How to Boost Brand Awareness with Digital Marketing
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Nike didn’t become a go-to sports brand overnight. Neither did Google, Netflix, or McDonald’s. These brands have become embedded into our culture, so much so that we’d recognize their products and brand outside of any context. Nike’s logo is timeless enough that it immediately inspires recognition even when you see the swoosh on a piece of paper next to a correct answer. Google has become so ubiquitous that it is now a verb. We don’t just search for stuff – we google it. They’ve all worked hard to gain that kind of awareness and trust, but one part of their strategy is, of course, digital marketing. It’s only with a brilliant marketing strategy that you can expect your brand to grow enough to earn the same, or similar level of recognition in your industry. Building brand awareness calls for working on several important digital marketing outlets, so here are a few that you can use in order to grow your brand’s presence, no matter your industry.
Elevate your content output
One of the most cost-effective digital marketing strategies that will have a long-term impact on your brand awareness is content creation. Too many business owners neglect their blog and social channels in favor of paid advertising. As effective as ads might be, content is the most viable tool for boosting brand awareness for the years to come. Start posting blogs and articles regularly, but make sure they are keyword optimized to suit your local audience (we’ll tackle SEO soon), and keep your accompanying visuals powerful, but also optimized. Use content as a way to drive core messages to your audience, but also to inspire important conversations on your website as well as on social media. That kind of engagement is bound to drive up brand awareness over time.Use social media to engage and advertise
While you’re in the process of preparing your business plan, which also includes your digital marketing strategy, be sure to prepare your brand for the world of social media. From ads and sponsored posts, all the way to regular social media updates, stories, and memorable live streams, your brand has the chance to skyrocket its visibility when using the right social media channels. Once you discover where your customers spend their time online, you can create a consistent posting strategy to help you understand the best times when to post, the kind of content they respond to, and the right level of engagement.Localize your SEO efforts
If you’re trying to impress your Sydney-based customers, you need to make sure they will come across your brand when googling for the kind of products and services you provide. That means that implementing effective strategies for SEO in Sydney will set you apart from the local crowd in the SERPs. With the right localized SEO, you can rely on keyword optimization in your existing content and web copy, but also focus on long-term link-building, as well as all the technical components of SEO. Narrowing down your focus in SEO will help you avoid ineffective tactics that cost much but don’t bring results. As you work on SEO, your site will inevitably rank better, which will bring more people to your site and your offers. Over time, that means more visibility that will develop into quality leads.Work with relevant influencers
Most business owners set up their business without considering how others play into their plans. Now more than ever, especially when it comes to digital marketing, no brand is an island. Your brand’s recognition and awareness depend on your collaboration with experts, but also on your partnerships with influencers. They don’t have to be world-renowned celebrities, but local folk who have direct access to your target audience. If you can work with globally famous names on the other hand, why not? If you own a fashion brand set in New York, gaining the approval of an influencer such as Danielle Bernstein could set your social channels ablaze with engagement and activity. Selling fitness gear or supplements in Australia? Then Kayla Itsines and other fitness influencers should top your list. Sharing the social media stage with them helps your brand gain more visibility, which translates to substantially more awareness.Visuals are essential to build awareness
Whether you’re developing a new digital product, or you simply want to bring more people to your brand, visuals are the best way to attract attention and spark interest. Everything from web design, your logo and packaging, all the way to the videos and live streams you post on social media needs to be carefully orchestrated to represent your brand in an appealing and consistent way. Can a video lasting no more than a few seconds, ideal for TikTok, immediately bring your brand to your customers’ minds? Make sure to design striking visuals with your brand’s chosen color palette in mind, but also with your customers’ preferences taken into account. Since you cannot overload your site with cumbersome videos, you can use social channels like YouTube, Instagram, TikTok, and Facebook to regularly create video content. Add to that, original images, photos, infographics, charts, and all your success represented in visually compelling formats can help you attract more views, shares, comments, and overall engagement. While there is no one-size-fits-all for your brand to build awareness, these digital marketing ideas are time-tested and essential for building upon them with your own ingenuity. Marketing your brand to the right demographic, with the right channels selected, and the right mindset means continuous refinement so that you can learn from your best and worst campaigns. No matter how much you have in your budget, many of these ideas are flexible and impactful enough to take effect even with very little to invest. Just keep in mind that you’ll need to keep track of your marketing campaigns’ impact and learn from them to make them better for the long haul.
Eleanor Hecks is editor-in-chief at Designerly Magazine. Eleanor was the creative director and occasional blog writer at a prominent digital marketing agency before becoming her own boss in 2018. She lives in Philadelphia with her husband and dog, Bear.
