One crucial aspect many B2B business owners often overlook, particularly when starting out, is creating brand awareness. Instead of immediately diving into sales and marketing campaigns, they may wonder why they aren’t inundated with business opportunities. While marketing campaigns can undoubtedly contribute to brand recognition, they can be expensive and time-consuming, especially for small businesses with limited budgets.
What exactly is “brand awareness”?
You’ve likely encountered the term “brand recognition” frequently, often associated with well-established brands. It might be tempting to dismiss this notion for small businesses, assuming that recognition is a distant goal. However, the truth is that as a small B2B enterprise, you must put significant effort into establishing initial brand awareness, ensuring that people even know you exist. This is crucial because:
- Prospective clients can’t make inquiries if they are unaware of your existence.
- Consumers tend to trust and choose brands they recognise, and recognition usually comes after multiple exposures to the brand.
- Initial encounters with your brand won’t lead to a stampede of customers. They are more likely to choose a competitor with a more established presence.
- Prospects who have seen your brand multiple times are more likely to inquire and convert.
Creating brand awareness will require substantial effort on your part. So, how can you achieve this without breaking the bank?
While you will need to invest time and money, you can make savvy choices to keep costs manageable. Here are eight practical strategies for utilising online content to boost brand awareness:
- Leverage Your Blog: Regularly update your website blog with well-researched and targeted content. Use keyword and trend research to generate blog topic ideas that attract potential clients. Consistently promote your blog posts on social media to increase visibility. If content creation isn’t your forte, consider partnering with a content marketing agency to handle everything from strategy to promotion.
- Guest Blogging: If your website receives limited traffic, leverage the audience of more established websites by guest blogging. Choose websites that share your target market and have significant monthly traffic. Ensure they allow you to be listed as the post author with a link to your website or an author bio.
- Maximise LinkedIn: LinkedIn is a powerful B2B and professional services platform. Publish on LinkedIn Pulse, engage in discussions, seek connections, and join relevant groups. Viewing profiles of potential clients can also increase brand awareness.
- Create Valuable Content: Develop downloadable resources such as white papers, eBooks, templates, or checklists that your target audience will find valuable. Use your website to collect email addresses and grow your database.
- Stay Connected: Regularly send newsletters with interesting and helpful content to your database. Newsletters can prompt orders and keep your brand top-of-mind for future needs.
- Publish Press Releases: Share newsworthy achievements, such as business awards or significant contracts, through professional press releases. Distribute them to relevant media outlets to reach a broader audience.
- Contribute to Industry Publications: Identify industry-specific digital magazines that align with your target audience. Becoming a regular contributor can significantly enhance brand awareness. If writing isn’t your strength, consider outsourcing content creation.
- Create Branded Visual Content: Develop shareable videos and infographics that address common problems in your market, establish credibility, and build trust.
Leverage the power of Bartercard
Remember to be generous with your expertise in all your brand awareness efforts. Sharing your knowledge can leave a lasting impression and establish you as a trusted authority.
For Bartercard members, leveraging member services to enhance brand awareness and market your business is a cost-effective and efficient strategy. If you’re seeking more insights on navigating change and optimising your business strategies, consider exploring “The 7 Habits of Highly Effective Small Business Owners” for more innovative and efficient business management.