B2B brands can build fandoms just like the rest of ‘em
In the B2B world, we tend to focus on metrics like ROI, LTV, and CAC, but we rarely hear about “fandoms.” Just like in the B2C world, where communities form around brands, B2B companies can create emotional connections that turn customers into fans. By addressing customer pain points, you can build long-term loyalty that drives growth.
YouTube just released their fandom report, so we thought we’d take the opportunity to show how B2B brands can apply some of these learnings to their own marketing efforts:
1. Embrace the Fandom Mentality
B2B brands can create loyal fan bases by playing the long game. It's about nurturing relationships and providing consistent value over time. Ensure your product meets the key needs of your customers and communicate with them as people, not just buyers or statistics. Shift your marketing focus from product features to benefits, showing how it can improve their lives or solve their problems while aligning with their interests and values.
2. Content as a Conversation Starter
Content should not be seen as the final step in a marketing plan but as a way to invite conversation. This is particularly important for younger audiences, who expect brands to engage in discussions rather than just selling to them. B2B brands can leverage this by creating content that sparks dialogue and encourages participation, showing that you value your fans' input and are interested in their perspectives. This approach fosters loyalty and trust.
3. Get Involved in the Conversation
Fans create a wealth of content that brands can tap into. Stitching, commenting, responding, liking, and resharing are the easiest ways to show up and support your fans. By actively participating, you demonstrate that you value their input and are engaged. Thinking about how your brand can come to life on each platform you use is crucial for engaging and building trust with your audience (your “fans,” remember?).
4. Build Your Army
Some fans are so invested in their fandom that they monetize it by acting as influencers or "ambassadors." B2B brands can collaborate with fans within their general category to amplify their reach and credibility. Give your biggest fans a boost by offering them exclusive access to new products, cool branded gear, or personalized content. This extra love will motivate them to spread the word about your brand organically. Pro tip: Don't be super rigid in your category. Sometimes, it's more about a culture and value match. Think outside the box.
5. Just Showing Up is Key
It’s important to test a mix of channels to engage with audiences and create a drumbeat of content (aka "always-on") to ensure you are continuously showing up. Building content pillars, or core topics, is an easy approach to having a variety of content while generating interest and engagement. Include both evergreen content, which remains relevant over time, and current content that addresses timely events and trends.
Here are a few brands we think are doing this well:
At the end of the day, B2B marketing is about more than metrics — it's about building genuine relationships. When you focus on creating engaging content and fostering a real sense of community, you'll see your customers become loyal fans. Start small, be consistent, and remember that each interaction is an opportunity to build trust.
