Business growth depends on many different factors, but brand awareness plays the main role. It doesn’t matter if you’re at the beginning of your business ventures or an established business owner, you should always focus on improving brand awareness.
You must do everything in your power to get people closer to your brand and show how your offer is better than all others.
Once you’ve earned your customer’s trust, it will be much easier to sell something.
Let’s see which techniques marketers use to build brand awareness and attract more customers.
Brand Awareness in More Detail
We can’t get into the details of increasing brand awareness without explaining what it is in the first place. In simple terms, brand awareness measures how familiar consumers are with your brand, product, or service. In marketing, it refers to the awareness within the target market or audience.
Brand awareness is a general term that divides into three primary categories:
- Brand name awareness
- Product awareness
- Brand attribute awareness
You need to measure all three metrics to get an accurate estimation. If consumers remember the name of your brand but don’t know what makes it unique, brand awareness won’t help you increase sales. That’s why it’s crucial to create a strategy that covers all three levels.
Importance of Brand Awareness
Brand exposure is the key to ranking high in Google’s SERPs. As such, it has a direct impact on purchasing decisions, as most consumers will rather spend money on a brand they know.
Most people will rather pay a trusted brand more money than save some cash by going with a brand they don’t know.
The so-called brand equity revolves around recognizable brand names. Brands with good awareness offer more value and have higher ROIs. Therefore, good brand awareness means having more sales, higher profits, and influence on consumer decisions.
Increasing Brand Awareness
The rules of the game say that well-known brands make more sales and generate higher revenues. It’s up to you to find a way to spread the word about your brand if you want to compete with other businesses.
In other words, you have to streamline your marketing efforts, customer communication, and lead nurturing with the same goal in mind.
There are many marketing practices and methods you can use to expose your brand to a wider audience. That includes paid ads as well as non-paid marketing opportunities.
Once you get more people interested in your brand, you’ll also need a strong value proposition to make a sale. But your work doesn’t stop there either, as you’ll have to work hard to keep existing customers interested in future offers.
If you manage to get all three steps right, you will see your sales growth over time. Remember that promises and marketing efforts don’t mean a thing without high-quality products or services. You need to align your brand’s message with your customer’s needs for the campaign to work.
Tips For Increasing Brand Awareness
Alright, now that we’ve explained what brand awareness is and why it’s critical to your success, let’s go over a few methods that will help you achieve your business goals.
1. Create Brand-Related Content
Everyone knows that content is king when it comes to marketing and increasing brand awareness. Custom web design company that offer customers valuable information through blogs, videos, and other types of content have more success than those that don’t.
Good content drives traffic, and more traffic means higher brand awareness.
With that said, the content doesn’t have to be about a product or brand name. As long as you provide content to relate to the targeted audience, you should be just fine.
Let’s say that you sell biking equipment. Instead of doing reviews of various tires in your offer, create content about the most popular downhill tracks or something along those lines. That will engage your targeted audience and give them the chance to learn more about your brand on-site.
2. Build Partnerships With Other Brands
Partnering up with other brands doesn’t mean that you’re letting go of some customers. On the contrary, it’s an effective strategy for gaining access to an entirely new segment of consumers. Let’s go back to the biking example.
You can partner up with biking trail companies and sport gear manufacturers and get access to their consumers. In return, you will mention their brands or write blog posts about their services. The goal here is to find businesses that can benefit from a joint partnership.
Working together will not only lead to new business opportunities, but it will also help both sides find new customers and build awareness.
3. Introduce a Referral Program
Some kind of referral program is one of the proven ways to build brand awareness. Nothing motivates people to spread the word about a brand, product, or service as a free item or a special discount.
Referral programs can grow a customer base faster than you think. Take Dropbox for example. The company introduced a referral program in 2008, and its customer base grew by a whopping 3900%.
Do you remember how PayPal became so successful? Well, they used to give out real money through referrals which increased the user base tenfold overnight.
The best thing about a referral program is to apply it to new products, services, and offers. Referrals are an excellent and relatively cheap method of increasing brand awareness and boosting sales.
4. Use Your Branding Everywhere You Can
It’s a well-known fact that most people remember visuals longer than other types of information. Just think of any world-famous brand. Even if you never spend a single dollar at a Target store, you know how their logo looks.
Amazon uses branding to make all packages easily recognizable. You don’t have to know what’s in the box to know that it came from Amazon, right?
Include branding elements wherever you can because it’s the little details that make the most difference. That goes double if you run an online business.
Use your branding on every part of the customer journey and include your logo on every website page, email, etc. Web development Los Angeles experts can guide you through the entire branding process using the best industry practices.
5. Stay Active on Social Media
According to Statista, over 3.6 billion people used social media networks in 2020. That gives you at least 3.6 billion reasons to invest in creating a prominent social media presence. Like it or not, social media networks offer an endless supply of potential customers, so you’d be a fool not to use that to your advantage.
You need an active social media presence where you can grow brand awareness and improve customer trust. Social media pages are ideal for sharing content, interacting with customers, and listening to their wishes. It’s the most powerful tool for building brand awareness, and with a little careful planning, it can help catapult your business to success.
6. Share Knowledge With Infographics
One of the ways you can reach out to your targeted audience is to engage online groups interested in your market. You can do that by sharing content and blog posts on the right social network pages, but you can also share your expertise through branded infographics.
Of course, the information you share must be useful and educational, if you want to show expertise. Create an infographic sharing that information and infuse it with your brand name and colors.
After a while, your audience will get used to seeing your brand name next to accurate information, which will go a long way toward improving brand awareness.
7. Organize Contests and Giveaways
Similar to referrals, consumers can’t say no to free stuff, which is why you should use giveaways and competitions to promote your brand.
Put yourself in your customer’s shoes. Let’s say that you run into a contest that offers some kind of free reward for the luckiest participants. Most people don’t even have to know the brand or the product in question. If they get something for free, they will try it!
Contests and giveaways are excellent for grabbing attention and motivating visitors to interact with your content. Offer discounts or giveaways to users who share your post the most. You’ll give out a few free products, but you’ll get them to increase your brand awareness for free.
8. Retargeting Matters
Every internet user interacts with dozens of brands daily. There are so many brands out there it’s easy to forget about even those you really liked. Moreover, even if someone bought something from your offer, they might forget about your brand in a few months.
That’s why you should keep going back to your leads with regular retargeting. A smart retargeting campaign will keep your brand in your customer’s thoughts for longer, leading to more sales and higher ROI.
But you can’t just reach out to old customers without an offer, so time your targeting right. Otherwise, your customers will feel like you’re harassing them into buying something they don’t need.
As you can see, you can use all kinds of methods and techniques to build brand awareness. The effort doesn’t have to be complicated as long as you use the best industry practices.
Adding your branding everywhere you can, showing your expertise through online content, and creating a strong social media presence will help you spread the word about your brand like wildfire.
Don’t be afraid to experiment with other methods to see which ones provide the best results. You will be amazed at what a little effort and a few good ideas can do for your brand.
So don’t give up, and you might find your brand right next to the biggest names on the market! Good luck.
Travis Dillard is a business consultant and an organizational psychologist based in Arlington, Texas. Passionate about marketing, social networks, and business in general. In his spare time, he writes a lot about new business strategies and digital marketing for DigitalStrategyOne.