Brand Awareness, Whether you are an Apple person, a Nike person, or a Whole Foods person, no one finds it strange when you associate your personality with a brand.
Essentially, you are promoting the products and services of these companies without any incentive. And that’s the power of brand awareness.
When you can integrate your business into the lifestyle and buying habits of your consumers, you will have a huge advantage.
And in this blog, I’m going to show you some key tips on how we do it.
I’ll discuss the importance of brand awareness in 2021 and how to build awareness for your business.
As 2020 draws to a close, I want to present to you some proven strategies to generate brand awareness in 2021.
And while it seems obvious, some of you might not know exactly what brand awareness is.
So let us quickly describe it for you.
What is brand awareness?
Brand awareness describes how close your target audience is to your brand.
In other words, it represents how well people recognize and remember you. Companies with huge brand awareness are often referred to as hip, popular, or buzzworthy.
Brand awareness is essential, especially for start-ups that haven’t quite developed a customer base.
In fact, I would say this is the first thing you need to focus on after solidifying your business idea.
You might have the best idea in the world, but it really wouldn’t matter if no one knew it. That’s exactly why I’m here to help spread the word about how awesome your product or service is!
And by the end of this blog, you should have some clarity on what you can start doing immediately to improve brand awareness.
With that said, let’s go ahead and explore several ways to improve your brand awareness.
How to improve your brand awareness
Step # 1 – Plan Your Pathway (Organic or Paid)
When you start with brand awareness, you need to consider whether you want to do it organically or with paid advertising.
Which path you choose largely depends on your business and your financial situation.
And you must choose a path so that you know what you need to focus on the most.
If you go the organic route, it means you are trying to build brand awareness without spending a lot of money.
And most small businesses like not having to spend money if they can avoid it.
But you also have to take into account the downsides of organic marketing which is speed.
In other words, it may take a long time for you to start seeing results from strictly organic marketing.
But also consider that the harder route may also be the best as going the easy route is much more attractive to the majority of people, which means more competition.
This means that paid advertising is also acceptable.
The advantage of paid advertising is speed. You can literally put together an ad campaign in a day if you are really good at what you do.
With a paid advertising campaign, you can reach millions or even billions of people.
But you’d probably think the downside is the cost, right? Because it takes thousands, even millions of dollars to reach these people.
Yes. It is true.
Okay, here’s a quick recap.
Organic is free, but it’s slow and expensive, but it’s fast.
Now that you understand this, it’s time to start thinking about your business.
Now, I can’t cover all of the business cases here in this blog, as everyone’s brand is a little different
But here is my general rule:
If you have products and services where customers make more impulse buying decisions, speed or paid advertising may be best for you.
An example of an impulse buying decision can be something like a customer deciding to go to an event.
Or maybe get some flowers on Valentine’s Day or go to the local bakery for some delicious cookies.
On the other hand, if your products and services are a bit more complex and customers have to do a bit of research to make a decision, then free or organic marketing may be the best for you.
An example of a more complex purchasing decision would be buying a new computer, purchasing comfortable shoes, or obtaining professional services such as a cleaning company.
You can try to do both of these things at the same time. In fact, I encourage him and have developed our services so that I can help business owners use both organic and paid marketing.
However, if you do it yourself, it can cost you dearly.
And that’s why I recommend that you focus on one area first.
Once you’ve decided on your path (s), you’re ready to move on to step two, which is content development.
Step # 2 – Develop Content
You can’t build brand awareness if no one knows anything about you, can you?
The first clear step is to start creating content and I’ll see how you can do that with paid and organic advertising.
With paid advertising, it’s pretty straightforward.
What you will want to do is create 1-2 really good and valuable lead magnets.
What is a lead magnet?
A lead magnet is something precious that you give to a stranger, completely free.
The reason it is called a lead magnet is that for the stranger to get the valuable thing you are gifting, they have to give you their contact details.
The key is to create a win-win scenario where the person receiving the primary magnet is happy.
And you are happy because you just received the information from a potential client.
Therefore, you need to offer something valuable that is also related to your core products and services.
Then BANG! You have the start of a whole new relationship!
How? are lead magnets so crucial for paid advertising?
On most advertising platforms, you pay for everyone you touch and sometimes for people who click.
The smart way to maximize your advertising is to capture that person so that you can drive them down the funnel beyond brand awareness.
What are some examples of lead magnet?
Chances are you have consumed a lead magnet in the past.
If you had to provide your contact details before getting a quote, this is an example of a primary magnet.
Or if someone offered you a free tour but before continuing you need to give your contact details, then this is an example of the main magnet.
If you’ve taken a quiz and needed to enter your information before seeing the results, this is the main magnet.
Any site that requires you to sign up before enjoying a free version or trial is the main magnet.
Now let’s move on to organic content development.
Organic content development
For this, you need to follow the same principles as you would as paid content, except that you will be giving it away without immediately asking for your details.
Basically, you want to create valuable and relevant content for the audience you want.
For example, this blog that you are reading is an example of organic marketing.
When people create podcasts, make TV appearances, or post on social media, these are all examples of organic marketing.
The main thing is to make it as relevant as possible while providing extreme value to the people who consume it.
So, if you’re a comedian, for example, creating memes or jokes on social media is a proven way to gain notoriety.
In fact, the great thing about organic marketing is that if you create something valuable enough, it has the potential to go viral.
Now, although this is extremely rare, it is certainly possible and I have seen people who have seen this happen.
You are going to create such valuable content that people will be able to find you more easily online, which will have a cumulative effect, therefore, will build very stable brand awareness.
My biggest recommendation for organic marketing is to create a few pieces of content pillars.
These are usually huge pieces of content, like a book or seminar, that can be broken down into very small pieces of content that add value to an audience.
For example, if you have a book of 12 chapters. Then you can just take quotes from the book and create social media posts.
Or if you talk at many events, you can record it and take clips for YouTube.
Or maybe you can just blog on a topic with depth and find out everything you know about the topic.
The last step in building brand awareness is to promote the content that you have created.
When it comes to paid advertising, we know you will need to spend money to reach your audience.
But now, finding the right audience can take time. So this means that during the first few months you can run different experiments to test the age, gender, places, and interests of who you think your audience is.
There are no shortcuts to this and in fact, the audiences that seem the simplest are often the very competitive ones.
Again, a lot of it will depend on your business and your financial situation.
My biggest thing to remember here for everyone is to realize that while paid advertising is fast, you still need to find a great spot.
Or with organic marketing, gambling is all about volume and activity.
Do you want to create as much useful and relevant content as you can or publish it as fast as you can?
Step # 3 – Promote Your Content
The more you distribute your content, the more likely you are to reach more people.
Amazing brands like post more extra than 8 times a day on places like Instagram.
And brands like Hubspot publish long-written content more than 10 times a day on sites like their blog.
The more you can produce, the better.
It’s quantity over quality and you need to remember that perfection is the enemy of progress,
so you need to make moves as early as possible.
Now don’t let that intimidate you.
I always advise you to start where you can but make sure you don’t hold back as you might lose more opportunities.
In addition to publishing, organic marketing is also about your business.
Make sure you communicate with your fans in your comments and posts.
Try to expand your reach with hashtags or other organic tools for this platform.
Also, if you have the time, try posting in groups or commenting on other influencers’ pages.
The more you can engage with the audience or community you want to tap into, the more likely you are to be noticed by that audience and be better known.
Raising awareness of your business doesn’t have to be difficult if you follow these tips. There are plenty of ways to improve your visibility, whether you use paid or organic advertising methods.
As long as you stay consistent with the methods you use, you will help your brand reach your customers wherever they are.
If you’ve found this blog useful, or maybe you need more information on how to start creating the best content for your business, you’ve come to the right place!