Before you can generate leads, nurture prospects, or close deals, your ideal customers need to know your company exists. Awareness is all about visibility, credibility, and trust before anyone asks for a demo or downloads your pricing sheet.
So how can your business increase awareness in a strategic way?
1. Create Targeted, Valuable Content
Why?
Your potential buyers are searching for information in the form of answers, insights, and solutions. Writing content is a great way to achieve this:
- Blog: Write blog posts that solve problems for your ideal customer. Focus on topics like industry trends, pain points, or practical how-tos and guide them to solutions.
- Use LinkedIn Strategically: Share valuable content consistently. Use your company page and personal LinkedIn profiles to repost insights, tips, and success stories.
- Develop Whitepapers or Guides: Offer in-depth resources in exchange for an email. This builds trust and positions your business as an authority in your industry, and you can also stay top of mind with push marketing.
2. Invest in Paid Ads
Why?
Organic content builds long-term traction, but paid media can get you in front of the right people quickly.
- Run LinkedIn Ads: Target by industry, job title, company size, and more. Promote thought leadership pieces, webinars, or industry guides.
- Use Google Search Ads: Bid on keywords that your potential customers are searching for—especially ones that indicate early-stage interest (e.g., “best roofing company in stuart”).
- Experiment with Display or Retargeting Ads: Keep your brand in front of your audience with awareness-focused display campaigns.
3. Optimize Your Website for Discovery
Why?
Your website is often the first impression a prospect will have of your business. Make sure it’s easy to find—and compelling when they get there.
- Work on On-Page SEO: Optimize your site content for relevant, industry-specific search terms. Use headers, meta descriptions, and internal links to boost your visibility.
- Create Landing Pages for Specific Audiences: Build pages tailored to different industries or buyer personas. This helps with both SEO and conversions down the line.
- Use Clear CTAs on Content Pages: Even at the awareness stage, guide visitors to take a next step—like downloading a guide, subscribing to your newsletter, or following you on LinkedIn.
4. Engage in Organic Outreach
B2B is still human-to-human. Outreach done right can build relationships that lead to pipeline.
How?
Connect with Target Prospects on LinkedIn: Not to pitch, but to engage. Comment on posts, share useful content, and build visibility with your network.
- Participate in Online Communities: Join relevant forums, Slack groups, or LinkedIn groups. Share insights and answer questions.
- Collaborate with Partners: Co-create content with companies that serve a similar audience. Webinars, blog posts, or podcasts can help expand your reach.
Final Thoughts
At the top of the funnel, you’re not trying to sell—you’re trying to serve and show up. The businesses that win the awareness game are the ones who consistently show up where their audience is, add value with zero pressure, and earn their way into consideration.
Need help building your B2B awareness strategy? Send us a message today.