Which Metrics to Focus on in Your B2B Brand Awareness Campaign

First, we need to discuss goal setting and what your goals for your awareness campaign should look like based on what you want to accomplish.

Setting The Right Goals

What do you want to accomplish through this B2B brand awareness campaign? Figuring out what kind of results you want from a brand awareness campaign sounds easy enough, but you need to make sure you identify your goals properly so your campaign has some structure and an end goal. If you set generic and unspecific goals, it’s going to be hard to measure the success of the campaign. Brand awareness means something different for everyone, goals are not universally the same. Maybe you want to drive more traffic to your website or social media accounts. Maybe you want to build brand awareness for new customers. Maybe you want to promote new services to already established customers. As you can see, it’s important to pin down what “brand awareness” means to you and your business. 

If you want to make sure you’re setting the right goals for your brand awareness campaign, have a team meeting and have members write down what they believe to be brand awareness for the business. This can help you decide what’s most important to the company and in return determine your goals for the campaign. Once you establish what kind of results you want to see from the campaign, you can start to figure out which metrics are most important to you. Now, let’s discuss some of the key metrics you will want to measure for your campaigns.

 

  • Website Traffic: This metric is incredibly important to brand awareness. Your businesses’ website is where customers can learn about your products or services and decide whether you would be of assistance to them or not. This sort of metric can help tell you whether or not your media advertisements are bringing customers to your website. It can take some time to garner up a lot of website traffic, but if you’re seeing virtually no website traffic, it may be time to rethink your other media advertisement strategies. If you’re getting no website traffic, then you need to identify where the hiccups are coming from.
  • Blog Traffic: Blogs are something that a lot of businesses tend to put on the back burner. However, this is an integral part of your brand awareness campaign. Blogs can be used to establish legitimacy and help potential customers see that you are a leader in your field of business. It also helps provide customers with useful information they may need before considering your services. Much of blog traffic comes from things like Facebook/LinkedIn shares or email.
  • Blog Conversions: Another useful metric to focus on is blog conversions. These insights can help you identify what kind of content your readers are enjoying and how best to promote that.
  • Social Media Followers: If you’re trying to measure the success of your social media pages, one sure-fire way of doing that is using your follower count as a metric. If you are constantly losing followers every week, it may be time to reconsider the content you post, the voice you use, or the information you share on a particular page. If your followers are constantly going up, clearly you’re doing things right. If your followers stay stagnant, you need to decide if you want to continue to focus on your loyal followers or focus on building new audiences. Social media is a tough thing to nail down, but if you do it right you can bring a lot of brand awareness.
  • Social Engagement: Another key metric to measure brand awareness campaigns is social media engagement. The content you post on Facebook, Instagram, Twitter, and LinkedIn are directly related to your business. If your content is not getting much engagement, it could be 1 of 3 things: your content is reaching the wrong audience, you’re posting on the wrong platform, or your content is just not interesting to the audience. The engagement you should be looking for is comments, shares, and likes.
  • Mentions: This is one of the best ways to track awareness and buzz around your business. Mentions can be tracked through any social media platform and there are programs out there that also track mentions in media, blogs, etc. This kind of metric can be tracked through what we call SOV (share-of-voice) and SOI (single opt-in).
  • External Links: Lastly, external links can help boost your website’s rankings, so keeping track of which ones help improve your ranking can be vital to your brand awareness campaign’s success. Using external links can help increase the volume of traffic that comes to your page if your website if higher up on the search engine rankings. The lower your rank is, the less likely a person will see your website. If your rank is low, that means a person will need to scroll further down on search engine result pages. Most of the time, customers will only click on the first few links they see after they input a search.

 

As we mentioned earlier, the metric you decide to measure are entirely dependent on what goals you want to accomplish through your brand awareness campaign. Want to get more traffic on your social pages? Start measuring engagement and followers. Want to get more website traffic? Start measuring external links, blog insights, and website traffic. We hope these tips helped you get a better idea on which metrics to focus on in your B2B brand awareness campaign, so that you can start moving your visitors from awareness into a lead nurturing campaign. Good luck!

 

The first step for any lead nurturing cycle is the B2B customer life cycle. The B2B customer life cycle can vary, but overall it’s a term used to describe a lead’s journey to becoming a loyal customer. Most of the time, the life cycle looks something like this:

  1. Casual subscriber/visitor.
  2. Subscriber/visitor turns into a lead.
  3. That lead turns into a marketing qualified lead.
  4. The marketing qualified lead turns into a potential sales lead.
  5. The opportunity for a new customer is presented.
  6. The sale is finalized and lead becomes a customer.

For those of you that work in marketing, your job is to take visitors/subscribers and turn them into a lead which, ideally, will become sales leads. Sales leads are then passed off to the sales team. What people in marketing often struggle with, and get discouraged by, is the low sales conversion rates they see. How can this be changed? Through a structured B2B lead nurturing campaign. Let’s discuss how your B2B campaign should be structured as part of your B2B strategy to ensure an increase in sales conversion rates.

First things first, let’s make sure we all understand the important aspects of any B2B nurturing campaign. Before we start building the steps to a structured B2B nurturing campaign, we need to make sure we touch on the core elements of them.

The Core Elements of a B2B Nurturing Campaign

  1. Lead Magnets: Engages visitors/subscribers by identifying a challenge they have or by providing them with an answer to that challenge.
  2. Landing Pages: These are spaces where your lead magnets are hosted. These help visitors better understand what you can offer them.
  3. Personalization and Segmentation: This helps you better understand what the visitors wants and needs are so you can better assist them and see if they can turn into a lead.
  4. Email: Contact doesn’t stop at landing pages, it continues into emails. Emails help nurture the relationship because personal conversations can’t always happen. This nurtures the relationship and makes the subscriber feel valued.
  5. Workflows: One of the most important aspects of a B2B nurturing campaign is workflows. These provide a structure for the lead generation process. This helps marketing and sales teams with structure and a more stream-lined nurturing process.
  6. Premium Content: For those subscribers that you have developed a relationship with, you have to show them they’re valued and give something in return. Oftentimes, B2B campaigns give subscribers educational content that helps them figure out whether or not they’d like the business’s service in the future. This kind of content can even continue after a lead becomes a customer.
  7. Analytics: You need to see what’s working and what isn’t, that’s why analytics and reports are essential in B2B nurturing campaigns. This can also help you determine what needs to be better optimized or what is working for you.
  8. Automation/Tools: Since B2B nurturing can take some time to generate leads, it’s smart to use automation tools to help keep everything organized and streamlined. These can help you track, nurture, and analyze leads so as to turn them into customers. There are hundreds of automation tools out there that you can use to create an effective B2B lead nurturing process.

Now, let’s discuss how you can use these elements to your advantage and how they can help you create a structured B2B lead nurturing campaign.

How to Create a Lead Nurturing Campaign

The first thing you’ll want to do is define the goal of your campaign. As with any kind of campaign, you’re going to have to find out what you want to accomplish with your goal. What kind of customer are you trying to attract? What services are you trying to sell? Answering these questions will help you create goals. If you don’t have a goal and you’re just trying to get any lead you can, it’s going to be difficult to get the results you want. We suggest making your goals S.M.A.R.T. (Specific, Measurable, Attainable, Realistic, and Timely).

Secondly, you’re going to define the kind of customer you want to attract, your target audience. When you’re able to determine the ideal customer profile you are looking to target, you can then personalize your campaign to fit their wants, needs, and desires. If you’re trying to target businesses in the sports industry, you’re going to want to change your campaign’s language to relate to their field of work. Buyer personas are essential to determine before moving forward in the B2B lead nurturing campaign process.

Next, you’ll want to implement the nurturing content for your potential leads. You’ll want to start off content such as free educational pieces, blog articles, or e-books/guides. Once you’ve established some interest in this content, you can start to introduce the potential customers to consideration content. This content helps them start to consider your services through things like webinars, white papers, or case studies. If the customer still invests some interest in this content, then it’s time to move them into the consideration stage. This is where you start to send them free demos of your product/service, free trials, or free consultations.

In the last stage of the B2B nurturing campaign, you’ll want to start to use automation software. Content management systems help automate the whole nurturing process so that you can be a bit more hands-off. These systems can help you nurture a relationship without you having to personally nurture each and every one. This is when you start building landing pages, uploading premium content, and creating email campaigns to help nurture the lead through the B2B customer life cycle. Automation systems help customers go through the lead life cycle without you having to be too hands-on. They’ll also help you eventually hand the promising sales lead off to your business’s sales team without you having to lift a finger. Sounds pretty great, right?

The nurturing process is essential when trying to gather promising sales leads and increase sales conversion rates. In order to have a successful B2B nurturing campaign, you need to follow these steps and carefully consider each element of a nurturing campaign.

A B2B strategy is an actionable, strategic plan that allows you to achieve your goals. It is the very fabric of any successful business. Good strategies help you get from point A to point B in your venture. With the clever use of data, research and defined target group, a single business strategy can altogether expand your reach and generate a higher ROI.  

 

The making of a good business strategy

It is impossible to create a B2B strategy just by reading a couple of blogs. Your strategies need to be simple yet useful enough to help you obtain the desired results. Here are a few things that constitute a successful business strategy. 

 

Focus on one thing at a time

It is extremely important that you develop your strategy step by step. You can risk losing good strategies due to mismanagement. So, if you are performing in-depth market research while developing a website, focus on any one of those things to avoid substandard work. 

 

SWOT analysis your method

A SWOT analysis is a comprehensive approach to strategic planning. It includes laying out your strengths, weaknesses, opportunities, and threats. While it is widely performed by organizations, the technique can be used for measuring the effectiveness of a plan. 

 

Be realistic with your goals and expectations

If the purpose of one of your social media strategies is to gain more followers, it is impractical to anticipate a million followers in a week’s time. But with the right strategy, acquiring a couple of thousand followers is plausible and achievable. Similarly, you can’t sell a hundred software licenses in one day. So, it is important to be both realistic and reasonable with your goals.  

 

Listen to the people

A good strategy focuses on what the audience expects from the organization instead of the other way round. Let your customers voice their concerns and doubts. Allowing them to guide your plans is the most effective way of having a successful business strategy. 

 

Developing the ideal B2B strategy step-by-step

To devise a strategic plan, it is vital to learn to use the information and expertise you have acquired through experience. Here is a guide that will allow you to bring your plan together.  

 

Know your audience

Every business is part of an incredibly volatile market. Each of your customers has a different requirement and they wish to satisfy all of them from a single product. Therefore, not only your product but also your strategy needs to be inclusive. You must embrace diversity through your plan.  

 

Consider all your mediums

If you don’t use the right platform to convey your message, you might lose its effectiveness. It may not create the desired impact. Without understanding the usefulness of your mediums, you cannot expect to develop an effective B2B strategy. 

For instance, you will have a higher chance of making more sales if you promote your printers on email, search results or Amazon, but you might not gain enough eyeballs if you choose Facebook, Instagram or even YouTube for the task. This is because most social media sites are beneficial for only B2C marketing. Generating leads on such platforms will prove to be futile to a B2B marketer.   

 

Set actionable goals

Circling back to one of the key elements, your B2B strategy must have an actionable goal that you can accomplish in the dedicated time frame. Determine your budget for executing the plan and set a deadline for the plan to measure its competency.

 

Execute and review

Once you are sure about the strategy, implement it and immediately start recording the impact it is creating among your target group. Continue to analyse, evaluate, modify and redo till you obtain the favourable outcome.  

 

Effective B2B strategies for 2020

Just like every year, we are welcoming newer B2B trends this year, too. As your audience becomes smarter and more informed, it is important to embrace the top B2B strategies that will be effective in the year 2020.   

 

Ditch the AIDA model this year

The old ways of doing business are dying because the millennials are taking over the market. They have a reputation for being the smartest customers. So, if you have been using the Awareness, Interest, Desire and Action technique with them, it is time to lock it up.

You cannot send them cold emails or call them thrice a week to get them to buy your product or service. They require more than ‘your word’ to invest in you because they are more involved in the buying process. 

In 2020, B2B clients will continue to verify and validate your claims before making a purchase. They will prioritise feedback over your commitments and consult the larger group of people before saying yes. 

 

Work on your website

If you don’t have a website, you might not have a very successful year. B2B buyers search your product 12 times, go through your website and reviews, and spend time evaluating your online presence before buying from you. 

The more professional and attractive your website is, the more profitable you will be. Therefore, it is safe to say that this year is all about a virtual experience before you get to make a personal impression. 

Simply put, if your website seems legit, you will have already converted your lead into a customer by more than 50%.      

 

Revise your online reputation

According to Think with Google, 58% of B2B buyers search online before buying your product. Similarly, 70% of them do thorough research about your catalogue and make a buying decision within a day.   

Thus, you need to focus on maintaining a spotless online image. Declutter your social media and move towards being more organised. Don’t overlook the aesthetics as you renew your presence. 

 

Create a brand – no matter how big or small

Millennials are obsessed with brands. Since they have assumed important positions in organisations, it is essential that you create a solid brand identity. This includes designing a logo, tagline and marketing collaterals. Exercising uniformity across your brand segments is a B2B strategy that will make it easier for you to succeed in the market in 2020. 

Every marketer has taken it on themselves to be your digital agony aunt. Most of these marketers are either working with a brand or running one of their own. And all their responses circle back to their products or services, which means their solutions are almost always victims of convenience and meticulous marketing strategies. Thus, it is no surprise that there are too many misconceptions about B2B marketing around us.  With only a handful of fact-checkers, we have succumbed to these myths. Since the internet is an open platform, not everything you read on it is true. So, if you have come across these 8 myths of B2B marketing, here is the truth. 

 

Email marketing is dead

If you think email marketing does not work anymore, you are not alone. Thanks to social media, people have come to believe that investing in email marketing is futile. While it is true that the email open rate has gone down tremendously over the past few years, it is still possible to generate leads through email marketing. 

The key is to have striking subject lines that compel your customers to click on the email. Get creative with that one-line space. For instance, “We know how you can spend your surplus this year” is a far better subject line for a B2B insurance company than “Have you renewed your corporate insurance yet?” 

The former will have a much higher possibility of getting a click than the latter. It directly targets the person or group that is responsible for making the buying decisions without giving away too much information. 

 

Content marketing is limited to SEO

In a world where every business is trying to get a hold of the best digital practices, SEO has become the sole savior for countless companies. Businesses are spending thousands to improve their online performance. From blogs to e-commerce websites, there seems to be no end to the use of SEO insight. 

However, we must realize that SEO is just one of the aspects of content marketing. Content marketing can be paid, earned and owned. While SEO is one of the primary ways of reaching your audience, it is not absolute. 

 

Corporate videos are the only way to reach your audience

This is one of the most popular myths of B2B marketing. When you give so much importance to corporate videos, you end up completely ignoring the other drivers of B2B marketing, like social media. 

Social media is probably the most important B2B marketing tool right now. If used correctly, you can successfully navigate your followers to make a purchase. Besides, B2B events, webinars, and case studies are some other ways to reach your audience and convert them into leads.   

 

Using your competitors’ digital marketing strategies is unethical

We know ethical business practices are of the utmost essence now more than ever. And it is every business’s responsibility to run a morally uplifting business. Contrary to the myth, replicating your competitors’ digital marketing plans is far from being corrupt. 

In fact, there are tools that let you analyze how your competitors are building a successful digital presence. Most of them are free and accurate to quite an extent. 

However, if that still fails to align with your principles, there are a couple of ways to use your competitors’ strategies to advance your business. Tracking their customer feedback and avoiding their mistakes are the best ways to gain a competitive edge over your competitors. 

 

B2B marketing is only for businesses, not people

Gone are the days when a formal attitude and absolute professionalism ruled the workspaces. Now, people make businesses and they are given due credit for it. 

It is extremely important to design your B2B marketing activities to cater to humans. You must target people to promote your business because they are responsible for the positive word of mouth for your brand. They are the ones who buy your products and services. 

Since people hold the key to making or breaking your brand, B2B marketing should be aimed at conversations and problem-solving. 

 

Self-promotion benefits the B2B sales

Narcissism has no place in sales. A self-centered business can never outsell a customer-oriented business and for all the right reasons. 

Brands are yet to realize that constantly talking good about their products drives leads away. This is because nobody wishes to be associated with a company that sells them a product. Everyone loves a brand that can sell them a solution – regardless of how big or small. 

Top digital marketing companies are an excellent example of customer-centric businesses. They solve your everyday digital problems through blogs and social media posts. So, when you want to avail of digital marketing services, you directly approach a company whose solutions you have come to trust over a period.    

 

You don’t need a website to sell to businesses

Another myth that is not as benign as it appears to be, B2B marketing is actually incomplete without a website. Millennials are running the corporate spaces today and they are anything but gullible. They make fact-driven purchases. And before they buy from you, they spend hours analyzing your online presence.   

If that is not all, the rate of B2B sales made directly through the websites is doubling every year. This is a clear indication of websites being extremely essential for B2B marketing and sales.  

 

All your social media followers are your customers

Social media is a resourceful B2B marketing tool, but it is swarming with bots that don’t actually serve any purpose in sales. You might have 20,000 followers and 1000+ likes on each of your posts on Facebook but only a fraction of those might become your customers.

Barring the bots, the best way to convert these silent leads into active ones is through great content. Engage your audience with interactive content and be at the forefront to answer their questions. 

Remember that if you can become your audience’s confidante, you are headed towards an incredibly successful future.