Online Brand Awareness

Not just us in the hardwood industry, but every business, regardless of industry, relies upon brand awareness to help cut through the clutter, drive sales, and reach new markets. In today’s day and age having sound digital strategies and resources to help achieve the right degree of brand awareness is critical.brand awareness

“For people to want to buy from you, they need to know you exist and what you offer,” notes Vision Strategy Marketing. And since buyers generally research options online before making a purchasing decision, “building your B2B brand awareness on the web is a great place to start.”

We are constantly looking for new and better ways to boost awareness of our brand. Whether that be to landowners, hardwood loggers, foresters, other sawmills or potential customers, we try to provide multiple channels of support, combined with a “customer-first” mindset that anticipates concerns before they appear. We also try to position ourselves as a valuable industry resource, offering value-added content on our website to support customers grappling with complex issues and challenges.

Here are a few things we find helpful that might spur some thought for your efforts.

Focus on your website. As we have noted in the past, “Prospects will make initial judgments about your brand based on their experience with your company website.” Be sure your site is easy to navigate, optimized for mobile devices, and prominently displays a compelling call-to-action for potential customers.

Think great content. The quality of content you offer on your website and social media platforms can go a long way towards differentiating your business from the competition. In articles, blog posts, white papers, and other content, focus on providing information that’s genuinely valuable to your target audience—industry updates, how-to guides for using your products or services, and other advice and guidance that addresses pressing concerns within your field. Over time, prospects will begin to look to you as a trusted resource they can’t do without!

Get active on social media. Prospective buyers are likely frequent users of social media. Therefore, it’s necessary that your business cultivate a strong, active social media presence.

We all know the most popular platforms out there. Become an active user and follower on the most relevant sites and don’t shy away from commenting on content offered there. Get involved in ongoing “digital conversations” with other followers. Building these online relationships may be critical to your brand awareness efforts.

Solicit feedback. Through surveys conducted online or through interactions with key customers, find out how well you are serving your target audience, and where your online performance falls short. Every customer has expectations regarding their buying experience with your business. How satisfied are they? Where can you improve on brand awareness efforts? Surveys and questions on social media can provide valuable answers.

What is working for you? What are you doing to build brand awareness? We’d love to hear from you!

Tony Cimorelli
Baillie Lumber Co.
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