We all know that content is the fuel that helps B2B marketers build trust and drive leads. In this blog series, we’re exploring the five subconscious FREUD motivators that you can use to generate qualified traffic, big-time engagement, and new leads through B2B content. In this article, we’re going to talk about how you can harness Fame to achieve your content marketing goals…
Fame has always motivated people. Whether you’re being driven by a Campbell-esque heroic quest, or pining after big name celebrities from entertainment and sports, hoping to be “discovered” in the aisles at the drugstore, or simply looking for your “15-minutes,” fame is a central part of today’s society.
Thanks to the rise of social media, live streaming, and other channels that lower the barriers (and expectations) to celebrity, Fame has earned its place as one of our five subconscious buying motivators.
If that’s the case, what if you could build the concept of becoming famous into your B2B content strategy?
As you know, fame has actually been a staple of consumer marketing for a long time.
We’ve seen marketers harness the idea of fame in talent shows like Star Search, The Voice, and Survivor. Marketers also make sure that they feature former winners of the Publisher’s Clearing House Sweepstakes in their TV commercials and direct mail campaigns. MTV was using fame 20 years ago to build an audience of consumers with their Wanna Be a VJ campaigns.
But can fame have a place in your B2B marketing campaigns?
Of course! In fact, content and social communities are the two best marketing channels to unleash the Fame motivator and accelerate the Buyer Journey.
Now, let’s talk about the different flavors of fame that B2B marketers can use to motivate buyers.
What is Customer Fame? Using your marketing channels to feature and promote existing customers. Tactically, this can take the form of case studies, guest blog posts, customer success stories, testimonial videos, joint-speaking engagements, and having a customer as a guest on your corporate podcast.
Why do it? Customer Fame works really well in the middle of your Buyer Journey because seeing successful customer stories helps potential buyers see themselves having the same success with your product or solution.
The best place to start is by putting your advocates and/or power users at the center of the story. These customers are most likely to engage with your marketing and amplify your message. And when those customers amplify that branded content through their social networks on LinkedIn, Twitter, and Facebook, it is seen by a highly qualified audience, which then drives qualified traffic and quality leads.
Let’s take the real-world example of Marketo. They are always making their best customers famous. They write up case studies, create really high-quality video testimonials, and they invite these loyal Marketo users to their annual Marketing Nation Summit. If your advocates are featured in your case studies and speaking at your events, of course they’re going to amplify that content with their networks!
When it comes to customer loyalty, this tactic actually serves double duty. It also is really powerful during the Loyalty stage of the Buyer Journey. By making current brand advocates famous, it also generates even more advocacy among existing customers.
If I know that a product/service I use frequently features their customers, then I’m much more likely to engage in their social communities because, hey, why not make me famous, too?
Some of my decision might be a logical one (i.e. I know that a featured customer success story from a website like marketo.com comes with a high-quality backlink and a certain amount of qualified traffic to my site), or it might be an emotional one (i.e. I want some recognition!). Usually it’s a little of both.
Either way, by making customers famous, you accelerate the middle of your Buyer Journey, and you create an even stronger post-purchase Loyalty Loop.
How might the Fame motivator help you achieve your content marketing goals? How would you incorporate tactics that play on this motivation into your content marketing strategy?