Digital marketing has been a game-changer for businesses across the board. Nowadays you don’t need expensive television ads to build brand awareness; all you need is your phone or laptop. If you are interested in learning how to raise brand awareness online, continue reading this article to find out more.
Table of contents
- Brand awareness: definition
- Brand awareness benefits
i. Increased market share and sales
ii. Increased brand loyalty
- 4 strategies to raise brand awareness online
i. Social media
ii. Influencer marketing
iv. Content marketing
Before we delve deeper into how to increase brand awareness online, let’s look at the definition of brand awareness and why it is so important.
Defining brand awareness
Brand awareness is the level of familiarity that consumers have with a particular brand. It is achieved when existing customers and prospects develop instant associations with your brand, whether it’s through your products or services, your name, or your logo.
Brand awareness benefits
The following are some great benefits of raising your brand awareness digitally:
Increased market share and sales
Keeping your brand on top of your clients’ and prospects’ minds will raise the barrier to other competing companies trying to enter the market. Also, customers tend to lean towards brands that they are already familiar with, so the more people know your brand, the more they are likely to buy from you.
Increased brand loyalty
Most purchasing decisions are made unconsciously. As a result, customers repeatedly purchase from brands they know because they are assured of the quality.
How to raise brand awareness online
There are 4 easy ways you can give you digital presence a boost:
1. Use social media to your advantage
Of all the digital marketing strategies, social media is perhaps the most effective tool for establishing a brand identity and raising brand awareness. It allows you to market your brand to your target audience and engage with your existing customers by retweeting their posts, asking and answering questions, sharing their posts, etc.
However, for social media marketing to be effective, you must use multiple platforms and create a sound social media strategy. Every platform has its pros and cons, so weigh the benefits of each and use the ones that best serve your goals.
Instagram has a very high follower engagement rate, and with approximately one billion active users, this platform is the perfect place to raise brand awareness. To get the most out of Instagram, ensure that you post regularly when your followers are most active. Also, remember to be authentic and have a little fun. There’s no need to be highly polished when engaging with your audience on this platform.
Facebook offers a broader demographic, with most of its users aged 18-65 or older. It is particularly effective when it comes to advertising, thanks to its targeting capabilities, which make it easier for businesses to reach their target audience.
Businesses should also take advantage of up and coming platforms, such as TikTok’s ability to create viral content that can amplify their marketing reach. With a great video, your following can grow from hundreds to thousands and even millions overnight.
2. Harness the power of influencer marketing
Influencer marketing borrows the idea of celebrity endorsement and places it into a modern-day content-driven marketing campaign. In today’s digital age, influencers offer more value to brands because they have dedicated and engaged followers on social media who trust their recommendations. If you want to increase brand awareness, collaborating with content creators in your niche can help you reach your goal.
Naturally, if you want to increase brand awareness, you’ll want to collaborate with influencers with the largest following, but this approach doesn’t necessarily give you the most value. Consumers value authenticity more than anything, and working with micro-influencers who produce relatable content is the best way to grow positive brand awareness.
3. Perform search engine optimisation on your website
Search traffic has increased tremendously over the past few years because of the increased reliance on the internet to find products and services. Therefore, many people will discover your business for the first time through search engines like Google, but only if your website is displayed as one of the top results.
To improve your site’s visibility in search engines, you must perform search engine optimisation (SEO). Since search engine algorithms have gotten smarter, more complex, and much more user-focused, you’ll need a strategic SEO plan for local and international visibility to increase brand awareness.
Here are few tactics you can employ in your SEO strategy:
Link building can be pretty challenging, but we cannot deny the fact that the number of referring domains linking to a page correlates with a higher ranking on search engine result pages. One of the best strategies to gain backlinks is to create high-quality content that other websites will want to share. Guest blogging is also a great way to earn backlinks.
Using relevant keywords
Keywords are an essential element of SEO, but if you want to get the most out of your marketing campaign, using long-tail keywords relevant to your niche will give you a better chance of success. Long-tail keywords are longer and more specific keyword phrases. Although they have less search traffic, they will usually have a higher conversion rate since they are more specific.
When creating your SEO strategy, stay clear of black hat SEO tactics that can harm your brand awareness rather than improve it. Stuffing too many keywords or purchasing illicit links in an attempt to trick Google’s algorithm will hurt your website’s credibility, causing it to rank lower in SERPs.
Read more step-by-step approaches to improve your ranking in our SEO Basics series.
4. Take advantage of content marketing
Content marketing involves more than keywords and backlinks. It is about creating and publishing valuable content that resonates with your target audience.
If your goal is to increase brand awareness, start by telling your audience your brand’s story. Create an “About” page where you can share more about who you are, what you do, why you stand out, etc. This will help you connect with your customers beyond your products and services, allowing you to build trust.
Other than telling your story, you’ll also need to create content that’s valuable to your customers. These include blog posts, how-to content, infographics, eBooks, and videos. Ensure that your content is tied into SEO and Google’s EAT rating, which stands for expertise, authority, and trustworthiness.
Creating relevant, well-researched content will establish you as an expert in your industry, making it more likely for other sites to cite you as a source for information. This will prove your authoritativeness, which will lead to a higher ranking and ultimately increase brand awareness.
✏️ Want to learn more? Delve into our Brand Awareness Essentials series on the Copify blog.
Header image: Firmbee.com