7 Of The Most Successful Strategies For Brand Awareness

Building Brand Awareness
How many people cut their finger and ask for a Band-Aid, rather than a plastic bandage? Strategies for brand awareness can make your brand name the default.

How many people cut their finger and ask for a Band-Aid, rather than a plastic bandage? Strategies for brand awareness can make your brand name ubiquitous.

Because of their popularity, such brand names have replaced the generic terms. People also call themselves an “Apple person” or a “Nike person.” Brands become so engrained in one’s lifestyle and habits, people start to identify with them, and don’t think twice before buying again and again.

Brands usually spend decades getting to this point. Even so, there are some truly powerful methods to help even a small brand boost awareness quickly. What are they?

Brand recognition vs awarenessstrategies for brand awareness

People recognize the pink and orange letters before they can read the Dunkin Donuts sign. Yet brand awareness goes further than just knowing the business name – it includes feelings and experiences. How can you start building awareness?

Strategies for brand awareness #1 – Expand your social media presence

In 2021, 4.48 billion people actively used social media. Why not advertise where people spend their time? Plus, two-way conversations are more personal.

A social media strategy example

Building Brand Awareness

Document tactics you plan to use. Decide which metrics will measure your progress. Set goals using these metrics.

Tactics include the many tools available. Canva makes images. Later or Hootsuite schedules your posts. Here are some common metrics for brand awareness:

  • Reach – the number of people who see your content
  • Impressions – the number of times people see your content
  • Engagement Rate – reactions, comments, shares
  • Video Completion Rate – do people watch until the end?

Consider benchmarks other marketers use. On Facebook, it’s typical to get an engagement rate of 0.06% of your followers. Instagram’s engagement rate is 0.68%. Adjust your tactics to aim higher.

Strategies for brand awareness #2 – Launch a referral program

A Nielsen study reveals that 92% of people worldwide said they trust friends and family recommendations above all other ad types. However, don’t expect people to refer friends without an incentive.

Offer them a gift voucher, a discount, a payment, or points, where people can gain a prize for the people they refer.

Strategies for brand awareness #3 – Partner with other businesses

Growing a business by yourself is extremely challenging. Build a professional network and see the benefits:

  • Gain mentors and professionals to guide you
  • Connect with a community of buyers and supporters
  • Access more resources
  • Stay inspired, challenged and keep learning

Here are a few tips:

  • Congratulate people on achievements
  • Thank people
  • Comment and share other’s content
  • Tag people to recommend content
  • Use email, phone, or Zoom to get more in-person meetings
  • Communicate regularly
  • Reach out to old contacts
    • Use one of the above methods to get more personal meetings on your calendar
    • Acknowledge how long it’s been since you’ve talked
    • Get personal by saying why you’re reaching out to them

Strategies for brand awareness #4 – Leverage public relations

Building Brand Awareness

Forbes says good PR can get you investors and set your company apart. During the pandemic, companies often highlighted how they helped people deal with challenges. How can you pitch your own brand story?

Be consistent. Journalists have tough deadlines. Follow up often to get your story pushed through. Think of PR as a marathon, not a sprint. It takes time to build relationships with the media. Your goal is to get your company in the press and online publications constantly.

Build a team of PR experts or hire a firm. Communicate well. Next to your own leadership team, your PR people are critical to getting your company to the next level. Understand how PR works: it usually takes 6 months to a year to get a big press hit.

Make PR a priority. Be available when your team needs you for an interview or to get story material. Success means getting started sooner rather than later.

Strategy #5 – Grow a mailing list

It costs 5 times more to get a new customer than keep an existing one. A McKinsey study reveals email gets new customers 40 times better than Facebook and Twitter combined. Email builds a loyal, engaged audience at a low cost. It’s the secret to web traffic, sales, and repeat customers.

Create a Call To Action (CTA) with a clear value for each site page. Ask for their email address in exchange for the specific help people want. Pop-ups and slide-ins don’t have to be gimmicky. Show them only after a period of time to those who haven’t joined your list yet.

Try humor or sarcasm. Beside your sign-up button, another button could say: No, I don’t need more customers (or whatever thing they really want.) Use landing pages where viewers have no other option but to sign up for your list. Opt-ins also make your marketing more effective.

Strategy #6 – SEO

SEO isn’t just a game. Daily, 92% of 5.6 billion searches happen on Google. To be visible there you need:

  • Content Optimization – Tools like Uber suggest help you find keywords buyers use to find you. Answer people’s burning questions. Better answers get higher rankings. Use persuasive copywriting.
  • Technical Optimization – Ensure your site loads fast with easy navigation on all devices.
  • Off-Page Optimization – Public relations and guest blogging can get you valuable links referring to your site.

Strategy #7 – Create engaging visual content

Building Brand Awareness

Neil Patel says 65% of people learn visually, 90% of the information going into our brains is visual and visual presentations are 43% more persuasive.

Don’t just display images. Use screenshots to prove your message. People also love videos, where you can teach a lot in a very short time. Don’t just show statistics either. Entertain them with infographics and memes.

What does this mean for you? Pick just one or two of these powerful strategies for brand awareness and get started. Once you’ve made progress, add in another.

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