Today, the road to recognition is not as long and bumpy, but achieving brand awareness still requires all your effort and dedication.
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Businesses employ a wide variety of methods to build brand recognition.
One of these methods is social media marketing. According to statistics:
This competition only keeps growing, as 89% of marketers name brand awareness as one of their top goals.
Although today brands have a variety of tools to build brand awareness with, and most of them are automated, there are still many nooks and crannies to explore before your brand starts getting the recognition it deserves.
So, let’s guide you through the steps you need to take to build brand awareness.
Close your eyes and think about brands like Nike, Adidas, or McDonald’s. Try to recollect what their logos look like, what shapes they have, and what colours they use.
Easy to recollect, isn’t it?
Your business’s logo matters a lot when it comes to building brand awareness. The logo is what your consumers explore before getting to know your business more. Creating a logo is also one of the strategies to increase brand loyalty and visibility.
Here’s how to create a logo that will get your brand recognized:
You can use the same questions to come up with your brand’s signature slogan.
The colour of your logo is also due in no small part to building brand awareness. Before you decide, which colours to use in your logo, consider what your use of colour will say to your customers.
Once you have your core visuals developed for your brand, you can move on to the next step, which would be bringing your brand to the top of search results.
Following SEO trends goes without question when it comes to building brand awareness.
Today, however, your approach to SEO should be comprehensive than just doing keyword research. In fact, keyword research is slowly moving to the background, giving the first place to newer SEO trends, among which is user intent.
Now, Google gives its preferences to content, which is written with user intent in mind, rather than simply inserting a selection of keywords into the text. Thus, user intent will also define the keywords you choose, keeping in mind the reason why a user would be interested in your content.
How to up your SEO game to build brand awareness?
You should develop a comprehensive SEO routine, which would include the following steps:
Your SEO efforts should be aimed at getting your brand recognized by bringing it to the top of search results.
There is, of course, another way to get to the top of search results.
You’ve seen plenty of businesses building awareness for their brands using Google Ads:
Google Ads allows you to pay a certain fee for brief advertisements on different websites as well as on relevant Google search results. As a result, your website receives paid traffic.
This traffic, however, is the fastest way to get your brand recognized. “Our research shows that Google Ads helps businesses build brand awareness 50% faster than through organic channels”, says Richard Nilsen, head of research at Subjecto.
With Google Ads, you’re creating a shortcut to the audience you want to target. When creating an ad, you enter the information that Google will use to categorize your business and to match it with the audience your products or services are intended for.
Recently, Google also added AdSense Auto ads – a service that uses machine learning mechanisms that automatically optimize your ads and post them on the website that would work best for building brand awareness.
Google Ads service is a great way to increase the recognition of your brand. However, like with search engine optimization, Google Ads requires daily performance monitoring to make sure that you’re getting a decent ROI, and all your KPIs are met.
Google Ads works great to attract instant attention to your brand. But, to build brand awareness that lasts, you need to work on your organic reach.
In this case, your top priority would be your social media accounts.
We already mentioned how competitive brands are on social media. Today, you will hardly find a consumer that doesn’t follow at least one brand, and some internet users create social media accounts just to reach out to brands.
To step up in this competition, you need to actively engage popular social media trends that will get your brand recognized. One of these trends is influencer marketing.
Influencer marketing is one of the most sustainable social media trends. Many brands prefer to outsource content creation to influencers, as they also get access to niche audiences.
As a result, according to BigCommerce:
Brands often engage influencers who are their loyal customers. For instance, Scramble’s (the brand that sells martial arts gear) recent “fanny pack” (bum bag) collaboration involved Julien Solomita, a famous YouTuber and jiu-jitsu enthusiast.
As a result, Scramble released collaboration fanny packs several times, and each time they were sold out. This is an example of a great collaboration with an influencer who is also a loyal customer of your brand.
Many businesses also hire influencers to make entrees to their blogs. Such content outsourcing is very common in influencer marketing, and can potentially bring a new fresh perspective to your blog.
However, along with these benefits come plenty of hazards. The content may not correspond to the style that your blog follows, or the content may be poorly written.
To avoid this, make sure that every contribution that influencers make to your blog are thoroughly proofread. You can also automate this task by using different online proofreading software, such as Grammarly.
However, these hazards don’t overshadow the benefits that your business can get from influencer marketing when it comes to building brand awareness:
By collaborating with an influencer, you also expand your reach, which positively impacts brand awareness and recognition.
For sure, you will have to face a lot of competition when working on building your brand awareness strategy.
Acknowledge the competition, but focus on the identity of your brand, which is the core of your brand awareness strategy.
Start with developing a logo that represents your brand in the best way, up your game on social media with engaging social media trends, like influencer marketing. Make use of the benefits brought to you by Google Ads, and make sure you follow a comprehensive SEO routine.
Keeping up with all the factors mentioned above will guarantee the success of your brand awareness strategy.
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