How to Think About Brand Awareness Now
Let’s face it, when we’re up, we never believe we’ll go down again. When we see business results from marketing efforts, it’s easy to become complacent in our efforts.
Most marketers focus on mid to lower funnel tactics, pushing potential customers to convert. There’s no doubt strategies at these stages of the consumer decision journey are critical. But ask yourself, how do they get there? It can only be after they become aware and emotionally connected to your brand.
Enter: brand awareness.
Marketers often forget about this foundational part of the customer journey because it’s both an objective and KPI, but can pose a challenge when tying directly to specific marketing tactics.
Keyword: TACTIC! Brand awareness isn’t just a tactic, it’s a business objective and should be a foundational element of your overall marketing strategy.
When your business is down, it almost always can default to a form of diminished brand awareness. It’s important to evaluate your business from top to bottom, understanding the areas of opportunity across your products, services, customer segments and markets. Once you establish where brand awareness is most needed across your business, it’s execution time.
Here are a few tactical approaches to upping your digital brand awareness game.
Leverage Referrals With Customer Advocacy
Retention is first, new customers should always be second. Often, we ignore our most passionate customers because they’re always engaged and repeatedly purchasing what we’re selling. But that’s the power of advocacy. There are many ways to harness that across your messaging. Peer recommendations through word-of-mouth or digital shares expand brand awareness through relatable customer experiences.
Influencers Impact Inbound Users
Build relationships with influencers specifically on Instagram, YouTube and Snapchat. It’s not always about driving clicks to your website right away – it’s about being the brand that is recommended by the experts in your target communities. If you’re a university, find professionals across tops fields related to your programs and get them to talk about the ROI of their degree in action. If you’re in the financial industry, align your brand with financial advisors and experts.
Psst: We’ve written an e-book to help you identify influencer marketing opportunities.
Create Content Around the Why
There’s no reason to be shy about your brand story. Be proud and scream it from the rooftops (okay that’s a slight exaggeration.) But it’s important to have a bird’s eye view with regards to your brand’s reputation and emotional connection to a specific community of people.
Content is the best way to create a story around your brand. Sometimes it’s just as simple as documenting your factory production or product innovation process or a live video or interview with one of your leaders. Weave your brand’s “why” in small and big ways across your messaging and marketing channels. Audit all of the current content and find small pockets where you can improve how you position your brand’s mission.
Prospecting with Paid Social Media
Social advertising leveraging brand messaging is the best way to create a connection with new prospects. Using video as the method to get your brand story out there has more distribution options than ever. Short-form, long-form and live video can be leveraged to peak interest in your brand. Facebook has reported that live videos are watched 3x as long than regular video content across the platform. Consider a live strategy to amplify your brand voice and leverage paid media to spread it!
Audit Your SEO
It’s important to remember search engines are built for the user first. Oftentimes, brand keywords take up the majority of SEO because it’s the most critical part of your brand. But users aren’t searching for those keywords. They’re searching for relevant words and phrases that meet the needs in that moment.
- Take a step back and think about the problem your brand is solving.
- Next, audit your web pages with the highest traffic and evaluate how you talk about some of the most important topics to your business. Are you using too many fancy words? Are you getting too granular that makes it hard for users to discover your solution to their problem?
- Then, go to your preferred search engine and conduct searches around some of the most important industry keywords.
Brand awareness is an ongoing effort with many strategies working at once to achieve the common goal of having audiences resonate with your brand.