Why brand marketing is critical in B2B
Establishing a strong brand identity is the first step in developing meaningful connections with your target customers. B2B brand marketing strategies focus on creating long-term trust and awareness rather than short-term sales.
In its simplest form, brand marketing builds awareness of your company among your target audience. Unlike sales-based marketing, which focuses on immediate conversions, B2B brand marketing strategies aim to position your business as a credible, trustworthy leader in the market.
Hot-wiring a connection
So how do you go about building a strong identity in crowded markets?
The reality is, there are many ways to build your brand, and it’s about finding the right approach for your business and budget.
But there are some fundamentals that should be part of any brand building process:
- Define the identity of your business – who you are and what you do
- Establish your target market – who are the customers that will benefit most from what you have to offer
- Determine your unique value proposition – your “special sauce” that sets you apart from what your competitors do
Consistency and constancy
Once you’ve established these key points, it’s time to develop the advertising and marketing program that communicates them to your target customers.
In the B2B space, there are a number of media channels businesses can use to connect with potential clients:
- Trade media – print magazines, websites and e-newsletters
- Participation in trade exhibitions and industry events
- SEO and paid search advertising
- LinkedIn and other social media platforms (paid and organic)
We explore the best options for B2B marketing further in this blog, but maintaining consistency and constancy in your marketing communications efforts is equally important.
The message should be consistent (relatively similar over an extended period of time) and constant (regular in frequency) so that customers recognise your brand and feel like they already know you, kickstarting the path to a sale.
So why is this important in B2B selling?
When looking to invest in a product or service, businesses will naturally gravitate towards a brand they perceive to be trustworthy and established.
In the B2B sector, we also know that the sales cycle is long – up to twelve months, and even longer in some cases.
Building a well-defined brand position, with messages delivered consistently and constantly, ensures your clients see you as a credible player in the market.
This not only builds confidence, but ensures potential clients think of you first when it comes time to make a purchasing decision.
Brand and B2B
Brand-building activities are sometimes thought of as being strictly in the domain of traditional consumer businesses – but the reality couldn’t be further from the truth.
In the high-value, low-volume environment that is B2B selling, a strong brand position is the critical first step in any marketing campaign.
The PCM Engine Room has 27 years of experience in B2B marketing and publishing, and every day we work with companies like yours to develop strategies that educate the market and influence outcomes.
If you’d like assistance with developing a tailored program to suit your needs, get in touch today – we’d love to help you!