Before making a purchase, customers need to know that a brand exists. Brand awareness increases the likelihood that consumers recognize your brand, products, or services. It’s important to realize that each person’s path to purchase is unique and complex. To make matters even more complicated, a shopper can be at the brink of purchase and then quickly retreat to the research phase. Brands should make brand awareness their top priority in the early stages of the path to conversion.
Before diving head-first into a marketing campaign, as a company leader, you should make sure that your sales and marketing teams understand fully how long it might take someone to buy from your company.
Having a strong identity and presence can help brands to stay at the top of consumers’ minds. Brand awareness makes your target audience familiar with your brand.
- Brand equity
- Customer loyalty
- Enhanced credibility
- Increased sales and revenue
In the early stages of the path to conversion, business owners should make brand awareness and visibility a top priority. This can be accomplished via various strategies, including social, organic search, publications, media mentions, offline promotions, and more.
How to Build Brand Awareness?
Awareness is the first step on the path to customer conversion. It helps facilitate sales and revenue. Below we describe the most used tactics by SEOmoft professionals to increase our clients’ brand awareness.
Target specific audience segments. The foundation of generating awareness for your brand is understanding who exactly you want to reach. Fix on capturing the attention of key consumers and buyers. When you have a greater focus on the audience most likely to purchase from you, you can concentrate on increasing recognition and perception for your brand among those buyers.
Leverage search engine optimization (SEO) Search engines play a major role in driving organic traffic. Using a granular keyword inquiry, you can uncover the terms that potential customers are searching for and develop content that is optimized with these terms. In other words, a favorable placement on Search Engine Results Pages (SERP) can help drive more qualified traffic to your website and increase brand awareness.
Prioritize social media presence. Customers use social media to look up information about products and ask for recommendations. Establishing a social media presence puts you in front of those consumers and presents an opportunity to reach out and engage with them.
Establish remarketing campaigns. While you probably do all you can to convert visitors to your website, not every lead will take the next step. This is where remarketing campaigns come in. With a strong remarketing campaign established, you can then hope to claim all those previously non-converted audience members. This can boost your overall conversion rates.
Use influencer marketing to target your audience. Influencer marketing is a tried-and-true way to boost brand awareness, a crucial factor in increasing sales and revenue in the long run. Invest in creators today to spread the word about your brand, increase brand recognition, and eventually drive conversions.
Make Brand Awareness a Priority
As a business owner, it’s your responsibility to know and connect with your customers. Do you read online reviews? Do you know what your “brand” is and what it stands for? How do your customers see you? Does this view reflect your own company vision? Not surprisingly, you may be more disconnected than you realize. Take these easy steps to ensure that you are not only aware but also using your brand and reputation to your advantage.
There are many ways you can go about boosting brand awareness amongst consumers and making a brand mean something to consumers when they look at it is just as important as a sales pitch. Your marketing strategies may vary year-to-year, but a consistent brand message will help make your business top-of-mind when your target market is comparison shopping.
The path to purchase model has brought and will continue to progress. To make real growth possible, marketers must take a long-view approach by carefully analyzing consumer behavior to gain actionable insights into how shoppers arrive at their purchase decisions.
It’s also critical to invest in and make brand awareness a top priority, striving to tackle consumers where they live, work, and play. With this approach, companies can earn the familiarity that will bring their brand top of mind for inundated consumers.
To build a business that’s sustainable, predictable, and flexible – and that has a future beyond pure luck – brands must conform to best practices along the conversion journey, strategically guiding target audiences from one stage to the next.
Here, at SEOmoft, we combine several strategies to help generate awareness for brands. Our careful approach focuses on the uniqueness of your brand and leverages digital methods including SEO, social media, and other digital marketing tactics.
Ready to learn more? Contact us today.