Learn How to Increase Brand Awareness Through Digital Marketing
The first thing to do to increase brand awareness is to make sure your digital strategy is effective, and that you are attracting the attention you want. This is a matter of choosing which mediums (email, targeted ads, etc.) you want to use, creating social media profiles, and scheduling how often you send out communications. This is called organic reach, and it’s essential. When done properly, it can pay off in a big way.
- Choose your media carefully: Most marketing campaigns adopt an omnichannel approach. There are a lot of digital platforms, and while it’s perfectly fine to take advantage of more than one, you can’t be on every one of them. You want your presence known on the platforms where your customers interact the most. Be aware of national trends, as well as the habits of your demographic segment. Among the digital platforms you have to choose from are:
- your website
- social media
- mobile apps
Your presence on each of these platforms should be uniform in appearance and tone—making it easy for consumers to recognize your brand.
- Stay on the cutting edge: Preference and technology can change fast, and your brand needs to keep up. Interacting on the right platforms not only helps you stay at the center of your customers’ attention, but it also provides you with new ways to tell your story and expand your audience. Make your digital content engaging, targeted to your customers’ interests, and shareable—every share has the ability to expand your audience exponentially. And, don’t forget to include hashtags where appropriate.
- Reach all channels: Be technically proficient. People access their media across multiple devices, so you need to be sure your content looks as good on a smartphone as it does on a tablet or computer screen. Otherwise, you will be excluding a big chunk of your potential audience. This involves a little more technical work, but it’s an important quality assurance issue.
Give your digital presence a paid boost too. There is a dizzying array of choices on the ad market, so it’s not always easy to make a choice. Once again, market research is needed to focus your efforts where they will be most effective. A good start is to look at where your competition is already advertising. Paid social media can complement and expand on your organic social media or exist as independent campaigns.
Paid social media
These are the familiar pay-per-click ads, banners and display ads, but newer formats like paid videos on platforms like Facebook and TikTok are gaining popularity. If you create really clever videos, they will find an audience on YouTube too. Native advertising fits into its surroundings more unobtrusively, usually around the edges of the main content. You see native advertising all over: Google, news websites, shopping sites, and more.
Remarketing and recommendation
Remarketing is a process that takes into account one’s previous browsing habits and suggests similar items in other contexts. Say someone views a pair of shoes on your website. Remarketing will offer similar types of shoes from your website to the same potential customer as an ad on Facebook, Google, or anywhere else they browse online. One study found that online retail browsers who engaged with a recommended product had a 70% higher conversion rate during that session.
In-app advertising is exactly what it sounds like: your ad appears in an app. The advantage of in-app ads is that they have the ability to travel with consumers wherever their mobile phone does. They can be delivered to a specific demographic or they can target audiences in certain locations. This huge ad market highlights the importance of having mobile-ready content—that’s where your in-app ads will link.
Engage and Interact
You want your brand to be likeable and your digital presence to be memorable. Although, some brands try courting controversy or arousing discomfort from time to time. In any case, a well crafted digital campaign can stick in the public memory for years and even be remembered by the imitators it spawns. To this day, “Axe” summons up images of teenage boys and cologne in the minds of many people before they think of the woodcutting implement.
Cleverness counts here, but responsiveness is equally important. It creates the emotional connection that leads to brand affinity.