Being good is one thing, and being the best option in the market is another. Today, things that make a product a great one is not just about its material qualities. Is it the comfort it brings into daily life? Not necessarily either. Our time is the era of “experience”, and for the branding context, the unique brand experience results in strong brand awareness.
Brand awareness has become a vital element, in the commerce landscape where being “chosen” over the rest means everything. All sorts of trade, B2C or B2B, relies on brands’ capacities to come up with new skills for this never-ending competition. All departments have their share in this constant endeavor, while B2B has it even tougher. That being said, a B2B channel manager’s prominent concern came to be how to build brand awareness in B2B. Considering the number of equivalent products, thus the competitive climate, being able to stand out from the rest is the ultimate power.
Brand Awareness in a Nutshell
Brand awareness, in the simplest sense, is the level of familiarity you are able to distribute through the things your brand is comprised of. This definition may sound vague, but there is no formula nor static mechanism for brand awareness. The more you expand your presence across touchpoints, the more people know about you and what you have to offer. These touchpoints could be your logo, campaigns, or products. It’s about whether people recognize you whenever they come across these points.
Brand awareness is an extensive term embracing all brand components. For B2B, components get multiplied, so do the touchpoints. When you target individuals, say, in B2C, it might be easier to reach them in indirect ways that are related to the loyalty department. Evoking certain emotions through means other than material benefits is an effective way to build awareness for brands.
Obstacles to Addressing Loyalty in B2B Marketing
In doing so, what are the main obstacles for a B2B brand? Obviously, one thing is handling the in-channel relationships. This also involves the subchannels that come along with your channel partners. The other obstacles are not as tangible.
At first glance, one could assume monetary conditions are what leads the B2B dialogues. B2B transactions mostly happen to be on the wholesale level, so it makes great sense to think the cheaper option would tempt the buyer more. But it doesn’t always work that way. It won’t be wrong to say a channel is a network of trust. Components of a successful channel grow exponentially through the addition of new channels, and their subchannels and trust become an even more crucial building block for this organization.
And as usual, we cannot emphasize the importance of B2B loyalty in such a context. It should be no surprise to you – B2B loyalty has an enormous part in building brand awareness in B2B, too.
How to Build Brand Awareness in B2B Channels?
Why is brand loyalty so important? This is well explained above too. Well, all converge on the same: the fierce competition!
To address this very same notion, some companies chose to make a difference in the communication aspect. That’s the reason real-time interaction management tools became a thing, among various additions designed for channel management software.
On the basis of data, an all-encompassing online presence seems to be the recipe for survival in today’s B2B. And genuine content is necessary to give the components of your presence a tailor-made touch. The message to pop up in your customers’ minds whenever they see your logo or an online post should come from a carefully woven content strategy.
Fortunately, novelty software is within our reach, with highlights in the content department.
Content for Engagement
Content quality and brand interactivity on digital domains have a significant influence on the way consumers define your brand.
As long as you circulate authentic content on a daily basis and reinforce it with the necessary B2B engagement metrics, the online consumer brand awareness will increase. This will, needless to say, have an impact on the offline customer intentions involving the desire to purchase a certain product or effective referrals.
This fact, which now became tangible by metrics that are currently deployed by many others, encourage more brands to invest in targeted content, fun and engaging activities, and certain rewards. Utilizing B2B loyalty programs fill the necessary void in this stage.
Can B2B Loyalty Programs Make a Difference?
We can confidently describe Apex Loyalty as the perfect interactive B2B loyalty program coupled with excellent communication and content opportunities.
Apex Loyalty offers account-based and customer-centric content marketing features that are directly aimed at creating the meaning your brand craves for. On such a basis, brand awareness will be the core to build any marketing strategy to build upon.
How to build brand awareness in B2B? Apex Loyalty helps your brand awareness efforts transform into a firm B2B brand loyalty. With brand awareness in B2B, you can attract potential buyers. With B2B loyalty, you transform them into brand advocates.
You can read our previous post on https://www.apexloyalty.com/before-you-start-how-to-easily-measure-customer-loyalty/