Views: 589 Author: Site Editor Publish Time: 2023-06-08 Origin: Site
Increasing brand awareness is critical to achieving long-term brand growth.However, when budgets are tight, events that help drive brand awareness are often the first to be canceled.The 95-5 rule reminds every B2B marketer that only 5% of B2B potential customers are in the market at any time.This means marketers need to deploy broader upper-funnel campaigns focused on brand awareness to ensure your company is in the minds of the other 95%.
Next, let’s explore what kind of activities can successfully increase brand awareness and promote long-term brand development.
First of all, it needs to be clear that the primary goal of the event is to increase brand awareness.Before you start planning and building an event, it's helpful to have a more specific understanding of what you want to achieve and how you'll measure success.Most marketers tend to focus on the following key performance indicators, and corresponding tracking metrics, when running upper-funnel campaigns:
Increased influence:Put your brand and content in front of more people to build mental associations.Measured by metrics such as impressions, shares, clicks, and video views.
More followers:Drive more users to your social media pages and entice them to subscribe.As your follower count increases, so does your potential reach on the platform.
Higher engagement:Allowing more users to interact with your brand and content signals that users are moving to the next stage of the funnel.This dimension is usually measured using metrics such as likes, comments, and click-through rates.
The key to developing marketing campaigns to build brand awareness
Make the event grab people’s attention:Create a compelling brand story, create a compelling brand story.
Most advertising platforms on the market currently have a certain degree of flexibility, so the use of A/B Testing should have become a common practice.This can help you discover which specific elements in your copy and creative are causing a response from your audience, allowing for data-driven optimization.Through this selection method, the resonance message of the event content can be amplified and the influence among the target audience can be effectively improved.
Improving brand awareness does not happen overnight, and long-term and effective marketing activities are essential.During this process, B2B marketers need to keep in mind the 95-5 rule and strive to balance the achievement of short-term sales goals with long-term brand development.
