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When you think of brand building campaigns, exciting publicity, or viral videos, you usually think of B2C examples.
why? Is it because the brand matters the most to consumers? After all, people prefer to shop with a brand that has a clear purpose and statement, even if it is more expensive.
Perhaps this is because B2C brands feel a greater need to stand out and be remembered.
But don’t these points also apply to the B2B marketplace?
Although the buying decisions made by the B2B audience are often influenced by ROI and longevity unlike fashion data and trends, the basic buying beliefs are the same.
Whether it is a B2B or B2C brand, people want to do business with a brand they love and trust.
With more tools available to B2B marketers and the era of “professionalism being the only tone of voice” seems to be coming to an end, how can a B2B brand create a unique image among a host of competitors?
For marketers looking to get out of the box of a traditional and lackluster brand image, AI can be the answer.
Compare brand images to your competitors
Competitor analysis is a vital part of any marketer’s strategy.
Although it takes a certain level of self-reflection and honesty, many marketers are able to look at the websites of their direct competitors and say, “We have a lot of similarities.”
Yes, each brand has its own unique selling proposition (USP) and tone of voice, but the overall theme will likely be consistent across each website.
Take the following home pages of the leading SaaS companies.
abbreviated version? Check. Head pain point? Check. Use cases just below the fold? Check.
Now imagine that you are a buyer, you open multiple tabs while searching for each site. Does anything stand out?
As a marketer, this leaves you with two options:
- Take the risk of designing a website that is completely different from industry standards.
- Use technology to stand out.
Although both options can be effective, the second option is usually the safest – and most likely to meet the company’s broader approval.
This is especially true from an agency perspective. Showing a customer a complete website renewal may seem a bit daunting, while an additional technical option to differentiate their brand is much more feasible.
And with a little creativity, it can be even more effective.
Let your website talk to its visitors
Chatbots are an easy way for B2B brands to differentiate themselves from the competition.
Think about the old past “Hey, how can I help you today?” The era of chatbots. Chatbots have quietly evolved to include a slew of features for tags to use in their endeavours.
Consider this full-page chat program.
Full page chatbots, as their name suggests, occupy an entire page.
Imagine you are working on a new campaign. You can create a traditional landing page. But what can a full page chat bot bring? Instead of hoping your target audience will read every piece of carefully crafted copy, you can guide them through the page. Allow them to guide their journey, making sure they only see information that is relevant to them.
You can customize their welcome message depending on the ad they clicked on, the platform they came from, or the time of day.
Unlike a static “About us” page, which more than half of users rank higher in importance than product pages, blog posts, or similar content, chatbots can take potential customers through your brand story.
Share photos and videos to highlight points. Let visitors ask questions about certain items. Use the spinners to share the previous year’s achievements.
Buyers are more likely to remember your brand if they have a conversation with it. The full page chatbot becomes exactly what it is: a speaking version of your brand.
Be more than just another brand on social networks
Social media is an invaluable tool for marketers. But for B2B marketers, it can be difficult to reach and engage your consumer-facing peers. Even B2B content marketing giants like HubSpot have barely passed the three-digit turnout in their posts.
So, you can either fight melee combat or use smarter tactics.
Posting a chatbot to your social channels, such as Instagram or Facebook Messenger, opens up new ways for you to interact with buyers.
Stories can include calls to action that encourage your audience to send messages to your brand. Depending on their messages, your chatbot can guide them through a unique and immersive conversation.
Each conversation can be highly customized to fit your story, creating an achievable and scalable form of activity-based personalization.
In brand building, this provides a unique opportunity to create an unforgettable experience for your customers. You’re no longer another post on their newsfeed, you’re the company that answered their questions, shared tips, and let them control their interaction with your brand.
At its core, social media is all about storytelling. With a chatbot, B2B marketers don’t just tell a story, they engage their audience in it.
Use the tools at your disposal
The best chatbot systems now come with a wide range of brand building tools.
Broadcast messages and notifications allow for customized brand building exercises. You can promote webinars and share thought leadership content in a way that makes your brand look exciting and active.
Various message types, such as rotators and embedding content, allow you to bring your key achievements and USPs to life.
Marketers must be adept at telling stories. After all, this is what great companies were born from. Chatbots provide unique opportunities for marketers to build a brand image through an interactive story. Not everyone wants to know every part of your offer or service; Let them pick and choose.
From an agency perspective, offering chatbots to clients has never been more flexible.
Depending on your circumstances, white label partnerships or implementers provide the tools to create innovative chatbot conversations. From there, marketers can employ their creativity to build a brand image without having to build the entire infrastructure themselves.
Marketing agencies also have a unique position to share chatbot ideas with their clients. As chatbot usage continues to rise, brands will need an expert to help them create their own software.
Many specialized agencies are fast email. Why not expand your expertise?
It is worth noting that all of the previously mentioned activities can be achieved while also addressing other challenges.
Building a brand with a chatbot is more than just a brand recall campaign. It is an opportunity to solve pressing challenges while improving brand recognition.
Get leads on social media by starting conversations. Relive impressive landing page conversion rates with interactive elements.
Use recent developments to publicize your brand and make sure it is remembered.
More Resources on Chatbots in B2B
Chatbot advantages and challenges [Infographic]
CMO Decision: Bot or not?
Why your company needs a chatbot (and how to get it): Bot Academy founder Andrew Warner on Marketing Smarts [Podcast]