Insights

The Problems with Brand Awareness

When building brand awareness in the B2B sector in the UK, there are several common challenges that businesses may encounter. Here are three problems associated with this process:

• Limited reach and visibility: B2B industries often have niche markets or target specific sectors, which can result in a limited audience compared to B2C businesses. The challenge lies in reaching the right decision-makers and influencers within these target industries. Additionally, B2B brands typically have fewer touch points and face-to-face interactions compared to B2C brands, making it harder to establish visibility and awareness.

• Complex and lengthy sales cycles: B2B sales cycles are typically longer and involve multiple decision-makers and stakeholders. This complexity poses a challenge to building brand awareness as it requires consistent messaging and engagement throughout the entire buying process. B2B buyers often conduct extensive research, engage in evaluations, and seek recommendations from peers before making a purchase decision. Nurturing awareness throughout this extended sales cycle can be demanding.

• Building trust and credibility: Establishing trust and credibility is crucial in the B2B sector. Potential buyers in the B2B space are often risk-averse and require evidence of a brand's expertise, reliability, and ability to deliver results. Building trust can be challenging, especially for new or lesser-known brands entering the market. Additionally, B2B buyers rely heavily on referrals, recommendations, and industry reputation, making it essential to cultivate positive word-of-mouth and establish thought leadership to overcome this hurdle.

• Delivering brand clarity: A confused mind never buys. If people misunderstand or misperceive what you offer, they will not think of you when they are seeking a solution for their challenges. Interactive videos can guide your audience through short, simple explanations of your core messages, products and services. It will help to make your messaging and offers more memorable.

These challenges can be addressed through strategic communication campaigns, targeted industry events, content marketing, thought leadership initiatives, engaging with industry influencers, leveraging testimonials and case studies, and utilising digital marketing channels to reach the target audience effectively.

Interactive videos are a powerful tool set when it comes to any of the above mentioned campaigns. Built with is specific frameworks they will help overcome any of the associated challenges in building Brand Awareness.

Here's how interactive video can help address these challenges:

• Increased engagement and reach: Interactive videos provide an immersive and engaging experience for viewers. By incorporating interactive elements such as clickable hotspots, quizzes, surveys, and branching narratives, businesses can capture and maintain the attention of their target audience. This increased engagement can help to extend the reach of the brand as viewers are more likely to share and recommend interactive videos, thereby increasing visibility and awareness.

• Personalised and tailored content: B2B buyers often have specific needs and pain points. Interactive videos allow for personalised and tailored content experiences. Viewers can navigate through different sections of the video based on their interests or choose the information that is most relevant to them. This customisation enhances the user experience and ensures that the video content resonates with individual viewers, increasing the likelihood of brand recall and fostering a positive impression.

• Demonstrating expertise and credibility: Interactive videos can be an effective medium to showcase a brand's expertise and credibility in a visually compelling manner. By incorporating interactive features such as product demos, case studies, or customer testimonials, businesses can provide real-life examples of their capabilities and the value they offer. This interactive demonstration of expertise helps to build trust and credibility with potential buyers, mitigating their risk aversion and increasing the likelihood of consideration and conversion.

• Delivering brand clarity: With an interactive video, you can introduce your organisation, set out clearly what you do, who you help and how you help them. The prospect, client or customer can choose what information they want to see next. This helps them to get clear about what you can do for them - and guides them towards a relevant call to action.

• Data collection and insights: Interactive videos provide valuable data and insights about viewer behaviour and preferences. By analysing viewer interactions, businesses can gain insights into which aspects of the video resonate the most, what content prompts engagement, and where viewers may drop off. These analytics enable businesses to refine their messaging, optimise their content strategy, and make data-driven decisions to enhance brand awareness efforts.

• Integration with lead generation and nurturing: Interactive videos can be seamlessly integrated with lead generation and nurturing strategies. By incorporating forms, surveys, or call-to-action buttons within the video, businesses can capture viewer information and convert engaged viewers into leads. The data collected from interactive videos can then be used to initiate personalised follow-up communications, nurturing leads further down the sales funnel and increasing the chances of conversion.

To conclude, interactive videos provide a dynamic and engaging way to address the challenges of limited reach, complex sales cycles, and building trust from a brand point of view. They enable businesses to deliver personalised content, showcase expertise, collect valuable data, and integrate with lead generation efforts, thereby enhancing brand awareness and driving meaningful engagement with the target audience.