Awareness Simplified: Three Steps to Build Brand Awareness

by Lauren Glover
  |  April 22, 2020  |  
April 22, 2020

Graphic of two heads with gears and speech quotes floating above | brand awareness
Brand awareness is admittedly one of the more difficult marketing aspects to measure, but that doesn’t diminish its importance. Brand awareness is critical to the success of your B2B company, but it is more than just brand recognition. It’s about building a connection and trust between your company and your customers.

Awareness Simplified: Three Steps to Build Brand Awareness

Knowing how vital brand awareness is, how can you start building it? Start by taking our simplified approach and follow these three steps to build brand awareness.  

How to build brand awareness?

Three of the top brand awareness strategies that B2B brands can use include building a website, being active on social media, and outreach.

Build a Website

Your company’s website is an excellent starting point for building brand awareness. Your company’s website needs to look polished and professional. That means it needs to function correctly, be interactive, easy to navigate, mobile responsive, quick to load, and optimized for search engines. Put your main unique selling proposition at the forefront of your website. Make sure website visitors know what products and services your business offers, and provide any necessary information about your offerings. Don’t forget to include a contact form or email, so prospective buyers know how to get in touch.

Your website is where you can focus on your content marketing efforts. Fill your website with blog posts, downloadable content like white papers and eBooks, infographics, and other visual content. Let your website be the cornerstone of your brand awareness efforts.

Once you’ve put in all that work, remember that your brand awareness strategy doesn’t stop once you get visitors to visit your website, you want them to keep visiting. Many of those website visitors are at the top of the sales funnel, but to get them through the funnel, you need them to stick around. That’s where a retargeting strategy for website visitors comes into play. A retargeting strategy will help you continue to show ads to website visitors who have left your website, meaning those visitors will continue to see your brand. Then, hopefully, when they are ready for more information, they’ll be back.

Be Active on Social Media

With 70% of all adults using social media, according to the Pew Research Center, your target audience is already active there. Not sure where to begin? LinkedIn is a powerful social media platform for B2B companies. LinkedIn boasts four out of five of its members drive business decisions, and their audience has twice the buying power of the average web audience. You might start by making a goal to post something every day or every other day, that is informative for your target audience. Soon, prospects will start to follow your content, looking to you as a thought leader and expert. The goal of these engagements will eventually be to lead them down the sales funnel to a purchase.

Beyond posting on your company page, an additional brand awareness strategy for LinkedIn is running paid ads on the platform. LinkedIn provides marketers with precise and powerful targeting options, allowing you to combine targeting criteria to help you reach your ideal audience. Hone in on your target audience by industry, company size, seniority, and more demographic data.

Outreach Efforts for Brand Awareness

Once you have content strategies in place for your website and social media, the next step is to move outside of platforms that you control. To do this, look around and determine where your audience is already spending time online. For many B2B companies, this is likely to be places like news websites and industry publications. Position yourself as an expert by creating content for outside publications. You might write an article, conduct a case study, develop a guide, record a video, or publish several other types of content.

Additionally, you can create this content internally or work with a partner. Working with a partner allows you to benefit from the expertise of each individual. Sharing the content with your own audiences further broadens the exposure for your brand.

Brand awareness strategies focus on building exposure and positioning your business as an expert in your field. The culmination of effective brand awareness is to create loyal customers. At Vende Digital, we know that you can set yourself apart from the competition through brand awareness. We’re a B2B digital agency focused on growing your business. Let us help connect you to your next customer. Schedule a consultation today to get started.

Key Takeaways

  • The culmination of effective brand awareness is to create loyal customers.
  • Your company’s website is an excellent starting point.
  • Build brand awareness by being active on social media.
  • Position yourself as an expert by creating content for outside publications.
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