When you think of brands like Nike or Coca-Cola, they aren’t just corporate entities; they’re part of the family. Why? Brand awareness. Brand Awareness involves bringing familiarity and consciousness of your organization to your desired target audience. It’s about being memorable, trusted and top-of-mind when consumers think of products or services like what you offer.
For those who own a small business, startup or act as a marketer, it is no secret that brand awareness is critical in securing customers who will continue to frequently use your service and promote your product. Fortunately in today’s digital world, there are practical steps you can take to improve brand visibility without bankrupting your bottom line. In this blog, we run through five solid digital marketing tactics to increase your brand exposure.
Optimize Your Website for Search Engines (SEO)
When shoppers are trying to learn about your brand, your website is one of their first-referenced resources. Making sure it’s search engine optimized also means your audience can actually find it. Good SEO means your business pops up higher on search engines’ results pages, bringing more organic (and stellar) traffic your way.
Tips to Improve SEO for Brand Awareness
- Use Relevant Keywords: Research keywords your audience is searching for. Tools like Google Keyword Planner or SEMrush can guide you. Incorporate these naturally into your site’s titles, headers, content, and alt-text.
- Publish High-Quality Content: Regularly update your blog with content that solves your audience’s problems. For example, if you sell organic skincare, creating content like “5 Tips for Choosing Chemical-Free Products” could attract readers and establish trust.
- Mobile Optimization: Did you know that over 60% of online searches come from mobile devices? A mobile-responsive website ensures users have a smooth browsing experience, whether on a phone, tablet, or desktop.
A well-optimized website doesn’t just convert visitors into customers; it cements your presence in their minds every time they conduct related searches.
Content Marketing: Creating Valuable and Shareable Content
Content marketing is a surefire way to capture attention. By providing valuable content, you can position your brand as an expert in your industry and encourage others to share your message.
Types of Content to Boost Your Brand
- Blogs: Write detailed, informative posts that answer common questions or provide solutions.
- Videos: Bite-sized how-tos or behind-the-scenes company videos can feel relatable while adding a personal touch.
- Infographics: Visually appealing graphics packed with data are memorable and highly shareable.
Pro Tip
Encourage sharing by posting your content the right way. For instance, if you create a blog, attach visually engaging images and attractive headlines to your posts. A headline like “Why 70% of Small Businesses Prefer Email Marketing Over Social Media” will likely spark curiosity.
Social Media Marketing: Engaging Your Audience
With billions of active users across platforms like Facebook, Instagram, LinkedIn, and TikTok, social media is perhaps the most dynamic tool for increasing brand awareness.
Steps to Build a Strong Social Media Presence
- Choose the Right Platforms: Identify where your audience is most active. Instagram may work great for fashion startups, while LinkedIn works well for B2B companies.
- Post Regularly: Consistency is key. Draft a content calendar to share posts that keep your brand constantly visible.
- Engage With Your Audience: Reply to comments, answer questions, and create polls to spark conversations. Social media isn’t a monologue; it’s a dialogue.
Example
Wendy’s Twitter account is a perfect example of how smart, humorous posts can spark engagement. Their witty replies to tweets have gone viral multiple times, skyrocketing their brand’s visibility.
Email Marketing: Nurturing Leads and Building Relationships
Email marketing is far from outdated. It remains one of the most effective ways to connect with your audience directly and deliver personalized experiences.
Best Practices for Brand Awareness via Email Marketing
- Welcome Emails: Create a warm connection from the moment someone subscribes to your list. Make it about them rather than your product.
- Example subject line: “Welcome to [Brand Name]! Here’s Your First Freebie.”
- Value-packed Updates: Share special tips, early access to new products, or exclusive deals.
- Strong Call-to-Actions (CTAs): Always include a clear CTA, whether it’s to read a blog, watch a video, or make a purchase. A simple “Check out our new arrivals” can lead readers directly back to your website or social pages.
Over time, email helps keep subscribers engaged and familiar with your brand, which fosters recognition and builds loyalty.
Paid Advertising: Targeted Campaigns for Maximum Reach
For fast results, paid advertising can be a game-changer. Platforms like Google Ads or Facebook Ads provide advanced targeting tools to help you reach your ideal audience.
Types of Ads to Increase Brand Awareness
- Search Ads: Appear at the top of search engine results when users search keywords related to your business. Ideal for capturing your audience when their intent is high.
- Display Ads: Visual ads that appear on websites your audience frequently visits. Great for your early-stage awareness campaigns.
- Social Media Ads: Use platforms like Instagram and Facebook to run ads that attract visitors to your page with engaging visuals or offers like, “Get 20% off today!”
- Remarketing Ads: Target users who’ve previously interacted with your business, and remind them of your products and services. For example, one of these ads could lure someone who placed items in a cart but never purchased them.
With paid advertising, you can increase your reach and establish your brand recognition at breakneck pace.
Consistency is the Key to Brand Awareness
Rome is not built in a day, and neither is brand familiarity. It’s the product of sustained labor across multiple channels. You would spend time optimizing your website, generating valuable content, and participating on social media, nurturing leads through email marketing, and reaching new audiences through paid ads. Collectively, these digital marketing tactics can all aid in keeping your brand top-of-mind with your audience.
After all, every conversation counts. Every touchpoint with your audience, be it a useful blog post or a well-thought-out response to a social media comment, influences the way in which your brand is seen and heard.
Ready to move to the next stage of digital marketing? Get going on your strategy today and see your small business or startup become one of those names that people just remember.
