In today’s online marketplace, the world is (literally) at our fingertips. We can find any product or company we want in seconds. This is great for business but also creates a challenge for companies due to extremely high competition. Raising brand awareness is the best way to avoid getting lost in the mix.
You can no longer throw together a website and hope people happen to stumble upon your brand. Online marketing is nuanced, having become more complex and fine-tuned over the years. Without a strategy in mind, competitors at the forefront will beat you out every time.
In today’s modern world, you need to formulate, track, and strategize to increase brand awareness, all while contending with competitors creating their own plans. To help you navigate the tumultuous waters of building a strong online awareness, we’ve created the ultimate guide on how to increase brand recognition for your business.
How to Establish Brand Awareness
Brand awareness refers to how consumers identify and remember your company. Promoting brand awareness allows more people to remember you, whether it be by recognizing your logo, messaging, or products.
Before we dive into the nuances of creating brand awareness, let’s first discuss how potential customers come across our brands in the real world. Brand recall, brand recognition, and top-of-mind awareness are the three primary forms of brand awareness.
Brand recall refers to the probability that consumers will instantly recall your brand name when exposed to a product or service associated with your company. In other words, it’s a measure of how well consumers remember the name of your brand.
When a client comes across a brand, they should immediately recognize it and distinguish it from other brands. Branding aspects such as colors, logos, and slogans all lead to brand recognition. The most obvious example of this is, you guessed it, Apple’s logo. Another great example is McDonald’s.
When a brand is the first thing that comes to mind when buyers think of a particular product or service, that brand is said to have attained top-of-mind awareness. Q-Tips for cotton swabs, Kleenex for tissues, or Coca-Cola for soft drinks are excellent examples of top-of-mind awareness.
To reach these different levels of brand awareness, it’s critical to keep establishing that brand and regularly reinforcing it in the minds of your target audience. People are more likely to buy from brands they’re familiar with, which is why increasing product awareness should be a top priority for any commercial endeavor.
How to Boost Brand Awareness
There are many ways to promote brand awareness, but here are a few easy tips to increase awareness around your brand:
Create guest blogs for other sites
While every brand should operate a blog catering to their specific audiences, companies can only get so much traction out of this resource. One way to expand your reach and improve brand awareness is to collaborate with other brands with a similar target demographic.
Keep in mind that ordinary “fluff” writing won’t be enough — you must guest write high-quality content. Not only will your collaborators love working with you, but you’ll be exposed to new audiences and leave a lasting impression with memorable and genuinely helpful content.
Create shareable infographics
We don’t need to tell you how important social networking is today, especially when it comes to online awareness. On social media, shares are critical for getting your company’s name in front of more people and creating brand awareness. Social media shares ensure that your content is viewed by an audience not directly following you, exposing your company to new potential customers. Customers sharing your content with their online communities can help you grow your organic reach in the aftermath of annoying algorithm adjustments.
One of the easiest pieces of content you can create to improve brand awareness is an infographic. They’re not only eye-catching, but they’re also aesthetically appealing, easier to digest, and more likely to be read than a full-length article.
Improve your SEO with user-intent related keywords
One of the seemingly more difficult ways to promote brand awareness is by tailoring your content for search engine optimization (SEO). While SEO may feel overwhelming, it’s simple to apply and crucial to a brand’s online exposure. SEO keywording is a surefire way to make your material more visible to search engines such as Google, increasing the likelihood of appearing on top search results pages.
Finding keywords and phrases that explain precisely what you want to convey to your audience is at the heart of SEO. After you’ve found the right keywords, you’ll create content around them. Incorporate your specific keywords throughout your article’s headline, body, and picture titles — the more mentions you have, the easier it is for Google’s search engine to find your content.
Keep in mind that SEO keyword research is extremely in-depth, so if you have the resources, we recommend hiring an SEO agency to help you perfect your optimization process.
Start a referral program
Rewarding your loyal customers and encouraging them to become your best advocates is a great way to increase awareness through much sought-after word-of-mouth marketing.
A referral program not only expands your reach and brand recognition it also breeds trust among your new customers because you were referred to them by a trusted source: friends and family.
Develop a voice for your brand
Developing a brand voice can help your brand stick in the minds of customers. Your company’s voice might be humorous, passionate, clever, or sentimental. Regardless of the path you choose, what matters is that your voice is authentic to your company and appeals to the audience it serves.
We’ve already discussed the importance of guest posting on blogs, but there are other ways to use online publishing to increase brand awareness. LinkedIn has begun allowing users to post directly to LinkedIn with the publishing tool. If your published postings receive enough attention, they may appear in people’s LinkedIn home feeds.
Take part in brand partnerships
A great way to improve brand awareness is to partner up with companies that share your values. Everyone’s goal is to increase brand awareness, so there’s a good possibility you’ll find a like-minded business that wants to work with you.
Collaboration with another brand does more than just combine the reach of both enterprises. It develops trust among both audiences — creating brand awareness for both companies.
Give something away for free
When you’re trying to raise brand recognition, it’s not the time to beg for money. This immediately drives people away. Instead, providing customers a taste of what you have to offer without requiring them to make a financial commitment will foster trust and increase brand awareness.
For example, this could be in the form of a free trial if you provide a subscription service. In instances such as this, visitors may recognize your name, but providing them access to your offerings, even if it is limited, can increase awareness. After all, how can someone fully understand who you are if they haven’t had the opportunity to use your service?
How Brand Awareness is Measured
Even if you have the proper brand awareness initiatives in place, it’s critical to understand how to evaluate online awareness and which tools to use.
Measuring a brand’s online presence can be a difficult undertaking, especially if you’ve experienced a spike in brand recognition when the increase isn’t necessarily attributed to your efforts. However, there are several techniques and tools to measure brand recognition.
Keep in mind that many factors influence how you measure brand awareness, including your goals and objectives, audience habits, and distribution methods. To help you understand these abstract figures, take a look at these valuable metrics:
This is the most basic statistic for determining brand awareness. The number of times your campaign’s material is displayed is measured in impressions. They give a robust framework for analyzing the success of your online awareness campaign. Although impressions don’t reflect how many individuals viewed or spent time looking over your material, they indicate how many times it was presented in the first place.
Website traffic indicates the number of visitors who have found your site by entering it into a search engine such as Google or clicking on it via a native search or social ad. If traffic grows over time, particularly shortly after a campaign launches, it indicates an increase in brand awareness.
Checking your referral sources might help you figure out where this traffic is coming from. This resource can display which platforms are generating the most traffic and which aren’t.
By looking at website traffic, you can surmise that visitors aren’t only growing more aware of your brand, they’re also eager to know more about it. They’ve absorbed your message and want to read more, or they remembered your brand (remember that brand recall we talked about earlier?) and went to look at your site.
Social media engagement
Particularly for advertisements and sponsored posts, social networks provide a plethora of information and powerful analytics tools.
It’s critical to track social media analytics while increasing brand exposure organically via sponsored solutions like native advertisements and influencer collaborations. Brand reach, impressions, likes, shares, comments, clicks, followers, mentions, and hashtags are all examples of measuring social media engagement.
Social analytics show how the public discourse around your brand is developing. They can shed light on helpful questions such as:
- Is your brand awareness favorable or unfavorable?
- Which influencers or hashtags are responsible for this increase in awareness?
- Is this increased awareness encouraging others to follow your account and provide comments about their own personal experiences?
You can answer these questions with the aid of social analytics. The disadvantage is that this information is restricted to certain social media sites and doesn’t always reflect how your brand’s image is being disseminated online.
Search volume data
It’s critical to assess the search traffic surrounding your business and industry keywords if you want to increase brand awareness on a search engine like Google. This indicates how many potential consumers are looking for your company’s name, goods, or similar solutions.
Data on search traffic can help you determine the level of interest in your brand and industry in general. It also displays how your search traffic compares to your competitors and how much room there is for improvement. You can use this information to create more focused keywords and improve informed marketing techniques.
Although hard data is useful, you can also learn a lot about your target consumers by chatting with them and obtaining qualitative feedback. Brand awareness surveys are a simple and easy way to accomplish this.
Here are some common questions you can use on a brand awareness survey:
- What are your impressions of our brand (mission, goods, and services)?
- What comes to mind when you think about our brand?
- Which of our competitors are you familiar with?
- How do you think we can improve?
To put your quantitative data into context, try conducting brand awareness surveys. They increase brand awareness by creating a one-on-one relationship with audiences, making them feel heard and valued, and providing them with a unique offer or discount in exchange for their participation.
Earned media can be defined as non-paid third-party publicity, such as “mentions” in articles, tags on social media, comments on a blog, and so on.
Earned media measurement allows you to track who’s talking about your brand, what they’re saying, and when they’re saying it. You can take advantage of these statistics to keep track of surges in other areas (sales, followers, leads), keep track of how and when people learn about your brand, and how they engage with your company.
Measuring where your website is linked is a great approach to assessing brand awareness, similar to keeping track of your earned media. This can also help you locate on your website where links are broken, words are misspelled, and so on so you don’t miss out on crucial opportunities due to loss of credibility.
Tracking key metrics
When building campaigns to increase brand awareness, you should always analyze the figures to learn more about how your brand is being viewed. A few important key performance indicators (KPIs) include:
- Clicks – The total number of visitors that visited your website after clicking on your content
- Average cost-per-click (CPC) – The median fee per click
- Click-through-rate (CTR) – The number of visitors that clicked on your campaign’s content
- Cost-per-thousand (CPM) – The amount you pay per one thousand impressions of your campaign content
Tools for Promoting Brand Awareness
Now that you have an idea concerning which metrics you should be focusing on, here are a few tools that can help you pull this data.
Social media tools
Mastering the ins and outs of social media management is an ordeal in itself. However, there are helpful tools available to assist you with posting, account management, and analysis of your social media efforts. Remember to keep these questions in mind when selecting a tool to meet your needs:
- What am I looking for from my accounts? Is it new business, sales, or something else entirely?
- How will I attain my objectives?
- What social media data do I require to make my brand appear trustworthy?
Knowing the answers to these questions is crucial for choosing the right tool for your needs. Here are a few popular options for social media:
Bitly offers an all-in-one platform that’s specifically designed to help you work smarter. Using the features provided by Bitly, you can easily create, share, and track your links. The platform allows versatility to effortlessly increase brand awareness, with features like branded links and the option to redirect any URL. Bitly helps you work quickly to meet your performance objectives.
Hootsuite is one of the first platforms that come to mind for social media management. It’s a fantastic tool for posting to several social media accounts at once. You can also use Hootsuite to locate, distribute, manage, analyze, and optimize your social media material.
Sprout Social is a tool for managing social media accounts. This tool is primarily for seasoned marketers as it offers deep insights and tools for optimizing social marketing. In addition, Sprout Social assists companies in establishing genuine connections with their target audiences to promote brand awareness.
Content marketing surveys
You can obtain honest feedback from your consumers to learn how they feel about your brand, what they like and dislike, and more with a brand perception survey. The survey can provide you with important information that aids in the development of future brand awareness initiatives. Make sure you consider the following questions to get the best tool for your needs:
- What type of feedback do I require from my clients?
- How often should I ask for feedback?
- How will I evaluate and convey this feedback?
Here are a few content marketing tools to help you get feedback and increase brand awareness:
Typeform is a tool that allows you to create a brand awareness survey and collect meaningful feedback. The platform provides a user-friendly interface that includes custom-designed themes, templates, and other valuable features. Typeform is a great tool to use if you need to collect data, simplify internal team communication, or capture leads.
SoGoSurvey is an easy platform for creating and distributing surveys via various channels. In addition, the program helps you to streamline the feedback collection procedure. SoGoSurvey can also be integrated with your CRM tool, allowing you to gather and analyze feedback for customer satisfaction insights automatically — all in one place.
Website Analytics Tools
Gathering information on your website visitors and analyzing their activity can be difficult. This is where analytics tools come into play. Here are a few of our favorites:
This tool comes to mind as one of the most powerful tools for analyzing basic website analytics. You may use Google Analytics to learn more about your visitors, such as which pages they visited, how long they remained on each page, what region they’re located in, and much more. You can utilize these statistics to improve your website based on their activity. If you’re a seasoned marketer, Google Analytics can supply you with valuable data for constructing a client picture.
Ahrefs is an SEO tool that allows you to learn more about your website and gain mission-critical information. The tool assists you in creating a semantic core for your website, checking Google search results relating to your business, and determining which topics people are most interested in and what keywords they’re searching for. This data will be used to create relevant content with the right keywords so that your target audience can discover and identify you online. Furthermore, you may use Ahrefs to figure out why your competitors are outranking you and modify your marketing approach accordingly.
The Fastest Way to Increase Brand Awareness
Real-time statistics can help you achieve your objective of promoting brand awareness in a carefully calculated way. If you want to manage links, turn to an industry leader like Bitly.
With complete stats on every link and campaign — including clicks, geographic data, and top referring channels — you can see what content your target audience is engaging with and when. We eliminate the guesswork in link performance, allowing you to provide exactly what your audience is looking for.