With so many marketing channels accessible today, determining the most effective channels to reach your aim of brand awareness can be difficult. B2B enterprises have had to stay agile, as we saw with COVID-19’s initial impact, digital channels that worked to raise awareness in the past may no longer be as effective. According to Brian Giese, CEO of True Influence, “Companies have been forced to look at digital channels and communication techniques that they did not use previously.”
Top B2B Marketing Channels for Brand Awareness
Digital marketing is the most accountable and cost-effective way to generate new leads for your business. Here is a list of the best B2B marketing channels:
Search engine optimization (SEO)
For instance, you may use this B2B marketing channel to generate and publish fresh material pertaining to your business, as well as include the keywords your audience is looking for in strategic locations like title tags, headings, and copy. You can also seek links to your content from other reliable websites. The more authority sources that connect to your site, the higher you'll be able to rank in search results. Increasing your search engine rankings can allow more people to find you online, contact you, and eventually become clients.
B2B companies should pay attention to a few SEO trends in the new year; voice search, longer content, and mobile-friendly pages are just three of a number of factors that will affect current and future search engine rankings.
Like webinars, podcasts allow you to have a conversation with your audience about your business. Series like The B2B Marketing Podcast, B2B Growth, and The B2B Marketing Leaders Podcast provides insight from industry leaders, B2B marketing gurus, and sales extraordinaire. You can enable listeners to interact and familiarize themselves with knowledge by making your own podcast or having a marketing leader from your firm as a guest on another. Some B2B businesses provide audio downloads on a weekly or monthly basis. Others only utilize podcasts at certain seasons of the year or to promote new products or services.
To survive and thrive in a connected world, B2B companies must think outside the box when it comes to increasing the presence of the brand. A successful marketing approach for the majority of them includes social media marketing across a range of channels. LinkedIn is one of the most widely used B2B channels.
LinkedIn is now used by 95% of B2B organizations for content marketing. That number is unlikely to fall in the coming year, as one of COVID-19's implications is the rise of the virtual workplace. B2B organizations should use LinkedIn to distribute educational information, keep up with industry leaders and trends, employ social listening techniques, and target customers with social advertising using LinkedIn's data. LinkedIn also provides access to a multitude of data and information relevant to B2B marketing strategies, such as industries, job titles, firms, interests, and hobbies. Your B2B buyer persona is all on LinkedIn, so there's no guesswork involved.
Looking for other channels to create awareness will be crucial as marketers sketch out their approach for 2022. Buyer behavior will shift, and B2B organizations must be adaptable if they want to develop their business.