Key components of online branding for B2B businesses

Key learnings

  • What to include on your website as part of your online branding
  • How to work your website content hard for maximum return
  • Why you need to take a strategic approach for the best results

Your online branding is crucial to your success in the digital market. But what is a digital brand? It is every visual element, touchpoint and interaction your customers have with you online. From your logos and colours to the words you use, your customer reviews and how you represent your business online.

These days it isn’t enough to pop a few social posts online and call it a day. As a B2B business, you need to look at your entire digital footprint to ensure it is sending a consistent message and is a strategic representation of your brand.

To start with, there are a number of key components of your online branding you need to get right in order to stand out online.

Officemates having a meeting

A strong website

Your website is your digital home. It’s where you control the message without any distractions.

However, if your website doesn’t clearly articulate what you do for whom and why, your potential customers will click away very quickly. Your message should be consistent and crystal clear.

You only get one chance at a first impression… and in the majority of cases, your website is that first impression. A strong website with a well-defined message will propel your online branding like nothing else.

Woman on stage discussing in front of her colleagues

Share your social proof

Social proof isn’t social media… it’s the stories your customers can share about your business and how your products and services have helped them.

When your customers share their story in their own words, it helps to build trust… and gets you closer to the sale.

Testimonials are a form of social proof. But the real power is in case studies – ideally, video, if your customers feel comfortable.

Brands you work with

Going further than case studies, if you have an impressive list of clients, you can add a scrolling logo banner to your website to showcase the brands you work with.

The company you keep is really important… and your prospects will look at who you’ve worked with in the past.

Related posts
How strategic digital brand marketing delivers results
10 ways to grow brand awareness through digital marketing
What to look for in a website design company

Happy women using gadgets

Showcase your team

The age of the faceless brand is well and truly over. People care about who they do business with. And even in the B2B space, your customers will want to do business with people they know, like and trust.

You can add a face to your online branding by showcasing your team on your website. More than just a CV, your team profiles should show the passion and care of the individuals who work in your business.

If you are worried about poaching, you may choose not to include every individual, but you will need a selection of the team to showcase the skills and talent in your business.

Woman talking to phone while working

Get social

Having an active social media presence is a cost of doing business today. And whatever social media strategy you adopt, it forms a part of your online branding.

For B2B businesses, LinkedIn is absolutely a no-brainer to connect with other professionals and businesses.

Depending on your business, you should post on another social media platform that will work for your business.

Facebook is often a good choice for B2B business.

If you have strong educational video, YouTube will be suitable for you and if you have a very visual product, look into Instagram.

A group of women working on their laptop

Quality and consistent content

Your content will be the cornerstone of your digital marketing and online branding. From the pages on your websites to your blog posts, social media posts and newsletters, by communicating regularly with your customers and prospects, you will start to build trust.

Content marketing isn’t about churn. It’s about creating quality content, consistently… and then pushing that content out to your various channels and platforms. A single blog post on your website can be optimised for SEO to bring in free Google organic search traffic, recorded as a video for YouTube, shared with an excerpt on your social media channels and included in your monthly newsletter.

Colleagues having a meeting

Follow a defined strategy

Online branding is one thing… but if you don’t take a strategic approach that looks at the big picture of your brand and digital marketing, you will be throwing your marketing budget down the drain.

A haphazard approach will create brand confusion. And that is very damaging to your brand.

To get your online branding to deliver a return on your investment, you need to be strategic.

Start by defining your brand and your goals, and then build a strategic digital marketing plan that will get you the results you are looking for.

Smart and strategic online branding

At Brilliant Digital, we have worked with many hundreds of B2B clients to deliver sustained digital brand growth through digital marketing.

Read more digital brand articles

We'd love to
hear from you.

    Testimonials

    Brilliant Digital has been amazing! They provided a very professional and high-quality service. They understand the niche areas to target when building websites, which has helped make our website a Ferrari with a strong engine, rather than something that looks good but doesn’t bring in the clients. Thank you, Brilliant Digital!

    Matthew Guy
    HSEQ

    Accounting For Good has been working with BD since late 2018 – starting with a website refresh and snazzy update to our logo. They’ve curated a solid website with great SEO. I can write, but it’s easy to get distracted and forget to write your content, so outsourcing is such a great option. I *love* our BD content writer – it’s a real partnership. She understands our business and gets the tone I want so spot-on that I think she can actually read my mind.

    Kirsten Forrester
    Accounting For Good

    Brilliant Digital has helped me grow my family business. Once we developed a fully functioning, professional and productive website, we doubled our client base, and we continue to have consistent inquiries. We will definitely be continuing our professional relationship with Brilliant Digital and use their services for our future endeavours.

    Michael Rahn
    Power with Purpose

    Positive: Professionalism, quality, responsiveness

    Brilliant Digital has a wonderfully friendly, helpful and knowledgeable team and has been invaluable to my business.

    Ian Donald
    Ian Donald Optometry

    Our business website was looking dated and needed a revamp, and we weren’t happy with our current website managers, so we shopped around and were immediately drawn to Brilliant Digital. We set up a meeting and a few weeks later had a great new website, and we’ve had great feedback from clients since about the new look. The website has no doubt drawn new customers to my business and I feel that it has been worth every cent spent.

    But wait there’s more!

    Brilliant Digital has been a fountain of knowledge on all aspects of internet and web marketing and social media, and we’re really grateful for their knowledge and expertise and the huge impact they have had on our business.

    Ari Ende
    Vetaround

    My website has been critical to my success. It is literally the face of my business… it’s the shop window.

    I can’t recommend Brilliant Digital highly enough. It is the only company that has taken the time to gain a deep understanding of me, my business, what I want to achieve and where I want to go with it.

    Julie Nipperess
    Step Up Group

    Our website was up and running in six weeks as promised. I couldn’t believe it, actually. Our first website was such a long, tortuous process.

    Brilliant Digital has done everything they said they would do. We’ve never had a problem, even with all the increased traffic from the new marketing campaigns. We’ve been very happy!

    Brett Churcher
    Playoust Churcher

    We really feel that the end product was just at such a high standard. It’s really crisp, really clean, and it’s gone from scope all the way to that delivery piece. It’s been quality all the way.

    We value that and we think the Brilliant Digital team has far exceeded our expectations.

    Janelle Dixon
    Facilities First

    We are a very busy medical practice that recently engaged Brilliant Digital to develop our website and online presence.

    Straight away we realised we had found someone with invaluable marketing experience, who explained in plain speaking the pitfalls and advantages of the online world.

    This allowed us to get on with the more important issue of running our practice.

    We have received lots of positive feedback regarding our website and mobile site from many of our patients.

    Jacqui Ellsmore
    Glebe Family Medical Practice

    When we came to Brilliant Digital, the selling point for us was the strategy. It wasn’t just about building a website; it was about having a philosophy.

    Hugh Edmunds
    Edcon Steel