How much time and energy do you spend on brand awareness? Maybe a better question is “What is brand awareness?” For many, this is a small part of their overall marketing strategy, yet when done correctly, increasing brand awareness can amplify your other marketing efforts. When more people know who you are, there are more people available to respond to your marketing efforts.
So, the question is “How do you increase brand awareness?”
- Content Marketing – Content marketing is a broad stroke term for a multitude of different marketing tactics including blogging, guest blogging, social media posts, article publication and so on. The more content you produce and promote, the better your brand awareness.
Now, this doesn’t necessarily mean you have to produce more content if you’re already publishing or posting on a fairly regular basis; you can instead focus on promoting that content. For example, if you publish a blog post then you can promote it with a snippet on social media and you can link to it in your email newsletter.
- Consistency – It’s important to have a message and a voice and a look and feel, to have a brand, and to communicate it consistently. This means if your brand’s message is to empower, then each piece of content you publish, regardless of where you publish, should support that message of empowerment. Likewise, your posts should have a similar look and feel about them. Take a look at the colors, font, and formatting that you use. Does it match your brand? Is it consistent across all messages and mediums?
- Get Your Customers and Audience Involved – Again, this is a broad stroke concept that can be implemented in a number of ways. You can create a referral program and award people that send you new customers. You can create an affiliate program and compensate people for sending you new customers. You can also create social media campaigns that invite your audience to create user-generated content. For example, you might host a contest for posting the most unique use of your product on Facebook.
User-generated content serves a number of significant purposes. It increases brand awareness. It creates trust and credibility for you because consumers trust the endorsement of their peers and third parties.
If brand awareness is currently not a part of your marketing strategy and plan, take a look at how you might focus more time and energy on it. Your existing content and channels provide a good foundation and an excellent place to start.