Building a powerful and relevant brand on the global market is difficult, but far from impossible. The key is emotion. Everything in the world revolves around emotion, businesses as well, and building an emotional bond with your audience through your brand should be your number one priority.
And how to evoke emotion and inspire trust? By implementing all of the components of a successful brand, like stories and images, into your online presence.
In order to create a strong B2B brand, you should pay close attention to the following tips on the best brand-building practices in the world.
The content you create should be for real people, and not search engines, but that is only true in a perfect world. You need to create content that will give authority to your website in the eyes, or better yet, algorithms of the search engine, in order for it to place you on top of the search page.
Your website will gain credibility through carefully planned and executed content creation that involves authority guest posts that will allow new clients to discover your website and also keep the old ones interested. Even more important is the fact that enriching your content with relevant guest posts will have tremendous SEO benefits for your website.
Try to publish as many pieces as possible that are written by authority writers in the field, rather than guest posting pieces from unknown writers as those tend to carry less weight and significance. You will gain trust and respect from more people if those pieces are associated with the experts who wrote them.
Your Unique Brand Voice
The voice of your brand is the unique way in which you channel the brand’s personality to the target audience. Your brand should be a living, breathing organism that has its unique set of values, beliefs and that expresses itself in a certain way.
The key elements of a brand voice are language, brevity or the lack of it, tone and phrasing. Whatever your brand stands for, its voice must convey the message completely and effectively.
In order to find your distinctive brand voice, start by answering some key questions about your own brand:
- What do we believe in?
- What do we stand for?
- What is our purpose on the market?
- Who do we want to like us?
Take the time to think about these questions and you will start to unravel your unique brand essence, and soon enough, the voice that will portray it. Be sure to include pictures, interesting graphics etc. in order to engage the viewer and bring even more relevance to your brand’s voice.
Be an SEO Wizard
It is your choice whether you are going to become an SEO expert or hire one. But the important thing is to recognize the relevance of good search engine optimization and how it can make or break your brand recognition.
In order to make the content of your website relevant in the eyes of any given search engine, you should implement the following:
- Add ALT tags to as many original photos as possible and include corresponding descriptions that fit naturally into the given context, with genuine keywords. The same tactic should be implemented to the photos you obtain through online stock hubs.
- If you do your best to cut loading time, you will have more chance of grabbing the visitor’s attention and enticing them to explore your website. Throughout the past decade, you had the chance of grabbing the audience’s attention even if it took more than 5 seconds for your website to load. However, these days, that window is getting even smaller, with some authorities reporting that anything longer than 2 seconds will drive the visitor away, possibly for good. So, be sure to cut loading time by cropping images and managing other content features.
- Search engines are getting smarter by the day; so, stuffing your posts with keywords in order to drive traffic will actually put you on the bottom of everything instead on the first search page. Rather than risking search engine penalties, be sure to implement smart, well-crafted keywords that communicate the essence of the post you’re publishing.
- If you are using WordPress for your website management, which is recommended, you should take advantage of the many practical plugins that will boost your SEO.
The Role of Great Content
If you haven’t heard already, content is King. This is especially true for B2B businesses. Creating a never-ending flow of relevant content will be the key to brand recognition and success. One of the best practices of inbound marketing (a process of attracting the consumer with content before they’re even interested in buying) is represented by companies who were able to produce efficient content engines that constantly create various content that addresses all relevant phases of the sales funnel.
These companies were able to attract traffic to their websites, grow their leads and convert them into clients faster than the ones that posted little or no relevant content.
If you think that quality content is the only key to fixing low website traffic, you are mistaken. You can’t expect to simply clog your website with blog posts in hopes of boosting traffic; no, there is a finely tuned set of rules and strategies that content marketing companies in the industry are capable of recognizing, developing and implementing.
Playing with content is like playing with fire, you could get burnt, so best leave it to the firemen.
To answer the content question that is probably burning in your head, B2B companies need a concrete, unique and visible value scheme that will create the ever-important first impression. All of this should be accompanied by a substantial quantity of quality content that will be construed as relevant in the search engine and put you on top of the first search page.
B2B companies also need some kind of consistent engine of content creation, like blogs and paid surveys for new products, in order to maintain SEO relevance. Also, the new leads will be able to notice that the website is active and up to date. It’s important to note that the frequency of posting is not the same for every business, and you need to find what works best for yours. It’s tricky and delicate business; so, employing content marketers would be the wisest way to go.
Best Examples of content marketing
Some of the best examples of content marketing implementation are the companies that today enjoy the benefits of constantly growing traffic and conversions. Here are just some of them:
SurveyGizmo ‒ this is a company whose voice doesn’t sell a product, rather it promotes something that will make you smile. Along with a soothing and friendly voice, you are greeted with engaging illustrations that will help you make the decision of using their software.
This company understands the importance of authenticity and a friendly voice, and although many big companies around the world use their software, SurveyGizmo preserves a warm, friendly appearance, always portraying a brand that is available to anyone and everyone who wants to work with them, at an affordable price.
TicketLeap ‒ this company combines the excitement of buying a ticket to an event with the anticipation you feel while waiting for the event to happen.
The videos that explain the entire process of setting up a website for your event is presented on their site, alongside with engaging and creative visuals and pictures of the software that create interest and boost your ticket sales.
Kelser ‒ a company that specializes in creating personalized IT solutions that fit your brand and your brand only. Through their storytelling, they show you how difficult it can be working with technology issues and how their tools are the solution to every problem.
They guide you every step of the way, while their language promotes transparency and simplicity, making it easy for businesses to employ their services.
To Sum It Up
By implementing all of the changes above and examining some of the best practices of website design and brand creation in the world, your brand can also become relevant and trustworthy in the eyes of potential clients.