Most of us do not have the luxury of instant brand awareness, unless we have names like Apple, Amazon, or a few other companies.
Having a robust marketing strategy is vital for a company to achieve financial success, as its brand plays a crucial role. It is common knowledge among marketing professionals that digital marketing is the most efficient method to enhance brand awareness and reach customers in their preferred online platforms.
The worth of prioritizing digital marketing in brand awareness campaigns cannot be overlooked. By doing so, not only can you establish trust with your customers, but also cater to an audience of 299 million individuals online daily who are eager for additional content. However, it is crucial to acknowledge that the realm of digital marketing is extensive.
When formulating a brand awareness strategy, you must determine which digital marketing channels to utilize and the level of importance to assign to each.
During the pandemic, TikTok experienced a significant surge in popularity, demonstrating how channels can rapidly gain traction and open up fresh prospects for marketers. In short, it is essential to continually stay updated on trends.
Digital Marketing Channels for Brand Awareness
When it comes to marketing strategies aimed at capturing the attention of consumers, commonly referred to as top-of-the-funnel activities in the industry, the primary focus should be on the main digital marketing channels.
1. SEO
Every day, Google handles more than nine billion searches, which is three times the amount from just two years ago. Online search has become our primary solution for nearly all queries or issues we encounter.
Having your website appear among the top search results when someone searches for solutions to a problem your products address can result in a significant increase in brand exposure, potentially reaching a vast number of new individuals.
SEO is a highly competitive form of digital marketing that requires time to yield noticeable outcomes. However, achieving a first-page ranking on Google (and other search engines, primarily Google) for your website offers substantial benefits in terms of enhancing brand awareness.
In addition, SEO keyword targeting ensures that you specifically reach individuals who are actively searching for the products or services you offer, thereby assisting in building a meaningful brand awareness.
Although it may take time to see results with SEO, there are advantages to playing the long game. By consistently building your website’s authority, you will be able to rank for more keywords on the first page. Furthermore, once you reach the first page, it becomes easier to maintain that position. Another option is utilizing paid search advertising.
Paid search, also referred to as PPC advertising, is the paid counterpart of SEO. Both channels in digital marketing aim to increase visibility on search engines; however, SEO focuses on organic results while paid search ensures visibility within the paid outcomes.
In certain searches, the paid results are so prevalent on the search engine results page (SERP) that searchers must scroll down in order to view the organic results.
Paid search offers several advantages over SEO. By paying for top positions rather than relying on organic rankings, paid search can significantly expedite brand awareness compared to SEO efforts.
By adhering to best practices, it is achievable to appear on the first page of Google immediately upon commencing ad campaigns. Additionally, paid campaigns grant you the ability to define your target audience by considering various factors such as demographics, geography, and search patterns.
With Google Ads, you can obtain a broad audience reach as it encompasses a display network responsible for placing ads on various websites throughout the internet, including Google-owned platforms such as Gmail and YouTube.
We are aware that an ad’s reach can extend to more than 90 percent of all internet users, considering the various factors that influence it.
2. Social media marketing
Every day, 307.2 million people in the U.S. remain engaged in their daily social media routine. It has become customary for social media users to check a social media platform at least once per day, as these platforms play a crucial role in people’s shopping habits, communication, and news consumption.
Considering all aspects, it is expected that social media marketing holds significant importance in any brand awareness strategy within the realm of digital marketing.
Social media marketing involves all the unpaid efforts or labor costs you invest in utilizing social media platforms. This process begins with conducting research to identify the most suitable channels for targeting your audience, considering their preferred online destinations.
In addition to promoting your own website to enhance brand recognition, engaging with other accounts on your social media platforms holds equal significance.
To effectively utilize social media marketing, it is important to strike a balance between promoting oneself and nurturing relationships. Utilize your platforms to disseminate valuable content from other blogs and influencers within your field, benefiting your audience. Additionally, actively engage in pertinent discussions.
Building a following is crucial for using social media marketing to raise brand awareness, and one way to accomplish this is by seeking new relationships.
3. Social media advertising
For new accounts in particular, one of the major hurdles in social media marketing is the limited exposure of your updates to only those who have already become your followers.
Utilizing social media marketing alone for brand awareness is a time-consuming approach. However, by incorporating social media advertising, visibility and follower growth can be achieved more quickly.
Social media advertising is comparable to social media marketing in the same way that paid search is comparable to SEO. All major social media platforms offer advertising options, and a majority of them operate on a pay-per-click basis similar to search advertising.
Furthermore, they offer a wide range of targeting options that enable you to effectively reach the social media users who are most inclined to show interest in your brand.
Many brands are becoming popular on social media by not only advertising on major social platforms but also by partnering with influential figures in their niche to promote their brands.
If individuals with a substantial social media following vouch for your brand through their posts, it presents an expedited means of garnering heightened curiosity and acquiring additional followers from your target audience.
4. Content marketing
Content marketing is not only a significant channel in digital marketing but also acts as a backbone supporting all other channels mentioned.
By consistently producing top-notch content that is tailored to your target audience, you increase the opportunity to optimize SEO by targeting a wider range of keywords and ensure your website remains updated, a preference by Google. Moreover, this approach provides additional incentives for other websites to link to you, an important aspect considered by search engine crawlers or indexers when determining rankings.
Furthermore, any valuable content that appeals to your audience can be promoted on social media and through advertisements. Relying solely on promoting your products through these channels means you are relying on a potential customer converting upon their first encounter with your brand.
By employing content marketing, you are provided with the opportunity to connect with potential customers by offering useful content at the initial stages of their inquiries that are related to your products.
By attaining the initial level of brand awareness, you can establish trust, enabling you to be the first preference when they are ready to make a purchase.
5. Remarketing
Remarketing is an online advertising method that allows you to display personalized advertisements to individuals who have previously accessed your website.
As visitors navigate the internet, this ad tracks their online movements, showing up during web browsing, while watching YouTube videos, and as they go through their social media feeds.
By engaging in remarketing, you can stay connected with your audience by having ads trail them across the internet after they have visited your website. This ensures that your brand gains significant visibility, ultimately leading to greater recognition and a competitive edge.
In addition to boosting brand recognition, remarketing campaigns also enhance the likelihood of visitors to engage in desired actions. This is particularly significant as statistics from Bounce Exchange indicate that 70% to 96% of website visitors depart without taking any action and are unlikely to revisit.
Despite reducing its marketing budget by 30%, software company Lumension managed to achieve an 865% increase in homepage views through its remarketing initiatives.
What was their method?
The company combined their awareness efforts with retargeting to target five main groups.
The audience size for their retargeting campaign has grown as a result of their awareness campaign. Conversely, the new visitors gained from their awareness campaign were successfully converted through their retargeting efforts.
What was the main lesson Lumension learned? They achieved success by being willing to take a risk and experimenting with a strategy they were not familiar with.
Knowing the various remarketing strategies for your brand awareness marketing campaigns that you can implement for your brand is beneficial if you desire success in this strategy.
Display advertisements
People who have visited your website are shown Display Ads.
You can utilize this method of remarketing in your advertising campaigns on two primary platforms: the Google display network and various social media platforms.
Both platforms provide a wide audience base that can assist in increasing brand awareness.
Rephrased: Remarketing through email.
This form of remarketing campaign focuses on individuals who either open or engage in a specific action within your emails.
By opening your emails, people have already demonstrated their interest in your brand. Through email remarketing, you can reinforce this interest by consistently delivering the most relevant content to their specific interests, thereby fostering customer loyalty.
Ads for remarketing search should be rephrased while keeping the meaning unchanged.
By utilizing this campaign, you can present remarketing advertisements directly on the search engine, effectively reaching individuals who have previously visited your website.
Remarketing through videos
This method targets individuals who have either visited your website or watched your videos. These ads are shown on both YouTube and the Google display network.
6. Content syndication
Brand awareness and brand recognition are essentially the same. Brand recognition refers to the degree to which the public can associate your brand with its specific characteristics. Simply publishing content and passively hoping for recognition is insufficient for people to truly identify with your brand.
Content syndication, also referred to as the practice of making content appear in multiple locations for increased visibility, is essential for achieving broader exposure.
Syndicated content, which involves republishing content on other websites to reach a larger audience, is an effective strategy for both increasing brand recognition and generating links to your website.
You may have heard about the potential harm to your website’s SEO and possible penalties that can occur if your content is duplicated through syndication. This is particularly relevant when your content is showcased on the largest and most influential websites on the Internet.
As long as you accomplish these three things, I wouldn’t worry or focus too much on this technicality.
- Use Google Search Console to make sure your content is indexed and recognized by Google before syndication.
- Share your content across your branded social media accounts and profiles.
- Add the rel canonical tag to tell search engines that your page URL is the master copy that you want to appear in SERPs.
BestSelf Co has gained a reputation for its productivity articles within the industry, attracting a remarkable 186,000 new visitors each month. This accomplishment is attributed to their effective utilization of content marketing, blog posts, and content syndication.
After successfully targeting prominent websites such as Inc, they managed to convert its visitors into readers of the BestSelf blog. This led to a significant achievement, with over 1,800 email signups for their newsletter within a short span of a few weeks.
With the utilization of syndicated content, they have managed to generate a revenue exceeding $2 million.
You can begin on a smaller scale by utilizing self-service syndication, as it can be challenging to have syndicated content published by major media outlets such as CNN, BBC, and the New York Times.
You can publish your content on publishing websites, like the ones below, through self-service syndication.
Social networks, also known as social media platforms, refer to online platforms that allow individuals to connect, communicate, and share information with others.
Social platforms like LinkedIn and Quora offer their own publishing tools, with LinkedIn being particularly beneficial as it sends notifications to your connections whenever you publish an article.
7. Platforms for blogs
Besides your own blogging platform, you might want to contemplate republishing on alternative platforms like Medium and Tumblr.
With its convenient import feature that allows you to bring in content from any website, Medium is a great option for self-service syndication. Additionally, it possesses a dedicated user base, providing you the opportunity to connect with a fresh audience and interact with them effectively.
10. Blogs with multiple authors
Business 2 Community and Social Media Today, among other multi-author blogs, offer a platform suitable for syndicating business-related content and digital marketing content.
Conclusion
The initial step towards building a successful business that generates results is choosing a brand awareness marketing strategy that effectively reaches and engages your desired audience.
However, it is not possible to create awareness about your brand in a short period of time. Achieving success in this aspect requires a meticulously planned strategy executed by your marketing team.
By correctly employing the aforementioned techniques, along with regular monitoring and effective digital marketing tools, you can establish brand recognition and generate more growth, revenue, and loyal brand supporters.
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