The business world can seem like a pretty serious place. But that doesn’t mean that B2B businesses can’t have a little fun with their marketing. In fact, humor marketing can be a great way to stand out from the competition and connect with customers in a more meaningful way.
But how exactly do you do it, and does it work for everyone? Here’s a look at how you can inject humor into your marketing and some things to keep in mind.
Is Humor Marketing Good or Bad?
Humor can be a great way to connect with customers and show that your company has a personality, but it can also backfire if not done well.
Accordingly, there are opposing schools of thought on the matter. Some people believe that humor should be used sparingly in marketing since research shows that there has been a decline in the usage of humor in marketing since the pandemic.
On the other hand, others believe that now more than ever is the time to use humor in marketing since people are bombarded with so much advertising and content that the only way to stand out is to be different. And what’s more different than being funny?
When it really comes down to it, the decision of whether to use humor in your marketing or not is up to you. The way we see it, if it’s in good taste and done well, humor can be a great way to connect with customers. The most important thing is to make sure that you’re thinking about your audience and what will resonate with them.
How to Start Using Humor Marketing
If you’re looking to add some levity to your marketing, there are a few ways you can go about it. These days, there’s no one way to use humor in marketing, so feel free to get creative. To give you a head start, here are some humor marketing ideas.
1. Start Simple
When you’re first starting out, it’s best to keep things simple. This can be a great way to test the waters and see how your customers react. A tone shift is one of the easiest and most subtle ways to add humor to your marketing.
Get creative with your words to make your marketing more light-hearted. This could be anything from using puns to writing in a more casual, conversational style. This can be a great way to show that your company is down-to-earth and relatable. Casual messaging makes people more comfortable, leading to better engagement.
While doing so, keep in mind that you don’t want to come across as unprofessional. After all, your customers are still entrusting you with their business. Strike the right balance between being professional and approachable to pave the way for a more humorous tone.
2. Get Visual
Humor is often more effective when it’s visual – that’s why around 45% of humor marketing examples come in the form of images or videos.
To implement visuals into your marketing, you can start by creating memes, GIFs, infographics, or even just funny images that you can post on social media. Memes, especially, are an easy way to show that you’re up-to-date on pop culture and that you have a sense of humor.
This could be something like “10 Mind-Blowing Stats About X Industry” or “The History of X Industry” in 10 GIFs. This is a great way to show that you know your stuff while still having some fun.
In all cases, make your visuals relatable and expressive, as this will help them resonate more with your audience and evoke emotions. However, also make sure that they’re relevant to your brand and that they won’t be construed as offensive.
3. Make Fun of Your Industry
Yes, you read that right. Making fun of your industry can be a great way to show that you’re self-aware and don’t take yourself too seriously. It can also be a way to show that you know your industry inside-out.
A perfect example is Marketoonist, a website that offers a library of marketing humor cartoons that aim to capture the foibles, truth, and humanity in business. You can use these cartoons on your website, social media, or email marketing campaigns.
When using this kind of humor, just make sure that you’re not making fun of your customers. This could come across as insensitive and offensive. Instead, focus on poking fun at the industry itself or common misconceptions about it. This conveys that you’re in on the joke!
4. Play to Your Target Audience
Remember, not everyone appreciates the same type of humor. That’s why it’s essential to tailor your humor to your target audience. After all, you want to make sure that they’re laughing with you, not at you.
For instance, we created this humorous explainer video targeting IT Directors for one of our clients, NetQuest. Through a ridiculous adaptation of how they deal with cyber threats, the company managed to get its message across in a relatable and entertaining way. The video ended up being one of their most successful marketing campaigns ever.
Yet, if you think about it, anyone else might not get the humor. IT Directors are likely to find the video funnier because they understand the struggles and challenges of their job, so they can appreciate the light-hearted take on it. This is why it’s important to really know your target audience.
When it comes to humor in marketing, there’s no one-size-fits-all approach. The key is to experiment and find what works best for your brand, voice, and target audience. If you’re not sure where to start, try the tips above. Who knows, you might just find that adding a little humor to your marketing is the key to success.
