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Can brand awareness generate measurable ROI?

Can brand awareness generate measurable ROI?

Can brand awareness generate measurable ROI?

“Can brand awareness generate measurable ROI?”, is a reasonable question for any sensible business owner or marketer to ask; no business can afford to invest money on activities that don’t have quantifiable results.

Branding and brand awareness can be notoriously tricky to measure, especially when you’re looking at it in a vacuum. Although brand awareness sits right at the top of your sales and marketing funnel, it isn’t a clear-cut acquisition channel, more of an assistant to other acquisition methods.

However, there are a few key indicators of brand awareness you can measure – let’s have a look.

Can brand awareness generate a measurable ROI?

Brand awareness is needed – how would you ever make any sales if nobody has heard of your company? But, viewing it as a direct way to boost sales is perhaps the wrong way to frame brand awareness and instead, brand awareness should be viewed as an assist to sales.

For example, if you were to exhibit your company at a trade show, it would be fairly easy to work out the ROI of that exhibition, helping you decide if you want to invest money in this channel again.

Brand awareness isn’t so simple as it infiltrates every area of sales. Going back to the trade show example – a potential customer may look for your stand because they were already aware of your brand, once meeting you they may decide to buy. This may be more difficult to measure but brand awareness certainly played a part in that sale.

This example shows how brand awareness helps at every part of your sales funnel; the same example can be applied to an inbound phone call or email.

In summary, brand awareness will not be a big direct win and is more difficult to measure but is certainly an important aspect of your overall sales and marketing strategy.

pink fishing nets

Why measure brand awareness?

Last week on our blog, we explained what brand awareness is and we have also put together the ultimate guide to increasing brand awareness – we think raising brand awareness is important – even for B2B companies who may not have traditionally given much thought to brand awareness. 

89% of B2B marketers say brand awareness is their most important goal, ahead of sales or lead generation – Content Marketing Institute

Brand awareness increases familiarity in your audience and with familiarity comes trust – an important factor for many B2B companies, especially those providing services.

Have we convinced you yet how important brand awareness is?

If increasing brand awareness is an important part of your sales and marketing strategy, then it needs to be measured just like any other marketing activity.

How can brand awareness be measured?

One of the easiest ways to measure brand awareness is to simply ask your customers more questions.

Don’t underestimate the power of a good survey.

Surveying customers and potential customers needn’t be a onetime activity or a big deal either – just ask new customers where they heard of your company or product when they get in touch. Keep a record of answers so that you can evaluate which of your brand awareness campaigns are taking effect.

This is one of the more ‘low tech’ options when it comes to measuring brand awareness but it’s highly effective as you’re getting the information you need straight from the source.

A broader survey could involve asking a random selection of people who aren’t customers if they are aware of your company or products. Information gathered can be used to inform future campaigns and maybe look at how you are trying to approach your target audience.

pink fishing nets

Your website and analytical tools can also be used to measure brand awareness – one super easy metric to check is the number of hits your website receives via searching for your company name or any unique brand terms. You can use Google Adwords Keyword Planner, Trends, and Search Console to track this.

If customers are searching your name, the name of company-specific products, or services then they’re already familiar with you. Capture this information to gauge how brand awareness campaigns are working.

Social media is also a powerful tool when it comes to measuring brand awareness. How much your brand is mentioned on social is a good indicator of levels of brand awareness and can be used to track any changes.

Key metrics to take note of are the number of brand mentions, engagement, and reach. Tools like Hootsuite or Sprout Social are useful tools here.

Join our #B2BPR tribe:

If you’ve found this article valuable, you can get more useful insight here:

Download our ultimate guide to increasing brand awareness

READ this blog: what is branding and why is it a key component of your PR strategy?

watch our video: how to identify your target audience”

At ec-pr we are passionate about b2b communication. We believe your work is amazing and we want to help you tell the world how extraordinary it is. Get in touch.
New Ultimate Guide to Increasing Brand Awareness 2021

The ultimate guide to increasing brand awareness

Everything you need to know for a robust brand awareness strategy.

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What is brand awareness?

What is brand awareness?

What is brand awareness?

We’re starting the new year off with a bang – a big branding bang that is.

Starting with the release of our ultimate guide to increasing brand awareness, we’re dedicating January to all things brand awareness! We’re going to be covering absolutely everything you’ve ever wanted to know about branding, how to raise your brand profile, how to measure ROI, and what techniques we think are worth pursuing in 2021.

But first, allow us to take you back to the beginning with an introduction to brand awareness – what is it? Why is it important?

What is brand awareness?

Brand awareness is a level of familiarity with your product, services, or company within your target audience. There are many ways to define this, here is one of our favourites, and easiest to understand:

“Brand awareness represents how familiar your target audience is with your brand and how well they recognize it. Brands with high brand awareness are generally referred to as “trending,” “buzzworthy, or simply “popular.” – HubSpot

When customers are aware of your brand, they should be able to remember certain key aspects such as your unique selling points (USPs) or more intangible assets such as the ‘feel’ of your business and products. 

The ultimate test of brand awareness is to think of a generic product and see what brand pops into your mind.

For example…imagine you need to find information online and have to use a search engine – which do you choose?

Did you think about Google?

That is brand awareness!

Out of all the search engines available, the first to pop in your mind was Google.

Because Google has a high level of brand awareness, consumers can recall which search engine will satisfy their query – without even seeing an advert from the brand.

Brand awareness is the level of recognition and association by a potential customer towards your products and services.

Now, that level of brand awareness is top tier holy grail stuff and has come after many, many years of marketing – to the point where for many, the word ‘Google’ has become the verb for looking up information online.

So how, you might wonder does this work for smaller businesses, newer products, or B2B products and services?

Well, the concept is still pretty much the same. Brand awareness simply means making customers aware of your brand and your qualities, so that the next time they come to a situation where your product or service would fit, the first business they think of is yours.

You will already know who your target market is (hopefully), their pain points, and needs – your number one goal is to ensure your business is the very first they think of when it comes to those problems or needs.

Why is brand awareness important?

Brand awareness is the very first step in your marketing funnel – the concept used to gain new customers and sell products. Awareness of your brand at this stage is the very first your customer hears or sees from your brand which is why it is so essential your branding is correct in the first place, and why you go the extra mile to differentiate your product or services from the competition.

But brand awareness isn’t only important when you are casting your net wide – customers already familiar with your brand, whether you have already done business before or they are at the consideration stage can also be nurtured when you increase brand awareness.

pink fishing nets

Brand awareness campaigns are you telling customers old and new who you are and what you stand for. In the process, you will acquire new customers, encourage those thinking about becoming a customer and possibly bring old customers back.

Despite brand awareness playing such an important role in any marketing strategy, many businesses do not pay as much attention to raising awareness as they ought to. Which sounds crazy when you think how obvious it is that most buyers or potential clients would much rather work with a business they’re already familiar with!

How do you increase brand awareness?

Brand awareness may have slipped down your to-do list because for many people, the concept can sound rather abstract and well, a bit lofty! But no matter the size of your business you should be working on raising awareness.

Even B2B businesses who may struggle with the concept, as branding and brand awareness is something you may associate with consumer brands, should be paying more attention to increasing brand awareness.

If this sounds like you, we have good news:

EC-PR have created the ultimate guide to increasing brand awareness, packed full of actionable hints, tips from industry leaders and insiders, and just about everything you need to know when creating a brand awareness strategy.

Download your completely free copy here.

As mentioned, we will be posting all this month about brand awareness so keep your eyes peeled for further information on brand awareness ROI and some of our best tips for this year.

Join our #B2BPR tribe:

If you’ve found this article valuable, you can get more useful insight here:

Download our ultimate guide to increasing brand awareness

READ this blog: what is branding and why is it a key component of your PR strategy?

watch our video: how to identify your target audience”

At ec-pr we are passionate about b2b communication. We believe your work is amazing and we want to help you tell the world how extraordinary it is. Get in touch.
New Ultimate Guide to Increasing Brand Awareness 2021

The ultimate guide to increasing brand awareness

Everything you need to know for a robust brand awareness strategy.

Download

Subscribe to our updates

Stay up to date with the latest insights, case studies, and PR guides.

the ultimate guideto writing a press release front cover

The ultimate guide to writing a B2B press release

Our expert B2B PR guide with 9 steps to creating a press release that editors want to publish.

Download

IPTEnergised Environment PR Case Study

IPTEnergised Environment PR Case Study

ITPEnergised

B2B PR Case Study - energy & environment
ipte environment pr case study

BACKGROUND

Founded in 2013, ITPEnergised is a world leading consultancy providing energy, environmental, engineering, technical advisory and renewables asset management services on thousands of projects at all scales, in more than 150 countries.

itpenergised-logo

Problem

Lack of clarity and consistency in marketing communications with energy and environment target audiences

With an ambitious and visionary Managing Director at the helm, Jonny Clark was focused on growing the business but recognised that to do so, there were aspects of the business that required attention.  Particularly, the absence of a clearly defined communication strategy meant that there was a lack of consistency across the organisation when communicating with its target audience both in how it differentiates itself and why customers should care.

envrionment pr and communication strategy to stand out
With a rapidly growing market and competition fierce, it became clear that a more targeted and focused approach to its marketing and communications was needed to ensure ITPEnergised stood out from the crowd and were in the best possible position to deliver against their growth objectives.

SOLUTION

Communication strategy,  stakeholder research and B2B PR campaign planning

Through the facilitation of its Messaging Lab workshops and in-depth engagement with the senior leadership team, EC-PR developed a communication strategy which included five key components:

1 the value proposition;
2 industry prioritisation;
3 target personas;
4 positioning statements
5 and messaging.

This strategy now forms the backbone, to inform and guide all marketing communications moving forward.

To ensure the communication strategy is aligned with customers’ perceptions, EC-PR also conducted validation research amongst a small group of ITPE’s external stakeholders.

 

Outcome

“Thanks to EC-PR’s support, we now have a blueprint which clearly defines how sales and marketing are going to assist us in delivering the business plan, providing us with clarity as to where we need to invest our resources for greatest impact.  We now feel a sense of empowerment and it has renewed passion and pride in what makes the ITPE brand so special.”

Jonny Clarke

Managing Director, ITPEnergised

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What is branding and why is it a key component of your PR strategy?

What is branding and why is it a key component of your PR strategy?

What is branding and why is it a key component of your PR strategy?

Branding plays a fundamental role in how your customers, and potential customers, perceive your company.

Branding and PR

This perception, and image, of your brand is shaped by how you look, how you act and what you say.   Which is exactly why PR and branding are closely connected; both are ultimately about image management.

This week, we’re taking an in-depth look at what branding means to different people within the marketing industry and we’ve asked three industry experts to give us their take on what branding is and how they define it.

First to comment is Sally Fisher, an independent marketing consultant, who runs Marketing, Done In A Day. Sally says that she’s often explaining the difference between marketing and branding.

You can read Sally’s blog on this matter here, but here’s her perspective…

One thing I’ve noticed recently is that there’s often much confusion around what ‘Marketing’ is versus what ‘Branding’ is…

Marketing and Branding are two different concepts; they’re intrinsically and unequivocally linked and each can, and does, impact the other, but they’re two different things.

Brand image

Branding is about creating a full and holistic personality for your business – your vision, your mission, your values and your value proposition.  These are the foundational aspects of your business which help create and project your personality, how you look, what you say, the way you do things, the service and experience you provide.

Your brand identity such as your colours, your logo and your tone of voice etc should represent your brand personality, and together they should all present a joined up, consistent and positive brand experience.

Marketing activity

Marketing is the act of growing your business and making you money – actively targeting the right customers in the right place, using the right channels to position your business on their consideration list and ideally, persuade them to buy from you. Your marketing efforts utilise your brand components to present a consistent, joined-up message.

Coca-Cola Brand

If we consider the ubiquitous brand Coca-Cola – the first thoughts that come to mind are: Red, white, global, refreshment, diet drink, consistent, reliable – these are the brand aspects of Coca-Cola and represent how they’ve chosen to position themselves in our minds.

But their marketing efforts are how they target us as customers, how they sell their drinks to us, their chosen advertising channels, the messages they communicate and their distribution choices – making Coca-Cola available to us all, globally!

In a nutshell, your brand is how you are perceived in the minds of your customers – your brand is what you ‘ARE‘!

Your marketing is the planning and action you take to acquire and retain your customer – marketing is what you ‘DO’

Sally Fisher – Marketing, Done in a Day.

Julie Frances, a Creative Director at Creative Fire says that questions around branding can often be tricky to answer. 

She explains the origins of the term and what her take on branding is here:

The term “brand” came from cattle ranchers over 50 years ago and in the late 80’s, companies like Coca-Cola started to brand their packaged goods in a way that differentiated them from the bland competition.

As time went on and marketeers got savvy, they realised that there was more to ‘a brand’ than just a company name and a pretty box!

Branding has evolved and with time, it has become more subjective. Branding has become more about a person’s feelings (or perception) for a product, service or business.

Let’s explain what branding is not.

Branding is not limited to a logo or a colour scheme. It is not simply to make people aware of your business or service. These are critical elements of the brand building process, but these only scratch the surface.

It’s also important to acknowledge the difference between branding and marketing.

Marketing is the activity designed to promote your business; it will complement branding, but it doesn’t replace it.

Here is our take on what branding is.

1 Brands mean different things to different people.

It can play a different role depending on who it interacts with and when. Some people will connect meaningfully with an aspect of a brand while others won’t. Quite often a person’s relationship with a brand can develop, increasing trust, loyalty and engagement. Smart and successful brands work hard to reach different audiences who matter to their business to cement the relationship with the brand.

2 Brands grow, develop, respond and shift with the times.

It helps to think of branding as an ever-evolving experience rather than a structured set of rules. A brand can be the sum of interactions with infinite possibilities and every touch point makes a difference.

3 Brands are about feelings.

When you ask people why they love certain brands, they might provide a list of logical reasons but in the end, it often comes down to a feeling. How does that brand really make them feel? Successful brands hold great emotional meaning for people and that’s what can make a brand loved and respected.

4 Discussing the impact of a brand is easier than defining what a brand is.

When we talk about defining a brand, we often talk about what makes a brand impactful for a business. It might be better ROI or an aligned leadership. Impact from a brand refresh or a new positioning, a great campaign or just more brand engagement is where you really see a brand doing its job well. For example, the impact of an engaged workplace can create increased innovation, productivity, creativity and loyalty amongst employees and new recruits.

Ultimately, your brand is what the marketplace says it is. 

– Brian Woyt, Founder of the branding agency Wolf & Missile.

Establishing an understanding about how you and your business define your brand and what it means can help guide your brand and business forward. But remember, it doesn’t matter if you think your brand has the potential to be the next Apple or Nike — what really matters is what your target audience thinks of your brand.

10 steps to help build a brand:

  1. Establish the purpose
  2. Identify the target audience
  3. Create a unique voice for your brand
  4. Tell your brand’s story
  5. Design the brand’s visual elements
  6. Establish a differentiation
  7. Build out your brand
  8. Promote, promote, promote
  9. Get advocates for your brand
  10. Evolve as you grow

-Julie Frances, Creative Director at Creative Fire

And finally, Amir Bazrafshan, Founder of Apricot Box says that If you want your business to stand out, be remembered and be valuable, then branding is a term you need to understand intimately.

If you don’t understand what branding is, you won’t be able to use it to your advantage. That’s what this blog post aims to clarify so that you know what branding is, what it entails and why it’s essential to the long-term growth of your business.

What branding isn’t

Branding is often used interchangeably with things such as a logo, identity, a product or a promise.

But branding is none of these.

For example, a logo is a very useful business tool that helps to add distinctiveness and recognition, but it’s not branding – it’s a symbol of the brand.

So this begs the obvious question…

…what is it?

Simply put, branding is the process of giving meaning to your business and its offering.

The power of branding means that you can take something, even if it’s a commodity and use branding to:

  1. Differentiate from similar products/services
  2. Be easily recognisable
  3. Be recalled at points of purchase more readily (i.e. be top of mind)
  4. Command premium prices (helping to increase your profits)
  5. Earn loyalty

Those that understand branding will understand that it’s one of the best and most important investments that a company can make.

The tools of branding

Branding is a long term and ongoing process and there are many tools and techniques that a business must draw upon to get it right.

Your brand will live in the minds of your audience so what and how you communicate plus the quality of service/products and follow up all matter – they all work together to build a brand.

Products are made in a factory, but brands are created in the mind. 

Walter Landor.

How do you ensure that all these separate parts are pulling in the same direction and stay coherent over the long term?

By developing a solid brand strategy.  

This document is your road map. It will guide operational and creative decisions. It helps to unite a business and all stakeholders.

Trying to brand your business without a brand strategy would be like trying to drive to a specific destination without a map. In the fog. Whilst blindfolded. Don’t do it!

Elements of your strategy should include details on objectives, market segments, mission, values and a strategic position.  All of this will help you to be deliberate in your choices around your brand identity.

Your brand identity is a collection of elements that you use to articulate your strategy to your target audience – so things such as:

  • Logo
  • Other distinctive visual assets
  • Colours
  • Tone of voice
  • Messaging
  • Font selection
  • Photo style
  • Etc.

These must all work together as a system, with a common through line – the through line being what you want people to know and understand about your brand – what you want to mean to them.

The thing is, people are so busy and are exposed to so many different stimuli on a moment by moment basis and so, you have to be very selective about what you want people to know about your brand.

Your strategy will help you to define this and be purposeful about it.

Once you have your brand strategy and identity defined, it’s time to execute.

branding and pr are about perception and reputation

The branding mindset

A brand isn’t grown overnight – branding is an ongoing and long-term process and commitment.

If you don’t embrace the long-term nature of branding, then you’ll be frustrated and not get the results that are possible.

Building brand reputation

The way that branding works is that you make impressions on your audience, day by day, message by message, experience by experience – all of which compound into a specific meaning that the audience has of your business and offering.

And all of this takes time!

If your strategy and execution is on point, then what your audience understands of you will be very close to what you want them to understand.

Meaning, those benefits – recognition, distinctiveness, premium prices, long term growth and stability, will be yours to enjoy.

Your brand is the single most important investment you can make in your business 

– Steve Forbes, Editor in chief, Forbes Magazine.

-Amir Bazrafshan, Founder of Apricot Box

Why is having a strong brand important for B2B PR?

Branding and PR may sit separately within your organisation, but they must work together seamlessly to build customer trust and create a positive brand perception. This can only be delivered through a cohesive, optimised, and effective communication strategy.

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DOWNLOAD: Your 8-Step Communication Strategy

As Ted Reubin said so articulately: “Your brand is what your business does, what you stand for, and how you approach your work. You have significant control over your brand because you are able to decide what you want to do and how you want to do it. You can’t completely control how others see your brand, but you can do everything within your power to leave them with a positive impression.

Your reputation is what people remember and share about you. Living up to the standards of your brand doesn’t guarantee a good reputation, but it’s an excellent place to start. Brands that are reliable, accountable, and customer-friendly will often have a positive reputation, but it’s no guarantee.”

Brand reputation and PR

Reputation stems from how you make people feel about your brand and how your stakeholders pass on that experience to others. You have to work hard at shaping that reputation through proactive and authentic marketing communication programmes i.e. public relations.

Join our #B2BPR tribe:

If you’ve found this article valuable, you can get more useful insight here:

Download our complete guide to B2B PR Campaign Planning

READ this Tech PR case study: How 2i found its voice: The 18 benefits of a communication strategy

watch our video: how to identify your target audience”

At ec-pr we are passionate about b2b communication. We believe your work is amazing and we want to help you tell the world how extraordinary it is. Get in touch.
PR Guide to B2B PR Campaign Planning

Your complete Guide to B2B PR Campaign Planning

Including example PR campaigns, content calendar templates, and audit checklists.

Download

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Stay up to date with the latest insights, case studies, and PR guides.

Your 8-Step Communication Strategy

8-Step Communication strategy guide

A comprehensive guide to delivering your business goals using intelligent and relevant messaging.

Download

How to bring your messaging to life with engaging video content and strong branded graphics

How to bring your messaging to life with engaging video content and strong branded graphics

How to bring your messaging to life with engaging video content and strong branded graphics

We all consume information in different ways and this will vary according to many different factors: personality types (for example, some people are more visual) time of day, day of the week, mindset, time pressures and interest levels.

If we find a subject of interest, we may choose to consume it there and then or save it to read later. If you’re in company, you may choose to watch a video on mute while reading the transcript. If you find the content helpful and convincing, you might download a guide or ask for further information.

If useful insights keep coming from the same source, then you’re likely to remember their brand, circulate the insights to colleagues and proactively seek advice and guidance.

In a more relaxed situation, you might scroll through your feed or explore search phrases to see what pops up. Strong statements and visuals which are arresting are likely to catch your eye.

All of which means your messaging and your content needs to be presented across multiple eye-catching formats, in the channels most used by your target audience.

Tech PR Firms work digitally with you

Your messaging and your content needs to be presented across multiple eye-catching formats, in the channels most used by your target audience.

By way of an example, the different content opportunities for a B2B white paper might include both video and static graphics, and could include the following different formats:

Trailer

a short teaser or intro highlighting a new piece of content – the white paper itself or an associated blog

Explainer video

An explainer is a short, eye-catching, classic animation that sums up the critical points you want to communicate.

Infographic by section

An infographic is a collection of imagery, charts, and minimal text that gives an easy-to-understand overview of a topic, in a simple visual format.

Testimonial or sound bites

testimonial is a statement from a past customer that describes how a product or service helped them.

Client testimonial

LinkedIn carousel

This format allows you to add texture to your stories by featuring multiple visuals that people can horizontally swipe through while on the LinkedIn feed.

Selfie video

A selfie video statement from a key spokesperson highlighting the key messages detailed in the piece of content being promoted.

T

B2B Content and B2B PR... and why you need a strategy for both

An engaging, compelling message, strong branding and a consistent tone of voice will all help to build and generate brand awareness.

Multiple eye-catching formats will help keep your brand fresh and interesting to your target audience – with something for everyone.

For this reason, ECPR has created the FireStarter Package which gives our clients access to brilliant, cost-effective video and graphics packages to promote their messages and help bring their communication to life.

Join our #B2BPR tribe:

If you’ve found this article valuable, you can get more useful insight here:

Download our ultimate guide: How to write a B2B press release

READ this Tech PR case study: How 2i found its voice – 18 Benefits from a communication strategy

watch our video: how to identify your target audience”

At ec-pr we are passionate about b2b communication. We believe your work is amazing and we want to help you tell the world how extraordinary it is. Get in touch.
PR Guide to B2B PR Campaign Planning

Your complete Guide to B2B PR Campaign Planning

Including example PR campaigns, content calendar templates, and audit checklists.

Download

Subscribe to our updates

Stay up to date with the latest insights, case studies, and PR guides.

the ultimate guideto writing a press release front cover

The ultimate guide to writing a B2B press release

Our expert B2B PR guide with 9 steps to creating a press release that editors want to publish.

Download

How to conduct a marketing asset audit and why it is an essential step in B2B PR campaign planning

How to conduct a marketing asset audit and why it is an essential step in B2B PR campaign planning

How to conduct a marketing asset audit and why it is an essential step in B2B PR campaign planning

In order activate your communication strategy you need marketing assets which serve up your messaging to your target audience – seems obvious doesn’t it? 

But, if you have any legacy material, which is not on-message, you really don’t want it used by sales or marketing as it can serve to confuse and distract your target audience

Your current campaign messaging should be in a format that is interesting and engaging and in a media channel they are familiar with. Most importantly you want to be sure the messaging is accessible. Any irrelevant, legacy, information needs to be identified and weeded out, or archived away. A marketing asset audit is the equivalent of a spring clean as you move away from the communication strategy phase and into the campaign planning phase.

What is a marketing asset audit?

A marketing asset audit is a review of all your marketing collateral that helps to ensure everything is aligned, on message, and on-brand. It is an incredibly useful tool that helps to analyse current marketing efforts, assess ways to improve and create a strategy that presents campaigns with clarity and focus.

With that in mind, what are the steps involved in a marketing asset audit?

1 Start by outlining all your goals and objectives

Your marketing goals should be comprehensive and consider both short-term and long-term business goals. Outline what those goals and objectives are, and what you hope to achieve. Whether that’s improving customer retention or increasing business conversions, you need to put them in order of priority and determine what resources they will need.

2 Review your content portfolio

Create a spreadsheet with everything in your arsenal, that includes blogs, articles, whitepapers, social media posts, and their accompanying stats, so you have a better overview of what’s working and what’s not. How did they perform? Did they achieve the engagement you’d hoped they would?

3 Ask yourself ‘is our content serving its purpose?’

If an asset doesn’t enable or enhance the customer journey, and can’t be improved or repurposed, it should be archived. This could be for a variety of reasons:

  • Off-brand or using old branding styles
  • Confusing, unclear
  • Surplus to requirements

Every touchpoint with your brand needs to be aligned and of exceptional quality.

Archiving redundant content that no long aligns with your communications strategy will help you stay focused. It also means that you can stop spending money unnecessarily on strategies that aren’t having a positive impact.

marketing asset audit every asset must be valuable
PR Guide to B2B PR Campaign Planning
Your complete Guide to B2B PR Campaign Planning

Including example PR campaigns, content calendar templates, and audit checklists.

Download

The importance of marketing asset audits to the buying cycle

A marketing asset audit will help you deliver relevant messaging in compelling formats to target personas. This is essential for campaign planning as it ensures that at every stage of the journey, customers receive an appropriate type of message that nudges them to the next stage of the buying process.

Over time you will acquire a range of tactical and ad hoc assets which may no longer be relevant and simply serve to confuse the current target audience. Reviewing your marketing efforts with an audit will help you filter out irrelevant content and help to determine what assets are missing and how you can plug those gaps.

This will help you see your company as part of the ‘bigger picture’, improving your brand proposition against competitors in the industry and helping you to stand out.

creating a marketing asset list

What makes an effective and efficient marketing asset audit?

When you have reviewed your content, archived redundant pieces, and decided which ones will be refreshed or repurposed, you should map your content alongside the customer journey.

We recommend mapping the customer journey in detail, capturing all their touchpoints with your brand and rating each touchpoint by quality and importance. Along the different stages of the buyer’s journey (awareness, interest, desire, and action) engaging and relevant messaging is crucial. It needs to initially draw leads into the funnel, and then ensure those leads willingly move through the cycle to eventually become a loyal customer and advocate.

If you want to stay ahead of the curve and use your budget in the most effective way, make sure that audits are a consistent part of your growth plan rather than a last-minute thought. An effective marketing asset audit will help you remove content that no longer functions in the funnel and aid you in the creation of marketing materials that drive brand trust and demonstrate value to your target customers.

Join our #B2BPR tribe:

If you’ve found this article valuable, you can get more useful insight here:

Download our complete guide to B2B PR Campaign Planning

READ this Tech PR case study: How 2i found its voice: The 18 benefits of a communication strategy

watch our video: how to identify your target audience”

At ec-pr we are passionate about b2b communication. We believe your work is amazing and we want to help you tell the world how extraordinary it is. Get in touch.
PR Guide to B2B PR Campaign Planning

Your complete Guide to B2B PR Campaign Planning

Including example PR campaigns, content calendar templates, and audit checklists.

Download

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The ultimate guide to writing a B2B press release

Our expert B2B PR guide with 9 steps to creating a press release that editors want to publish.

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