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Marketing for Awareness for B2B


Author: Carter Matthews, President, Empowering Brands

The first question Empowering Brands’ Professionals ask when we work with a new or existing partner is “what are you trying to accomplish specifically?”.  It’s a question and answer that is imperative so that both parties can be on the same page when it comes to achieving success.

Although the specific answers differ, responses most commonly fall into one of two categories (whether they sometimes know it or not):

  1. “We are trying to grow awareness.”
  2. “We are trying to increase leads.”

Marketers more than ever are being tasked with showing ROI (Return on Investment), which is where having a plan, knowing the tactics, and measuring the results are critical.

From a philosophical stand-point, a good strategic marketing plan should be trying to accomplish both. More awareness absolutely should increase more marketing and sales leads.  However, from a campaign execution and evaluation stand point, it’s good to know exactly what the goal is, how you’re going to get there, and how to keep score.  This is where we find many companies need a little help.

Also Read “Marketing for Leads”




Awareness should not be a throw-away term used as a catch-all for any campaign without a specific call-to-action.  Increasing company awareness should be an important goal with trackable measurements to monitor success.  How is that accomplished?

Let’s start with a Few Tips for Increasing Awareness:

Know Your Audience

Understanding your audience is the first step in any marketing strategy. Who are they? What are their challenges? What are they interested in?

Craft Compelling Content and experiment with new forms of content

Hopefully you’ve read our blog,Why Content should be at the core of your marketing strategyand understand the importance of compelling content. It doesn’t stop with the words, without compelling images and/or video your content is likely to fall flat.

Consistent Messaging

Clearly define your value proposition as a company and utilize consistent messaging across all of your media.  The more you can drive the message home to your audience the more they’re going to remember it.

Have call-to-actions

Call-to-actions aren’t limited to lead programs.  Start a conversation.  Likes, shares, comments are all important for engagement.  Ask your audience to take a next step such as visiting a high value web page or watching a video.

Share Content on authoritative sites within your industry or niche

Diversifying your content marketing strategy is an integral part of getting your message out there.  Remember there is a proliferation of content and no one has control over distribution.

Paid Media.

Paid media will have a big impact on your awareness. The more quality impressions you can generate among your target audience, the more chance for recall and awareness.  Advertising elements including things like video, sponsored content and paid social are great ways to increase reach, exposure and your brand messaging.

How Do I measure Awareness?

You can and absolutely should be measuring growth of awareness.  Here are a few tips:

Analyze your site traffic

Set benchmarks and look specifically at how companies are finding your website.  Understanding your site traffic acquisition patterns is key.

Keyword Data 

Use Google’s Keyword Planner and Google Trends to monitor the volume of relevant searches that are important to you. Increasing your volume of branded searches is a great metric.  Branded searches where the user has further refined their search with your company name or product. Increases in awareness directly lead to increases in branded searches.  In fact, Google has shared research showing how video and display campaigns have a positive impact on branded search.

submersible pump =  generic search

KSB submersible pump = branded search

KSB Amarex Submersible Pump = specific branded search

Social Engagement 

Monitor your social engagement for increased awareness. More followers, shares, likes and increased usage of relevant hashtags all are relevant metrics of increased awareness.

Need Help with a Plan to Get Started?

Let the staff at Empowering Brands help you get started