Some brands have an amazing level of awareness among the consumers to the extent that you know of the brand even if you are not a target consumer. Some brands become synonymous with the product category itself. How is it that these brands have managed to make their presence stamped in the minds of consumers? These companies have put in a lot of continuous effort in building their brand awareness.
Your brand can also get to that stage provided you know the right steps to achieve that. Digital marketing, as we can see, is a powerful tool that needs to be utilised wisely and effectively to help a business grow. Role of digital marketing is to ensure that they keep up with the changing trends as well as the modifications in rules and regulations to avoid any mishaps where your brand is concerned.
How to Building Brand Awareness?
People can buy your products or use your services only if they know of your existence, i.e. they are aware of your brand. Building brand awareness builds your reputation, which helps you get new customers, continue to do business with the existing ones and maybe, even revive some older ones.
Building awareness requires an understanding of your consumers and meticulous planning to create an impression on their minds. This involves various stages of marketing your brand, building the trust and being present on multiple channels frequented by your target consumer segment.
7 stages of Building Brand Awareness
Define Your Consumer Segment
You cannot possibly target everyone, so you must define who the consumers who are likely to use your product are. You can do this based on their demographic profile, which includes elements such as gender, age, financial status, family type, line of business etc. You will also need to have a psychographic profile defined for them.
Select the Right Platforms
Whether you have an established or are just starting a new business, you can always grow it more by improving your brand image and growing your customer base. This can be achieved through sensible and diligent online marketing. Since it does not make it financially feasible to go all out and become active on all platforms, you need to identify the ones that are frequented by your target audience and focus on them. On these platforms, you can choose to use multiple tools to attract and engage the consumers.
Increase Your Visibility
Internet does not discriminate among the businesses by their size. Instead, it treats all of those present equally. You can change your prominence by using tools such as SEO, which helps you to be more visible to your target segment, provided you do it right. There are techniques that can be used and rules and regulations that need to be followed to get your website or your media to be among the top results displayed when consumers search for a product or service related to your field.
Work on Retaining the Consumers
Getting a consumer base is a one-time thing. The tougher and more important aspect is to retain the consumers by instilling brand loyalty in them. For this, it is important to provide impeccable service to the consumer and be able to satisfy all their needs. As long as you know what the consumers want, you can work towards satisfying the desire, but if you fail to understand the consumer, you are likely to lose him to the competition. Hence, you must continuously work on understanding the consumer and his growing needs.
By using digital technology, you can employ the CTA buttons to encourage consumers to share their opinions with other consumers. Acknowledging the positive feedback and responding constructively to the negative feedback improves customer relationship. These testimonials also impact the accumulation of new consumers as they are likely to be influenced by what the existing consumers have to say about you and your services. This also consolidates your image among your current customers.
Reach Out to Your Target Consumer Far and Wide
Once you know the audience, you can target them with greater accuracy. You can reach out to your target customers in any corner of the world using the various platforms, and you can also interact with them, thus resulting in improved customer engagement. This helps you to better understand the consumer response and learn of the latent consumer needs. These requirements can be fulfilled by you through your products and services. When you offer an answer to the needs of the consumer, they will be more inclined to grant you a business opportunity. A digital marketing agency in Noida, Bangalore can use e-mails, SMS and social media as the key modes for reaching out to them.
Include These in Your Strategy:
Consistency Being consistent help in brand recall and allows the consumers to engage with your brand whenever they see a certain information detail about your brand. Hence, it is important that you use the same logo and the same business details across platforms. Any alteration could create confusion for the consumers, and your awareness could suffer.
Consistency also affects your SEO rankings.
It is definitely a key part of any marketing strategy. What is important here is to understand the most suitable channels to reach your audience. If you have a corporate product, it will get the best response from a platform like LinkedIn, while a personal product would be better off if showcased on Facebook or Instagram. Google advertising will help the consumers to find you if you are the right match for their search interest.
- Relevant Media
The media used to build awareness should resonate with your audience and be relevant to the product in question, so it can create a dramatic impact on the consumers’ mind. A random set of images or audio will not be able to stamp your brand or even the category with the consciousness of the consumer. A focused and relevant image will succeed in creating an association and hence aid recall.
- The Right Format
The ads that you put on a particular platform should be created in a format that is compatible with it. Most platforms support a variety of formats, and you can choose one that best displays your brand in an attention-grabbing manner. You can also experiment using multiple formats.
Every marketing tool that you use must reflect the essence of your brand, and a very strong component for these is the right set of keywords. These keywords have to be used consistently across your ads and your content on every platform that you use. Partnering with well-known and established brands could also help boost your awareness provided you choose your partners well. Reward points for referrals, free trials, socially productive activity and sponsorships are some of the other methods that can be used to promote brand awareness.