Content Marketing Manager, Lexer
From influencers to social media marketing, personal branding has become a more viable way for businesses to interact with their customers. And you can empower your B2B business’s branding by letting your creators develop their own personal brand platform.
When your creators break out to develop their own brand, your business can realize a laundry list of benefits. Between improved organic reach and expanded audiences, it’s easy to see why so many B2B businesses are giving their creators the power to share their voices.
Creators can see benefits too, as a personal brand can help them improve their professional value, and give them a platform to share their unique perspective. By encouraging your creators to create their own brand you can capitalize on the momentum generated by personal branding without losing their own business’s brand identity.
Put a face behind the brand
In the B2B world, real human faces are hard to come by. For most B2B brands their products or services come first and the human element of their brand takes the backseat. While this strategy may have worked in the past, that's not the market we live in today. The businesses that B2B brands sell to are run by humans, so it only makes sense to be human-centric in the way you share your brand story and values.
Empowering your creators to build their own personal brand can help put a face behind your B2B brand. People want to follow people, so you should let your creators tell both their own story and the story of your brand. Regardless of the product or service being sold, B2B brands can benefit from the human element, as having a face to attach to the brand can only deepen connections and provide a refreshing change-up to the status quo.
Cross-pollinate your marketing strategy
There is strength in numbers, and giving your creators a chance to create and promote their own personal brand can cast a wider net for organic traffic acquisition. Even before brands took to the web, social networks have led to rapid organic growth. By letting your creators promote their brand on social media platforms like LinkedIn and Facebook, you can take advantage of the natural buzz generated by interpersonal social connections.
Creators who build their personal brands can empower your marketing by networking with other empowered creators from other B2B brands. Through this connection, your creators can cross-pollinate your campaigns and potentially discover new clients through this newly built network channel of similar creators.
Creators who have an independent platform can also use that platform to promote your B2B brand and draw in potential new clients that may not have otherwise gravitated towards your business. When creators build their own audiences, the B2B brands they work with can tap into that pool of potential customers when launching new products or marketing.
By being thought leaders, creators build rapport with other businesses and can help your B2B stand out in a crowded marketplace. A creator who is passionate about the work they do is going to look more attractive to a potential client—especially when they’re shouting your brand story from the rooftops.
Let your creators run with it
When giving your creators the chance to launch their own personal brand you should impose as few guardrails as possible. Instead, let their voice shine and help them use this new platform to enrich their own professional value. While you should keep a loose grip on what they have to share, you should use their brand as an opportunity to expand awareness and add an authentic voice to your brand. In other words, let your creators run with it. When your creators develop a personal brand that speaks to them and connects a broad audience, your business can only stand to benefit.
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