You are surely aware of the importance of increasing your brand awareness to reach a wider number of potential customers and increase your conversion rate.
The higher the number of relevant people who are reached by your content is, the higher the number of people that will land on your pages and look at your business is.
However, how many people interact and purchase from a business the first time they see it? And, what about after they leave your pages?
Awareness is not a one and done technique. It comes from showing your brand and content repetitively to your target audience.
If the visitors who leave your pages don’t see you anymore, it’s going to be difficult for them to remember you afterwards. This is especially true for small and medium businesses that want to increase their visibility and brand awareness towards new potential customers who don’t know their brand yet.
Brand awareness utilises the Repetition principle that leverages the automatic psychological pattern for which the more people see the same information, the more they start believing that that information is true.
So basically, the more you show your brand alongside high-valuable content, the more your new potential customer will start perceiving your business as a trustworthy authority in the industry and, therefore, keep you in mind.
How could you achieve this for your business and increase your brand awareness and sales?
On this page, we are going to walk you through the 7 strategies that most businesses are underestimating or using unproperly.
Each of these 7 strategies is incredibly efficient if used properly, and might be the turning point to boost your business brand awareness.
1. Invest In Advertising
Your business will no doubt benefit from advertising. Just make sure you utilize the right platforms for you to truly reach the goals you are aiming for. Social media and Google are two excellent channels for you to invest in advertising and increase efficiently your business brand awareness.
If you are familiar with social media, you have probably noticed other users and business ads on every social media platform you use.
Ads on social media platforms are usually a photo with visual content completed by some text. Your photo has the goal of making your potential customers stop and take a look at it. It has to make a strong positive impact on them to read also the text.
The text has to be small so that Facebook approves your ad, and has the goal to make the right emotional impact for them to click on the call to action and follow the buyer’s journey strategically designed for them.
Within picture and text, you will also want to incorporate your logo.
Even if you place it in the corner of your photo, you will help people associate your quality content with your business name and logo, and this will help increase your brand awareness. If your goal is that new potential customers will recognise your logo, use any situation to your advantage and place it any and everywhere you can.
This is how you can run social media marketing London ads to boost your brand awareness.
You can also run ads on Google with AdWords. On this platform, there are two different design options when preparing your ads: search and display ads.
Search ads are text-based ads and are the ones you a Google place at the beginning of every results page when someone searches for something related to them.
Display ads are instead more visual and appear as banners or sidebars when you visit other websites.
Both options are valuable to increase your brand awareness. You just need to make sure you are using your brand’s target keywords for search ads and images that align your brand for display ads.
All ads should be cohesive with each other and with your website. In this way, you achieve continuity in showing your brand through ads, and the users who see your ad won’t be confused and will most likely keep your business in mind.
Google advertising and social media advertising can also be run in tandem to empower their efficiency and increase your brand awareness, increase your leads, and help you close more sales!
If you leave online advertising on the table, you will be slowing your business brand awareness process down. With digital ads, you can also track every move your potential customers make, making you able to predict their behaviour and optimise your campaign.
Google and social media ads are incredibly beneficial for any business. However, some businesses have been trying without achieving the results they wanted.
This might be because they don’t have an efficient strategy for their ads, or because they invest a budget that is not enough to match the market demand.
Aren’t you sure about the budget you should invest in your Google and social media marketing London to generate more visibility and growth for your business?
2. Use Retargeting
Brand awareness is all about making sure your audience sees and keeps in mind your logo, company name, etc.
Retargeting is the most efficient way to win back those potential customers who visited your website or social media pages but they weren’t ready to purchase, and therefore, despite their interest, they left.
Retarget your target audience wherever you can! It allows these potential customers to keep your business in mind and reel them back in.
There are multiple ways of retargeting. You can, for example, collect data from your website about your visitors and then use that to retarget them with social media and Google ads. You can even utilise emails to retarget customers.
Abandoned cart emails are some of the most effective ways to retarget. They basically inform customers that they have left something behind, inviting them to continue with the shopping.
Do you know how many of your users finalise a purchase the first time they visit your website?
It’s quite rare for a visitor to convert the first time they interact with a business. This is why retargeting is incredibly efficient to increase your brand awareness and conversion rate.
3. Partner With Other Businesses
Partnering with other brands with a similar audience is a great way to help you increase your brand awareness. Intuitively, the more established the businesses you partner with are, the higher is the chance that your brand will get visibility and benefits.
Social media are great platforms to find and know brands that you would like to work with.
Engage with them and once you have built a connection you can ask them to collaborate and find the best way to add value to each other.
For example, Instagram giveaways are excellent for building brand awareness. It’s a very easy way to get your name out there associated with other businesses valuable to yours.
These kinds of contests are very beneficial for your social media marketing Londonbranding strategy. In fact, to enter the giveaway, users have to follow the brands partnered in the contest.
This way, you can easily increase your followers’ number and feed them with valuable content that will make them aware of your brand and interact with you.
It doesn’t matter how big your brand is.
Collaborations and partnerships are valuable and beneficial. If there is a healthy relationship between the parties and there is a way to mutual benefit from the common project, any business can start collaborations.
Making an example, Apple partnered with Hermès, a luxury fashion brand, to give both businesses a marketing boost on the occasion of Apple’s series 3 watch launch. Using this strategy, both brands were targeting two customer bases, increasing their reach and conversions.
4. Refer A Friend
A referral program can be an excellent way to get new customers as well as increase brand awareness. So, if someone is already a loyal follower of your brand, allow them to share your brand with a friend.
Let’s think about this; if a friend of yours tells you about a product and asks you to try it would you? Would you be even more likely to do so if it was free?
For example, Blue Apron, a meal subscription box, is very well known for their referral program.
It is a huge part of their brand strategy and identity.
Basically, if you refer a friend, you and your friends will get a discount. It’s a win-win! So, it is like these customers become free ambassadors for your business.
As you can see, this is an efficient strategy and you can perhaps use a similar one for your brand awareness growth.
How much should you invest in Digital Marketing?
5. Offer A Free Trial or A Special Discount
Everyone loves free stuff, this is reality. And people prefer to try out what a business offers before they fully commit.
This is especially true when these people don’t know your brand yet. Allowing people somehow to try your product or service will help them to see that your business is the right one for their needs, increasing your brand awareness.
For example, you will surely know Spotify. Instead of a free trial, they offer a completely free version of their service with no need to put down a credit card.
Even though the free version doesn’t come will all of the paid features, it allows customers to experience their product and recommend it to others. All without the stress of commitment.
In March of 2016, Spotify had 30 million paid users. After less than 2 years, as of January 2018, this number was more than doubled, and they had 70 million paid users.
Offering a free trial is a great way to increase your brand awareness, especially if you can make it commitment-free.
6. Do Something Positive
If we think about this, there is a lot of negativity in the world already. So, something incredibly beneficial for your business visibility is to do something positive for your target audience.
Share valuable messages that make a strong positive impact on them, reply to any review always with a positive attitude, respond to all types of comments on social media.
People see and recognise when you do something good, especially if it’s related to a problem that they have been experiencing.
This helps them see your business as a positive trustworthy authority in the industry, increasing your brand awareness, and impacting potential customers’ future purchasing decisions.
Another efficient strategy to increase brand awareness is simply to entertain your target audience.
People love to follow things that are not only engaging but also entertaining.
Depending on your industry and target audience, entertaining can be incredibly beneficial for your brand awareness growth. It could be the right way for your brand to stand out from similar ones and boost your visibility.
The more you are entertaining, the more you connect at a personal level with potential customers, and the easier they will share your content. This will help you to spread your voice and your brand to be known by a large number of potential customers.
Increasing your brand awareness and sales is an ongoing work. Once you are on the top, you need to continue adapting and optimising your strategy to maintain your standard and results.
Consistency and omnipresence are the keys. And your strategy should embrace them, alongside creating content valuable for your target audience and able to stimulate the right driving emotions for them to remember and trust your business.
Any truly efficient digital marketing strategy is more complicated than how most people may think. It requires time and resources, alongside a deep knowledge of target market, target audience, and digital marketing.
If you don’t have such a complete strategy, your effort may generate business but not the high-level results you are aiming for or could easily fall apart. And if you want to grow your business, this doesn’t match your needs and goals.
Serendipity Marketing, as a leading full-service digital marketing agency London, is expert in designing and running an effective branding strategy specific for your business. From setting up the strategy around your specific target audience and brand identity to managing and monitoring any single aspect of the whole campaign.
Digital marketing services from Serendipity Marketing
At Serendipity Marketing, as a leading full-service digital marketing agency London, we are expert in designing and running an effective branding strategy specific for your business. From setting up the strategy around your specific target audience and brand identity to managing and monitoring any single aspect of the whole campaign.