WARC Advisory and LinkedIn have collaborated to study the impact of Customer Promises on brand visibility in the B2B market.
The study found that campaigns with a defined Customer Promise are three times more likely to boost market share and 2.5 times more likely to enhance brand health compared to those without.
LinkedIn’s sponsored newsletters, a new feature, can help marketers amplify their long-form content and reach broader audiences more effectively.
These insights highlight the transformative effects of clear Customer Promises in B2B marketing and highlight the potential of these tools in enhancing brand visibility.
The Strategic Advantage of Customer Promises in B2B Marketing
Customer Promises represent a clear, concise commitment from a brand to its customers, outlining the specific value they can expect to receive. These promises serve as a powerful tool for differentiation in the crowded B2B marketplace.
The study conducted by WARC Advisory underscores the significance of this strategy, particularly in B2B settings, where decision-making processes are often complex and drawn out.
According to the report titled “Making a Promise to the Business Customer: Why Customer Promise Campaigns Are Even More Effective in B2B Than B2C,” only 18% of B2B campaigns currently utilize Customer Promises, compared to 40% of B2C campaigns.
This discrepancy highlights a substantial opportunity for B2B marketers to gain a competitive edge. As Paul Stringer, Managing Editor at WARC, explains, “Customer Promises can make brands familiar by being memorable, valuable, and deliverable. They cut through the noise and the messiness of decision making by offering a clear and simple articulation of the value delivered by a brand to its customers.”
In an era where brands are competing for attention in increasingly cluttered digital spaces, the ability to make a clear and compelling promise can be a game-changer. By effectively communicating what a brand stands for and the specific benefits it offers, B2B marketers can build trust and credibility with their target audiences. This, in turn, leads to stronger brand loyalty and long-term customer relationships.
Leveraging LinkedIn’s Sponsored Newsletters to Expand Reach
In addition to the strategic benefits of Customer Promises, LinkedIn’s introduction of sponsored newsletters offers a practical tool for marketers aiming to extend the visibility of their content. Sponsored newsletters enable marketers to promote their long-form content, reaching a wider audience on LinkedIn’s platform.
This feature taps into a growing trend of content consumption on LinkedIn, where the appetite for detailed, thoughtful content is on the rise.
With over 184,000 newsletters now active on LinkedIn and a 59% increase in publication over the last year, sponsored newsletters represent a valuable opportunity for brands to connect with professionals who are actively seeking industry insights and expertise. Engagement with newsletters has increased by 47%, indicating that professionals are not only consuming but also interacting with the content shared through this medium.
Kevin Vlk, Brand Activation & Social Lead at Zoom, shared his positive experience with LinkedIn newsletters: “Making LinkedIn newsletters part of our social strategy has been invaluable. Our subscriber count has grown 36% and article views are up 45%, with a 550%+ increase in impressions and engagements.” This testimonial underscores the effectiveness of newsletters in driving engagement and fostering deeper connections with target audiences.
How Sponsored Newsletters Work
Sponsored newsletters allow marketers to either sponsor content from their newsletters or other members’ publications, upon receiving approval. This process is facilitated through LinkedIn’s Campaign Manager, where marketers can select specific content to promote. By sponsoring content, marketers can increase the reach of their most valuable insights, ensuring that their messages resonate with a broader audience.
This feature is particularly beneficial for B2B marketers who produce high-quality, long-form content, such as industry reports, thought leadership pieces, and in-depth analyses. By leveraging LinkedIn’s extensive network of professionals, sponsored newsletters can help brands position themselves as industry leaders, driving meaningful engagement and enhancing their global brand visibility.
Strategic Insights and Practical Applications
Roger Martin, CEO Advisor, and Strategist, emphasizes the critical role of Customer Promises in B2B campaigns: “Making a Customer Promise in a B2B campaign is much more important and impactful than in a B2C campaign—across all important dimensions of performance. Yet, the vast majority of B2B advertising campaigns are designed to be ineffective.”
The combination of Customer Promises and sponsored newsletters offers B2B marketers a powerful toolkit to build brand awareness, improve market share, and achieve significant brand health in an increasingly competitive marketplace. By integrating these strategies, brands can navigate the complexities of modern B2B marketing with greater confidence and efficacy.
Conclusion
The integration of Customer Promises and LinkedIn’s sponsored newsletters represents a robust strategy for B2B marketers seeking to enhance their campaigns.
The untapped potential of Customer Promises, coupled with the growing trend of newsletter consumption on LinkedIn, provides a unique opportunity to boost brand visibility, market share, and long-term brand health.
By leveraging these insights and tools, B2B marketers can effectively navigate the complexities of the modern marketing landscape and achieve significant success.
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