold and removed approach? Or are you really connecting with your target audience — B2B or not?
Make the Connection
B2B doesn’t have to mean boring. In fact, B2B marketing can be just as exciting and interesting as any brand out there, if not more so.
The key is remembering one simple thing: You’re marketing to a person.
Regardless of whether you work for a B2B or B2C brand, you’re trying to reach a single human just like yourself — someone with interests and goals and a sense a humor. They have families, they like sports teams, and they celebrate holidays just like you and me.
So forget labeling your marketing efforts as B2B or B2C. Instead, focus on getting to know your customer — their likes, their dislikes, their hurdles and their goals. Then, use these tips to resonate just a little bit more with your audience:
- Hang out where they do — Are your customers big on LinkedIn? Join their groups. Do they love the Paris Air Show? Reserve a booth. Are they big fans of Aviation Week or some other publication? Secure yourself a spot. Show them you understand their niche, and show up where they do.
- Do the opposite — See your competitors do something? Don’t try to do it better. Try to do it different. When comparing vendors or products, customers want to see marked differences — unique qualities that set them apart from one another. Tune into your customers’ needs and wants, and then try and figure out where your competitors are falling short on those.
- Employ the best — Really want to take a different angle on your marketing? Then build a team that’s outside the box. Don’t hire just any old MBA to head up your marketing team; reach out to a social media maven who’s got 4 million followers and an eye for a great Instagram photo. Forget bringing in a 40-year veteran, and take a chance on someone with a fresh, outside take on the industry. Those people will be what set you apart in your sector.
- Tell it like it is — Forget building up those typical walls between company and customer. Let them in. Make them feel a part of your brand by being transparent, honest and open. Give them behind the scenes looks at what you do, and welcome them into the fold more than your competitors do. It will encourage loyalty and get them excited about what you’re doing.
- Get visual — You can do so much with graphics nowadays. Have lots of stats to share? Use a colorful infographic. Launching a new plane? Post amazing photos from the cockpit. Integrate quotes, images, filters, memes and even gifs to keep things visually interesting. And, most importantly, forget boring stock photos. Invest some resources into a pro — someone who can make you look as high-dollar as your products.
Though typically in the B2B sector, aviation brands don’t have to take the boring, old-school approach to marketing that keeps customers at arm’s length. Get excited about your brand and what you have to offer, show it online and in your marketing collateral, and your customers will follow suit.
Are you tired of boring approaches to marketing for aviation brands — and the boring returns that come along with it? Let Haley Aerospace diversify your strategy and put your brand in front of more valuable, qualified leads. Contact us today to get started.
