I was scrolling Instagram recently and stumbled upon a fashion blogger account recommending a small jewellery designer from Berlin. The designer has just established her store and was beginning the journey of online marketing and building her social media presence, but hit it right from the start.
It got me thinking – what are the most effective marketing tactics to build brand awareness?
Creating brand awareness is crucial not only for start-ups but also for companies with an established position on the market. After all, 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 two 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 but, hopefully, with a little help from this post, you will be able to build brand awareness and ultimately boost your sales!
How to Build Brand Awareness?
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.
Interested what’s in there for you? Let’s begin!
Here’s a plan for today:
- How Does Social Media Build Brand Awareness
- Customers’ Testimonials
- Cooperate with Social Media Influencers
- Do Your SEO Research
- Invite Users
- Implement Remarketing Campaigns
- Social Media Listening for Brand Awareness
1. How Does Social Media Build Brand Awareness
It’s hard to imagine the world without social media. Well-optimized 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.
So 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, it’s as simple as that. You don’t have to set up a Facebook account if you know your demographic isn’t active on Facebook, and 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 are usually most active on Twitter, brands that can produce attractive visual content, like 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 platform or platforms 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, 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. With a little help from different social media analytics tools, you can spot the demographic groups interested in your products, their location, time of day they’re active on the social media channels, and much more.
This helps to tailor your messaging exactly 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 a 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 on a regular basis can be quite an overwhelming task. UGC can help you with that! Just remember to ask the author for permission to repost their work.
2. 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.
- They build brand awareness.
So, where do you start with implementing customer testimonials to your website?
A social media listening tool, for example, Brand24 will help you with that!
Start with creating a project – in the project creation wizard enter the keywords you’d like to monitor. Your predefined keywords can be:
- The name of your company;
- The name of your product;
- Your branded hashtag.
The tool will then start to gather all publicly available mentions from the Internet. And that’s where the magic happens.
Of course, 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 together.
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 easily 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 the 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.
3. 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 clearly 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 good 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.
4. Do Your SEO Research
SEO stands for search engine optimization. A well-optimized website will rank high in 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 to 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.
5. Invite users
When Google first introduced Gmail, you could only log in if you had an invitation from somebody who already had an account.
The 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 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 offer a discount for referring your product to a friend or offer exclusive content to your customers.
6. 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 touch points to convert a client, and a remarketing ad is a perfect one.
7. Social Media Listening for Brand Awareness
The key 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 the extremely competitive world.
How to listen to your clients when there’re 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 the key is not to monitor the results related directly to your brand. You should rather focus on monitoring keywords related to your 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:
Can anyone recommend a down home Mexican restaurant ya girl can visit tonight ?
— Kimiya deniseee (@Kimiya_denisee) November 8, 2018
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 branded hashtag or an @mention.
Take a look at this tweet:
One time I tweeted how much I loved Chobani yogurt and their official twitter handle responded saying thank you! I was honestly surprised because I didn't even mention their handle, I just used the word 'Chobani'. Shows the power of social listening I guess! #IlliniSocialJ
— Naomi Monica (@naomicherenson) October 7, 2018
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.
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.
Measure the Results of Your Brand Awareness Campaign
Measuring the results of your marketing efforts is an indispensable part of every marketing campaign, including the one that builds brand awareness.
Brand24 will measure the number of mentions. If the number of mentions increases over time, it means that your strategy is working.
Another metric you should focus on are the engagement metrics. The number of likes, shares, and comments will tell how your content resonates with your target audience.
If you want to know more about measuring your brand awareness, take a look at a post written by my colleague Chia: