6 Reasons Your Company Needs A B2B Tone Of Voice
A B2B tone of voice isn’t just decoration for your ideas, it actually carries meaning. It says things about your topic and, more importantly, it says things about you, the speaker.
While finding and maintaining a B2B tone of voice can be a real challenge – it’a worth it! Dr. Andrew Bredenkamp for Marketing Profs has laid down 6 big benefits to getting it right:
1. It makes you human
People like to deal with people. So, they like a brand to have a personality they can recognise and bond with.
Sometimes, people assume that B2B buyers work in a completely rational way… but businesspeople are still people. They might have more priorities and stakeholders to think about, but given a choice, they’ll go with the firm that they feel good about.
2. It helps you cut through the noise
As content marketing becomes more popular, firms are generating more and more writing—but much of it doesn’t have a clear voice.
A distinctive tone gives you the best chance of connecting with people. Ideally, you want your tone to be immediately recognizable, even if you take the logo off your website or your social media feed—and not sound virtually the same as your competitors.
3. It replaces face-to-face communication
Prospects know you rather well from your website and marketing material before they ever pick up the phone. Your tone helps to build trust with them from the start, laying the foundation for a strong working relationship. We’ve evolved to be highly attuned to subtle signals such as body language, gesture, voice, and so on. In writing, all those signals are carried by tone of voice, so that’s the only way to show your identity, your character, and your intention.
4. It builds authority
Think of the killer TED talks or conference presentations you’ve seen. Did the speakers stand perfectly still, reciting dull but convincing facts in a relentless monotone voice? Or were they lively, funny, and memorable, filling the stage with their passion?
Tone of voice can be a huge carrier of authority and belief. Personality shows you have confidence in what you’re saying, and that it therefore has real value.
5. It gives you focus
Your tone can even help you set strategic direction. Markets are getting more crowded and competitive, so companies have to decide who they’re for. Instead of being all things to all people, they’re embracing niche appeal so they can hone in on the most relevant audience. That’s not just a marketing trend; it’s about product and services, too.
6. It makes you different
In B2B, tone of voice is a story that’s just beginning. Most companies haven’t woken up to the idea at all. In fact, almost none have successfully transformed the way they use language—and that opens up a huge opportunity.