Some businesses consider brand awareness something that simply happens as a result of good work. They wait for a loyal client following to build itself. Unfortunately, if they don’t have a solid strategy to back up those hopes, nothing will happen. However, if you do build a good brand awareness strategy, it won’t only help you with becoming more recognisable, it will also have a direct, positive impact on your company’s bottom line.
Think of it like this — if you have a good brand awareness strategy, you will improve brand engagement with your past, future, and current clients. That means that you will be able to convert followers into clients.
Why? Simply because 70% of buying experiences are a direct result of how clients feel they’re being treated by the company. If they feel appreciated and assured when they need something from your specific industry, they won’t even consider your competition. They will, instead, go straight to you.
However, creating a brand awareness strategy is a long way from making sure that there’s a return on investment (ROI).
To make sure your brand awareness marketing strategy results in conversions, there are three things you must do:
1. Adjust your branding efforts to your audience
A brand awareness strategy needs to respond to several relevant requests.
The first one is captivating the attention of current clients. People who visit your company’s website, read your newsletters or show interest in your products/services on social media are your primary concern.
The second one is successfully reaching new clients who belong to the target demographic. Those are the people who use services like yours or buy products like yours, but who still didn’t hear of you, or haven’t tried what you have to offer.
However, if you do so-called “blanket marketing” and try to cover every audience with your branding efforts, you will end up with a spending budget and little to no results to show for it.
You need to know who your target audience is and focus on it. When you want to increase brand awareness to a larger audience, you can do so by finding out who else might be interested in your offer.
The key to achieving this is segmentation of branding efforts. Use data acquired through Google Analytics of your company’s website and through social media networks to discern which audiences you should put the most focus on.
2. Retarget ads to get higher brand recall numbers
Just like the name says, ad retargeting means that you need to target certain users more than once. Retargeting “searches” for people who interacted with your social media accounts, visited your website, or otherwise engaged with your company online, and then shows them your ads.
Using this technique of displaying ads can boost brand recall and encourage potentially interested people to revisit your website.For example,
If you want to use retargeting to reach prospective customers and get a stronger brand recall amongst current ones, there are four things that guarantee improved results:
*Retargeting people who only have basic brand awareness
*Focusing on people who already visited your website at least once
*Finding people who used search engines to find your company by name
*Retargeting people who opened at least one of your newsletters
Once you start retargeting, you will notice a difference when it comes to brand recall. However, when you do retarget ads, you can’t send out the same message to everyone. Just like you wouldn’t buy the same present for a 2-year-old child and a 15 year-old-teen, you can’t advertise the same way to different age and interest groups.
Customise marketing messages using A/B split test method. Send two versions of the same content at the same time to two audience sets of equal size. Once you measure the results, you will be able to determine what your audience likes and dislikes. When you gain that insight, it will be easier to create better ads, more interesting marketing campaigns, and more impactful products and services.
A/B testing isn’t the only method that can help you reach your target audience more efficiently; there are several others:
*Be proactive, always look for new target audiences.
*Don’t wait for new clients to find you, find a way to locate them and send your marketing messages.
*Use the data you have to make your marketing messages personalised.
3. Be proactive on social media
You must have heard this a million times. However, hearing something and understanding why it’s relevant are two completely different things.
According to recent research, 92% of marketers claim that social media was incredibly important for their business. What’s more interesting, only 72% of marketers from that research had used social media to develop a loyal customer base.
That’s a huge mistake.
You shouldn’t just sit and wait for people to come to your company’s social media accounts. What you should do is actively search for your target audience.
When it comes to social media platforms, a reactive stance won’t bring very good results. On the other hand, a proactive one will help you increase brand awareness and, consequently, the return on investment of your social media marketing.
But what does being proactive on social media mean?
*Increasing engagement rates of prospective customers.
*Interacting with potential customers to help them become brand followers.
*Engaging in conversations with your potential, past, and current customers.
*Turning leads into sales by responding promptly and positively.
*Improving the brand experience of your customers.
In the end
A good brand awareness strategy combined with excellent execution and active data analysis will quickly deliver results. Your marketing ROI can increase significantly in a matter of months or even mere weeks.
When you target specific audiences, you can expect better engagement rates, an increase in brand loyalty, and more direct sales. Retargeting ads will lead to higher brand recall numbers, which will, in turn, lead to better brand engagement. And lastly, engaging with clients on social media will help you find brand ambassadors who will spread the good word.
When you combine all three steps, you can expect an increase in ROI as a certainty.
Richard Larson is the Marketing Manager at GoPromotional, the leading UK promotional pens company. He enjoys sharing his experience on a range of subjects to enable customers to increase their brand awareness through the use of promotional items.