B2B Brand Awareness: Take Your Brand Awareness to the Next Level.
Brand awareness is one of the most important aspects of running your business and B2B brand awareness can be a real challenge, especially when you consider that most of the existing literature about branding focuses on B2C marketing.
While brand awareness is measurable, it’s not a concrete benchmark like other B2B marketing success measures–you can’t easily calculate and graph awareness results month-over-month like you can with leads generated.
However, the following research and stats illustrate that it’s still critically valuable, especially for business-to-business (B2B) brands:
- 89% of B2B marketers say brand awareness is their most important goal, ahead of sales or lead generation.
- 91% of B2B marketers use content marketing to promote brand awareness.
- B2B companies with brands that are perceived as strong generate higher earnings before interest and taxes (EBIT) profitability margins.
On average, 5 to 7 brand impressions are necessary before a prospect will remember your brand. Awareness is connected to more than just recognition–it also plays into the extent your audience is willing to trust your brand.
In B2B marketing, you need to convey the value of your brand to multiple stakeholders, all of whom have slightly different perspectives. You have to ensure that your business’ representatives are properly trained as these decision-makers come into contact with multiple departments and people at your company.
Here’s what you need to know to take your industrial business’s brand to the next level.
Make Your Website Stand Out
Designing a quality website is a fundamental cornerstone of any B2B brand awareness effort. Make sure that your site is easy to navigate. It should also present your main, unique selling proposition right at the top, front, and center. This ensures that people will instantly know the exact products or services your business offers.
Mobile optimization is also key. Today, people are accessing sites from their phones more than ever. This is one part of your business’s branding that you can’t afford to ignore. Finally, make sure there is either a clear contact form or email listed on your website so that you don’t leave interested prospects without any way to get in touch with your business.
Be Active on Social Media
Industrial companies who are not active on social media are missing out on a huge opportunity to increase B2B brand awareness via a channel that is accessible to anyone with a smartphone, tablet, or computer.
Set a goal to post something valuable every day that pertains to other companies in the industry. Eventually, prospects will start to follow your content and engage with you on a more frequent basis, leading to sales.
Don’t Ignore Email Marketing Campaigns
Although there are newer digital marketing methods, email remains a very useful tool for reaching out to other businesses. Businesses may regularly change which social media platforms or apps they use but email persists and shows no signs of slowing down.
Participate in Live Events
B2B brands have historically participated in live events such as conferences or trade shows, but paying for a booth at these events doesn’t always yield returns on investment. The most effective way to build brand awareness through participating in live events could be by securing a spot as a speaker.
Actively apply to present unique perspectives at industry conferences and tradeshows, while working to build the thought leadership necessary to become a sought-after speaker for live events.
Give Value for Free
B2B marketers understand the importance of providing high-value content marketing for free, to build brand awareness, trust, and establish thought leadership. However, raising the bar even higher than your existing research-driven blog articles, white papers, and eBooks may be an important strategic tool.
People cannot buy from you if they don’t know who you are. That is why your first job in marketing is to make sure other industrial businesses know and recognize your company’s name, logo, and the products and services you offer.
Brand awareness is something that can truly set your business apart. However, it is even more important to make sure that the brand you are promoting is rooted in key aspects that really make your business unique. Make sure to focus on what sets your company apart early on to prevent fundamental mistakes in branding that will diminish the value of this important aspect of B2B marketing for your company