The Strategic Value of Fun: How To Use Humor and Entertainment To Increase Customer Engagement
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The document discusses the importance of incorporating fun, engaging content into B2B marketing strategies to cut through the overwhelming amount of material customers face. It emphasizes dedicating 10-15% of content to light-hearted interactions that humanize the brand and foster relationships with customers. The document also provides examples of successful fun content and practical exercises for marketers to implement these strategies.
The Strategic Value of Fun: How To Use Humor and Entertainment To Increase Customer Engagement
- 1. Lauren Turner Principal Consultant, Customers Love Me THE STRATEGIC VALUE OF FUN
- 2. Agenda • The Customer Content Crisis • Bring in Da’ Noise, Bring in Da’ Fun: Why “Light” Content works • B2B Examples of Fun Content Done Right • Exercise • Key Takeaways/Q&A
- 4. Your Customers are Exposed to So. Much. Material. Blog Posts Social Media White Papers Twitter Sales Decks Email Campaigns Etc. Etc. Etc.
- 5. And We Keep Making More! 51% of B2B marketers will increase the amount of content in the next year 75% are increasing content marketing investment 42.5% of B2B companies increased their content marketing staff in 2016 38% of companies publish content weekly or more often
- 6. 87% of B2B Marketers Struggle with Engaging Content
- 7. Bring in ‘Da Noise, Bring in ‘Da Fun
- 8. Why “Light” Content Matters: • Humor is the most likely type of post to go viral • It’s engaging • It fosters trust by appealing to a sense of honesty • It humanizes your company
- 9. The Sale is Made: Capitalize on Customers as Individuals
- 10. Dedicate10-15% of Your Content to Fun, Interactive Conversations • Birthdays • Pets • Favorite TV shows/artists/musicians • Holiday plans • Surveys/Quizzes/Trivia • Pop culture articles relevant to your industry • Give Kudos to your top customers Note the responses, share with your team and use for follow-up!
- 11. Entertaining Graphics Add Visual Interest to Business Requests
- 12. What’s Your Brush with Celebrity? • Share fun stories with customers • Customers interact in a no-pressure way • Use as a launching point for further interaction
- 13. Let Customers Get to Know YOU • Employee of the month interview • Video office tour • Personal milestones • Funny stories
- 14. B2B Examples of Fun Done Right
- 15. #1: Hootsuite Mean Tweets Why it’s effective: • It leverages a familiar pop-culture reference • It shows that Hootsuite pays attention to customer feedback • It shows humility • It introduces customers to Hootsuite employees as individuals • It’s relevant to Hootsuite’s product
- 16. #2 Hubspot Autotune the Office Why it’s effective: • It shows employees having fun • Self-deprecating humor • It talks about the product
- 17. Exercise Let’s Fun-ify this Customer Challenge
- 18. Volunteer for a Case Study Do you have an exciting story to tell about how our product brought your company results? We would love to hear it!
- 19. Hey There, Rock Star… Ready to have your glory moment in the spotlight? We know you’ve been rocking our product, and it’s time to let the rest of the world know! Let’s get a case study started so everyone can recognize you for the
- 20. Takeaways/Q&A
- 21. 3 Key Take Aways • Fun content builds relationships, humanizes your company and helps cut through content noise • Aim for 10-15% of your content • Make it personal, relevant and connected to your brand
- 22. Thank You!