Brand awareness measures the extent to which consumers recognize the attributes of your brand and what you stand for. In inbound marketing, brand awareness often begins the first time a visitor arrives on your website to read a helpful, informative piece of content.
A brand awareness strategy can have many interlocking pieces, though, and content is only one part of the puzzle. Brand awareness can be driven by different marketing activities that take place throughout each person’s buyer journey.
To get your brand awareness strategy up and running, use these techniques:
1. Start With Your Buyer Personas
Any brand awareness strategy should begin by verifying your existing hunches about your personas.
Knowing your personas well is particularly important in the world of brand awareness since your initiatives must connect with people where they are to be successful. That means clarifying buyers’ pain points, what they value, and how your brand meets their needs.
2. Use Search Engine Retargeting
Retargeting is the next wave in brand awareness. It started to catch on in retail, where shopping cart abandonment is a huge issue. However, it’s just as vital in B2B, where decision makers may have dozens of potential vendors to choose from.
Search engine targeting shows highly specific ads to individuals who’ve interacted with your site in the past. The ads should be focused around the specific content a person reviewed or actions they took. This entices them back to your site based on their interests.
3. Develop Loyalty on Social Media
Social media can be used in your brand awareness strategy to target decision makers and those who are connected to them, especially professionally. Emphasize social media in your content strategy so your audience has more opportunities to flow from your content to your website.
When using social media for brand awareness, two elements are key:
- Remain aware of social media responses and engage users in direct conversation.
- Ensure that your social media bio pages are filled out, CTA-driven, and optimized.
4. Use Targeted Content Placements
Where does your audience go for advice? Whose voices do they already trust?
In the early stages of a brand awareness strategy, it’s best to reflect existing prestige onto your brand. Determine where your audience already gets its industry news in terms of platforms, publications, and influencers. Then, get your content out in those spaces.
Sometimes, that may take the form of “advertorial” content that requires a fee. Be aware that Google looks down on this when the content includes links. You should always strive to build up a genuine partnership in which your content appears alongside trusted content – no ifs, ands, or buts.
Which raises the next point...
5. Establish Influencer Partnerships
In B2B, you have many opportunities to boost brand awareness by working with luminaries in your field. Many influencers don’t have interests that compete with yours: To the contrary, they want to forge strong ties with brands so their platform offers unique insight.
They may value their access to your brand as much as you value them.
Lots of SEO tools help you figure out who your niche’s top influencers are. From there, all you have to do is offer unique, authoritative content they can share as part of their curation. This will drive visitors and, hopefully, email subscribers to your site.
Plus, it will strengthen brand awareness by connecting you to a specific area of expertise.
6. Use Visual Advertising
A lot has been said about the belief that users have “banner blindness” for visual advertising.
Still, the case might be overstated. When you have a conversion-fueled goal in mind, you definitely want to use a hyper-targeted, text-driven ad service. When you’re hungry to build awareness, things change: Impressions are the currency of the land here, not clicks.
If you’ve chosen wisely in terms of platforms to focus on, then your target audience will be seeing your brand again and again and again as they venture through those sites. Just be sure your advertisement has a clear value proposition that will “sink in” with users over time.
7. Get People on Your Mailing List
It’s easy to think of brand awareness strategy as something that mostly does its job before users have an established relationship with you. The sad fact is, it could actually take months for your brand attributes to “sink in,” even for people who’ve spent significant time on your site.
The ultimate tool in your brand awareness strategy is your mailing list.
With list subscribers, you can drip high-value content on a regular basis. This will get people visiting your site again. While many of them will only stay long enough to check out the content they came for, your brand attributes will absorb into their psyche over time.
Conversions are king, but brand awareness counts, too. Don’t neglect it!