86% of Marketers increased brand awareness by using at least one digital marketing channel, according to the B2B Content Marketing Benchmarks, Budgets, and Trends—North America(1) research in 2022. As a brand owner, hiring a digital marketer will get you a place among those companies. But how exactly does digital marketing help with brand awareness? Let’s find out.
Many products are known by the brand name more than the actual product itself. Most of us would ask for a band-aid, a brand name, instead of the actual product, a bandage. The same is the case with Xerox vs photocopy, Coke vs cola, and Fevicol vs glue. The brands have managed to etch themselves in people’s minds so well that the product is known by the company name itself. This is the power of brand awareness.
Today, we will be discussing how can digital marketing help with brand awareness, and how to implement effective strategies through various channels to boost your brand.
Importance Of Brand Awareness
Brand Awareness refers to the familiarity of the product by its name among consumers. With the correct brand awareness, a company will be at an advantage over its competitors. In short, it is a parameter to know how well your customers recognize your brand.
Higher brand awareness can lead to more reach and eventually more sales. When customers are thinking about a product or a service, they will go for what you are offering since they are already familiar with the brand, and ‘aware’ of the brand.
For both established companies and startups, brand awareness thus becomes a very important marketing factor.
According to an Altimeter State of Digital Marketing Survey(2) in 2019, brand awareness was a top priority for 37% of marketers. So how can you create your brand awareness with different channels? Let’s explore.
Digital Marketing Channels To Boost Brand Awareness
Let’s get started! Here are the best ways to boost your brand awareness with Digital Marketing.
1. SEO (Search Engine Optimization)
SEO (Search Engine Optimization)
With Google alone processing nine billion requests daily(3), search engine optimization becomes a must for anyone willing to reach their targeted audience.
SEO is the effort you put to appear on the search results of a search engine when a user puts up a search for anything related to your product or service. When it comes to appearing in the search results, the higher the better. You want to appear on the first page of the search results.
SEO is a completely unpaid way of getting more traffic from search engines. It is called organic traffic. So How does Digital Marketing Help With Brand Awareness?
SEO & Brand Awareness
SEO puts your website right in front of the people who are looking for the product or service you are providing. More exposure means more people will recognize your brand.
Ways To Boost Brand Awareness With SEO
A. Link Building
Quality links that bring traffic to your page will help you rank high in the SERP (Search engine results page). When you bring quality content that is unique and relevant for both users and search engines, it will get you strong backlinks.
Email outreach and guest postings are also great ways to build backlinks.
B. Internal Linking
Just as the quality links from external sources leading to your page are important, internal linking is important, too. This includes a link on a page of your website to another page of your website using anchor text.
Anchor texts are used best with keywords, variations of a keyword, or even long-tail secondary keywords. Not only will this keep the audience on your website, leading them from one page to another, but it also allows them to spend more time with your brand.
C. Content Creation & Marketing
When we are talking about how can digital marketing help with brand awareness, branded content will take you far. So what is branded content?
Branded content lets your audience know what your company stands for and represents. It brings value to your new customers. This will entertain your customers at the same time informing them about your brand to drive quality engagement.
It can be anything. A blog, infographic, video, or podcast. Let’s dive into content further.
Content creation helps you let the consumers know more than just your brand name. A brand’s personality, opinions, and its stands on various issues, all can be conveyed through the content. It will set you apart from the competition and help you connect with them on a human level.
It all starts with understanding your audience first. What is the problem that is your product/service solving for your audience? Your content should be aligned with that. At the same time, it is important to be aware of your targeted audience’s preferences and interests. If your audience prefers short video content, you cannot present them with long articles.
Address the problems they are searching for, and tailor your content so that it can feel relevant to your audience.
Brand Story is also as important. What are your story, vision, mission, and values? All of these need to reach your audience the way they prefer. For example, rather than having an about us page on your website, you can share the same story in an answer on Quora, making it interesting and reaching more people.
Craft an effective content strategy, and make sure you are clear about your values and what the brand represents, and it will make customers care for your brand.
Content Syndication refers to your content publishing on different platforms. This will bring fresh readers to what you have already published, getting you more exposure.
It involves republishing your content to other websites or platforms to reach a wider audience and bring links to your website and build brand awareness in the process.
However, sometimes duplicate content can harm your cause, therefore, remember to check if your content is indexed by Google before syndication. Share it across your social media accounts and profiles. You should add a ‘rel canonical’ tag to let Google know that the URL is the master copy you want to appear in search results. Hire digital marketer can save you from such caveats and make sure your campaigns are running smoothly.
Apart from these, social platforms such as LinkedIn and Quora, Blogging Platforms like Medium and Tumblr, and Multi-author Blogs can also help you with content syndication and reach larger audiences.
2. Paid Advertising
Paid advertising on Google is called PPC (Pay-Per-Click). This adds a monetary aspect to your SEO efforts.
SEO and PPC both aim at the same, getting more visibility in the search engines. SEO is focused on organic results, where you get results by paying by PPC. With the right campaigns, your PPC can even appear above organic results, getting you more clicks on the page.
In Paid Search advertising, you do not need to put in the efforts you had to put in during the SEO, and thus by paying, you are showing up on the first page of the search engine. This makes it a much faster way to increase your brand awareness. PPC allows you to personalize ads based on keywords, demographics, geography, and many more filters.
A search engine like Google can get you a very wide reach since it is present everywhere, and the network is vast. It can also put your ads on the websites across the ad, on Gmail, YouTube, and more! When you use PPC with the right parameters, it has the potential to reach a very large number of internet users.
3. Social Media
Social Media Marketing is a great tool to boost your brand awareness. Any social media campaign is set with SMART goals in mind. Here, SMART stands for Specific, Measurable, Attainable, Relevant, and Time-bound. Here is how to stay true to SMART as closely as possible.
Ways to Boost Brand Awareness with Social Media
A. Key Metrics
Determine the factors that will affect your campaign the most with the goal to increase brand awareness. It can be reach, impressions, shares, comments, or mentions.
B. Platforms
When it comes to social media platforms, the world is no more limited to Facebook and Instagram now. Each platform is unique and you will have to decide which is(are) the one(s) best suited for you.
Determine which platforms are the best fit for your goals and brand. For that, understand where your potential customers are spending the most time. Fill out your profile with an ample number of images, bio information, and profile. Don’t forget to include the keywords!
C. Influencer Marketing
Influencer marketing lets you use other people’s audiences for your brand. Especially for brand awareness, this is a great strategy. Moreover, if the influencer already creates content based on your industry, it will help a lot. They can promote your product/service to their already established audience, saving you from building your own in the nascent days of your business.
D. Social Media Calendar
It says it all with its name, doesn’t it? Plan all your social media posts in advance to manage your efforts across platforms effectively. Don’t forget to mix and match, so your profile does not look monotonous.
Experiment with content formats such as videos, texts, quotes, images, and links. 80-20 is a good rule for your marketing plans, where 80% of your apps should just inform and educate the people, and 20% will directly promote your brand.
Article Source: https://www.infiraise.com/how-can-digital-marketing-help-with-brand-awareness/
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