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B2B, Content Marketing, Creative Thinking, Uncategorised

What can B2B brands learn from Taylor Swift?

Barry Lemon

25 Apr 2024

  You don’t have to be a dedicated ‘Swiftie’ to recognise that Taylor Swift is a force to be reckoned with in the marketing arena. Swift’s astute strategies transcend music and offer valuable lessons for marketing – including B2B. This blog post is not to debate the merits of her as songwriter, performer or zeitgeist, but to dissect the run-up to her most recent release, The Tortured Poets Department, and illustrate an ignore-at-your-peril fact: the path to B2B and B2C purchasing decisions aren’t as dissimilar as they appear – even for B2B brands that target a niche customer segment. And, ultimately, that B2B can learn and apply multiple lessons from B2C marketing strategies – even from Taylor Swift.

Why should B2B brands care about a pop star’s marketing strategy?

  Reason 1: B2B buying decisions are more aligned with B2C than first appears B2B buyers – even those who buy from a niche brand within the technology, professional services and industrial sectors – are, at the end of the day, consumers. The decisions of B2B buyers are influenced by the same head-and-heart strings as B2C buyers, fuelled by:
  • How much they trust a brand
  • Previous experiences – both positive and negative
  • How they’re perceived by having/using it – and this can mean ‘kudos’ from management for helping a company move towards its commercial objectives more quickly.
Reason 2: Cultural signifiers build as much trust in B2B as in B2C Swift’s ability to capture and lead cultural zeitgeists isn’t just for pop culture – it’s a potent example in building trust. B2B brands, while perhaps more subtle in their approach, can harness cultural narratives to create a connection with their audience. This could be as nuanced as aligning a campaign with prevailing design trends or societal themes that resonate with the values and aspirations of potential clients. With the above in mind, what can B2B brands and marketers – especially those who target a niche – learn from Taylor Swift? 1. Build it up Swift’s album releases are events. The buzz starts early and grows. She plants the seeds of excitement and lets them flourish. B2B brands should take a page from her book: if you have a new offering on the horizon, start the conversation early. Build a narrative that makes the launch an event that your customers look forward to with anticipation. If launching a re-brand or a new product or service, announce its arrival ahead of time to generate interest and intrigue.   2. Get help from outside your organisation  Swift is her own best influencer. After name-dropping them in the song ‘So Long, London’, a little pub in Vauxhall became overwhelmed with merch requests. This is an example of the ‘Swift Effect’. While the term ‘influencer’ might seem squarely B2C, the principle behind it is universal. It’s about leveraging trust and credibility. B2B brands can identify and collaborate with industry thought leaders, existing clients – or even employees – who can champion the brand authentically. Find a trusted figurehead to advocate for your brand or product. 3. Use social media to full effect (and not just LinkedIn) B2B’s social media zenith has yet to peak, but the notion that social media is primarily a B2C playground is outdated. Platforms like Instagram and X – and even TikTok – have its place. They can serve as vehicles for storytelling, offering behind-the-scenes glances and humanising a brand or product. Depending on the target audience and campaign goals, a multi-platform strategy can enable B2B marketers to meet their audience where they are and engage them in a more relaxed and human manner. Don’t shy away from the power of these platforms. Showcase the work-in-progress to add to the intrigue or the people working behind the scenes to contribute to your brand’s human side. 4. Pick a (strong) theme and be true to it When Swift announced her album’s due date at the Grammy’s, she was rocking an aesthetic that we would see in almost every teaser that followed, culminating in that look being the core of the music video for the first single. This thematic consistency – from announcement to release – ensures her brand is unmistakable. B2B marketers should strive for a consistent theme in their communications. Whether it’s a visual style, a tone of voice, or a core message, consistency is everything. It shows that you are reliable while creating a visual affinity with your values. It makes what you do instantly recognisable. Ensuring all pieces fit into a strong and cohesive brand story. 5. Make sure there is something in it for the customer or prospect Swift knows the power of delighting fans with more than they expect, such as a surprise double album. “Under promise, over deliver.” In B2B, the principle of exceeding expectations is just as vital. Think of what additional value you can provide that will make engagement with your brand not just beneficial, but delightful. It could be valuable insights through whitepapers or tangible tokens, like high-quality branded merchandise. Always ask yourself: when your customers and prospects interact with your brand, what are you offering them in return? Conclusion Swift’s marketing genius lies in her ability to tap into the emotional and rational factors that influence buying decisions – a strategy that is equally applicable in the B2B realm. By building anticipation, engaging with influencers and advocates, utilising multiple social media platforms, maintaining thematic consistency and offering added value, B2B brands can not only resonate with their audience but also achieve lasting loyalty and increased sales. Whether you’re on the cusp of a product launch, deep into brand strategy, or simply looking to shake up your marketing efforts, consider these lessons from a pop culture powerhouse. It’s your turn to take centre stage. We’d love to help. Let’s chat!

Barry Lemon

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