In this post, we are going to introduce you to the basic concepts of brand awareness goals to understand what you need to do in this way and to choose the best and most appropriate strategy to create your brand awareness campaign from a variety of different ways.
What Is Brand Awareness?
Brand awareness means how much customers know or are able to remember a brand. It can be a roadmap for advertising management, brand management, strategy development, and consumer behavior.
Recognizing a brand is a prerequisite for customers to buy a product; in fact, customers need to be aware of the products and quality of the brands in order to meet their needs. Of course, the aim of brand awareness is not necessarily that the consumer needs to recognize a particular brand, but that he or she should be able to remember different features of a product to buy.
Brand Awareness Campaigns
Before starting brand awareness campaigns, you need to identify the goals you intend to achieve by running the campaign. This will identify the content you need, the communication channels and your target audience. It also helps you to easily monitor and measure the performance of your campaign and your brand awareness.
The First Goal of the Brand Awareness Campaign: Increase Website Traffic
The main purpose of creating a brand awareness campaign is to increase website traffic. In fact, you intend to direct the audience to the website, blog page, or product or service page. But if people don’t really recognize your brand or don’t have a way to get to know your services, how do you do that?
This is where brand awareness matters. For example, you want to launch a homologous (native) campaign. You should first identify and target the target audience that you are interested in. Then, encourage them to engage with the topic and use this method to get traffic to your website.
The Second Purpose of Brand Awareness: To Advertise Products and Services
People who work in the sales department may question the importance of campaigns and brand awareness goals. At these times, it is best to remind them that these campaigns will ultimately help you advertise your products and services. Brand awareness means increasing public awareness of a brand.
By choosing attractive content, the right advertising channels, and the right strategy, you can target your products and services at the best of times.
The Third Goal of Brand Awareness: Improving Brand Credibility
Nowadays, with social networks and the high speed of sharing and exchanging information and opinions, brand awareness campaigns can help you improve your brand credibility. In fact, people’s online conversations and comments about your brand can benefit you.
Use brand awareness campaigns to share the good news and new activities of the company, positive customer quotes, as well as informing consumers who have the wrong idea of your brand. This will increase your brand credibility and make a good image of your brand in the public point of view.
The Fourth Goal of Brand Awareness: Market Leadership.
You do not always have to choose the difficult ways to recognize and identify your brand, but you can choose easy but long-term goals to establish your brand as the market leader you work in. If you use this approach, you should introduce your brand to the audience as a reference for information, insights, and solutions to people’s needs.
Therefore, even if there are people who are unfamiliar with your brand and products, they will encounter your brand name when searching for information and solutions to their problems and needs. This will win you over competitors and as a result, you will become the market leader over time.
The Fifth Goal of Brand Awareness: Increase Buying and Number of Leads (Clues)
Brand awareness is an important step in achieving performance marketing goals. Use brand awareness campaigns to guide audiences toward completing a specific activity, such as signing up for a newsletter, downloading an e-book, or buying a product.
Keep in mind that brand awareness campaigns have long-term uses, and there is always a space for optimizing and promoting them to attract future audiences and drive them to the bottom of the marketing funnel (ie buying and returning to your brand).
Tools to Measure Brand Awareness
If you want to know whether your brand awareness marketing is working well based on your expectations, you have 3 ways:
- Monitor website analytics
- Conduct surveys from your customers
- Review your presence on social media
You can monitor your website traffic with tools such as Google Analytics or Google Webmaster Tools. Also, you can go straight and ask your customers directly how they heard of you. Besides, you can understand the volume of mentions and the reach on social media.
Brand Awareness Strategy
Here are some strategies to increase brand awareness.
When users see how they benefit from your brand, they can happily talk about your products or services and refer (recommend) others to that product or service.
Dropbox is a good example of how smart referrals can improve a business. Because Dropbox gives you 500 megabytes of free storage for every friend sent from you.
Another great way to gain brand awareness on the web is to provide wonderful and gorgeous content for sharing on other blogs and link to your main website with keywords. Guest content is still a powerful way of branding in industry and business.
Infographics is a vivid and colorful way of displaying data and statistics as well as a very interesting marketing method. This powerful content is often widely shared and has made them a great tool for branding and targeting the audience.
Social Media Contests and Advertisements:
Running a social media contest is another thing that can help you with branding and online advertising. You can post a photo or video to social networks and ask users to vote for their favorites. Participants share this link with their family and friends to get more votes. As a result, you have increased your brand awareness.
Also, you can advertise your brand on social media. In this type of advertising, it does not matter whether users make a purchase immediately, but rather a brand awareness and therefore readiness to buy.