B2B business marketers are realising that brand marketing is essential to any marketing strategy. Although brand marketing was seen more as a B2C marketing method, B2B clients engage in the same way B2C clients do. Long-term brand building, creativity and story-telling are just as important for B2B as B2C companies.
B2B companies also need to build a relationship with potential customers, and brand advertising works in driving buyer choices and revenues. It is not enough to rely on rational product messaging alone, there needs to be a creative storytelling element as well. According to recent research, 46% of a B2B’s marketing budget should be spent on brand building.
In hybrid companies who are both B2B and B2C, their brand marketing has been applied in both aspects of the company making them more successful than that of their competition. It is clear that brand marketing and awareness is important regardless of if the buyer is an individual or business.
Technology has made buying products and services much easier, but the personal touch and interaction has been lost. By using brand awareness, businesses are able to create emotion in their buyers, and make it more personal using data and information about prospective buyers to impact them on a more intimate level.
Using social media platforms, websites and other marketing tools, a brand can be consistent and create a connection with customers making marketing much more effective.
Although short-term sales and keeping existing customers happy and engaged is important, B2B companies can generate long-term support by targeting a broader audience. This may take some time and patience, but once brand awareness is solidified, a B2B company can become very successful.
Growing sales depends on building customer loyalty and building relationships, so many B2B marketers have realised that long-term brand awareness is essential and must take priority. B2B customers need more emotional engagement than B2C shoppers because more than often than not, B2B customers spend more money when purchasing and financial impacts can be serious if the wrong buying decision is made. Including details about the business like its founder or origin, will help customers connect on a personal level.
B2B advertising is usually more rational than emotional, but changing it to emotional will have a greater impact with customers. Business buying has greater consequences and so buyers need to be able to trust and rely on a B2B company’s brand and product/service.
B2B marketing needs to appeal to both mind and heart. Creating a quality brand that is consistent, trustworthy, reliable and appeals to customers on a personal level will ensure long-term success and growth for B2B business.