What’s the first thing that comes to your mind when you hear cold drinks? Most likely brands like Coca-Cola and Pepsi. These industry giants spend millions of dollars every year to build brand awareness. But, even if Coca-Cola isn’t your usual drink, you can easily imagine the red and white logo with the flowing Spencerian writing.
So how does brand awareness benefit your brand? Brand awareness is a powerful tool to solidify your brand in the mind of the consumer. When it comes to making a purchasing decision, a consumer is likely to opt for a brand they are familiar with. It plays a key role in ensuring that customers remember and trust your brand.
The influence of brand awareness goes beyond purchasing decisions. Located at the top of the marketing funnel, brand awareness attracts new audiences, generates leads, and increases website traffic.
While Coca-Cola has one of the more impressive brands, smaller brands are unlikely to be able to emulate similar strategies. This is because Coca-Cola spent on average $ 4 billion in the past six years on advertising. And most businesses, especially budding brands, don’t have access to that kind of marketing budget.
But don’t let financial constraints hamper your brand awareness. With the internet and massive digital tools, you no longer need to depend on expensive traditional advertising to establish your brand.
In this article, we summarize innovative brand awareness tips to take your brand to the next level. Let’s dive in.
1. Produce high quality visual content
With the reduction in people’s attention spans, you can’t just rely on long blogs to generate brand awareness. Visual content has a lot more impact and can help your brand attract new audiences. Adopting visual content is no longer a choice but rather a necessity to gain subscribers, engagement and leads.
There are several ways for a brand to create visual content for its target audience. If this is your first foray into producing visual content, you can start by creating detailed infographics. Incorporating images, graphics, and GIFs into blog posts also improves readability.
Depending on your goals, you need to create YouTube videos, Instagram stories and reels, and of course, content for Gen Z favorite TikTok.
2. Create useful guides and tutorials for your target audience
Brand awareness campaigns shouldn’t make it look like you’re trying to push an agenda down the customer’s throat. Blatant promotion is too aggressive and can be boring.
Instead, take a customer-centric approach that is much more acceptable. You can put customer needs first by sharing helpful guides and tutorials. Showing customers how to use your product or services creatively is the way to go.
YouTube tutorials, sharing mini-courses on relevant topics via email, and creating Instagram guides can help your brand reach a wider audience.
3. Don’t forget about SEO
Search engine optimization is what makes your brand visible and increases website traffic. Therefore, every piece of content you create should be optimized according to SEO best practices.
As we know, most users don’t bother to look past the first page of search results. So when a customer searches for a term that’s relevant to your brand, your business should appear on the first page.
SEO is a marathon, not a sprint. You need to work consistently, embrace the latest techniques, and track your progress to improve your brand’s ranking.
4. Consider diversifying your content by exploring different formats
With the ever increasing popularity of social media and streaming platforms, blogs and videos aren’t the only channels for building brand awareness.
Did you know that 144 million Americans listen to podcasts? Starting your podcast is an easy and affordable way to reach new audiences. In fact, platforms like Anchor allow people to start and distribute podcasts without spending a single dime.
5. Introduce a referral program
Referral programs remain an essential brand awareness tool for many companies. Getting customers to recommend your products to friends and family is modern word of mouth marketing worth considering.
6. Organize contests and giveaways
Everyone loves a contest because there is nothing to lose and so much to gain. Running contests and giveaways on your social media accounts is a great way to engage with your followers and attract new ones.
Asking participants to share your posts or tag their friends will help you attract new customers.
7. Cultivate better engagement with influencer marketing
Influencers are to social media what Hollywood stars are to traditional advertising. But unlike traditional celebrities, influencers have a direct and often deeper connection to their followers. This makes it a valuable asset for your brand awareness strategy.
There are many ways to collaborate with influencers. You can pay them for sponsored content on their platform or partner with them on a new product.
For example, Dunkin ‘Donuts has teamed up with Charli D’Amelio to create a signature drink called “The Charli”. And fans of the TikTok star, who has over 115 million followers, rushed to try it out.
8. Make the most of LinkedIn
LinkedIn is one of the most underrated social media platforms. You are missing out on a major opportunity if you are not using LinkedIn to improve your brand awareness.
You can use a LinkedIn lead generation strategy to build deeper relationships with customers and drive sales. Plus, posting high-quality content can help your brand become a credible authority in the industry.
9. Start posting comments on high traffic blogs
Guest posting is a reliable way to boost your brand’s online presence. It’s crucial to make sure you’re collaborating with the right blogs and posting well-researched content.
10. Support social causes (but with the right intention)
In the current social and political climate, brands no longer have the privilege of remaining neutral on important issues. As a brand, you need to take a stand and show your support.
However, there is a fine line between being truly caring and hitting the bandwagon just because everyone else is.
The infamous Pepsi ad featuring Kendall Jenner appeasing police brutality with a can of cold drink is a prime example of what brands should NOT be doing.
It’s not enough to change your icon to a rainbow for Pride Month or to share a black square for the BLM movement. You must back up your support with tangible and valuable efforts. You can achieve this by amplifying social activists on your platforms or by donating to important causes.
This is not an exhaustive list of ways to increase brand awareness, but these strategies are certainly worth exploring and implementing. Brand awareness strategies are achievable and necessary for businesses of all sizes. As mentioned above, there are plenty of ways to make your brand stand out, even on a tight marketing budget.
Stefan Smulders is a SaaS entrepreneur | Started at EUR 3 million ARR in just 1 year | Founder of the world’s most secure software for LinkedIn Automation Expandi.io | Vegan | Father