The 9 Fastest Ways to create Brand Awareness Online
You don’t need expensive television ads or billboards to create brand awareness. Sure, tons of individuals would see a billboard for your company if you sprung for Super Bowl ad placement, but few brands can afford the $5 million fee. a number of the neatest ways to create the worth of your brand within the mind of your audience are free, nearly-free, or really cheap.
But what’s brand awareness, anyway?
HubSpot’s Lisa Tonin offers the straightforward definition: Brand Awareness is that the level of familiarity that buyers have with a specific brand.
Awareness encompasses quite just your services or products–you can build awareness around your logo, culture, name, or values. Brand awareness is why you almost certainly have some pretty strong associations with the visual of McDonald’s golden arches, HubSpot’s orange sprocket, or the Olympics’ five interlocking rings.
Awareness is achieved when your customers and prospects have built instant associations together with your brand. It’s a precursor to other crucial concepts like brand value–when customers are willing to pay more for your products or services because they trust your customer experience.
9 Fast Ways to create Brand Awareness
Brand awareness is perhaps even more valuable than it wont to be. Up to 80% of a brand’s value is now intangible, consistent with Forbes. Concepts like brand awareness, brand value, and intellectual capital are really crucial success factors in today’s complicated business environment.
But, taken out of context, they will be nothing quite vanity metrics.
Ask yourself this question: if 100% of your customers knew about you (awareness) but your offer wasn’t interesting enough for any of them to shop for , is awareness worth anything?
Of course it isn’t .
Awareness alone may be a vanity metric. it’s to be the proper quite awareness to form a difference.
You need to try to to quite build awareness to the brand, you would like to create awareness to your brand message. And, if that message isn’t great, you’re wasting some time anyway.
How does one make the message great? Watch these videos!
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1. Start an Instagram Account
There were 800 million monthly users of Instagram as of September 2017. While the network could also be the most-popular among millennials and younger members of Generation Z, you shouldn’t write it off simply because you’re B2B or targeting older buyer personas. 59 percent of daily users are 25 years or older.
Build brand awareness on Instagram by:
Documenting a day-in-the-life of your employees
Being amateur and authentic–there’s no need for highly-polished or curated when it involves connecting with an audience on Instagram.
Showcasing real employees or customers
Having fun, and spotlighting employee events, volunteer efforts, and accomplishments.
Posting often. Best practices dictate 1.5-3 posts per day for optimal results.
Take inspiration from First Federal, a small, local bank within the Pacific Northwest who offers an incredibly people-focused Instagram experience: FirstFed
Image credit: First Federal Instagram
2. Run Facebook sort of a Pro
Yes, Facebook remains relevant in 2018. 1.32 billion active daily users, and over 2 billion individuals who go online a minimum of once per month don’t lie. If you’re focused on having fun and building awareness additionally to steer generation and exposure metrics, you’ll use this network’s massive membership to earn organic exposure to highly-qualified prospects.
Sponsor photo or video contests to gather user-generated content submissions, while reaping the algorithmic rewards of upper exposure through visual content.
Offer a gift for written or video customer reviews in contests that provide a prize to a randomly-selected winner.
Make engagement easy by using Facebook’s capability to post surveys and polls.
Have real conversations. Your customers and audience care even as much about what’s next in your industry as you do!
Respond in real-time, employing a real human voice.
B2B video platform Wistia offers a fun-filled Facebook experience full of multimedia content, high-value tips, and authentic conversations. Wistia
Image Credit: Wistia Facebook
3. Start a YouTube Show
People are watching more and more video, and YouTube is that the platform of choice. We’ve come an extended way since early adopters of YouTube pioneered this platform as a tool for building brand awareness through irreverent, short-form video content. Remember Blendtec’s “Will it Blend” series, and the way it showed us all years ago that video might be fun?
Currently, streaming video accounts for over two-thirds of all internet traffic. 80% of individuals are watching more video on YouTube and social media than they watched in 2015. maximize consumer demand for video content by creating a YouTube show for brand awareness.
Be consistent, and plan to delivering a replacement episode weekly, bi-weekly, or at other consistent intervals.
Have fun, and plan to fun especially if you’re a brand with “boring” products or services. There’s a time and place for sales-focused video content, but it isn’t on awareness-building YouTube shows.
Be entertaining and push the envelope by collaborating with industry thought leaders and other fun guests.
InVision is quickly approaching 70 episodes of their YouTube show called DesignTalk. Targeted at their audience of designers, these episodes cover need-to-know info like freelance contracts, innovation, and team relations. InVision
Image credit: InVision’s YouTube Channel
4. Run Facebook Ads
Wait, is paid advertising inbound-approved? The short answer is “yes,” and therefore the longer answer is “it’s complicated.”
HubSpot’s acknowledged the very fact that social media network algorithm changes over 2016 to present have really changed exactly what’s possible with organic (not paid) social media marketing. for a few brands, paid ads are often a tool for building awareness with the proper audience.
Remember Seth Godin’s statement “permission marketing is that the privilege (not the right) of delivering anticipated, personal and relevant messages to people that actually want to urge them.”
Don’t use paid Facebook ads to sell. Don’t roll in the hay . Use ads to market highly-relevant content, contests, or your social media channels.
5. Partner with Another Brand
Co-marketing is on the high . You’ve probably run into influencer marketing on Instagram, as B2C brands increasingly realize the worth of paying Instagram influencers, individuals with massive organic followings, to market their products. However, there’s tons useful in co-marketing and influencer marketing for B2B, too. 73 percent of B2B organizations decide to invest in influencers or brand partnerships in 2018.
Partner with another brand with complimentary, non-competing products to supply collaborative, original research or webinars.
Collaborate with an industry influencer to make content that shines organic exposure on your brand to their audience.
Invest in your best spokespeople; your existing clients for powerful video and written case studies.
Spotlight your employees’ voices and support their efforts to realize thought leadership through authoring blogs, articles, speaking at conferences, and using social media.
Some of the foremost effective samples of brands building awareness through partnership activities are incredibly innovative. Japan-based fashion brand Uniqlo sponsors free admission to New York’s Museum of recent Art (MoMA)4 PM – 8 PM every Fridays. This partnership activity has provided Uniqlo with serious brand exposure and goodwill among their potential customers.
6. Drill-Down on Referrals
Referrals might not be among the brand awareness-building activities that increase your audience by thousands, but they’re a highly-effective way of extending your reach to individuals who already trust your brand.
74% of consumers view word of mouth recommendations from friends, family, and professional peers as a crucial influencer in their purchasing decisions.
How often have you ever taken advantage of great customer referral rewards, just like the $15 credit offered by Uber if you refer a friend? Here are some ways to skyrocket your referral rate:
Referral contests. In an email promoting a referral contest, Huckleberry offered $1,000 cash to the customer who generated the foremost referrals!
Seasonal rewards: Offering a limited-time double rewards referral bonus could send a surge of qualified customers your way.
Social gifting: Using tactics inspired by BlueApron meal delivery service, allow your customers to “gift” a free trial or sample to many friends.
Offer Mystery Reward: Everyone loves surprises, which is why the “mystery gift” for referral programs employed by companies like MeUndies can have great returns.
7. Offer Exclusive Access
Exclusive access are often a strong marketing tool, especially if your brand is trying to make awareness a few new product or service launch. Remember way back over a decade ago, when invites to Google’s new Gmail email platform were highly sought-after and primarily reserved for people with an “in” or members of the media? Or, when Facebook was limited to students and alumni of top-tier colleges?
When not everyone can get their hands on a product, it can create tons of demand.
This tactic was used successfully by Evernote. The app initially launched as a closed Beta for four months. Getting access required users to check in and send invitations through social media, creating a lot of buzz. By the top of the four-month Beta period, there have been 125,000 signups.
Creating an invite-only launch or live event to market a replacement product can generate buzz, spike demand, and make an air of exclusivity around your product or services.
8. Take a Stand on Important Causes
Your brand shares values together with your customers. If you’re REI or Whole Foods, your brand values include sustainability and environmental justice. Toms shoes has taken a robust stand on helping children impacted by poverty in less-economically developed nations with their buy-one, donate-one pair business model.
By translating your values into local or international causes, your brand has a chance to require a stand and build awareness through activism. Heineken’s recent “Worlds Apart” is one example of socially-conscious brand awareness building done right.
Create video or multimedia content for social media and your website to showcase your employee’s involvement in on-the-ground volunteering or activism.
Showcase your brand’s values in videos or web page .
Involve your customers in social activism by donating proceeds or sponsoring giving initiatives.
Be cautious–the recent Pepsi ad debacle taught us that socially-conscious marketing are often tasteless.
9. Use Data in Intelligent Ways
Every click, scroll, and action taken by your website visitors reveals a trail of insight into their behavior. Increasingly, marketers are capitalizing on this “intent” data to shop for into the “geekification” of selling . Brands who use intelligence from personalized web page or marketing experiments also can create a web presence that supports brand awareness building activities.
One such case study belongs to Upworthy, a content curation and media site launched by a growth hacker. Co-founders Eli Pariser of MoveOn, Peter Koechley of The Onion, and Chris Hughes of Facebook
Knew the worth of headlines when it came to making click-worthy content. Accordingly, contributors were required to make 25 headlines, which were drilled down into two options for A/B testing. This experiment netted the location 9 million monthly views within 9 months of launch.
A/B testing your email headlines, blog titles, and social media content can allow you to realize similarly positive results and generate brand awareness as you crack the code of what resonates together with your audience.
Building Awareness for Your Brand
There’s no single, tried-and-true formula for building brand awareness. Fortunately, you furthermore may don’t need to pour your entire marketing budget into high-cost paid advertising methods to get greater awareness of your brand, values, products, and services. Many of the foremost effective ways to extend awareness involve inbound marketing, social media, brand partnerships, and smart adoption of your website metrics.
This commitment to experimenting, failing fast, and moving forward is that the reason Lean Labs has become specialized at increasing organic traffic for our clients – better than tons of other agencies we’ve talked to. We’ve found 12 tactics that employment together to ascertain month-over-month growth in organic traffic from Google. Learn the small print in 12 Tactics to Explode Your Website’s Organic Traffic.