With the market increasingly competitive and in times of crisis, building brand awareness or “brand knowledge” is a crucial task for all companies wishing to succeed in their marketing efforts to promote a product or service.
And which company doesn't want to succeed?
Essentially, the recognition of your brand is the level at which people see your brand and offer as a legitimate option to meet a specific market desire or need.
The higher the level of knowledge, the greater the probability of your brand being in the mix when your target audience enters the purchasing consideration phase of the consumer journey.
So if you want to put your brand in the mind of your possible customer when he's considering which solution to buy, It is essential to increase her knowledge and reach.
To ensure that lasting impressions are made as the most popular option on the market, you need some proven and successful strategies by marketing experts in the search for the best results.
When we talk about awareness, we are referring to an indicator capable of pointing out the strength of a brand on the market. It can be said that the peak of this relevance occurs when it becomes synonymous with the solution it offers.
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You certainly have referred to or heard someone referring to a product calling it by the brand. Can't you think of any examples now?
Here are some of the best known on the market: Gilette (shaving blade), Coke (cooler), Sucrils (cereal), Durex (adhesive tape), Milk Lady (condensed milk), Omo (sab powder), Cottonete (flexible cast).
I've separated 10 tips, which I now share for you to put your hand in the dough and make your brand awareness take off:
Contents
Toggle- 1. Find the customers or prospects where they are!
- 2. Make presence and interact with your audience
- 3. Create authentic content and share
- 4. Traffic from the site
- 5. Create a nutrition funnel
- 6. Have a visual identity of your own
- 7. Your client's satisfaction must be taken seriously!
- 8. Create practical searches or guides and promote
- 9. Followers who have seen fans
- 10. The results come with time
- Conclusion
1. Find the customers or prospects where they are!
When you know who your audience is and where it meets, you can plan a strategy to get your message to him.
By identifying this, understand how and where they are more likely to be receptive to your message. You can draw up a plan to adapt messages to these specific environments.
Could be messages that come in the form of advertising paid (online media) , organic social posts or relevant blog content. The goal is to help your audience understand that your brand exists as a legitimate option for a desire or need they have.
The plan that results in the decisions made here is both your marketing strategy and your brand recognition strategy.
2. Make presence and interact with your audience
Companies often get excited about traditional marketing channels and forget to follow their audience trends. Try to analyze:
Which community is being the most relevant to them right now?
- What sites or networks do they follow?
- What challenges or pains are you facing?
Learn the answers to these questions and become part of your communities, interacting and legitimately concerned with some value delivery.
3. Create authentic content and share
You must be tired of hearing what relevant content makes all the difference. But believe me, this is getting more important!
Activities such as participating in live and video conferences, writing articles and building followers on social networks contribute to increase brand awareness with potential customers and build their credibility with a larger community.
Instead of trying to start your own blog or create videos with content, try to contribute regularly to blogs that already have good traffic in your industry or Information bulletins of organizations with similar ideas, reaching the same target audience as you.
Make sure to place the address of your website, profile, page or contact information on it so that they can find you and follow up. When your articles are available online, make sure to send them via social networks to all your friends, followers and contacts.
Don't let social media drive you crazy, you don't have to be everywhere, no matter which platform you choose, just choose one or two that are authentic to you. It must look and sound like the brand you built.
4. Traffic from the site
Having a good website, adapted to mobile, fast and with good content makes all the difference. Enlarge accesses and visits are mandatory part of the process.
The more visitors you have on your site, the more people will know about your brand.
If you are placing brand recognition messages on the market and visitors on your site are increasing, this is a clear indication that your messages are coming in.
O Google Analytics can help you analyze the origins of this traffic and therefore what messages are proving to be more effective to direct traffic and raise awareness.
5. Create a nutrition funnel
To create a successful nutrition funnel, you must first identify a keyword for which your website can be classified in the organic Google search.
Create amazing content around this keyword and get links to the content using guest posts, links rounds, resource pages and more. Adapt the content by creating a long format video and then post it on YouTube.
You must then create micro-videos on the topic using the results of the advanced model. This means you will create a small video of 3 to 5 minutes on interconnected topics that add a lot of value.
At the end of the video, you will include a phrase that calls for action (CTA). It may be an invitation for the user to visit your newly published blog post or sign up to receive some kind of digital bait.
Then make ads on Facebook or Instagram using your micro-videos and test which ones have the best performance. Make sure you have a clear goal to measure the performance of the ads.
Finally, encourage your new email or leads contacts and launch your products to them. Encourage visitors to sign a newssetter, for example, to become contacts on your list.
6. Have a visual identity of your own
Whether you choose the colors of your site or networks, or by building a differentiated logo, the truth is that many brands are easily identified by their visual identity.
You don't need to read the word "Nike" to identify a brand commercial, do you? Just visualize your logo that reminds you of a boomerang and then refers to the famous sneakers and clothing of the brand.
One of the most famous brands uses colors and symbols very well. What about McDonald’s “M” and its red and yellow colors? Now with a new strategy to “brasilize” like Mequi.
And the apple bite is unmistakable to identify Apple.
Think of how many marks you recognize when you encounter any of your visual pieces. Use this to your advantage: Images, colors, fonts and symbols are allied in this strategy.
7. Your client's satisfaction must be taken seriously!
It's no trouble remembering that credibility is all in the disputed market for brands and sales. One of the main components in a company's reputation is its customers.
If your relationship with your consumer is cultivated through good interaction and attention to product expectations, it may not contact you to make compliments, but it will certainly speak well of you to others.
On the other hand, if there is dissatisfaction, he will cause your complaint to reach not only you, but your entire network of contacts.
Stay tuned for the means that the customer (consumer) has at his disposal, such as social networks. Treat each customer as if it were unique, allowing him to always see the advantage of dealing with your company or making use of your solutions.
You must battle for him to have a positive view of the brand, which translates into trust and credibility. If you have structure, set up a good relationship team or pre- and post-sales customer service.
8. Create practical searches or guides and promote
It may seem like a big challenge, but seek to become an expert in your niche. No matter what type of business, you can publish an idea about research, guidelines or a checklist.
Choose the right keywords, prepare level A content, get good backlinks for him and promote him on social media.
When you reach the first page of Google, other sites will start using your data in your content. They'll mention you and add backlinks. Even direct competitors may have mentioned the data from your research.
9. Followers who have seen fans
Forget here the metrics of vanity. Start from the principle that quantity is not quality, so try to have and reach followers who are really wanting your product or service.
This is one of the most obvious indications of brand recognition. Different brands use different social media platforms. Some brands have better performance on Linkedin, while others are more effective on Instagram.
It depends a lot on the type of business and the tests you can perform. So identify which platforms are worth your effort and try to quantify the value of your followers.
For example. A Linkedin follower may be worth more to your brand than a follower on Instagram or Facebook. Make them become fans of your brand.
10. The results come with time
Don't expect any immediate returns. As usually happens in many marketing strategies, increasing brand awareness does not occur from one time to another.
Usually, this is the result of medium to long-term work, sometimes long and with many attempts to hit. Just note that the brands that are at the top of the consumers' minds today did not get there by chance.
So, no matter how much better your solution is and no matter how creative and effective your actions are, do not set unreal goals and do not cover yourself for immediate results.
Understand that your awareness should be improved day after day with punctual actions and once again I insist: many tests.
Compare it as if it were a football team that needs to golep to qualify: without making the first goal, there is no way to achieve the goal.
Conclusion
I hope you enjoyed it and start planning to enjoy these tips, which are very valuable. It is important to remember that building a brand and making it recognized and prestigious in the market should be a goal to be followed by all those involved in your project.
A good alignment is fundamental.
Understand that the investment in innovation and digital maturity they are also important to achieve an efficient structure, linked to brand recognition.
Track and measure your metrics over time and set goals so that you always achieve the best results.
Want a hand creating or reinventing your brand awareness? Count on Nvox. We have 15 years of expertise with customers who are recognized brands in the market. Talk to me here.
Until the next post!
