In today's digital world, it's more important than ever for B2B brands to build awareness. With so much noise competing for attention, it can be difficult to stand out from the crowd.
As a marketer, you may be called upon to generate a lot of measurable results. Success may be measured in metrics like website visitors, marketing-qualified leads generated, revenue, and ROI. Think of brand awareness as the tide that lifts all your marketing boats. Of all the ways marketing success is measured, increasing brand awareness can positively affect them all. By following a few simple strategies, you'll be able to ride the wave of success and increase your chances of cutting through all the noise. But where do you start?
First, Create high-quality content This is one of the most important things you can do to build brand awareness. Your content should be informative, engaging, and relevant to your target audience. It should also be well-written and visually appealing.
Distribute your content widely. Once you've created great content, you need to get it in front of as many people as possible. This means distributing it on social media, through email marketing, and on other relevant websites.
Use paid advertising. Paid advertising can be a great way to reach a wider audience and boost your brand awareness. However, it's important to use it wisely. Make sure your ads are targeted to the right people and that they're relevant to your content.
Attend industry events. Attending industry events is a great way to network with potential customers and partners. It's also a great way to learn about the latest trends in your industry and to get your brand in front of a large audience.
Partner with influencers. Partnering with influencers is a great way to reach a new audience and to build credibility for your brand. When you partner with an influencer, you're tapping into their audience and their expertise.
Get involved in the community. Get involved in the community by sponsoring local events, donating to charities, or simply being a good neighbor. When you get involved in the community, you're building relationships with potential customers and partners. You're also showing that you care about the community, which can make a big difference in how people perceive your brand.
Building brand awareness and brand equity future-proofs a business. Many B2B marketers are blocking their own way whenever they focus solely on lead generation. The Ehrenberg-Bass Institute for Marketing Science has found that 95% of B2B buyers are not in the market for your products.
New research shows B2B marketers are missing opportunities by focusing on sales that will never happen, instead of targeting long-term goals.
So positioning messages that are hard-selling won’t work. Instead, effort should be put into creating strong mental availability. This ensures that whether the audience is in-market or out-market, they will think of your brand in buying situations.
With that said here are some additional tips for building B2B digital brand awareness that you want to keep in mind.
Be consistent. One of the most important things you can do to build brand awareness is to be consistent with your messaging and branding. This means using the same colors, fonts, and logos across all of your marketing materials. It also means consistently creating and sharing high-quality content.
Be patient. Building brand awareness takes time. Don't expect to see results overnight. Just keep at it, and eventually you'll start to see your brand awareness grow.
Measure your results. It's important to measure the results of your brand awareness efforts so you can see what's working and what's not. There are a number of ways to measure brand awareness, such as social media analytics, website traffic, and lead generation.
Ultimately brand awareness is important because the first step a company takes to working with you is becoming aware of your brand. You can’t convert, qualify, or close a contact that doesn’t know you exist. That said, B2B marketing is complex and the buyer’s journey isn’t all that linear. Every brand journey is different and may require alternative methods based on that brand's specific audience. But by following these tips, you can build B2B digital brand awareness and reach more potential customers. By putting yourself at the top of your audience’s mind and you can win their business when the time is right.