In today’s competitive B2B marketplace, it’s no longer enough to simply offer a great product or service. To stand out and succeed, companies must also focus on building their brand awareness. This is particularly important when it comes to lead generation, as brand awareness is a crucial precursor to generating high-quality leads. Paid campaigns on social media platforms are an easy way to look at the direct relationship between efforts put into building brand awareness and the quality of your lead generation results.
Defining Brand Awareness
Let’s start by defining what we mean by “brand awareness.” Simply put, brand awareness is the extent to which consumers are familiar with and recognize a particular brand. This can include everything from the company’s logo and name, to its values, reputation, and unique selling proposition. When it comes to B2B leads and sales, building brand awareness is crucial because it helps to establish trust and credibility with potential customers. By making your brand top-of-mind, you increase the likelihood that prospects will choose your company over competitors when they’re ready to make a purchase.
Brand Awareness and the Quantity of Leads
Social advertising efforts can both help to build brand awareness and support lead generation campaigns. Social ads offer unique opportunities to target potential customers using specific demographic and behavioral data.
But how do these advertising efforts actually help to support lead generation campaigns? The answer lies in the relationship between brand awareness and lead quality. When potential customers are familiar with your brand and recognize it as a trusted and reputable provider in your industry, they are more likely to engage with your marketing efforts and respond to lead generation campaigns. Users who engage with awareness focused content can then be retargeted with the higher-value lead generation ask. This primes the audiences and increases the likelihood of a successful form fill.
In fact, a recent study by B2B Marketing found that companies that focus on brand awareness see a 209% increase in the number of website visitors who are willing to share their contact information, which is a key metric for lead generation.
Brand Awareness and the Quality of Leads
In addition to increasing the quantity of leads generated, building brand awareness can also have a positive impact on lead quality, which is critical for B2B organizations. By establishing your brand as a thought leader and expert in your industry, you can attract higher-quality leads who are more likely to be interested in your products or services. This, in turn, can lead to higher conversion rates and more successful sales.
Measuring Impact
So, how can you measure the impact of brand awareness on lead generation campaigns? One way is to track the performance of your lead generation campaigns over time, and compare the results when your campaigns are paired with brand awareness efforts versus when they are not. For example, we would track metrics like click-through rates, cost per click, conversion rates, and cost per lead. By doing so, you can identify which messages and audience targeting parameters are most effective at building brand awareness and supporting lead generation efforts.
Looking Forward
Brand awareness is a crucial precursor to lead generation for B2B companies If you’re ready to generate higher-quality leads and more successful sales work with Well-Oiled Marketing to building a strategic brand awareness to lead generation funnel. Contact us today to get started.
