In today’s market, a successful business has to be able to seek for attention, get notice, create awareness, and be high up in SEO (search engine results). To achieve these, branding will be the answer.
lets look at the key areas of building brand awareness, through marketing, engagement and community building.
1- A user friendly website
Your website is the most important marketing tool you have for business growth and brand building.
This is the place that your consumers will visit to learn more about your business, and take action when they are ready. Not only does the user experience have to be exceptional in order to convert, but your messaging needs to tell your brand story.
Your website has to load fast and be mobile-friendly.
Your website is the most important marketing tool you have for business growth and brand building
The majority of your brand marketing activities will drive traffic back to your website. Aside from a professional and beautifully designed interface, your content has to be compelling.
2- SEO and Branded Content
One of the most effective long-term ways to increase brand awareness and generate relevant organic traffic to your website is search engine optimization (SEO) and the right content.
There are many ways to achieve positioning in search engine results. Aim to develop a comprehensive strategy addressing the major search engine ranking factor, as well as creating highly valuable content that satisfies users intent.
Here’s the deal:
A defined content marketing strategy will help you better connect with your target audience and support them through their customer journey—building brand trust to ultimately result in conversions.
Most importantly, the foundation piece for your SEO and content publishing efforts will always be your website’s blog.
When building a blog for your brand, you’ll want to consider:
- Which content will resonate with your target audience?
- How will the content get found in organic search results?
- When is the optimal frequency and scheduling of publishing?
- What is the plan for promoting the content?
Don’t just stop at a blog though! Brand content can also exist as infographics, video, podcasting, case studies, whitepapers, lead magnets and more.
One of the most effective long-term ways to increase brand awareness to your website is SEO and branded content.
3- Social Media
Over 74% of consumers frequently use social networks to make the decision to purchase from brands.
How can your brand best educate, communicate and engage with customers and clients through social media ]
social media marketing best practices include the following activities:
- Curating relevant content
- Publishing original content
- Engagement and community building
- Paid advertising
A well-defined social media strategy will help determine what to achieve in order to better connect with your community.
Every brand should be represented consistently across all social media networks via the posting of relevant, high-quality content. With social media, your aim for consumers is first to gain trust. Then become loyal. And then, advocate for your brand’s products and services.
Over 74% of Savvy Consumers frequently use social networks to make decisions to purchase from a brand
4- Email Marketing
Did you know your highest click-through rate will come from the emails you send to your list? Don’t underestimate the power of list building early on in your brand building process.
Think of your email marketing list as your most close-knit community, and treat your subscribers as such.
You can build a brand subscriber list through various opt-in forms on your website, such as:
- Pop Ups
- Scroll Mats
- Lead magnet forms
- Landing page forms
The right content, at the right time, to the right person is critical for driving traffic to your website and increasing conversions from email. What’s more, not all email messages need to be sales-driven, as consumers are in different points of the buyer journey
Use the following types of email campaigns when targeting specific audiences within your marketing funnel.
- Promotional (standard/seasonal)
- Non-promotional (blog)
- Welcome series
- Drip campaign
- Cart abandonment (ecommerce)
Email is king when data proves that email marketing efforts have an average ROI of $44 for each $1 spent!
Your highest click-through rate will come from the emails you send to your list. Don’t underestimate the power of list building early on.
5- Paid Advertising
Building a successful paid advertising campaign for your brand comes with a unique set of challenges. There are multiple elements that contribute to the overall effectiveness of your pay-per-click (PPC) ads.
A strong paid ads campaign on platforms such as Google Ads or Facebook relies heavily on:
- Smart paid advertising goals
- A well-defined target audience
- Clear organization / campaign structure
- Tracking performance meticulously
- Compelling creative copy and design
- Split-testing for optimization
- Using the right keywords
Paid advertising alone can drain your budget…once the ads stop, so can the leads and sales.
The allure of paid advertising is that it can yield quick short-term results. It is certainly effective, however, you’ll want to do PPC in conjunction with all of the above inbound marketing channels for long-term ROI.
6- Analytics & Reporting
Ongoing, you’ll want to monitor progress in key areas month-over-month and year-over-year. From this data, tweaks to your brand building and marketing activity can be made to leverage those tactics which show the most opportunity.
Analytics reporting should always support the strategic goals and KPIs for your business.
It always comes as a huge surprise that 75% of small business sites do not use Google Analytics tools to track performance!
Your first step is ensuring that your website has Google Analytics installed. This tool is free and will give you loads of valuable information about user behaviors. It also allows you to set up goals to track conversion.
Analytic Reporting should always support the strategic brand building goals and KPIs for your business
Now you have a great overview of the tactics behind building brand awareness through marketing, engagement and community building.
Putting all these components together with a strategy and consistent execution packs the punch that any new or existing business needs for successful brand building in the digital age.
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