How to Cut Through the Noise in B2B Marketing

Being a B2B business means that you likely have a solid niche. Which means that you have less competition in terms of your industry. But chances are you are not the only business that does what you do.

Competition is always a good thing, but the more businesses in the mix, the more noise it adds in your industry's marketing space and it seems like it only gets noisier and messier every other day. 

So how do you cut through all the noise and actually stand out? As well as making sure these new businesses don’t take over your niche. 

Here are our 2 best directions to do so:

Be Disruptive With Your Brand 

This is a term that gets thrown around a lot. Though it may just seem like “be different” there’s a lot more to it. Being different is just the byproduct of being disruptive and being yourself as a business.

In most industries you're gonna find that everyone ends up doing the same thing and everyone becomes a copy of each other in terms of their branding and content marketing; “doing what works” at the time. Being a unique business is very simple.

If you want to be disruptive, brand yourself how you want your audience to see you, visually and verbally.

Visually create a brand identity that shares the same emotions and ‘vibe’ that your business gives off. Match that visual style with how you speak with your audience. If you are serious, look serious. If you are relaxed and approachable, then look relaxed and approachable. 

Your brand is unique because it is yours. 

Looking Nice Isn’t a 1-Up

In the battle of fighting for the attention of your industry's audience, you end up in a rat race with your competitors in terms of content marketing. Each brand is trying to make the next best creative masterpiece and with the best visual and creative style. Though looking nice is important, you will soon realize it is not everything and you will quickly lose yourself in this ‘creative rat race’. 

What's more important is brand consistency. This means consistency in the content that IS ABOUT YOU. 

Think of it like the content from your business should follow the same “vibe” of your brand. Your audience won’t care as much about how well your content looks but instead how it fits with your brand as a whole. They aren’t fans of your business because of how nice a piece of content looks, they are fans of your brand as a whole (including content and everything else).

Take action 

You don’t become the top brand in your industry overnight but you can start laying the foundation today. 

• Layout these things about your business:

  • What are the morals and values of your business?

  • What makes you different from your competition?

  • What is the story of your business?

    • Why does your business do what it does?

• How do you perceive your business?

• How do you want others to see your brand and business?

These are the basic foundation to a brand (brand core). Having these clearly laid out and structured make it much easier for when you start getting to the really fun visual and creative stuff.

Brand Matters.