Branding does have its place in the pursuit of fresh leads and customer loyalty. It’s an essential ingredient in both B2C and B2B marketing today. Information released by Technorati shows around 46% of bloggers post general brand-related content while 38% write strictly brand or product reviews. With such importance given to branding through blogging (which is a B2B marketing tool), its use cannot be overstated enough for success in the B2B setting.
This post looks at the four biggest reasons why effective branding boosts your chances of thriving in today’s B2B marketing situation. As we’ll talk about below, the major changes in digital media have given branding such a vital role in the modern marketing environment.
But not everyone is convinced that branding holds an important place in B2B marketing activities such as growing a B2B leads database. Some experts think branding only appeals to emotions, something which they believe B2B buyers don’t consider much in making purchasing decisions. Likewise, other notable marketing thinkers say that B2B products/services are typically too complex to be advertised in a simplified branding message.
Despite these arguments, many other B2B marketing specialists still claim that branding does play a major part in the B2B setting. Supporters of this idea cite that B2B decision makers have feelings too. In fact, research has shown that emotions do affect how decisions are reached. Because decision makers are normally bombarded with a bewildering array of choices, it’s more practical to select which information to consider in framing their conclusions. This is where branding comes in.
The most important contribution that effective branding gives is not in generating quality B2B leads, but in building relationships with people that matter. According to an article published on Forbes.com, there are four ways that branding develops relationships:
1. Product Branding
There has been a shift from “product transaction” to “human interaction” among marketing practitioners of late. Companies are going beyond merely selling products to buyers and are creating communities around these goods as well. Apart from being an offline or online B2B leads source, product communities also foster long-term relationship between a company and its market.
2. Service Branding
The move from “transaction” to “interaction” is also taking place among service providers as well. Companies are now focusing on engaging people from their customer base or leads database, using information to enhance the level of personalization and intimacy. With such innovations, fresh leads are becoming subordinate to customer loyalty.
3. Buyers/Users Influence
Today, marketers are no longer in full control over the delivery of the brand experience. Brand users are becoming more empowered to make these decisions. Users have gained greater influence that some B2B companies are communicating directly to end-consumers for ideas in dealing with their resellers, distributors, clients, etc.
4. Organic Discovery
“Organic discovery” of brands means buyers coming to them through various channels online: searches, reviews, referrals, etc. Organic discovery allows a more natural flow of buyers toward brands. Buyers arrive at a brand’s or company’s doorstep through the relationships they have with fellow customers or prospects as opposed to following the path lay down by marketers.
The four points above show how effective branding bridges the gap between products/services and buyers. Again, these ideas are based on an article published on Forbes.com which can be found at the following link: http://www.forbes.com/sites/gyro/2012/05/30/four-ways-brands-can-build-better-relationships/.