Brand awareness is crucial to the success of a business, enabling your consumers to recognise your brand and products instantly and differentiate them from your competition easily. Although essential to success, brand awareness is also quite difficult to build, measure, and even define. The ultimate goal is to reach as many individuals as possible and inform them of your offerings, in an effort to make your branding stick in their minds.
Digital marketing can be quite effective at achieving this, so here are some of the best tools and tactics you could use to increase your company’s brand awareness online:
Create engaging content
Content creation is one of the most important digital marketing tactics you should focus on. Aiming to inform, entertain, and catch the attention of your target audience, branded content can bring more value to your consumers and show them exactly who your brand is and what it represents. By setting you apart from the competition and driving engagement in the process, content can significantly impact brand awareness. Thoroughly research your target audience and their interests, develop a captivating brand story, create a content strategy accordingly, and then test out your strategy by monitoring metrics and analysing performance.
Focus on enhancing SEO
To increase brand awareness, your audience needs to find your content online easily, and that is exactly where search engine optimisation (SEO) comes in. SEO is a crucial aspect of any successful digital marketing campaign, as it allows you to improve your website’s rankings on search engine results pages (SERPs), drive organic traffic to your website, and expose your brand to a wider audience. Extensive keyword research will be needed in this area to find the most effective commercial and branded keywords. Along with implementing targeted keywords into your content, optimising your metadata and enhancing the speed, accessibility, and safety of your website could also help with your SEO efforts.
Optimise your content
A common digital marketing mistake is only focusing on the creation of content, and not optimising it for higher success. As already mentioned, keywords need to be included in your content to enable search engines to find it more easily and improve organic visibility. But if you’re specifically targeting an audience during the awareness stage, it’s also important to optimise your site’s content for non-commercial keywords. Prioritising long-tail keywords could also prove to be beneficial, as they have a slightly higher click rate compared to generic searches. Aligning your keyword tactics with your overall branding can allow you to determine the perception of your brand more accurately, so aim to select only the keywords that are truly relevant to your brand.
To optimise your content even further and build the most effective SEO strategy, it will also be vital to prioritise link building. Quality and authoritative links will enable you to rank higher on SERPs, reach higher visibility among your target audience, ensure organic traffic, and build relevant contacts for continued growth. However, developing the right tactic can often be difficult in this area. That is why it’s always recommended to hire professional link building services to improve your digital marketing strategy. Experts in this field will be able to generate high-quality external links, build a stronger online presence, increase your brand awareness, and ensure long-term success.
There’s no better space to exist as a brand than social media. These platforms attract billions of users each day, all of whom can become potential customers if you develop an effective strategy. Begin by selecting social media platforms that are most commonly used by your target audience and most relevant to your brand, whether that be Instagram, Facebook, LinkedIn, YouTube, or other channels. Then, aim to expand your outreach and boost brand awareness with the right social media tactics. They include sharing content from your website, posting unique and engaging content, having a regular posting schedule, investing in sponsored posts and pay-per-click advertisements, etc.
Consider making infographics
Sharing is vital for reaching wider audiences more quickly online, both in terms of your on-site and social media content. When you create captivating sharable content that encourages your audience to spread it around, your marketing efforts will be minimal yet highly effective. When it comes to sharable content, infographics have become increasingly popular in the last few years. Images tend to be more visually appealing to audiences than blocks of text and typical blog posts, which might explain their success. Infographics will also allow you to interact with your audience in a different way, boost their engagement, and even raise business standards.
Start a referral program
While word-of-mouth marketing may be the ultimate goal, it’s challenging to build this aspect when your audience is still small. Instead, it would be better to utilise your current audience and start a referral program in an effort to expand your audience base and build brand awareness. You can do this by using great promotional items, offering free products, services, and subscriptions for referrals, or providing special offers, points, and discounts that can be redeemed in the future. This is a great way to retain customers while encouraging them to invite new ones of their own accord.
Develop a brand voice
Whether you focus your efforts on your website, social media, or both, digital marketing can provide you with the right voice to enhance your brand image and move your business in the right direction in any case. However, it has to be intentional. No online marketing campaign will be successful if you don’t establish a unique, distinctive, and strong brand voice. Define the personality of your brand, create a particular “wow” effect, build a stronger culture, and aim to stay consistent with your messaging across all platforms. This will make your brand easy to recognise and keep your voice active in the minds of your audience, thus improving brand awareness.
Brand awareness takes time, effort, and dedication to build. If used correctly, the digital marketing tools and tactics mentioned above will help you to accelerate this process and increase growth and revenue over time.