IN THIS BLOG
IN THIS BLOG
- Give Your Brand an Online Presence for Searches
- Provide Valuable Media Communication
- Word-of-mouth Marketing
- Ensure Visibility on Directories and Review Platforms
- Participate at Events
- Sponsor Events, Podcasts, etc.
- Look for a Brand Ambassador
- Join Forces with Other Brands
- Use Mass Media to Advertise
- Bold Solutionz and Brand Awareness
Increasing brand awareness makes your audience more familiar with your product, creating a valuable marketing tactic. In addition, it increases loyalty because it helps embed your product into your consumers’ lifestyles and purchase habits, especially when cheaper alternatives are available.
Some brands have taken brand awareness to another level, meaning that their products have reached ultimate recognition and have become proprietary eponyms. So, for example, people won’t ask for tissues but Kleenex, and others will ask for a Coca-Cola instead of a cola.
There are countless ways to build brand awareness, but we believe these nine have the most impact.
1. Give Your Brand an Online Presence for Searches
Most people start their purchases by searching for information. It is essential that your website is optimized for search engines. Therefore, ensure that your website appears in search results to build organic traffic, helping take them through the marketing funnel by providing keywords for every stage of the buyers’ journey.
The marketing funnels visually represent the customer journey from the first contact with a brand to the conversion point. In other words, it is how your potential customer moves through the different stages of the buying process until the sale is made.
Marketing funnels are divided into four stages;
- Awareness: This is the tip of the iceberg. At this stage, the customer realizes a problem they need to solve or fulfill it. Your goal is to create awareness of your brand identity and generate interest.
- Interest: Once your customers know your brand, they will seek more information. The objective is to provide them with valuable content to keep them in the loop and engaged with your brand.
- Consideration: At this point, the customer is actively considering your product or service, but she also has all the other options in the market. The goal is to provide them with crucial information to help them make a conscious decision.
- Conversion: Once your customer decides, it will move into action and make the purchase. Your objective is to make the buying process as easy and frictionless as possible to generate a positive experience that will encourage the customer to return.
Besides keyword research, the goal is to create a website with a clear structure, ensure to use of descriptive page titles and meta descriptions, optimized images and interlinking structure to flow traffic from the landing page to your website.
Begin with keyword and matching terms research for every stage to help you create content with the relevant queries target customers will make.
2. Provide Valuable Media Communication
Providing media communication means creating and sharing valuable content (useful, informative or entertaining) to your audience. Your goal is to positively influence how people perceive your brand in public relations efforts. Consequently, always include media communication in your strategy.
To provide valuable media communication, you need to understand your audience and what they need, their interests and pain points. Your content should address these three factors and provide solutions, insights or inspiration. Another fact is that your content should be engaging and well-crafted, using the right language and compelling visuals according to your audience.
You can establish your brand as a trusted source of information and use CRM to build relationships with your audience, leading to brand awareness, loyalty and a boost in customer engagement and retention.
Getting media attention requires occasional expert contributions, and it’s great if you are an expert in your niche because you can attract media attention.
Make sure you are easy to find by subscribing to services that feed media inquiries. Some examples of these are Haro, Terkel, and Sourcebottle. Then, when you see a good opportunity from a respectable publication (you can check these online and backlink profiles), respond ASAP to requests and stick to the requirements of the journalists.
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3. Word-of-mouth Marketing
When you can incentivize people to talk about your brand, you get one of the most authentic ways to market your business. Word-of-mouth marketing remains invaluable, as proven by Nielsen research. The reason: 83% of consumers trust family and friend recommendations.
The benefits of Word-of-mouth marketing include better brand awareness, credibility and trust, but the top one is cost-effective. Word-of-mouth marketing relies on organic and unpaid promotion, even though it requires sustained effort to provide exceptional customer experience and encourage positive feedback.
Let’s look at the best ways to provide incentives for people to talk positively about your brand:
- Great products
- Informative and valuable content
- A seamless buying process
- Superior customer service
- Think of ways to encourage people to share your content or create content based on your product on social media. You could also use affiliate marketing, creative campaigns, and community hashtags to engage your target audience and community to increase brand awareness.
4. Ensure Visibility on Directories and Review Platforms
Reviews are vital to your business because most people check these as they approach the conversion stage of the sales funnel. Therefore, make sure you have a presence on review platforms and online business directories such as Yelp, Google My Business, and TripAdvisor so that they can see how others experienced your product or services.
Gaining visibility in directories and review platforms starts with claiming and optimizing your business profile on relevant platforms. Provide accurate and up-to-date information about your business, including contact information, hours of operation, product or service descriptions, and images. On the other side, engage customers to leave reviews by providing excellent customer service and responding to individual feedback requests promptly and professionally.
Regularly monitoring and managing your online presence lets you stay abreast of customer feedback and quickly resolve any issues or concerns. It also helps to understand your audience and their preferences, identifying opportunities to improve products, services and customer experiences.
It can be a challenge to get to the top of these listings without a paid plan, especially if you are in a competitive field, but practicing good SEO and getting more reviews will improve your listing’s position. You may also pop up on competitor profiles in other sections.
5. Participate at Events
When you or your colleagues participate in industry events, your presence can increase brand awareness because people can put a face to a brand. Don’t use these events for sales pitches; instead, provide audiences with value and listen to their feedback.
Attending events increases brand awareness and credibility and provides networking, prospecting, and market research opportunities. By showcasing your products and services in a live environment, you can provide hands-on experiences and demonstrations to help potential customers better understand your products and value proposition.
Other benefits of participating in events include the following:
- Increases employee satisfaction and retention
- Proves your authority in your industry
- Building personalized relationships with customers, including potential ones
- Can trigger mentions in articles, on social media, and reports
Attending an event effectively starts with researching and selecting the one that fits your business goals and audience. Moreover, consider factors such as your event’s location, timing, scale and focus, cost, and potential return on investment.
Once you have identified relevant events, prepare your booth and presentation materials, and train your staff to engage with attendees and promote your brand. Also, offer incentives and promotions to encourage attendees to visit your booth or presentation.
Remember to collect contact information from interested participants and follow up with personalized communications to keep the conversation going and move further down the sales funnel.
After the event, analyze the results and assess the success of your participation. Leverage attendee and staff feedback to identify opportunities for improvement and refine your strategy for future events.
6. Sponsor Events, Podcasts, etc.
Sponsoring events and podcasts involves providing financial or material support in exchange for promotional opportunities and brand exposure. As a sponsor, your brand name, logo or message will be featured several times during the event, allowing you to build awareness within your audience.
In the case of podcasts, for instance, there are two distinctive benefits: Authenticity and trust and native advertising. In general, podcasts have a personal and intimate format, which creates a special bond between the hosts and the listeners. It would be an excellent chance for your brand to leverage this trust and establish credibility among the audience.
On the other hand, podcast episodes can deliver advertisements organically and naturally, which can be a great channel to deliver your message to the targeted audience.
Through sponsoring, you attract more attention to your brand by getting noticed. Sponsor things that match your mission and attract your target audience. Besides events, you can also sponsor podcasts and newsletters.
7. Look for a Brand Ambassador
Finding an ambassador means finding someone who can represent and promote your brand, product or service as a brand ambassador. These ambassadors are typically passionate about the brand and strongly influence social circles and communities. Your job is to truly make a brand statement and help build brand awareness, credibility and customer loyalty.
A brand ambassador does not necessarily need to be a celebrity. Anyone in your community, customer base, or an employee with the power to influence your target audience can represent your business and keep it in the spotlight. Offer to sponsor the influential person with these abilities after choosing the best candidate.
There are some key facts to consider while looking for the best candidate;
- Alignment: Look for people whose values, interests, and personalities match your brand.
- Influence: Find someone with many followers in your target market; you can consider social media presence for this aspect.
- Passion and Authenticity: Choose ambassadors who are genuinely passionate about your brand and what it offers.
- Engaging content creation: Think of someone with a knack for compelling content to reinforce your brand’s message. It can be through writing, photography, videography, etc.
- Trustworthiness and credibility: You must assess the ambassador’s reputation, check if their followers trust them, and maintain a positive online presence.
- Professionalism and reliability: Ensure your ambassador is professional, trustworthy and committed to actively engaging the audience, answering inquiries and representing your brand professionally.
8. Join Forces with Other Brands
Joining forces with other brands includes forming partnerships and collaborations with complementary or like-minded brands to exploit each other’s strengths and resources. This strategic alliance can be mutually beneficial and contribute to achieving common goals.
Look for brands that share your values and whose audiences have common traits with yours to partner with. When joining forces with another business, you don’t need to share the same niche to create winning campaigns.
Ensure the partnership is mutually beneficial and aligned with your brand’s strategic goals. Establish clear goals, roles and responsibilities, and create a comprehensive agreement that sets out the terms and expectations of the partnership.
Start by co-creating content for the added exposure, and then consider how you can co-brand products. A good example is MoonSwatch, a co-branding effort by Omega and Swatch, both owned by the same company. However, even smaller brands can take this approach by partnering with the right products and brands.
Finally, communicate, evaluate the partnership’s progress regularly, and be open to feedback and adjustments along the way. Successful collaboration increases brand awareness, customer reach, shared resources and expertise, and mutually profitable business growth.
9. Use Mass Media to Advertise
Mass media advertisement involves leveraging traditional communication channels, such as television, radio, print publications, and billboards, to reach larger audiences.
Mass media is still one of the best ways to increase brand awareness because it works. Interestingly, 68% of the respondents to a Statista Global Consumer Survey said they had seen an ad on TV in the four weeks before the survey. Additionally, 57% had seen one on social media and 40% an outdoor ad. The number shows that mass media still works, meaning smaller businesses can use other effective forms like local radio, newspapers, billboards, social media, YouTube, etc.
Some aspects to consider while thinking of mass media are;
- Media buying and planning: If your company doesn’t have a specialized team, you can work with media agencies or professionals to strategize and optimize your mass media advertising efforts. They can guide selecting the appropriate media channels, negotiating placements, and optimizing reach and frequency.
- Tracking and measurement: By tracking and assessing the effectiveness of mass media advertising efforts, you will get insights into what channels work better.
It’s important to point out that while mass media advertising can reach larger audiences, it may not offer the same level of targeted and personalized messaging as digital advertising. Consider your audience, budget, and marketing goals when allocating resources to mass media advertising. The best marketing strategies combine both mass media and targeted digital channels.
Bold Solutionz and Brand Awareness
Using a proper marketing strategy is the best way to increase your brand awareness. Our goal at Bold Solutionz is to help you achieve your marketing objectives and foster your company’s growth as you anticipated. Our primary aim is to facilitate the connection between you and your audience, boost your brand awareness and assist you in attaining loyal customers. We extend our marketing services to companies across all sectors of the business world. Contact us at Bold Solutionz to help you prioritize your strategic objectives.
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