B2B Tactics: creative best practice

 True, B2B creatives are not as fun as B2C. But there are leverages B2B marketers can pull to make their creatives resonate better with their target audience. There are 3 types of creatives I’ve seen that deliver better results. 

1. Provide a reward

 

For prospects who are not ready to complete a form fill, providing a reward in your creative can help! As your target audience is looking for solutions for their business, giving them some initial reward will encourage them to engage with your creative and develop a positive image towards the brand. Guides, email templates, ebooks are all good ways to reward your prospects. In the creative, make it clear that you are offering these rewards. B2B is about building a long term relationship and trust with your customers, so make sure you are making the effort to do so, including your creatives. 

2. Show your audience what it’s like to be using your product

Don’t wait until leads are generated to demo your products. You can simply do so in your creatives. In your creative (preferably a video), show the audience what the product looks like, how to navigate around, and feature an actor to use the product. This will allow your audience to have a peek into the product, and most importantly, imagining themselves using the product. Seeing is believing. You can use all the ad copy and design to make your creative eye-catching, but nothing compares to demonstrating the product in front of your audience. For B2B, your audience is hoping to solve a problem. Make it clear that you are the solution. 

3. Seasonality

(wanted to put two of these to make the layout prettier)

When you can’t think of a new catching phrase or buzzword to engage with your audience, tailor the messaging to seasonality. When a new year approaches, remind your audience about closing the year strong or get a headstart in the new year. When a news release comes out about your brand/product/industry, mention that in your creative so people know you react quickly to current events. Think about how you can tie your creatives into current events. This will not only drive a higher CTR than your standard creatives, but will also deliver a message that the brand is there for the customers. 

As the title suggests, the key is to not overcomplicate. B2B creatives may not be as fancy as B2C visually, but marketers can still unleash their creativity to engage with the target audience and build a positive brand image.