We don’t often realise it, but every product or service we use is likely a result of how familiar we are with its brand. Brand visibility is the proportion of exposure a brand enjoys in relation to its competitors and its industry (source: Hubspot). Granted many factors influence a prospective customer’s brand of choice, but the point still stands: we often trust the brand we know, either consciously or subconsciously.
Brand visibility is considered an important investment for brands that want to reach more customers, such as B2B tech companies. According to the 95-5 Rule, only 5% of B2B buyers are in-market (current buyers), while 95% are out-market (future buyers); so it makes sense to implement brand visibility efforts to keep the brand top of mind for future buyers, generating future cash flows.
In this article, we explain the importance of brand visibility for B2B tech companies, how it plays into the B2B branding playbook and ways to increase brand visibility for your business.
Brand Visibility vs. Brand Awareness
To help us better understand where brand visibility sits among other related metrics like brand awareness, let’s do a quick comparison.
Brand visibility can be treated as a building block towards brand awareness. Its impact contributes heavily to your brand equity, which is defined as the “consumer perception of the value added to the functional product or service through association with the brand name.” The more you are seen, the more likely you are to be recognised.
Digital Squad recommends going through these brand exercises before implementing brand visibility efforts for your B2B business:
- Understand your target audience
- Define your ideal customer profile (ICP)
- Create buyer personas for precise targeting
- Conduct market research to uncover pain points and preferences
Once you have these, it’s high time to increase your brand visibility through an omnichannel approach.
5 Ways to Master Brand Visibility: A Guide for B2B Tech Companies
On average, it takes 5 to 7 impressions for people to remember your brand. With a plethora of B2B SaaS companies on the market today, it can be challenging to stay on top of people’s minds, let alone connect with them. Thankfully, technology offers us various creative ways to do this. Here are 8 ways you can master brand visibility for your B2B tech business.
Craft a Compelling Brand Story
Marketing has always been about creating an emotional connection between your brand and your audience. Brand visibility goes beyond just recognising your logo, it means they connect with your brand enough to remember it when a business need arises. Identify your unique value proposition (UVP), dig deep to craft a compelling brand story, and create a consistent brand narrative across all channels so you make a mark in people’s minds.
Take it from Apple’s playbook whose brand story has us all hooked, so much so that when we see that Apple logo, we “Think Different.”
Leverage Content Marketing
Nowadays, ads don’t always work. Consumers are becoming smarter, which is why many B2B tech companies adopt inbound marketing, a “pull” strategy versus the more common “push” strategy. Content marketing is one way to draw your audience in, feeding them the information they actually care about. Develop a content strategy that resonates with your audience and diversify them into different types of content that work best for B2B companies, such as whitepapers, case studies, webinars, and more.
At Digital Squad, we leverage the power of case studies making our brand more visible than ever in the eyes of our current clients and prospects.
Maximise SEO and SEM
Search Engine Optimisation (SEO) and Search Engine Marketing (SEM) are excellent ways to boost your brand visibility organically. While it’s a long-term strategy rather than something you do overnight, implementing on-page and off-page SEO techniques as well as effective use of SEM brings tremendous impact to your brand visibility. Read about a successfully executed B2B SEO strategy from one of Digital Squad’s clients, Escape Heaven.
Embrace Social Media Marketing
Social Media Marketing is one of the most powerful ways to up your brand visibility. By embracing social media marketing, you get to engage with your audience, foster community, get insights and feedback, and advertise. About 95% of B2B marketers use social media marketing as part of their strategy, and 86% cited brand visibility and awareness as a goal for doing so.
Keep in mind to choose the right social media platforms for your audience (contrary to popular belief, you don’t have to be on every single one of them), craft engaging content, and utilise paid advertising on social media platforms. Don’t be afraid to bring in social media marketing experts to help you achieve your B2B goals.
Partnerships, Collaborations, and Networking
The rise of social media has paved the way for influencer marketing, and while it has its setbacks, it has become a powerful tool for many B2B brands in the tech space. Partnering with influencers and industry experts is a great way to get your brand in front of your target audience. Maintain credibility by engaging only with relevant influencers and collaborating with industry experts; be critical when it comes to partnerships and collaborations as it can make or break your branding efforts.
Finally, let’s take a page out of the traditional marketing playbook and participate in networking and industry events. Industry conferences are a great way to represent your brand in the tech space and build relationships within your industry. If you can’t make it in person, be up for hosting webinars and virtual events. Any opportunity to let your brand shine is one you always want to take.
Measuring Brand Visibility
Measuring the success of your brand visibility efforts is essential to better understand your relationship with your audience. There are many ways to do it but some common metrics include:
- Brand Search
- Impressions
- Engagement
- Sentiment Analysis
- Brand Mentions
Use tools like Semrush or analytics tools found in platforms (like Meta) to make data-driven adjustments for continuous improvements.
At Digital Squad, we specialise in crafting tailored digital marketing solutions for B2B tech companies like yours. Whether you’re looking to boost your brand visibility, revamp your content strategy, or explore new avenues for growth, our experienced team is here to help. Position your brand as a market leader and drive sustainable growth by investing in brand visibility efforts. Trust us, the rewards will follow.