How ditching corporate jargon will boost your B2B ad engagement
- Digital strategy
Your B2B ads are underperforming. You’ve optimised the targeting, refined the audience segments, and allocated a healthy budget, but the engagement just isn’t there. The problem might not be with your platform strategy: it might be with your message.
Many B2B ad campaigns are filled with stiff, corporate language that fails to make a real connection. We forget that behind the job titles and company names, you are still communicating with a person.
Remember your B2B buyer is human
It’s a common mistake to put B2B audiences in a corporate box, assuming they only respond to formal, jargon-heavy language. In reality, this often isn't the case. Corporate jargon doesn't just sound dull; it creates a barrier, making your message feel impersonal and, at times, incomprehensible.
Think about the context. When people are scrolling through a platform like LinkedIn, they are often doing it during their downtime or on a lunch break. They spend their working day in meetings, hearing the same corporate phrases over and over. The last thing they want to see is more of the same in their social feeds.
Adopt a B2C mindset for better results
Challenging conventional wisdom by testing a more human-centric, B2C style of messaging in B2B campaigns can yield powerful results. The idea is to move away from standard corporate speak and communicate on a more personal level.
When you connect with your audience on a human level, you don't just get more likes and shares; you get higher click-through rates, more qualified leads, and a better return on your ad spend. This outcome reinforces a crucial lesson for all marketers: even the most sophisticated targeting is wasted on a boring ad.
How to humanise your B2B ad copy
Ditch the jargon: Swap out corporate acronyms and buzzwords for plain English. Your goal is clarity, not complexity.
Instead of: "Leverage our synergistic platform for scalable, end-to-end enterprise solutions."
Try: "Our all-in-one platform helps your business grow by simplifying your workflow."
Focus on benefits, not just features: Your audience isn’t buying a product; they are buying a solution to a problem. Talk about what your service does for them.
Instead of: "Our software includes an integrated analytics suite."
Try: "Get all the data you need in one place, so you can make smarter decisions, faster."
Use a conversational tone: Write as if you are speaking to one person. Use "you" and "your," ask questions, and don't be afraid of contractions (like "you're" or "it's"). It makes your copy more direct and personal.
Experiment and test: Don’t be afraid to try something different. A/B test a conversational headline against a more traditional one. Try a direct, benefit-led call-to-action versus a standard "Learn More." Let the data guide your creative strategy.
It's about connection, not complexity
Ultimately, getting your message across effectively is what matters most. Your B2B audience is made up of people who are looking for clear solutions to their professional challenges. By remembering the human on the other side of the screen, you can create B2B advertising that not only captures attention but also builds trust and drives meaningful results.
