With so much competition in the business world, creating genuine brand awareness is a challenge for most business owners and managers. The goal is for consumers to immediately think of your brand when the industry you’re in comes to mind. But that’s often easier said than done.
Creating brand awareness is important when you’re looking to create more consumer trust and drive consistent conversions. Your business also needs increased brand awareness in order to:
- Increase word of mouth and referrals to your brand
- Increase website traffic
- Create long-term customers
There are several strategies to employ while working to increase consumer awareness of your brand. Here, we’ll take a look at four key strategies you can start to use right now.
1. Develop a Personality and Voice for Your Brand
If you want your brand to be relatable to consumers, you need to find ways to make it more human. An effective way to accomplish this is by creating a personality on your website and social media accounts for your business.
Think of insurance marketing campaigns such as Geico and Liberty Mutual. They use a lot of humor that sparks positive emotions in consumers. It’s highly effective, and your brand can do the same thing.
Focus on building content that evokes positive emotions like joy, hope, curiosity, and laughter. All of these emotions will trigger good memories about your brand when it comes time for a consumer to make a purchase.
The key to building brand awareness is relationship building. Create daily content that gives your brand its own unique personality that people remember and talk about.
2. Content That’s User-Generated
When consumers trust you, your brand becomes more memorable. But it’s important to remember that consumers trust peers much more than they trust corporate marketing messages conceived by strategists.
This makes user-generated content an extremely powerful way for business owners to increase overall brand awareness.
You can generate this type of content by leveraging customer reviews, positive third-party blog posts, and consumer social media posts that relate to your business or products.
Another idea is to host a social media contest asking followers to submit entertaining videos of why they use your product. Give some of the top entries free product or a special shout-out.
3. Omnichannel Marketing
If you’re looking to stand out in 2020 and beyond, increasing brand awareness needs to be done on multiple marketing channels.
Today’s consumers are active in many different mediums and channels. If you’re relying on only one or two channels for your marketing efforts, you’re missing out on huge numbers of interested consumers. You may not even know that some of these consumers are out there if your marketing efforts have been too narrow.
To increase brand awareness, it’s imperative that your efforts cover as many platforms as possible. To make this easier and less time-extensive, find a social media management tool that allows you to instantly post to many different social media platforms at the same time.
But posting isn’t enough. Stay active and participate in the discussions that ensue from your posts. Be an active participant in the discussions whenever possible.
It’s also important to get involved with various forums and Q&A sites that relate to your brand. Just don’t approach this with the intent of making sales. Be an expert and bring value into the conversations under the umbrella of your brand.
4. Showcase the Values of Your Business
A good portion of your audience is cognizant of the ethics of business. This is especially true among the highly sought-after millennial demographic.
These are people that care about price and quality, but they’re also focused on the values your business holds. Because of this, it’s important to showcase your values in all marketing communication. Make it a core part of your brand’s identity.
Start Improving Brand Awareness
Without solid brand awareness, it’s difficult for any business to survive. With these four strategies, you’ll start building solid brand awareness while increasing sales and conversions.