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The driven salesperson’s motto is ABC: Always Be Closing. In today’s world, with the rapid changes happening to the buyer’s journey, B2B marketers now have a similar motto. It’s ABB: Always Be Branding.
In a recent survey by the Content Marketing Institute and Marketing Profs, almost 85% of marketers identified “brand awareness” as their most important goal. It’s been the top goal of the survey five years running. As the buyer’s journey has moved increasingly online, the opportunities for branding deeper in the funnel have increased.
Because buyer’s journey isn’t linear, it’s critical to keep branding in mind at each stage of the funnel. In the purchase cycle, the average B2B buyer consults more than 10 pieces of content. Each one of those interactions is a branding opportunity – no matter where the interaction takes place in the funnel.
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Why You Need To Rethink Brand Marketing For Your Business
You could argue that personal branding is the foundation of social selling. Without a strong online brand, it’s simply more difficult to engage sales prospects. Even if you excel at growing relationships, every sales relationship starts with a successful engagement.
You may not have given a lot of thought to your brand identity (or maybe you have!), but that doesn’t mean you don’t have one. If this isn’t a term you are familiar with, here is a brief rundown:
“Your brand identity is simply how people perceive you and your business”.
The “clues” they use to determine how they feel about you include:
- Your visual branding.
- Your voice on social media and your blog.
- The quality of your products or services.
- How you respond to customer complaints or questions.
- Whether you conduct your business ethically, and how socially responsible you are.
- The perceived value of your products or services.
Remember that people will pay premium prices for premium brands! Starbucks, Apple and even Rolls Royce are great examples of this!
As people collect this information about you, they determine whether or not to trust you, and ultimately, whether or not to buy from you. This doesn’t just mean one-time sales, however. When people have a good experience buying from you – meaning they found value in the product and had a good buying experience – they are more likely to become repeat customers….and these are the BEST kind!
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LinkedIn™ Personal Profile Branding & Optimization
Your LinkedIn™ profile should be getting you more business but is it? LinkedIn™ marketing starts with your profile. If you’re not getting any new business from your existing LinkedIn™ profile, you are likely in drastic need of a profile makeover. If you don’t have a profile, there’s zero chance new prospects will find you on LinkedIn™.
Either way, you’re missing out on the LinkedIn™ gold rush. More and more executives, professionals and decision makers (the people YOU want to do business with!) are starting their search for new providers using LinkedIn™. If they even find your LinkedIn™ company profile, would they contact you?
Your profile is more than a resume – or a list of accomplishments. It’s your best chance to shine in front of your target market. Done right, your traffic steadily rises, as do your conversions and your profits. Done wrong (like over 97% of LinkedIn™ profiles) you’ll never get the results you expect.
Personal profile optimization is a critical component of the modern seller’s weaponry. Make a concentrated effort to improve it, even if it’s slow and steady, and the results will follow.
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LinkedIn™ Company Page Branding & Optimization
Still not certain about what LinkedIn™ can do for your business? Numbers don’t lie. Here are the facts:
- LinkedIn™ is the number one business-to-business site (277% more effective for B2B lead generation than Facebook or Twitter).
- More than 80% of LinkedIn™ members are the decision-makers in an area of business in their organization.
- The average LinkedIn user has a household income of $109,000.
- LinkedIn™ is adding an average of 172,800 new members per day (2 per second).
- Over 25 million LinkedIn™ profiles are viewed every day.
- 45%+ of visitors from LinkedIn™ to your other digital content (website, blog, whitepapers, video, etc.) will likely be new to your organization. That’s a lot of prospective clients, customers, and supporters. These leads are highly motivated about seeking useful content and are more likely to fill out a form. That means they’re likely to sign up for your mailing list, which will give you permission to continue the conversation.
- Focused marketing efforts on LinkedIn™ will generate real results if you invest time in building relationships.
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It’s not enough just to be on LinkedIn™, though, if you want to take advantage of the power of this incredibly effective network, you need to be smart and strategic. Starting seeing results with LinkedIn™ for your business is far easier once you have completed the important parts of branding and optimization.
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