As competition increases amongst brands, you need to look for innovative ways to get your product or service in front of your target audience.
Looking to improve your brand awareness? Now is the perfect time to get started! As competition increases amongst brands for the attention of the same customers, you need to look for innovative ways to get your product or service in front of your target audience.
That’s why we have put together this comprehensive list to help you improve your brand awareness. Whether you are a new business or an old one looking to grow, this guide will help you get started.
Brand awareness is a concept that represents how familiar your target audience is with your brand. That is, how well do the people you want to sell to recognize your business? Do they know your logo, mission, value proposition, and brand voice?
Businesses that have a high brand awareness are usually referred to as ‘popular’. Whether you are a new business or an existing one, improving your brand awareness is critical for promoting your brand, as well as its products or services.
We have seen the definition of brand awareness. Let’s now look at the strategies you can use to improve it.
Guest posting on reputable websites in your niche or industry is one of the most cost-effective ways to increase your brand exposure and awareness to a larger audience. The website’s audience and potential customers who haven’t heard of your brand will get to learn about you. You also get to build your brand authority and credibility in your industry while driving more traffic to your website and landing page.
Here are a few tips when guest posting:
Most websites that accept guest posts will have guidelines. Ensure you follow the guidelines to increase the chances of them publishing your post.
Running referral programs is a good way to improve your brand awareness while acquiring new clients. With referral marketing, you can leverage word of mouth from your current customers to get new leads and improve your overall brand image. It also allows you to strengthen customer loyalty as you reward them for the prospects they refer to you. The key thing is to choose incentives that your customers will find enticing enough to want to join your referral program. The incentives should also tie to your business. For example, store credit, free products, or account upgrades.
You should also note that referral marketing is one of the most effective forms of marketing available to brands as studies show that 86% of customers say they trust it. 92 percent of customers are also more likely to purchase from a brand after it’s been recommended by a family or friend. So if you haven’t created a referral program for your brand, you are missing out on opportunities to reach new customers.
One benefit that social media offers brands that traditional media does not is that allows businesses to get in front of a lot of people more quickly. It makes it easy to spread the word about your brand, product, and value proposition.
But even with how effective social media marketing is, nearly 40 percent of businesses have no social media marketing strategy. 16% of businesses even say they are unlikely to use social media for their business. If you belong to any of these groups, you need to become more active and consistent on social media. They are over 4 billion people using social media globally, so your target audience is definitely on social media platforms. It makes sense then for you to spend more time connecting with these audiences on the platforms they are most active on.
A report from GlobalWebIndex even shows that 54% of people browsing on social media use it to research products they want to purchase. So being active on social media won’t just help you increase brand awareness but can help you get more sales.
Check out these resources that will help you build successful social media strategies.
To run successful social media campaigns, you will need a social media management tool like Iconosquare.
Iconosquare allows you to manage social profiles for multiple networks all in one place. You will be able to schedule content in advance, collaborate with team members, and run in-depth analytics for Instagram, Twitter, Facebook, LinkedIn, and TikTok to see if your social media marketing strategies are working. Try Iconosquare for free.
Your brand voice represents the personality of your company. Creating and maintaining your brand voice and identity is one of the most effective ways to boost brand awareness. For example, a brand like Dollar Shave Club is known for being funny and witty on social media. They have a lot of banter with their audience, especially on Twitter, and receive a lot of impressions and engagement as a result.
An example of how Dollar Shave Club uses its unique brand voice was in a video ad promoting its shaving blades. They shared a comical video titled “Our Blades Are F**king Great”. Within the first 48 hours, 12,000 people had signed up for the service.
Having a unique voice allows you to leave a lasting impression on your audience and connect with them on a personal level. They will also be more likely to remember your brand and share your content when you have a unique voice or create unique marketing campaigns.
Collaborating with other brands is an effective way to increase your brand reach and recognition. When you partner with complementary brands in your niche (brands whose customers can also use your product or service), their customers also get to know about your business. This strategy is also one way smaller brands can get more people to learn about their business offerings.
Nike X Apple
To promote their new watch, Apple added a New Nike face and Strap to their Apple Watches. Watch owners could also use the Nike Run Club app on the watch while on their run.
Uber X Spotify
Uber partnered with Spotify to allow its users to able to play music from the Uber app. Users can even create a playlist that automatically plays when the driver starts the trip.
Running advertisements is the quickest way to get more people to learn about your brand, product, or service. Even though advertising is more expensive than most of the strategies in this list, it is a surefire fire way to improve brand awareness when done right.
The best part is they are many channels you can run advertisements on. You can either use search and display ads on search engines like Google or Bing, social media ads on platforms like Facebook or Instagram or run ads on traditional media like TV and Billboards.
No matter the channel you decide to use, it's important that you follow best practices. Let’s take a look at a few you should note.
Best practices when advertising on search engines
Best practices when advertising on social media
Influencer marketing has become a popular tactic by brands looking to increase their brand reach and exposure.
The key thing when partnering with influencers is working with the ones whose followers will be interested in your brand's product and service. Do not just collaborate with an influencer because they have a lot of followers. You will get more return on investment working with a relevant micro-influencer that has 10k to 100k followers than working with a major influencer with over 500k followers but not relevant in your niche or industry.
The audience you are targeting also trusts micro-influencers more. Studies show that 92 percent of customers trust micro-influencers more than celebs and traditional ads. 82 percent of customers even say that they are more likely to buy a product recommended by micro-influencers. Learn how to increase awareness and drive more sales with influencer marketing.
One of the best ways to get people to notice your brand is by creating content that can be shared on social media. If you create interesting and valuable content, more people will share it. And the more people that share your content, the more impressions your brand gets.
Here are some examples of shareable content brands can create:
Social media contests are perfect for building awareness for your brand. As part of the rules of your contests, ask participants to share them with their friends and followers. The more people that share, the more exposure your brand gets. You can even partner with relevant influencers to promote the contests.
The key to running a successful contest is to choose prizes that will not just entice people to participate, but will also attract your target audience. For instance, an iPhone might be an enticing gift, but it will attract all kinds of people. People that will most likely not interact with your brand again after the contest ends.
While digital strategies are very effective, certain traditional offline marketing strategies can still help you boost awareness and brand recognition. Here are some offline strategies you can try out:
If you have the budget, sponsoring events is another effective way to get your business in front of hundreds to thousands of people. From banners, water bottles, to t-shirts, you can get your brand logo and colors everywhere.
And if you host professional events, you will be meeting highly qualified prospects who are looking for brands they can work with. Some brands have even cemented their brand name in industries by hosting events. A good example is Red Bull.
Even though Red Bull is an energy drink company, they are much more than that now. The brand name is now synonymous with extreme sporting events like motocross, cliff diving, moto gp, and skiing. So when people think of extreme sports, they now remember Red Bull.
According to a 4000 people survey, a lot of people listen to podcasts – with 90 percent of them listening at home and 64 percent of them listening in their cars. With this many people listening to podcasts, hosting or joining one is an effective way to get a lot of people to learn about your business.
And not only will podcasts help you boost brand awareness, but you will also be able to build authority and trust as you educate, inform, and entertain your audience.
Search engine marketing or SEM is the paid and organic search strategies brands use to increase their traffic and visibility on search engines. So, SEM will include both paid and organic search engine optimization.
Earlier in the article, we have already seen some best practices for paid search advertising. Let's look at some of the best practices for organic SEO. These tips help you get the full benefits of running SEM campaigns.
These SEO on-page strategies will help you satisfy search algorithms and also provide a good user experience for your website visitors.
Without tracking your efforts, you will not be able to identify which of your strategies work. Here are some metrics you can track that will give you an overall view of your brand’s awareness.
You can use Iconosquare's social listening tool to monitor your brand, your competitors, and the latest marketing trends to find out where you stand in your industry.
And with that, we wrap up this extensive list detailing how to improve brand awareness in 2023 and beyond.
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Every week, Emily interviews top brands, renowned influencers, and hidden agencies with one goal in mind: to understand what happens backstage of their social media strategies.Listen to esm2