While quality content, SEO and search ranking all matter for your online presence, brand awareness will work in your favour. In fact, if you use social media and website content to build a memorable, positive image with internet users, you have already won them on your side.
Think about brand awareness as reputation. Some things haven’t changed that much, not even in the digital era. Quite possibly, our grandmothers chose to buy from a certain local butcher based on their great credit with customers. And, even more today, with the abundance of products and services on offer, we want to buy from companies we trust.
A recently released marketing report, based on a sample of 400 searches for products, shows customers’ preferences. An impressive 82% of people performing these searches would choose a brand they already know. And the factors trusted brand or known brand ranked second and third in the list of what influenced their choices. Only having previously bought from the same brand topped these two factors.
Start with building your brand first
With such data available, no business or company should overlook brand awareness. SEO, search ranking and social media presence should all converge towards one purpose. By using these, you should create a clear, reliable, trustable and consistent image for your business.
If your company offers financial services, your message will show how knowledgeable and reliable your team is. If you provide children’s parties services, besides being trustable, you need to come across as fun too. But niches matter even within the children’s parties market. Some children might go all for sweet and cute, while others want adventure. And some kids are even afraid of clowns!
All the content you publish, regardless of the platform or website, needs to relay a clear, consistent message.
Building your brand might feel confusing and frustrating at times. Don’t expect it to be an easy task. However, if you aim at efficiency start with this: why customers should choose you? Know your industry, and what makes your company stand out. Also, understand who these potential customers are. Then incorporate everything into your brand awareness strategy.
Five tactics to make your business known
Also, use a few of the below tactics to solidify your brand’s image.
- Choose your social media platforms well.
If your company provides financial services, it will not enable you to produce much visual content. However, you will publish news related and explanatory content on your blog. Then, promote these articles on Facebook and LinkedIn.
But Instagram will boost your online presence if you sell food ingredients.
How? Post images of food cooked with them. Even better, engage followers to post their photos of food they cooked with your ingredients.
This brings us to the next point.
- Organise social media contests.
A local cafe will encourage customers to post photos of themselves with their favourite new cake. They will get a chance to win vouchers or other prizes. Be creative!
Such campaigns motivate clients to get involved in something fun. And they can make a huge difference to promoting your business.
- Publish a variety of content on both social media and your website.
Some industries generate stories easier than others – a travel agent, for example. However, so can their direct competition.
A company providing human resources services benefit from inviting guest authors on their blog. They can engage a solicitor or a client to provide a written article about employment related matters they had to deal with.
- As an advantage, certain types of brands will easily partner up with social media influencers.
Let’s think of a bio cosmetics producer and a YouTube vlogger with a good pool of followers. Sharing similar interests and possibly even ethics, they will promote each other with ease.
- Partner up with a business which complements yours, or support a charity.
A chain of gyms across the West Midlands and a brand of energising drinks would work well together.
Also, a travel agency with offers for senior customers can support a charity tackling elderly isolation.
What strategy will work for your brand depends on the industry and even the niche it’s located in. However, staying creative and focused, and always asking yourself questions from the point of view of the customer will help.