Having a solid, trusted brand is vital for your company to thrive. If your target audience doesn’t know or trust your brand, how ever will you increase your customer base and sales?
All of these brands have spent a lot of time and money making sure you know their logo, colors, and what they stand for as a company by heart. In order to get at the head of the competition and stay there, these companies have had to continuously build brand awareness.
What is brand awareness?
Brand awareness refers to the extent to which customers are able to recall or recognize a brand. Brand awareness is a key consideration in consumer behavior, advertising management, brand management and strategy development.
The consumer’s ability to recognize or recall a brand is central to purchase decision-making. Purchasing cannot proceed unless a consumer is mindful of a product class and a brand within that class. Awareness does not necessarily mean that the consumer must be able to recall a specific brand name, but s/he must be able to recall sufficient distinguishing features for purchasing to proceed.
Establishing brand awareness is efficacious when marketing and promoting your company and products, particularly in the early stages of a business.
How to build brand awareness for your business?
Rome wasn’t built in a day and neither is brand awareness. People are not going to impromptu recognize your brand after seeing your logo/name once or twice. You have to work for it by building a strategy, focusing on your target market and concentrating on brand recall, earning customers’ trust, customer engagement and making your presence known on multiple channels.
In a world where consumers depend on extensive research and others’ views before making a simple purchase, brand trust is everything. Once a consumer connects to your brand, they’re more predisposed to make repeat purchases with little to no forethought — which then bridges the gap between trust and loyalty.
Building a strong brand awareness strategy helps you directly impact your company’s bottom line sales figures. A great brand awareness strategy needs a multi-faceted approach to develop brand engagement with past, current, and future customers.
When building brand awareness, your greatest weapon is repeated exposure. You want your business name to appear where your target audience spends time online so it becomes known. Your brand awareness strategies should not upset or hinder your target audience. It should place you in their line of sight so they can approach you willingly, when they become interested.
Brand Building, SEO and Social Media Go Together
Search Engine Optimization (SEO) and Social Media are important brand building tools that businesses of all sizes are using to connect with their target audience, acquiring new customers and building their brand image online. Here is how you can make them both work together to build brand awareness for your business.
Know Your Brand Identity
In order to find success with branding, you need to know your business. What defines your brand and how does it differentiate from the others? What does it seek to achieve? Who and how does it want to impress? The clearer you are about your brand’s identity, the easier it will be craft the right message.
Know your audience
Before you jump into the tactical and practical details of your brand awareness plan, it’s critical that you take the time to understand your audience.
To know your audience — from prospects to current customers — you’ll want to create personas that represent the different types of people in your audience. Often, this information is available to you from work you have done earlier to segment and target audiences in your other marketing channels.
You may want to go back and examine if those personas truly represent the audience that you’ll encounter on social media. Listening to your audience on social media can be a helpful way to confirm whether your personas fit your audience. Listening helps you know in real-time what your audience truly cares about and shares.
Use analytical tools to garner insights into your audience’s psychological profile and what they find important and interesting. Identify the keywords they are using to find your site.
Develop a Content Strategy
Content creation is a large portion of learning how to use SEO and Social Media to build brand awareness. You need to create content that is relevant and engaging, catches your audience’s eye and keeps it so that they keep coming back for more.
SEO and social media have evolved over the past few years as a response to the rise in online content. If you are not developing content with SEO in mind, it is just like pouring water into a sandcastle’s moat. Solid SEO practices serve as a concrete foundation for your social media moat. The water (social activity) you pour can accumulate and create an enduring benefit for your efforts.
SEO is ineffective unless backed up with high quality content. This is where social media plays its part. It helps content developers unlock untapped potential. The purpose of social media is to bring visitors to your site, draw them to your content and keep them engaged. While this is great for boosting your visibility, it also has an indirect impact on your site’s performance on search engine results pages (SERPS).
SEO and social media are organic strategies in that both methods focus on naturally attracting an audience with high-quality content and an attractive brand presence.
Beyond getting people to your site, you’ll need a deeper strategy to drive them to specific sections of your site. And, beyond simply generating and distributing content to drive traffic back to your other online properties, you’ll want to regularly analyze results to help you further hone your ongoing content strategy. The combination of an efficient content strategy and content marketing work in tandem to help you achieve your goals.
A strategy that contemplates what types of content you’ll create, where it will be distributed, which part of your website it will link back to and ways of measuring success can assist you benefit regularly from content marketing and refine your strategy as you go.
Lastly, an important element of your content strategy is to appraise the traffic you receive and the sources (which type of content and which distribution channels seem to be bringing you the most effective results) so you can replicate, fine-tune and follow up.
Remember, your content marketing tactics can bring traffic to your site or landing page. Your content strategy, on the other hand, will drive traffic to your website and then facilitate convert those visitors into customers. When done efficaciously, you should see not only an increase in website traffic but also improved user engagement and conversion rates.
When it comes to marketing, it is vital to build a trusting relationship with current and potential customers. Marketers put in hours perfecting the customer journey, analyzing the various touchpoints, personalizing their messages, and using data to find out more about their customers so they can target them more effectively.
What makes social media platforms great is that they allow an unhampered interaction between the brand and the customers. It is conjointly the correct platform for you to seek out complementing businesses, digital influencers, journalists and tastemakers that will help you on your marketing campaign.
Take full advantage of social media to promote your top quality content, keep in mind that engagement matters for SEO. Engagement helps to not only improve your online reputation but also to make connections and generate leads for your business.
Building relationships with your fans, followers, bloggers, brands, influencers, customers and prospects is not difficult, it’s just time consuming. Take the time and it’ll pay off in the long run, and in fact it helps deliver better results. At the same time, let’s not forget about the fundamentals of SEO and social media that could make our quality content work that much harder.
Invest in Advertising
In an age of dwindling organic reach, paid campaigns run through Google Adwords and native advertising platforms on social media channels are great ways to create brand awareness for your business.
Utilize your brand’s target keywords for search ads and pictures that express your brand for display ads. All ads ought to be cohesive with one another, and together with your web site. That way, users will not get confused or see a lapse in branding whenever they see your ads. Similar styles of imaging, fonts, colors, and logos across all advertising efforts will considerably build brand awareness.
Use contests and other social media campaigns to successfully gain visibility and generate leads. Offer valuable incentives that encourage user participation and make sure that your campaigns offer value to all participants.
Retarget your customers wherever you can! You should be able to pinpoint where in the buying journey your customers fall off the map. This is where you need to implement a retargeting strategy that allows you to build brand awareness and reel those customers back in.
How do you plan to tie SEO and Social Media tactics with your brand? And if you’re already using some of these, how has it impacted your brand’s visibility and overall engagement?
iEntrepreneur: Your Trusted Partner in Creating a Brand Awareness Strategy
iEntrepreneur is an integrated digital marketing agency that combines several strategies to help generate awareness for startups and SMEs. Our careful approach focuses on the uniqueness of your brand and leverages digital methods including social media, SEO, SEM and digital marketing.
When you trust iEntrepreneur to create your brand awareness strategy, you’ll experience an uptick in lead generation, business growth and profit margins. Ready to learn more? Contact us today.