Crafting a robust brand awareness strategy is pivotal for rapidly driving business growth, as discussed in this episode of the “Predictable B2B Success” podcast. In our conversation with Kimberly McLemore, an accomplished entrepreneur and business strategist, we dive deep into the nuances beyond logo recognition. McLemore emphasizes the importance of aligning your brand’s image, messaging, and services to create a cohesive perception that resonates with your audience.
With her unparalleled expertise in project management and as the founder of the Women’s Small Business Initiative (WSBI), she shares how authentic storytelling and strategic digital engagement can elevate your brand’s visibility. Suppose you’re committed to expanding your audience and building meaningful connections.
In that case, this episode offers actionable insights and invaluable strategies to transform your brand from just another name into a memorable, impactful entity. Tune in and learn how to leverage your brand voice, partnerships, and purpose to stand out in the crowded market.
About Kimberly McLemore
Kimberly McLemore is a dynamic and innovative entrepreneur renowned for her unique approach to brand awareness. Her career is centered around making voices stand out in an increasingly crowded marketplace. Through her engaging podcast shows and powerful speaking engagements, Kimberly exemplifies how individuality and distinctiveness are key to personal and professional success.
Recognizing that being in business isn’t enough to capture attention, she has continually adapted and pivoted, demonstrating remarkable resilience and creativity. Kimberly’s commitment to being exceptional in every endeavor defines her reputation and cements her as a pivotal figure in business and media.
What is Brand Awareness, and Why Does it Matter for B2B Companies?
Brand awareness refers to how familiar your target audience is with your brand and how easily they can recognize it. For B2B companies, strong brand awareness is crucial for driving revenue growth and gaining a competitive edge in the market[1].
Research shows that 89% of B2B marketers say brand awareness is their most important goal, even above sales and lead generation. This is because increased brand awareness leads to:
- Higher brand recall when prospects are ready to buy
- Increased trust and credibility in your industry
- More inbound leads and inquiries
- Shorter sales cycles as prospects are already familiar with your brand
- Higher conversion rates on marketing and sales efforts
A Salesforce study found that B2B companies with strong brands generate 2.5x more revenue growth compared to their weaker counterparts. Investing in brand awareness can significantly impact your bottom line.
Key Elements of an Effective B2B Brand Awareness Strategy
To craft a brand awareness strategy that drives real business results, you need to focus on several key elements:
1. Define Your Brand Identity and Positioning
Before building awareness, you need clarity on what your brand stands for. This includes:
- Your brand purpose and values
- Your unique value proposition
- Your brand personality and voice
- Your visual brand identity (logo, colors, etc.)
As Kimberly McLemore, founder of the Women’s Small Business Initiative, explains:
“You have to know your purpose. And you have to understand what is it that people want. How are you gonna know what they want unless you ask?”
Take time to define these elements and ensure alignment across your organization. This creates a strong foundation for all your brand awareness efforts.
2. Identify Your Target Audience
Get crystal clear on who you’re trying to reach. Create detailed buyer personas that outline:
- Demographics
- Job roles and responsibilities
- Pain points and challenges
- Goals and motivations
- Preferred communication channels
The more specific you can be, the more effectively you can tailor your brand messaging and outreach.
3. Craft Your Brand Story and Messaging
Develop a compelling brand narrative that resonates with your target audience. As McLemore notes,
“Storytelling is a key part of building out your brand voice and in turn brand awareness.”
Your brand story should:
- Highlight your unique value proposition
- Address your audience’s key pain points
- Showcase your brand personality
- Be consistent across all touchpoints
4. Choose Your Brand Awareness Channels
Select the most effective channels to reach your target audience. For B2B, this often includes:
- Industry publications and trade shows
- LinkedIn and other professional networks
- Content marketing (blog, whitepapers, etc.)
- Paid advertising (search, social, display)
- PR and media outreach
- Podcasts and webinars
- Email marketing
Focus on channels where your ideal customers are most active and receptive.
5. Develop a Content Strategy
Content marketing is one of the most effective ways for B2B companies to build brand awareness. 91% of B2B marketers use content marketing to reach customers.
Create a mix of content types, including:
- Blog posts and articles
- Whitepapers and ebooks
- Case studies
- Infographics
- Videos
- Podcasts
Ensure your content provides real value to your audience while subtly reinforcing your brand messaging.
6. Leverage Partnerships and Influencers
Partnering with complementary brands and industry influencers can significantly expand your reach. Look for opportunities to:
- Co-create content
- Cross-promote on social media
- Speak at each other’s events
- Develop joint offerings
As McLemore suggests,
“Being an ambassador is a good strategy. You know, partnering with people in a way that it will make you stand out because your face is the figure, not so much just the people that you’re brand are partnering with.”
7. Implement Consistent Visual Branding
Ensure your visual brand elements are consistent across all touchpoints. This includes:
- Logo usage
- Color palette
- Typography
- Imagery style
- Design templates
Consistency reinforces brand recognition and recall.
8. Focus on Customer Experience
Every interaction a customer has with your brand impacts their perception and awareness. Prioritize delivering an exceptional customer experience at every stage of the buyer’s journey.
9. Measure and Optimize
Regularly track key brand awareness metrics (more on these later) and use the data to refine your strategy over time.
Effective Tactics for Building B2B Brand Awareness
Now that we’ve covered the key elements let’s dive into some specific tactics you can use to boost brand awareness:
1. Create High-Value Thought Leadership Content
Position your brand as an industry leader by creating in-depth, authoritative content on topics relevant to your audience. This could include:
- Original research reports
- Comprehensive guides and whitepapers
- Expert roundups and interviews
- Trend analysis and predictions
Promote this content through your website, email list, social media, and paid distribution channels.
2. Develop a Strong Social Media Presence
While B2B brands traditionally focus on LinkedIn, they don’t neglect other platforms. A study by Sprout Social found that 80% of B2B decision-makers use social media to inform purchase decisions.
Focus on:
- Sharing valuable content consistently
- Engaging with followers and industry conversations
- Using relevant hashtags to increase discoverability
- Leveraging paid social advertising for a broader reach
3. Implement an Employee Advocacy Program
Empower your employees to become brand ambassadors. Provide them with tools and guidelines to share company content and insights on social networks.
Employee-shared content receives 8x more engagement than content shared through brand channels.
4. Host Virtual Events and Webinars
With the shift to digital, virtual events have become a powerful tool for B2B brand awareness. Host webinars, online conferences, or virtual roundtables on topics relevant to your audience.
Promote these events widely and follow up with attendees to nurture relationships.
5. Leverage Podcast Appearances and Sponsorships
Podcasts are an increasingly popular medium for B2B audiences. Look for opportunities to:
- Be a guest on relevant industry podcasts
- Start your own branded podcast
- Sponsor popular podcasts in your niche
As McLemore notes,
“If you’re in business, you’re definitely behind the curve if you don’t have a podcast. Because you really do get the opportunity to spread your expertise and talk about your brand in the way that you can’t be on everybody else’s platform.”
6. Implement Retargeting Campaigns
Use retargeting ads to stay top-of-mind with prospects interacting with your brand. This can include website visitors, email subscribers, or event attendees.
Retargeting can increase ad engagement by 400%.
7. Collaborate on Co-Branded Content
Partner with complementary brands to create co-branded content like research reports, webinars, or ebooks. This allows you to tap into each other’s audiences and expand your reach.
8. Optimize for Search Engines
Implement a strong SEO strategy to increase your brand’s visibility in search results. Focus on:
- Optimizing your website for relevant keywords
- Creating high-quality, linkable content
- Building authoritative backlinks
- Optimizing for local SEO if relevant
9. Leverage PR and Media Outreach
Develop relationships with industry journalists and publications. Seek opportunities for:
- Press releases on company news
- Thought leadership articles and op-eds
- Expert commentary on industry trends
- Speaking engagements at industry events
10. Implement Account-Based Marketing (ABM)
For B2B companies targeting large enterprises, ABM can effectively build awareness with key decision-makers at target accounts. This involves creating highly personalized content and outreach campaigns for specific companies.
Measuring the Impact of Your Brand Awareness Strategy
To ensure your brand awareness efforts drive real business results, tracking key metrics is crucial. Here are some important brand awareness metrics to monitor:
1. Brand Recall and Recognition
Measure how easily your target audience can recall or recognize your brand. This can be done through surveys or brand lift studies.
2. Share of Voice
Track your brand’s share of voice in industry conversations on social media, in news mentions, and through other relevant channels.
3. Website Traffic
Monitor overall website traffic, as well as traffic from branded search terms.
4. Social Media Engagement
Track followers, engagement rate, and reach across your social platforms.
5. Search Volume for Brand Terms
Use tools like Google Trends to track the search volume for your brand name and related terms.
6. Media Mentions and PR Value
Monitor the number and quality of media mentions your brand receives.
7. Referral Traffic
Track traffic from partner websites, industry publications, and other sources where your brand is mentioned.
8. Content Performance
Measure engagement with your branded content, including views, shares, and time spent.
9. Lead Attribution
Track how many leads and conversions can be attributed to brand awareness activities.
10. Brand Sentiment
Use social listening tools to monitor sentiment around your brand in online conversations.
Best Practices for B2B Brand Awareness Success
To maximize the impact of your brand awareness strategy, keep these best practices in mind:
1. Be Authentic and Consistent
As McLemore emphasizes,
“Be yourself, do what’s important for you, and know your purpose. That’s what I would take away from it. It’s not always just about image. It’s really everything else behind the image that’s important.”
Ensure your brand messaging and actions align with your core values and purpose.
2. Focus on Long-Term Relationships
Brand awareness is not just about quick wins. Focus on building lasting relationships with your audience through consistent, valuable interactions.
3. Integrate Brand Awareness Across All Marketing Efforts
Ensure your brand awareness strategy is integrated with your overall marketing plan, including demand generation and lead nurturing efforts.
4. Leverage Employee Expertise
Encourage subject matter experts within your company to share their knowledge through content, speaking engagements, and social media.
5. Stay Agile and Adapt
Regularly review your brand awareness metrics and be prepared to adjust your strategy based on what’s working and changes in your market.
6. Prioritize Quality Over Quantity
Having a smaller, highly engaged audience is better than a large but disinterested one. Focus on creating high-quality brand experiences.
7. Embrace New Technologies
Stay open to new platforms and technologies that could help you reach your audience innovatively.
Conclusion
A well-crafted brand awareness strategy is essential for B2B companies looking to drive revenue growth in today’s competitive landscape. By creating a strong brand identity, delivering value to your target audience, and consistently engaging across multiple channels, you can build brand awareness that translates into real business results.
Remember, as McLemore notes,
“Everything takes time. And timing, I believe, is always the most important. The biggest thing to stay in your lane. Stop being something you’re not.”
Stay true to your brand’s core purpose and values, and you’ll be well on your way to building lasting brand awareness that drives sustainable growth.
Some topics we discussed include:
- What is brand awareness and why is it important
- Why develop a brand awareness strategy
- How does digital marketing increase brand awareness
- How to build online brand awareness
- How to craft a successful brand awareness strategy
- The best ways to extend our reach to new audiences
- Examples of brand awareness campaigns
- The best ways to measure elements of your brand awareness strategy
- and much much more …
Related links and resources
- Check out WSBI, LLC
- Learn from Steve Brown – How to Tell a Compelling Brand Story that Boosts Business Growth
- Listen to my interview with Margie Agin – How to Craft a Brand Strategy Framework That Actually Unlocks Rapid Business Growth
- Listen to my interview with Xenia Muntean – What is a Personal Brand and How to Build a Personal Brand That Drives Growth
- Get more inspiration from Ben Baker – How to Write a Powerful Brand Story That Boosts Referrals
Connect with Kimberly
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