B2B events can be very exciting and beneficial times. Knowing what all businesses can gain from these events makes one have high hopes about the outcome. However, walking in as a brand no one knows anything about is likely not going to provide the results you are looking for. Even if your company is somewhat known, creating a brand awareness campaign can maximize your efforts for the conference.
Best way to increase Brand Awareness for B2B Event
Here are six ways you can increase your brand awareness.
1. Make Your Company Memorable
Take a moment to think about TV commercials that you have seen. Which one’s pop in your mind? More than likely, you probably remember those with a catchy phrase, an interesting spokesperson, or something funny or relatable. Many people even catch themselves singing a song they heard in a commercial. Or something will occur that triggers the memory of that commercial.
For instance, has a friend ever asked, “Can you hear me now?” over the phone. What happened when they did? If you were around during the time, you most likely immediately think of the Verizon man walking all over the planet saying, “Can you hear me now? Good.” People thought it was silly, but everyone knew the commercial because it is memorable.
So how can you make your company memorable? There are a few things you can do. The first is to add a face, or faces, to your company. While celebrities might be great as a spokesperson, they are not necessary. More than anything, consumers just want to have a face to put to the company, especially when so much business is handled digitally. A familiar smiling face can make a huge difference in customer relations and a brand’s reputation. You can also consider a catchy slogan or song. Anything you can do to make your company stand out in a good way needs to be done.
2. Maximize and Optimize Your Online Presence
It is not logical to think your company will do well if no one knows you exist, so you must work to increase your brand awareness. With so much time spent online, that is a very important place to increase brand awareness.
To do so, first and foremost, optimize your website in relation to SEO and mobile capabilities. You want to be sure that your audience has good landing pages to find and do not have to wait for your pages to load. Another important step is to maximize your online presence. Consistently post on social media so that you are staying in front of your audience.
3. Showcase Customers and Reviews
Both current and future customers want social proof that your product or service is beneficial. By sharing customer reviews on your online platforms, it will help convince consumers that they need what you are offering. Also, by showcasing your customers and bragging on their accomplishments, you are building greater brand loyalty and brand awareness. All these things will make you more desirable to consumers which will not only increase your regular business but should also increase attendance and interest at your next B2B event.
4. Create an Email Campaign for the Event
It is no secret that email marketing is a huge factor in digital success, so it should come as no surprise that you should create an email campaign surrounding the upcoming B2B event. While you do not want to overflow your audience’s inboxes, sending out occasional emails about the event should be part of your email marketing strategy.
In the beginning, perhaps one email once every couple of weeks just building the hype about the event. As the date comes closer, you should increase the number of emails. However, do not be too sales-y about the event. Instead, make the emails interesting and valuable to those on your email list want to read them. Also, remember that excitement is contagious, so if you come across as excited about the event, it will likely rub off on them.
5. Give Something Great Away
Speaking of valuable, it is important to give great stuff away. You might offer a free eBook in exchange for new email addresses. Make sure the eBook is relevant to the conference topic so that you are softening the clay, so to speak. You might consider some type of coupon for the event or a one-on-one meeting with those on your list that purchase tickets by a specific date. Giving something valuable to those who are interested in what you offer is a great way to open the door for future sales.
6. Be a Guest on Relevant Blogs and Podcasts
Determine which blogs, podcasts, and other platforms serve the audience whose attention you want to gain. Reach out to the authors and hosts about writing guest posts or making an appearance on their podcast. Again, you do not want to be too sales-y but do showcase your brand in a good light, and link to the event somehow. For instance, with guest blog posts, do not just jump in and start talking about the event. Just write a valuable blog post, then either mention the event or link to the landing page.
Each of the six steps above can provide great results separately, but together they can create phenomenal results. Go over the list again and choose at least three steps that you can commit to before your next B2B event. Mold your chosen steps into a campaign that you can spread far and wide.