Rise in B2B Online Communication

Nov 28, 2014 | Branding

By Elvire Gosnold, Director – Blabbermouth I am finding that an increasing number of B2B clients are beginning to embrace online marketing and coming around to the idea that social media, video etc. are not solely for end-user B2C target audiences. There are several reasons for this. The obvious one being that society as a whole is more confident in engaging with the web and has used social media in personal lives for some time now. Websites are becoming easier for staff to update themselves and so web management is now a less daunting task for office staff. More interestingly though is because the overall priorities of a business are shifting. Companies in the channel are feeling more confident in their ability to increase their market share but understand that this may now have to be achieved through different means. Whilst customer relationships are still high on the agenda for business development and brand strengthening should always remain a priority, we are beginning to see other creative ideas being embraced. Thought leadership in a more innovative path to improving brand value and we are seeing more and more telecoms companies approaching us for support. Now, it is not just a case of having your brand recognised, it is about your brand being meaningful. Thought leadership raises brand awareness in an extremely positive manner and adopting online marketing to achieve this means that positioning yourself as a knowledge base can be realised on a smaller budget. With the fast pace of technology, B2B clients are looking increasingly to their providers to support them and guide them through the requirements of...

Creating A Corporate Brand

Nov 3, 2014 | Branding

By Elvire Gosnold, Director – Blabbermouth You don’t need to spend a fortune on marketing to address simple brand identity and design. Straightforward consistency across all your collateral is more effective than you think. Easy checks like making sure your business card has the same font and colours as your product proposal document makes a difference to how prospects and customers view your company. Branded product sheets explaining your services in a easy to understand manner is also advisable and don’t forget to clearly state why your company is better than your competitor – what service or value adds would customers get from you? If they want just a product description they can search on line for it you need to reinforce why you are different and better. The market offers a fertile ground for new business start-ups but a limited budget and an eagerness to get started results in the focus being on tools rather than identity. Unfortunately this will lead to a faceless addition to the industry with little differentiating you from competitors. Often companies start with a requirement for a logo and a website which are undoubtedly essential tools for any business but targeting this without answering some basic questions about what you want to establish may result in you having to continually re-address this. Sending out differing messages to your target market will lead to confusion and mean your brand is unlikely to become synonymous with anything. It makes it more difficult to sell your service if clients don’t immediately recognise you or the advantages of doing business with you. Speak to your suppliers about...