Brand awareness. What is it? Is it important for growing your business? That’s only a few questions you need to answer before you dive deep into building your brand awareness. Hopefully, this guide to brand awareness will answer most of your queries.
What is the role of brand awareness in building your business? Is brand awareness necessary to succeed?
Creating brand awareness is crucial not only for start-ups but also for companies with an established position on the market.
The competition is fierce, and grabbing the attention of your potential customers is vital for your business to thrive.
A bulletproof brand awareness program has many benefits:
- it encourages consumers’ decisions making process when they have to choose between various companies;
- it drives repeat purchases;
- it contributes to an increase in market share and conversions.
Putting your brand on the business map is hard work.
With a little help from this post, you will be able to build brand awareness and ultimately boost your sales!
What is brand awareness?
Brand awareness is the level of recognition a brand has among its target audience. The levels of brand awareness answer the question – how familiar is your target audience with your brand?
To make the concept a bit more practical think about brands such as Kleenex or Coca-Cola. Coke is often used as a synonym for a soft drink, no matter the producer.
That’s because the levels of brand awareness are high when it comes to Coca-Cola.
Brand awareness is one of the major assets your brand can build. High levels of brand awareness can increase the value of your product or service. Building brand awareness builds competitive advantage.
What are the benefits of brand awareness?
Brand awareness can have tangible effects on your business performance.
The benefits of building a robust brand awareness will have an impact on different layers of your organization, starting with marketing to end with design and customer service.
Take a look at the benefits of brand awareness!
Brand awareness increases trust
Trust is the currency of the 21st century. Consumers rely on family and friends recommendations. They research the opinions about a brand, product, or service and base their decisions on the research.
Brand awareness builds trust.
A high levels of brand awareness will assure your customers will come back to you. In other words, brand awareness bonds customers to your brand. Customer loyalty has a direct impact on your revenue.
Brand awareness grows brand equity
Brand equity measures brand’s value. Brand’s value is directly correlated with brand awareness.
Brand value is not only determined by the number of tangible assets it has. You also have to take into account the opinions of customers. Positive associations can raise your brand equity. That’s why it’s important to build positive brand awareness.
Brand awareness makes marketing easy
Or easier, at least.
Brand awareness enforces associations. A lot of people don’t use handkerchiefs but kleenex, orders coke and not soda, and so on.
Brand awareness connects actions or events with certain products. We replace generic terms with branded words. And that’s how part of our marketing is done for us.
How to build brand awareness?
Before you start building and improving your brand awareness, you need to set a benchmark. Set it up by measuring your current brand awareness levels.
Building brand awareness can be manageable when you have a bulletproof plan in place.
There are plenty of tactics you can implement to boost your brand awareness; starting with a strong social media presence and ending on cooperating with other companies.
What’s in there for you? Let’s see!
Here are our eight marketing tactics you can use to build brand awareness:
- Use media listening for brand awareness
- Build brand awareness on social media
- Use customers’ testimonials
- Cooperate with social media influencers
- Do your SEO research
- Make your product exclusive
- Implement remarketing campaigns
- Partner with local business
You can easily accomplish most of the listed action points by using social listening tool.
Social listening tools gather publicly available mentions containing your predefined keywords. This gives you the necessary data you need to make insightful decision.
Media listening project for boosting brand awareness starts with setting up an account.
At Brand24, we offer a 14-day free trial (no credit card required). So if you decide that media monitoring isn’t something for you, you don’t have to worry about cancelling.
Without further ado, let’s see what’s in there for you!
1. Use media listening for brand awareness
The critical element of increasing brand awareness is to be aware of what your potential customers expect from your brand. Building long-lasting relationships will help your brand thrive in an extremely competitive world.
How to listen to your clients when there are so many platforms you should monitor?
Well, that’s a task for your media monitoring tool.
When it comes to social media listening for brand awareness, you should set up at least two projects.
One for monitoring the mentions regarding your brand or specific product. The second project will monitor topics concerning your industry niche.
How does it boost brand awareness?
The simple answer is that it helps you find conversations you can jump into. That way, you can sway undecided customers towards your brand or even get your competitors’ clients to buy your product.
Just take a look at this tweet:
If I were an owner of a Mexican restaurant down in San Antonio, I would certainly invite Kimiya to visit my establishment.
You can set up a project with a key phrase “who can recommend?” and narrow down the results with our geo-filter.
Another aspect of social media monitoring for brand awareness I’d like to mention is the fact that people appreciate brands that keep their eyes on the ball and respond to all mentions, even those without a branded hashtag or an @mention.
Take a look at this tweet:
Chobani is doing a great job when it comes to building brand awareness via social media listening. This conversation is as far away from nutrition and food as it can be, and yet Chobani came up as an example.
2. Build brand awareness on social media
Well optimised social media channels can do wonders to your brand awareness!
Claiming that almost everyone is now on social media is not an exaggeration. Only Instagram has more than one billion active users, and that number is still growing. That’s a market you can’t miss.
On the one hand, the popularity of social media is a blessing because you can get your message to new audiences relatively easy and at little costs.
But on the other hand, it means that the competition is fierce. Your message needs to stand out from the crowd to get recognition from your potential customers.
What’s the right approach to building brand awareness on social media?
Choose the right social media platform
The great thing about social media is that they give you a well-functioning platform to broadcast your message. All you have to do is send the right message to the right people at the right time.
Let’s start with identifying the right social media platform for your brand awareness campaign.
The right platform for your business is the platform where your customers are present. You don’t have to set up a Facebook account if you know your demographic isn’t active on Facebook. Similarly, you don’t have to spend time figuring out Instagram Stories, if no one is watching them.
Think about the content you can offer. A B2B company is usually most active on Twitter. Brands that can produce engaging visual content, for example, jewellery producers or cosmetics brands, have a loyal following on Instagram and Pinterest. And for some building an active group on Facebook is the best option.
Social media tactics to build brand awareness
Once you establish a platform you want to be active on, it’s time to get right to business.
Start with promoting your branded hashtag. A branded hashtag is a hashtag that is only used to relate to your products or company, for example, #adidas or #justdoit.
There’re two benefits to using the branded hashtag.
Firstly, you can see how your content spreads on social media.
Social media monitoring tools will help you:
- spot the social media platforms where your audience is present,
- the sentiment around your company or product,
- estimated social media reach of your hashtag,
- and much more!
This helps to tailor your future messages to your target audience. That will certainly boost your brand awareness as social media users will engage with your content.
Secondly, a branded hashtag helps to find and repost user-generated content. And UGC is a great way to build brand awareness!
User-generated content serves as social proof, a way to reassure other social media users about the quality of your products. Nothing can compare to recommendations from other social media users.
Creating a lot of high-quality content can be quite an overwhelming task. UGC can help you with that! Just remember to ask the author for permission to repost their work.
3. Use customers’ testimonials
As I mentioned before, customer testimonials are a great way to build brand awareness.
What are the perks of customers’ testimonials on your website?
- they help establish your credibility as a brand
- they drive sales. There’s nothing more convincing than reading success stories from other satisfied clients
- they are highly effective and free ads
So, where do you start with implementing customer testimonials to your website?
Use all the positive mentions your media monitoring project has gathered!
You want to display only positive mentions on your website. Don’t worry; we got you covered.
Brand24 offers sentiment analysis option. In the Mentions tab, on the right side of the screen, you’ll find a slider that will filter the mentions according to their sentiment.
You can analyse only positive mentions with your predefined keyword and group them.
Once you’re done with choosing the right testimonials for building brand awareness, click on Create a new widget.
You will be redirected to widget creation wizard, where you can adjust the widget visually. Then the tool will generate a code you can quickly implement on your website.
It might sound like a lot of work, but trust me, it’s a piece of cake, even for not so technically savvy users.
An implemented widget on a website looks like this:
And it is a great way to convince undecided customers to opt for your product!
I know it seems like quite a lot for a widget tool, but it’s much more! I’ll show you the benefits of an Internet listening tool in the next paragraphs.
4. Cooperate with social media influencers
Do you recall the jewellery artist from Berlin I mentioned at the beginning of this post?
She reached out to an influencer in her niche, and this approach worked!
Influencers can help you reach audiences you’d otherwise miss. They can not only spread your content and build brand awareness, but also legitimize your message with their authority.
The key to successful social media influencers marketing is choosing the right influencers. They have to align with your brand core values and have the same target audience as you do.
So, if you already know that influencers are useful for building brand awareness, how do you choose the right ones? We have an answer!
Take a look at your project in Brand24, more specifically at the Analysis tab.
Brand24 analyses all the mentions and identifies two key metrics for identifying influencers:
- Influence of social media authors;
- Most active social media authors.
Brand24 also identifies the platform the influencers are active, calculates their share of voice, number of mentions, and reach.
That way, you can be sure that you choose the right influencer to work with.
5. Do your SEO research
SEO stands for search engine optimisation. A well-optimised website will rank high on Google, so the users are more likely to click on it.
According to Search Engine Watch, the top listing on Google’s organic search receives 33% of the traffic, the second position gets 18%, and it only degrades from there.
If you want to build brand awareness via SEO, you need to know what people are looking for. Tools like SEMrush or Ahrefs will help you find the right keywords you should rank your website for.
SEO is not only about implementing keyword research on your website or blog. You should also think about the technical aspects of your website, such as loading speed. The faster the page loads, the better. It all has an impact on your position in Google or any other search engine.
6. Make your product exclusive
When Google first introduced Gmail, you could only log in if you had an invitation from somebody who already had an account.
Word of mouth is the best kind of marketing there is, and Google is aware of it. Gmail users were sharing links to the email agent, and the tool quickly went viral.
Creating a sense of exclusivity will, on the contrary, build brand awareness. People like to share their interesting finds.
From the UX design point of view, make it easy to share. A clear call to action, for example, invite your friends, and an easy to fill the form is a must-have.
If you don’t have a strict software product to offer, think about all the exclusive deals you could offer to your customers to boost brand awareness. You could provide a discount for referring your product to a friend or offer exclusive content to your customers.
7. Implement remarketing campaigns
Remarketing campaigns are paid marketing campaigns where your target audience has already visited your website but left before converting.
This is a pro approach to build brand awareness. The premise behind this technique is that it’s easier to boost your brand awareness to people who have already heard about your brand.
The main aim of a remarketing campaign for brand awareness is not to broadcast your message to new audiences but to strengthen your message among your existing potential client base.
It takes several touchpoints to convert a client, and a remarketing ad is a perfect one.
8. Partner with local businesses
Building a global business can be your dream, but you might get more conversion if you focus on the local market, at least in the beginning.
Partnering with local businesses to build brand awareness works similarly to cooperating with influencers. You can expose your products to new audiences, which will tremendously help with building brand awareness.
A coffee house can team up with a local bakery, a fashion brand with shoemakers, and wedding venue with a florist. There’re many options to choose from.
How to measure brand awareness?
Measuring the results of brand awareness campaign can be a daunting taks. Nevertheless, you have to do it.
You can divide brand awareness metrics into two subgroups: quantitative and qualitative brand awareness metrics.
Let’s start with quantitative brand awareness metrics. Quantitative brand awareness metrics will give you a general understanding of your brand perception online.
- Direct traffic. Direct traffic shows you the number of people who typed in the URL of your website directly into the search bar. It’s a valuable metric since it tells you how many people know about your brand and are looking specifically for you.
- Social media engagement. Most importantly, the number of comments, shares, and likes under your social media posts. Social media engagement is easy to track, especially with help from media monitoring tools, for example, Brand24.
These brand awareness metrics provide hard numbers. You can easily see the changes in direct traffic or social media engagement.
Qualitative brand awareness metrics a little bit more tricky. In this step you have to find out how many people are aware of your brand. To measure qualitatively try:
- Monitoring the volume of mentions of your brand. The volume of mentions is a strong indicator of how many people are talking about your brand online. Moreover, if you combine the volume of mentions with sentiment analysis, you’ll know the feelings around your brand.
- Surveys. Sometimes all you have to do is ask whether someone has heard about your brand or not. You will get direct feedback from your customers and will know what your potential customers think about you.
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