In an increasingly crowded marketplace where businesses are trying to make their mark and capture a sizeable market share, getting recognized is a huge concern for many organizations. They have so much to offer to their customers, but their customers do not know that these organizations even exist. Does this sound familiar?
If you are one such organization who is trying to create an awareness of your brand among your customers, here are five things you should try.
Use search engine ads
When creating visibility of your organization or brand is on your mind, the search engines are something you must first target. While you may be already aware of the regular search engine optimization (SEO) techniques, paid search ads too can help you boost your company’s brand image.
This is supported by a study conducted by Levi Strauss & Co. in association with Google. The study showed that paid ads helped increase consumer awareness of the Levi’s brand by 23% and also drove considerable traffic to its website, even though the paid ads did not always generate clicks. This means that search engine ads that may not create enough click-through rates can still boost awareness of your brand amongst your target audience.
Search engine ads also offer you the benefits of having control over your budget, your ad messages and tracking audience responses using valuable analytics tools.
Attract people to your website through attractive content
Creating regular and high-value content offers several benefits to your brand. Writing blogs and creating impressive content is a great way of creating brand image among your target customers, attracting them to your website and possibly converting a majority of them to customers. In fact, creating regular content is an essential part of the inbound marketing strategy, which is increasingly becoming popular among organizations.
Firstly, a blog is an essential part of an SEO strategy. Google rewards websites that keep adding fresh and high-quality content. Secondly, regular blogging on your website or writing guest articles on other digital platforms such as online magazines and well-known blogs help you establish an identity for yourself as an expert and thought leader in your industry.
You can choose to write on issues commonly faced by other organizations in the industry and possible solutions for their challenges.
Establish your social media presence
It shouldn’t be news to you that several organizations and brands today are on popular social media platforms such as Facebook, Linkedin and Youtube as a majority of the population spends a significant time on these platforms. With these platforms, you can reach out to thousands and millions of your target audience, giving you an opportunity to engage with them and convert them into potential leads.
Create an effective email marketing campaign
Several organizations tend to ignore the power of email marketing campaigns for telling people about their brands. However, done the right way, email marketing can prove an excellent way of delivering your brand content right across to your audience’s inbox. Most often, businesses fail at email marketing due to the wrong approach.
An email newsletter is more than asking people to download your freebies or avail your services. An email newsletter should keep your audience in mind. It should be relevant and must consistently offer something of value to the consumer. It is a good practice to listen to your customers’ sentiments and make changes to your email campaign accordingly. This enhances the perception of your brand among your customers, making them your brand advocates.
Collaborate with industry influencers
Influencers have the power to influence a particular section of audience and followers within their circle in making key purchasing decisions. A top influencer in your industry can become your ambassador and promote your organization and brand among their followers. Hence, collaborating and building a strong relationship with the right influencers in the industry not only helps you in boosting your brand’s awareness but can also help you in realizing a few key business goals such as increased conversions and sales.
Among the various methods available, inbound marketing appears as a powerful way for not only creating awareness but also in generating more business prospects and converting a sizeable number of these leads to customers in a highly efficient way. In fact, most of the techniques mentioned above constitute key components of a successful inbound strategy.
How can you use inbound marketing to create brand awareness?
The ultimate goal of an organization’s marketing efforts is to bring more traffic to its website so that prospects can be converted and closed. Unlike traditional marketing, inbound marketing helps in bringing a steady stream of traffic from people who are looking out for services and solutions that the organization has to offer.
In order to utilize inbound marketing strategy to create brand awareness, here are a few things you should be doing.
First, understand your user persona
Before you embark on spreading awareness of your brand, it is absolutely necessary that you first identify who your ideal customers are, which can be done by creating user personas. This helps you understand your customer demographics and their potential goals or challenges they are trying to solve so that you can target them better and come up with suitable awareness-building strategies. Doing this also helps in reducing unnecessary wastage of time and money in targeting people who are not your target customers.
Create valuable content
As mentioned above, creating valuable content is the second major aspect of inbound marketing for spreading brand awareness. However, before jumping into creating content, it is important to identify your user persona and identify where in the buyer’s journey your potential customer is - whether they are trying to find a solution to their challenge, considering alternatives or deciding on a particular solution and a provider. Coming up with a content offering that suits your user persona and addresses their needs is key to attract a customer.
The most common content offerings used to create brand awareness are blogs, guest articles, videos, white papers, expert content, eBooks, and reports, which provide valuable information and solutions that address the problems and challenges faced by prospects. Offering this type of content helps in building a reputation for your brand as an expert and authority in your field. However, maintain caution that you do not overly promote your brand or solution at this stage.
Distribute your content and actively engage
Once you have created content, it is important to distribute it so that it reaches a wider audience. Again, as mentioned earlier, the most common way of distributing this content is through social media platforms and search engine optimization (SEO). Not only should you look at distributing your content, but do it in a consistent and regular way. In addition to distributing your content, it is also important to actively and strategically engage your audience on these social media platforms. Always be on the lookout for conversations around your brand, products, service, and industry as well as provide your audience with valuable service offerings. This improves the visibility of your brand as well as user engagement.
Optimize your website
SEO and search engine ads remain one of the key components of attracting more people to your website. However, to use them more effectively and achieve success, you must think from the perspective of a prospective customer and optimize your website accordingly. Google algorithms have become smarter and rank website content based on search intent rather than pure keywords-based search. For example, people often look for a long-tail keyword or ask a question on Google that is specific to their needs. Tailoring your content so that it can address such queries can help website or blog rank higher.
It goes without saying that you should measure everything you do so that you can identify what works and what doesn't so that you can make appropriate changes in your approach to achieve better results. Hence, in order to improve your brand’s outreach, it is a good practice to collect relevant data using some of the popular tools and analyze the data so that you can optimize your content as well as awareness creating strategies to attract more visitors.
The key to successfully creating brand awareness is to create and distribute the right content to the right people at the right time while maintaining consistency. Inbound marketing is a powerful technique that does this job effectively. Following a few simple inbound marketing techniques can undoubtedly help you create the right brand visibility, attract more visitors to your website and convert them into potential leads and customers.
Originally published , updated March 15 2018