Brand awareness is one of those things that you can’t truly measure, at least not with the metrics and analyzation tools we’re used to with other aspects of marketing. Even though it may be a vague concept, brand awareness remains an integral part of doing business.
How aware is your target audience is about your brand?
Brand awareness is closely related to brand trust. Consumers rely on reviews and will rarely purchase a product with no prior research or existing reviews, it’s important your name is circulating out there. That’s not to say building brand awareness is an easy, overnight task. It certainly takes time, but there are really effective ways to accomplish this. Here are some different ways to boost your brand awareness:
This is a win-win. People are more inclined to spread the word about your business if they’re getting something in return. There’s a variety of referral programs, and they differ depending on your industry, but the fundamentals stay the same:
- Catchy headline – Remember to keep them simple too, such as “Help Us Help You” or “Tell Your Friends & Get 20% Off”
- Know when to ask – Asking when a customer is most engaged with your brand is the best approach, which can be right after a purchase or positive interaction
- The landing page – Keep it simple and add a FAQ section to help explain the program
- Promote – Make sure your customers are able to discover your referral program easily, mention it in your blog, newsletter, email marketing campaigns, and website.
Here is more information on how to establish a successful referral program.
Infographics are filled with high-value content and presented in a very appealing way. They’re typically used to display statistics or other dry data that can be tedious to sift through, but by use of an infographic, are cohesive and attractive, making them very shareable. It’s reported that in 2020, 67% of B2B marketers are creating infographics.
It’s worth your while to invest some time in creating a relevant infographic in your industry. Remember to make your brand name apparent on the graphic, post it to the appropriate platform, and watch the number of shares increase.
Social Media Contest
Running a social media contest is a really fun engagement strategy, but also very useful for brand awareness. Users will often tag their friends and family, or share your post if the contest is applicable to them. It could be a simple “Caption This” type of contest, with a humorous and relatable picture.
Social Media Presence
This may seem obvious but maintaining an active social media presence will boost your brand awareness and build credibility. Users find comfort in seeing that you are active online and tend to trust the brands that have a consistent online presence compared to those that sporadically post or answers questions and concerns.
By making your brand visible to your followers and potential consumers every day, you’re staying fresh in their mind and will be a frontrunner when they need your product or services.
Starting your own podcast and becoming a figure of authority in your industry is an excellent way to boost brand awareness. This also allows you to develop relationships with other professionals in your field by having them as guests. It’s true that some industries are heavily saturated with podcasts, so competition for listeners may be fierce, but you can always invest in running an ad in those popular podcasts.
Influencer marketing is on the rise. The trick is to find the appropriate influencer for your brand, but it’s been proven to pay off. According to this survey, businesses make more than $5 for every $1 they spend on influencer marketing. Influencers’ reach is impressive, with millions of viewers per video, your brand name will definitely make itself known.
You’ll want to find an influencer in your industry who complements your brand. Remember to let them own the narrative, you can give them key points to hit, but it’s important they use their own words for authenticity.
Are you implementing branded packaging? The experience and your story should start with the packaging of your product, not with the first use. First impressions matter and the goal should be to impress your consumer starting with your branded packaging. It shows that you care about their experience and believe in your product.
If you’re in the service industry, the concept is the same. Any documents or emails that are sent out, should be branded and well presented.
Invest in Paid Ads
One way to get your brand name in front of your target audience is via paid ads. If you’re not sure where your target audience is, take advantage of Google’s Auto Ads. This software will optimize your ads and automatically place them where your target audience is. Running ads on Facebook, Twitter and Instagram are also relatively cheap.
Bottom Line on Brand Awareness
One of the best pieces of advice when it comes to brand awareness is to remember to be a person, not a company. Promote the best parts of your business and interact with your target audience in new ways. Give your brand a personality and start telling your story today.