Article

Steve Habazin
Steve Habazin 11 February 2020

Brand Advertising: 5 Ways to Increase Brand Awareness

Brand awareness is one of the most important KPIs that a company can focus on. It is an important driver of growth and is one of the main factors involved in leading a consumer to make a purchase. With millions of different businesses, brands, and companies to choose from, it is imperative that you have a brand that people know about and remember. We’ve put together a list of 5 strategies you can incorporate to increase brand awareness. Let’s check them out.

Content Marketing

Almost two-thirds (60%) of marketers put their brand out into the world by creating at least one piece of content each day. Smart move. These marketers know that content marketing can make a brand more memorable, which correlates with a rise in brand awareness. 

Take Hubspot as an example. One of the first ports of call for any digital marketers who want to discover the latest news and trends is Hubspot. Why? Because they produce top-quality content brimming with tips that actually help marketers in their job. Marketers have a positive experience thanks to a piece of Hubspot content, they remember this and go back there again to soak up more knowledge. 

Influencer Marketing

Hate it or love it, influencer marketing actually works. Collaborating with an influencer who has a following in the hundreds of thousands can expand your brand audience substantially. Just remember to choose who you collaborate with carefully. If those hundreds of thousands of followers are not the right target audience for you, they won’t even remember your brand after 5 minutes, let alone make a purchase later down the line. But choosing the right influencer can do wonders for your brand awareness.

Scrunch.com ran an influencer campaign with Milton & King, a boutique wallpaper brand that wanted to increase brand awareness in the US. They worked with 45 influencers specialising in home, interior, and design to create 158 pieces of content on Instagram. As a result of the campaigns, Milton & King reached 980,071 people, got 83,971 direct engagements, and received more than 10,000 new followers on their social media platforms. 

Chatbots

Chatbots are a recent trend that can help you increase your brand awareness - without spamming your website visitors. Remember that Hubspot example from earlier and how they increased brand awareness by providing quality content? Chatbots can do the same by providing a good, fun experience to first-time visitors to your website. Everybody remembers good customer service, whether it comes from artificial intelligence or not. In fact, 80% of people have an improved perception of a brand after chatting to them via a chatbot

YouTube

In today’s oversaturated markets, it is essential for a brand to stand out. Of course, there are many ways to do this but, considering the importance of video marketing in 2020, we wanted to narrow this down to one specific strategy - YouTube.

YouTube gets more than 30 million visitors per day, which results in 5 billion video views. How you want to utilize YouTube is your own decision. A branded channel with an eye-catching banner and quality video content is one way. However, if you don’t have the resources to take that route, YouTube advertising can also be very beneficial. 

It doesn’t take a lot to reach the masses of YouTube users. The platform is very budget-friendly and makes it easy to target your niche audience. 

Digital Marketing Specialist, Ted Giraitis-Quaye, worked with a brand who was having issues directing people to a Christmas-optimized landing page during the festive season. Ted coordinated brand video to create a YouTube advertising campaign, choosing YouTube because it has a cheaper cost per impression than other platforms. The campaign generated:

  • 11,500 impressions
  • 4,030 video views
  • 45% increase in traffic to Christmas landing page compared to all other traffic sources combined.
  • 10% increase in organic clicks to brand terms

Correct Communication

You may already be using these brand awareness tactics in your strategy but not seeing the results that you want. It could be that you aren’t communicating with your audience in the right way. 

Lead Grow Develop created a very helpful infographic that outlines how to communicate correctly with 5 different generations. Some of the key findings included:

  • It is best to communicate with traditionalists via the written word. 
  • Baby Boomers prefer printed information or a telephone call. 
  • Generation X are happy to receive information via email. 
  • Millennials find their information online. 
  • Text is a preferred method of communication for Generation Z. 

You might have the most interesting, beneficial information ready to share with your target audience but, if you don’t share it in a way they can easily consume, the information, and your brand, will have no impact on them.

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