Appeal to the Human Side 

When writing for any audience, it is very easy to get wrapped up in the dramatic benefits of your product.

While that focus is clearly vital at some stage during the buyers journey for commercial success, you have to remember that the people reading this are still human. They are not, as is easy to imagine, a smorgasboard conflagration of generic “business”.

To speak to the human side is massively important. Adding those personal notes, mentioning the people behind the business and talking about them is a great way to create positive feedback and build relationships.

Demonstrating this professional interest in a more personal way is harder to achieve, but incredibly effective.

So, how can you talk to the human side of business?

Give the people content that enriches their lives and helps their business thrive!

If you’ve just attended a trade-show for example, give a shout out to some of the people you met, take this opportunity to promote their businesses.

Why is this helpful? Firstly, you generate a wealth of warm feeling because it shows you liked them as people, not just as a brand. Second, you are taking time to promote them to a broader business audience which will help their business. Thirdly, and the best part, is that people reading the content will see you doing this, giving your business a feel of community about it, but more importantly, if you target this piece of content, you can enrich other businesses by informing them of a product they might not have known about, which may be exactly what they need.

B2B customers want information and solutions

With business owners facing increasingly complex problems and ever more potential solutions choosing the right one has never been harder. If you can supply the information to help them whilst talking about other people and make it interesting, well… 

According to a 2016 report by DemandGen, almost half of B2B respondents (48 per cent) said their purchase cycle has increased since last year. The reasons? Rising pressure for more detailed ROI analysis before investment, an increase in the number of people participating in the buying process and market expansion, which has led to an increased need to carry out research prior to purchase.

Of those surveyed, 80 per cent said they now spend more time researching purchases, and 73 per cent said they use more sources to research and evaluate purchases – a process that is typically digitally focused.

When asked what their top sources of information were, 68 per cent said web search, 54 per cent said vendor websites and 49 per cent said peers/colleagues.

When it comes to websites, 69 per cent stated that relevant content that spoke directly to their company was the most important inclusion. For social proof, B2Bs turn to feedback on review and social media sites.

What all this serves to demonstrate is just how important the right content is in today’s B2B purchasing decisions. And how engaging in the relevant business communities and developing strong relationships will help you create long-standing profitable relationships from which everyone benefits.