Focusing on buyers who aren’t actively in the market can feel strange for some marketers. After all, why bother with prospects who aren’t ready to buy? But that’s where the real opportunity lies. While only 5% of B2B buyers are actively searching for solutions, the other 95% are doing something as important: researching, learning, and forming opinions about who they want to work with when the time comes.
This is where building brand awareness comes in. It’s not about making a hard sell to people who aren’t ready—it’s about getting your name in front of them early so that they’ll think of you first when they are ready. It’s about playing the long game, making your brand familiar and trustworthy in the eyes of your target audience.
To get there, you need a solid plan. Let’s break down five strategies that will help you build brand awareness that sticks with your audience before they ever enter the market.
1. Create Consistent, High-Value Content
Content is your first line of defense when it comes to brand awareness. It’s how potential buyers get to know you before they even consider purchasing. But it’s not enough to throw up blog posts or whitepapers and hope for the best. The content you create needs to provide value to your audience consistently.
Consider the kinds of questions your buyers ask in their early research stages. Are they looking for industry trends? Do they need tips on how to solve a common problem? This is where you come in. By providing helpful content that addresses these issues, you start to build a relationship with your audience—without ever asking for anything in return.
Regularly publishing content on your blog or distributing through your social channels helps keep your brand top-of-mind. From educational articles to case studies, your goal is to show up for your audience when they need it most. The more you do this, the more likely they are to remember your brand when they’re finally ready to make a decision. And make sure you focus on various formats—videos, podcasts, infographics—it’s all about reaching people where they are. This is what helps build authority and trust.
2. Use Social Media to Stay Visible
Social media is a powerful tool for brand awareness. And no, we’re not talking about paid ads here—this is all about organic reach. Being active on platforms like LinkedIn or Twitter lets your audience see your brand in a more relaxed, conversational way. You can share insights, comment on industry news, or even engage directly with potential buyers. The goal isn’t to push your product but to offer value through meaningful interactions.
Posting consistently keeps your brand visible to potential buyers long before they enter the market. And the best part? You don’t have to be selling. By engaging with your audience and providing helpful or entertaining content, you start to build familiarity. Over time, that familiarity turns into trust, and trust is what drives purchase decisions when the time is right.
The more you show up, the more likely your audience is to think of you when they do need a solution. Whether it’s posting about industry trends, sharing behind-the-scenes content, or even commenting on relevant discussions, every interaction contributes to the bigger picture of building long-term brand awareness.
3. Form Partnerships and Collaborate with Industry Influencers
Partnerships are one of the most effective ways to expand your brand’s reach, especially when you’re trying to build awareness early in the buyer’s journey. Collaborating with industry influencers or partnering with other companies that complement your business can introduce your brand to a whole new audience.
Imagine co-hosting a webinar with a thought leader in your industry or co-authoring a whitepaper with a complementary brand. These partnerships don’t just expand your reach—they build credibility by association. You instantly gain some of that credibility when your brand is seen alongside established players. It’s like a stamp of approval from people your target audience trusts.
Influencer collaborations can also give your brand a boost. We’re not talking about Instagram celebrities but respected voices in your industry. When these influencers talk about your brand or share your content, it creates a ripple effect, leading their followers to check out what you offer.
4. Build Long-Term Brand Recognition Through SEO
SEO isn’t flashy but is a cornerstone of building long-term brand awareness. When buyers research solutions or learn about industry trends, they turn to Google. If your content is optimized to rank for the keywords they’re searching for, you have a much better chance of showing up in front of them.
The trick with SEO is to focus on long-tail keywords that align with your audience’s early-stage research. These are the phrases they’re typing into search engines when they’re just starting to learn about a problem or solution. By creating content that answers those queries, you position your brand as a helpful resource right from the start.
But SEO is more than just ranking for keywords. It’s about creating content that’s truly valuable to your audience. High-quality, in-depth content that solves real problems builds trust and authority over time. And when your audience consistently finds your brand when they’re searching for answers, that familiarity and trust compound. So when they are ready to buy, you’re already at the top of their list.
5. Use Account-Based Marketing (ABM) to Nurture Key Accounts Early
Account-based marketing isn’t just for closing deals—it’s a powerful tool for building brand awareness with key accounts before they’re in the market. Instead of waiting for buyers to show interest, ABM allows you to target and engage specific companies early.
Imagine sending personalized content or running targeted ad campaigns for high-value accounts that align with your ideal customer profile. You’re not trying to sell right away; you’re building a relationship. By offering relevant content and engaging with these accounts early, you lay the groundwork for when they’re ready to buy.
The key to ABM is personalization. It’s not about blasting out generic marketing messages—it’s about crafting tailored content that speaks directly to the challenges these companies face. When you show that level of understanding and care early on, they’ll remember your brand when they’re ready to take the next step.
But where can I achieve my goals, what paid channels are the right ones?
LinkedIn Ads: Target Decision-Makers Early
LinkedIn is the go-to platform for B2B marketing, offering precise targeting based on job titles, industries, and even specific companies. By running LinkedIn Ads, you can place your brand in front of key decision-makers long before they’re ready to buy, nurturing that awareness early. Whether it’s Sponsored Content, Text Ads, or dynamic Ads, LinkedIn allows you to build trust and familiarity with professionals who are likely to become future customers.
Google Display Network: Stay Visible Everywhere
With Google Display Network, your ads can reach millions of potential customers as they browse websites, watch YouTube videos, or use mobile apps. This channel excels at generating broad awareness and putting your brand in front of a large audience consistently, even when they aren’t actively searching for a solution. It’s a great way to keep your brand top-of-mind across various stages of the buyer journey.
Programmatic Advertising: Hyper-Targeted Awareness
Programmatic advertising takes automated ad buying to the next level by using data and algorithms to target highly specific audiences across multiple digital platforms. For B2B brands, it means being able to reach niche audiences at the right time with precision, ensuring your message gets in front of potential buyers early in their research process.
Facebook & Instagram Ads: Visual Appeal with Broad Reach
While LinkedIn may be the default for B2B, don’t underestimate the power of Facebook and Instagram. These platforms allow for highly targeted ad placements based on user behaviors, interests, and demographics. You can build brand awareness through visually engaging ads or video content that resonates with potential buyers, even when they’re not actively thinking about work-related purchases.
YouTube Ads: Visual Storytelling for Early Engagement
YouTube’s massive reach, combined with the power of video, makes it an excellent channel for building brand awareness early. Video ads on YouTube are a great way to tell your brand’s story, educate potential buyers, or simply introduce them to your product in a way that sticks with them. The platform’s targeting options ensure your ads are shown to relevant users, making YouTube a powerful tool for early-stage brand engagement.
Final Thoughts: Keep Your Brand Top of Mind
Building brand awareness before buyers are in-market is about playing the long game. You’re not trying to make a sale right away—you’re trying to build a relationship. Whether it’s through consistent content, social media, partnerships, SEO, or ABM, your goal is to make sure your brand is the first one buyers think of when they enter the market.
This approach takes time, but the payoff is huge. By staying visible and helpful throughout your buyer’s journey, you ensure that your brand is always top of mind when they’re finally ready to make a purchase. It’s a strategy that builds trust, authority, and ultimately leads to more sales in the long run.
Learn more about SEO and Paid Social Media to stay present in front of your audience. Let’s talk
When it comes to boosting brand awareness through paid channels, the focus is on reach, visibility, and targeting the right audience at the right time. For B2B companies, here are the top paid channels to consider, each fitting into the broader theme of building brand awareness before buyers are in-market: