Mastering Brand Awareness Marketing: Strategies, Tools, and Measurement

Brand awareness is simply a recognition of a given brand by people, whether they have bought it or not. Most digital marketers still need to focus on brand awareness marketing in their digital marketing strategy.

Most marketers prefer to focus on sales marketing, not knowing that most buyers would purchase a brand they recognize instead.

As a business owner, you must build your brand identity and increase brand awareness through digital marketing channels such as paid ads, social media platforms, search engines, and YouTube. This will help generate new leads and increase the conversion rate.

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Brand awareness is essential for any business. According to recent research, online buyers will only purchase a product after seeing or hearing about it about 7-10 times.

So when you effectively perform a brand awareness campaign, people who need a similar brand and have engaged with it earlier may search for and buy your brand.

Brand awareness also makes your business stand out among competitors. People will most likely purchase the brand they are more familiar with.

Besides sales and lead generation marketing, brand awareness marketing must be included in any digital marketing strategy to get more direct customers.

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This is the start of a successful brand awareness campaign. It would be best to have a unique brand or business name and a distinct logo to make your brand attractive and memorable to internet users.

You may also include a business tagline alongside the logo. This will help people to understand what your business or brand is all about and to show the brand tone.

Besides a business logo, you must consistently identify and use your brand colors and fonts when creating your content. This will help keep your brand memorable and eye-catching to prospective buyers. Canva is one of the best logo makers and small business branding tools.

After designing your business and website logo, choosing your brand colors, and building a solid brand identity, you need online tools to help you reach your target audience.

To succeed in your brand awareness campaigns, you will need various digital marketing tools to create and promote your campaigns. Among the necessary marketing tools are:

A brand website increases brand awareness in search engines when its pages appear in the top searches. Moreover, most online buyers visit a brand’s website when making a purchasing decision.

A landing Page is a single web page to promote a specific offer, product, or service. It promotes brand awareness, lead generation, and conversions through different channels, including search engines and social platforms such as Facebook, Instagram, Pinterest, and YouTube. Using brand colors and logos on landing pages increases awareness.

Social media platforms have revolutionized how businesses connect with their audiences, serving as powerful tools for amplifying brand awareness.

Through strategic and engaging content, brands can reach vast audiences and establish a strong digital presence. By leveraging social media's interactive nature, companies can initiate conversations, share valuable insights, and showcase their products or services in an authentic and relatable manner.

Additionally, the ability to target specific demographics allows businesses to tailor their messaging to reach potential customers who are most likely to be interested in their offerings.

Furthermore, social sharing mechanisms enable users to spread brand messaging virally, exponentially expanding reach and visibility. As a result, social media serves as a dynamic platform for building brand recognition, fostering loyalty, and ultimately driving business growth in the digital age.

Internet users always love free bees. One of the best ways is to offer engaging monthly newsletters to your subscribers via e-mail. This will keep your business and brand on top of their minds.

Most users will willingly give their personal information, like an e-mail address, in exchange for helpful information to them. As such, you need a good lead generation strategy to get new subscribers with a high potential of becoming your customers.

Also, it would be best to have a perfect email provider offering email marketing tools, including subscription forms, landing pages, email templates, and email autoresponder for marketing automation.

Always include your business or brand logo and signature in your newsletters to increase brand awareness.

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Organic search engine optimization is one way businesses can increase their brand awareness. Organic searches are search results displayed below the paid searches on the search engine results page.

Organic SEO is a long-term plan to increase brand awareness. However, it eventually drives organic traffic to your website or landing pages for free. Remember that getting among the top slots on the search results page takes more time.

An excellent organic SEO strategy involves a good website structure that is mobile responsive, external and internal linking, keyword density, and content creation through regular original blog posts.

When people search for related products or services your business offers, and you have worked well on organic SEO, your web pages and landing pages will show among the top results.

The more your pages appear on top of the search results page, the higher your brand awareness will be. Depending on your marketing goals, this will also positively impact leads and conversions.

Display advertisements are shown on web pages as video or image banners and sometimes plain text. When clicked, they lead to a product or service page where you can get more information about the product. Display ads usually show on the sidebars, top, and middle of a webpage's content.

Top ad networks like Google Ads, Infolinks, and Media.net offer display advertising services with powerful audience-targeting features. They target potential buyers using their past search terms, demographic, and psychographic details that match the ad settings.

Social media websites such as Facebook and Instagram have a big following. Users spend a lot of time per day visiting these social sites. These social media platforms offer one of the best ways to increase brand awareness organically for free.

Using features such as hashtags, live videos, and reels makes it easy to reach potential customers without using any dime. In addition, social sites, including Facebook, Twitter, and Instagram, have features like Share, Comment, and Like buttons, which can make your brand go viral without spending money.

To get started with free Facebook brand awareness marketing, you must create your business fan page and post regularly to engage your followers.

Popular social media platforms like Facebook, Instagram, Pinterest, and Twitter offer paid ad services. Using paid ads is one of the best ways to reach potential customers who are not following you.

Include your brand or business logo to make your brand distinct and memorable. Also, include your brand colors in campaigns so social media users will remember your brand easily.

When you retarget people who have interacted with your advertisements, they can easily remember your brand and are likely to take the necessary action.

Facebook business account Ads Manager is one of my favorite tools for running display ads and increasing brand awareness. Paid social ads, since they are visual and more engaging, can also increase leads and sales.

Major search engines like Google offer paid search advertisements, which appear above organic searches on top of the search results page.

When setting up a search campaign, you bid on specific keywords and phrases that will tell search algorithms when to display a search ad.

When search engine users use similar phrases, your search ad will appear among other adverts, and you pay per link click.

Your brand awareness will increase as your search advertisements appear among the top paid searches. It also offers a way to get new leads and sales from search engine users.

Google ads also allow marketers to bid on the name of a business or brand that offers a related product or service to yours. This enables your ads to appear whenever people search for that business name or brand, increasing your brand awareness.

For non-online brand awareness strategies that you can use as a small business or organization, you can visit the definitive guide to brand awareness by localiq.

Retargeting advertisement is a compelling digital marketing strategy. It allows you to retarget users who have interacted with your advertisements earlier and are familiar with your brand.

As said earlier, most internet users will not purchase a product or service when they see it for the first time. However, following up may push them to make a decision you expect them to make.

Retargeting marketing always has good results. This is because you can give offers or discounts to retargeted prospects and increase brand awareness and conversions.

Google and Facebook ads offer excellent retargeting tools. You can use them to target potential customers who have interacted with your ads but are yet to take action.

There are several ways to know how a brand awareness campaign performs on different digital marketing channels.

Every business expects increased conversions at the end of any brand awareness campaign. However, it would be best if you understood that the purpose of a brand awareness campaign is to create awareness about your brand or business rather than to generate immediate conversions.

It is at the top of the sales funnel before lead generation and sales, meaning brand awareness campaigns should come first and can be run together with leads or sales campaigns.

Finally, how you measure the success of your brand awareness campaigns largely depends on which online marketing channels and analytics tools you are currently using to fulfill your marketing goal.

Below are different ways you can measure the effectiveness of your brand awareness campaigns…

Direct website traffic comes from users who search for your website name directly through the search engines or type the website URL.

This means they have probably heard about your brand through your awareness campaigns.

Direct searches are among the top converting traffic sources because, in most cases, they have decided to take the necessary action.

Google Analytics is one of the best and free website analytics tools. It shows a website’s performance in search engines and indicates different traffic sources, including direct website searches.

Increased website conversion is one of the expected results of any marketing campaign, including brand awareness.

As you keep showing your brand before the prospects, they become more familiar with it and may save and bookmark your website and visit it later to take the necessary action.

You can measure your website conversion rate directly by dividing the number of conversions by the number of website visitors.

Google Analytics also shows the conversion rate of a website.

If you are getting a lot of traffic but need more conversions, you must make website and landing page optimization changes to increase the conversion rate.

Running ads through ad networks, YouTube, and social media platforms like Facebook and Instagram is one of the brand awareness strategies for small businesses.

Ad management platforms always come with analytics features, which allow marketers to know how their ad campaigns perform. For example, you will see the number of clicks, views, comments, and shares your Facebook ad receives.

Increased clicks on a display, PPC, or Facebook ads will increase the conversion rate, showing that many have heard about your brand and are already converting.

Referral traffic is traffic from prospects referred by your existing customers. You can also get referrals from publishers who link to your blog posts and web pages.

However, you need good content that publishers would like to link to.

Google Analytics gives referral traffic details, including the referring source, which indicates that your brand is being talked about on the internet.

Social media engagement is one way to tell if your brand is going viral. If you realize a rise in engagement and more people mention, like, share, and comment on your brand awareness posts, your brand is gaining visibility.

Potential buyers will always ask questions about your brand and sometimes direct questions like product prices, even though, in most cases, they still need to be ready to buy.

However, keeping them engaged in the comments would be best to give your brand more airtime and increase brand awareness.

Brand awareness marketing is the bedrock of business success. It fosters trust, loyalty, and recognition in the minds of your target audience. With the right strategies and tools like Systeme.io, you can effectively boost your brand's presence and measure your progress. So, could you start today and make your brand a name that people remember and trust?