Most people tend to avoid political discussions due to the emotions and reactions these sensitive topics can trigger. But contrary to popular belief, it’s very much possible to elevate brand recognition by tapping into major geopolitical events. How? This can be done with well planned B2B political marketing campaigns. Let’s learn more.
What is B2B Political Marketing?
B2B political marketing involves the usage of online digital channels to express solidarity with nations, causes, or unfortunate event. While most B2B businesses often opt to steer clear of these political or social initiatives, taking a firm stand is now being seen by more and more customers as a positive thing. That said, B2B political marketing needs to be executed correctly.
Political marketing campaigns usually revolve around the following events:
- Military Conflicts – There are no winners here. Soldiers, civilians, businesses – all suffer.
- Social Injustice – Black Lives Matter (BLM) was the biggest one we have seen of late.
- Political Instability – Shaky governments or bad decisions can also be addressed.
- General Elections – Encouraging people to go out and vote is always a good thing.
A great example is the ongoing military conflict in Ukraine, where hundreds have been killed and thousands of families are now without homes. Unfortunately, the overall response by B2B businesses has been lukewarm at best. Business should be pushing initiatives and messages, not to mention charities to support refugees, homeless civilians, and abandoned animals.
Related: Demystifying B2B Holiday Marketing
Political Marketing – Top 5 Best Practices
Let’s dive into what you can and should do with your B2B political marketing campaigns.
1. Focus on the Human Aspect
It can be very easy to be drawn into controversial aspects of political issues. Let’s take the ongoing war in Ukraine for example. Instead of bashing Russia, you’ll be better off showing solidarity with the Ukrainian people. It can be a good idea to promote a verified/recognized charity fund to support the victims of the war. This is the right way to approach this situation without burning any bridges.
2. Use More Graphic Elements
One picture is worth more than a thousand words. Integrate relevant graphic elements into your web design. For example, you can add an Ukrainian flag to your logo or header. There’s also the option of adding a short message of support inside applications for maximum visibility. Your political stand and fight should be visible on all channels to create a true sense of authenticity.
3. Concentrate on One Cause
Overindulgence, like in any other B2B Marketing aspect, will eventually backfire. There’s no shortage of causes today – civil wars in Africa, child trafficking in south-east Asia, Middle-East conflicts, and of course the ongoing war in Ukraine. The best way is to pick one and stay focused on it. You don’t want your brand to be involved in too many political marketing campaigns.
4. Promote More on Social Media
More and more people are on social media today. Be more proactive in showcasing your efforts on LinkedIn, Twitter, Instagram, Facebook, and even on TikTok. Make sure you are tagging the relevant embassies, charities, or personas for optimal engagement. It’s also highly recommended to promote your posts strategically with paid campaigns and promotions.
5. Create Charity Work Traditions
Decided to promote a local charity and help the needy? That’s great. But doing it once won’t help you make a real impact. It takes a few times to make an impression in today’s crowded digital space. Only revisiting the charitable cause on an annual basis and creating some kind of tradition around it will earn your B2B business true “bragging rights” in social media circles.
B2B Political Marketing with BrandSpiker
With over a decade of Social Media Marketing and Branding experience, BrandSpiker’s seasoned professionals will pick the right B2B political marketing campaign theme for your business. We’ll make sure you are following industry-leading best practices, allowing you to stand out from the competition, while also steering clear of turbulent waters. It’s really that easy.