October 19, 2016
/ by TrendKite Crew
Most marketers and PR professionals know instinctively that, “If you build it, they will come,” is not an effective approach to growing a brand. So if that won’t work, what’s the best alternative? The right strategy varies from brand to brand, of course, but we’ve pulled together a list of the most popular and impactful brand awareness strategies.
We’d bet the ranch that you can identify a can of Coke or Pepsi from across the room and that you’d never confuse the two. Why? Because they both have unique visual elements that are consistent and prominent. A four-year-old could probably tell you that Coke is red and Pepsi is blue. You want to build a brand identity that is every bit as powerful. It is important that your logo stands out from your competition and that images and colors be used to reinforce your brand.
Buyers want to know what your brand stands for and why you are in business. A compelling story that speaks to the values and unique position of your company is essential to developing trust. In the best case, customers will know your story and be able to tell it as well.
Brand awareness isn’t a “one and done” proposition. It is necessary to consistently remind your target market that they should engage with you. All of your earned, owned, and paid media should work together to create a drumbeat of reminders about your value proposition.
Your website is by far your most important brand awareness asset. Igt is essential to invest in optimizing it for your visitors and for search engines. Here are a few things to consider:
Most brands have a blog, but the ones that stand out in buyer’s minds have blogs with content that informs, entertains, and educates. Blogging is an important part of any inbound marketing strategy. Consistency and quality are key.
People find earned media to be more credible than advertising and tend to interact and share it more frequently than brand generated content. Media monitoring is essential to targeting pitches to the publications and journalists who will be interested in your brand’s story. Be sure to offer writers a compelling narrative that goes far beyond just the features and benefits of your product. In order to evaluate the effectiveness of your earned media and calculate its impact consider sentiment, share of voice, and social amplification.
Free content is an effective way to build brand awareness. Ebooks, whitepapers, infographics, videos, studies, and industry reports can be used to grow your subscriber list, or they can be positioned on other websites in an effort to draw visitors to yours.
Social media is a tremendously effective way to speak directly to your audience and elevate your brand’s profile. It can be used to build relationships with potential buyers and industry influencers, and to gain valuable insight into what the market wants. Some things to keep in mind are:
Personalization helps develop deeper relationships and boost conversion rates. This may take the form of integrating what you know about your website visitors, like their location, past browsing behavior, and demographic information into the experience for each visitor. You can also segment content based on audience segments to make it more relevant to your audience.
People trust information that comes from acquaintances, peers, friends and family members more than any other source. This makes word-of-mouth one of the most powerful weapons in your arsenal. Some ways to get referrals are:
What better way to build awareness for your brand than in person? Events give you and your team the opportunity to interact directly with your audience. For B2C brands, this might mean sponsoring events or giving out free samples. On the B2B site, speaking and exhibiting at industry events, or popular gatherings like SXSW is an opportunity to stake out a thought leadership position.
It doesn’t hurt to be front and center in the publications, social sites, and search platforms that your audience prefers. While there are earned and owned media methods for achieving this, paid ads give you complete control.
People love to compete and share, so why not try a competition to help increase the awareness of your brand? If you take this approach, be sure to have specific goals that will guide how you craft it. For example, if you want to grow your social media following, drive people to the platform of choice to enter. Choose a prize that will be attractive to your audience and reinforce your brand’s values.
Every business is unique, of course, but an effective brand awareness strategy is the foundation for growth no matter what products or services you offer. Hopefully, this list has you thinking about new ways to achieve your business objectives.
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