Whether you’re launching a new business or trying to rebrand an existing one, brand awareness campaigns are essential for increasing visibility and providing customers with a reason to choose your product or service over competitors.
However, because of the unique nature of B2B marketing, it is important to investigate the most successful strategies for a B2B brand awareness campaign.
Content Marketing
Content marketing should be at the core of any B2B branding strategy. This type of marketing involves creating content that educates your target audience about your products and services, as well as provides them with useful information and helpful tips. This content can take many forms including blog posts, infographics, case studies, eBooks and more.
Additionally, content marketing can also be used to increase organic traffic to your website by utilizing keyword optimization so that potential customers can easily find your content when they conduct online searches related to their needs.
Social Media
Social media networks provide an excellent platform for engaging current and prospective customers in meaningful conversations about your product or service. Utilizing social media channels like Twitter, LinkedIn, Facebook and Instagram can help build relationships with industry influencers as well as establish yourself as an expert in the field. It can also be used as a tool for promoting content created for content marketing purposes.
Additionally, leveraging data-driven insights from these platforms can help marketers understand what resonates with their followers and develop better campaigns in the future.
Paid Advertising
Paid advertising provides businesses with an effective way to reach their target audiences quickly by placing ads on websites where they are likely to be seen by potential customers who are searching for specific services or products.
Paid advertising campaigns can also be tailored specifically towards certain demographics or interests in order to ensure maximum visibility amongst those who are most likely to purchase your product or service.
Additionally, using A/B testing allows marketers to measure which ads perform best so that they can adjust their campaigns accordingly.
Five Successful B2B Brand Awareness Campaigns To Inspire Your Own
As a business-to-business (B2B) company, your brand awareness campaigns should be focused on the heart of your industry. To make sure you’re getting the most out of your efforts, let’s look at five successful B2B brand awareness campaigns that have shown results. Each example demonstrates different tactics and strategies to inspire your own success.
1. IBM “Smarter Planet” Campaign
IBM’s Smarter Planet campaign was designed to show how technology can create a smarter, more efficient world for everyone. The campaign was extremely successful due to its focus on storytelling. It featured videos, infographics, articles, and case studies all demonstrating how IBM is helping build a better future through technology and innovation. It also gave customers an opportunity to contribute their own stories and ideas to the conversation.
2. Google “Think with Google” Campaign
Google launched this campaign as an educational resource for marketers looking to stay up-to-date on digital marketing trends and best practices. Through Think with Google, marketers can access educational content such as whitepapers, research reports, webinars, podcasts and more, all of which are designed to help them succeed in their roles.
The result? A boost in both brand awareness and customer loyalty among marketing professionals around the world.
3. Microsoft “Microsoft 365 Enterprise” Campaign
Microsoft wanted to showcase their premier productivity suite Microsoft 365 Enterprise, which includes Word, Excel, Outlook, OneDrive and more, so they developed a comprehensive integrated campaign that included TV commercials, print ads, social media posts and other digital elements.
Their goal was simple: To demonstrate how Microsoft 365 Enterprise is helping businesses work smarter and more efficiently than ever before. And it worked; the campaign generated over 6 billion impressions worldwide.
4. Adobe “Be Creative Challenge” Campaign
Adobe wanted to show people what they could do with its creative tools so they launched the Be Creative Challenge in 2020, a challenge where participants were encouraged to create their own unique projects using Adobe products such as Photoshop or Illustrator then share it online using #BeCreativeChallenge hashtag.
The challenge went viral in no time; within two weeks there were over 1 million submissions from all around the world! As a result of this highly successful campaign Adobe saw an increase in downloads of its products by 27%.
5. HP “Reinvent Mindset” Campaign
HP wanted to encourage people around the world to think differently about technology so they launched the Reinvent Mindset campaign which featured inspiring stories from everyday people who have been able to use HP’s products in innovative ways that have helped bring about positive change in their lives or communities.
This powerful campaign resonated strongly with viewers; it generated over 73 million views and led directly to an increase in sales for HP across all product categories.
Leveraging Influencer Marketing In B2B Brand Awareness Campaigns
Leveraging influencers for brand awareness is a popular and effective marketing strategy for companies in the B2B (business-to-business) space. Whether you’re just starting out or looking to take your brand to the next level, influencer marketing can be a powerful tool to help you reach your target audience.
Let’s look at how influencer marketing works and what it can do for your business.
What is Influencer Marketing?
At its core, influencer marketing is about leveraging the influence of others to create a ripple effect in your industry. It involves finding and partnering with people who have a large following on social media, YouTube, etc., so that they can promote your product or service to their followers.
By partnering with an influential individual, you have the potential to gain access to their larger network and extend your reach far beyond what you could do alone.
This process is especially effective when it comes to B2B brands because of its ability to attract high-value customers who are looking for solutions specific to their needs.
The Benefits of Influencer Marketing
One of the most attractive benefits of leveraging influencers for brand awareness is that it allows businesses to target micro-influencers who already have established relationships with their audiences.
Micro-influencers tend to be more trusted sources than big brands or celebrities due to their authenticity and relatability, which makes them ideal partners when it comes to generating trust and credibility in a B2B market.
Additionally, research shows that 43% of consumers are more likely to purchase from a company recommended by an influencer than one recommended by an advertisement or celebrity endorsement.
That’s why many B2B brands opt for this method of marketing, it’s an efficient way of reaching out directly to potential customers without having to spend money on expensive advertising campaigns.
Finding the Right Influencers
When selecting an influencer partner, it’s important that they align with your brand values and can reach the right demographic for your business. The best way to determine if someone will be a good fit is by researching their following and analyzing how engaged they are with their followers.
You should also consider how often they post content related to topics relevant to your product or service; this will ensure that your message will be seen by people who are already interested in what you have to offer! Additionally, making sure that the type of content created by the chosen influencer resonates with yours will ensure maximum success when launching any campaign.
The Power Of Storytelling In B2B Brand Awareness Campaigns
Storytelling is one of the most powerful tools a business can use to engage with their target audience. It gives potential customers an insight into the company’s values and beliefs, while also showcasing its products and services in an entertaining way.
When used effectively, storytelling can be an invaluable asset for businesses looking to increase brand awareness and engagement within the B2B space.
The Benefits of Storytelling for Brand Awareness
Storytelling has become increasingly popular as a marketing tool because it offers a number of benefits that other methods cannot match. For example, stories allow you to evoke emotion in your audience and create deeper connections with them.
This emotional connection makes it easier for people to remember your message and encourages them to take action. Additionally, stories are more memorable than statistics and facts, which means they are more likely to stick in people’s minds after they have heard them.
In addition to creating stronger connections with consumers, storytelling also helps businesses stand out from their competitors. A well-crafted story can help differentiate your brand from others, while also differentiating your product or service offerings.
Furthermore, engaging stories are more likely to be shared by readers on social media platforms such as Twitter and Facebook, which will help spread your message even further.
Finally, storytelling is an effective way for businesses to convey complex concepts or ideas without relying on technical jargon or long-winded explanations. By using simple language and including real-life examples or anecdotes in their stories, companies can make their messages easier for people to understand and remember.
This approach allows companies to explain their products or services in an engaging way that resonates with their target audience.
Using Video Marketing To Boost B2B Brand Awareness
Videos are one of the most powerful marketing tools available today. They can be used to communicate complex messages in a simple, visual way that resonates with viewers.
However, video marketing isn’t just for B2C companies. In fact, video marketing can be an extremely effective way to boost brand awareness among B2B customers as well. Let’s explore why and how businesses can use video to their advantage.
Why Video?
One of the main reasons why video is so effective for increasing brand awareness is because it is an engaging medium. Research has found that 90% of information transmitted to the brain is visual, and visuals are processed 60,000 times faster than text.
Additionally, videos make it easier for viewers to remember your message; after watching a video about a product or service, 64% of users will go on to purchase it (versus 10% from text only). These facts alone should be enough to convince any B2B company of the value of investing in video marketing.
Putting Together Your Video
When creating a video for your business, there are several key elements you should consider: length, quality, and content. The length of your video should be no longer than 2-3 minutes long – ideally around 1 minute – since people have short attention spans online.
Quality also matters; poor quality videos will reflect poorly on your brand and won’t be taken seriously by viewers. As for content, you want to include targeted keywords related to your product or service so that viewers know what they’re looking at and what it could potentially do for them.
You should also focus on telling a story with your videos; this will help keep viewers engaged and invested in the material you’re presenting them with.
Five Case Studies: Examples Of Successful B2B Brand Awareness Campaigns
Building brand awareness is essential for any successful business, and it’s no different when it comes to B2B companies. But how do you go about creating a successful brand awareness campaign? Here, we look at five case studies of B2B companies that have used creative and effective strategies to increase their brand visibility.
Skyword Inc.:
Skyword Inc., a content marketing platform company, wanted to increase its presence in the tech industry by educating the market on the value of content marketing. To achieve this goal, they launched an integrated campaign that included webinars, social media outreach, ebooks, white papers and more. The results? Over 6 months, Skyword Inc. saw a 42% growth in website traffic and a 44% increase in leads generated from organic search sources.
Fusebill:
Fusebill is a subscription billing system that focuses on helping businesses save time and money by automating recurring billing processes. To achieve its goal of becoming the top choice among B2B customers looking for subscription billing solutions, Fusebill ran an integrated campaign that included SEO optimization, content creation, PPC advertising campaigns and more. As a result of the campaign, Fusebill saw a 45% increase in website visits within six months—and their lead conversion rate increased by 32%.
Totango:
Totango is an analytics platform designed to help businesses measure customer engagement throughout the customer journey. In order to raise awareness of its services amongst B2B marketers looking for ways to track customer engagement across multiple channels, Totango created an integrated strategy that included email campaigns, webinars and white papers with valuable insights into how businesses can use analytics to measure customer engagement. The results? Within three months after launching their campaign, Totango had seen a 56% increase in website visits and acquired over 200 new leads from organic search sources.
Gusto:
Gusto is an online payroll solution designed to help small businesses manage payroll quickly and easily. In order to reach small business owners looking for payroll solutions online, Gusto ran an integrated digital marketing campaign that included SEO optimization, PPC advertising campaigns and social media outreach. After six months of running their campaign, Gusto reported a 37% increase in website visits as well as a 48% growth in leads generated from organic search sources.
JazzHR:
JazzHR provides cloud-based recruiting software designed to help businesses streamline their hiring process. To reach prospective customers who are looking for recruiting software solutions online, JazzHR ran an integrated digital marketing campaign consisting of SEO optimization and PPC advertising campaigns targeting relevant keywords related to recruitment software solutions. As a result of this campaign strategy, JazzHR saw a 46% increase in website visits within six months as well as a 56% growth in leads generated from organic search sources during the same time period.
Conclusion
If you’re ready to get started on your own B2B brand awareness campaign, keep these five successful examples in mind for inspiration. When crafting your strategy, don’t forget the power of influencer marketing, storytelling, and video content. With a well-rounded approach that hits all the right notes, you can raise awareness of your brand and set yourself up for long-term success.
References
https://www.investopedia.com/terms/b/brandawareness.asp
