5 Proven Strategies
Brand awareness (how familiar people are with your brand) can be broken down into two categories: recognition (they see you, then remember you) and recall (they see a need, then they think of you on their own).
Strong branding and brand awareness helps differentiate you from your competitors and will help lead potential customers to you once they’re ready to buy.
Digital marketing is the best strategy for building brand awareness these days. Here are the top 5 strategies for boosting your brand’s visibility online.
1. Social Media Marketing
- Why it works: It’s where your audience spends their time—scrolling, sharing, engaging. Why not have them engage with you?
- How to use it:
- Post consistently with your brand’s personality. Formal posts should include your branding and stick to similar formatting. Informal posts should still reflect the personality and tone of your brand.
- Use trending memes, reels, sounds, and stories to get noticed. Don’t be afraid to have fun with it!
- Engage with your audience (comments, DMs, likes). Join the conversation and interact with current and future customers/clients. See what they have to say and let them get to know you.
Social media is a great way to become a steady presence in your customer’s life. This integrative brand awareness is great for customer recognition and recall. They see your value and will use or recommend you based on the expertise your digital campaign highlighted.
2. Content Marketing (Blogging, Videos, Podcasts)
- Why it works: Valuable content demonstrates that you and your brand are helpful and trustworthy. Demonstrating your skills in everyday, real-life scenarios helps your audience see themselves as your potential customers.
- How to use it:
- Create blog posts or videos that show you solving problems in your niche.
- Optimize for SEO so people find your content through search.
- Repurpose content across platforms (turn a blog post into an Instagram carousel, a video, etc.).
Potential customers may not think of themselves particularly as a fan of your industry at first, but videos or pictures on facebook, instagram, X, etc. can draw them in. The next thing you know, they associate your brand with your entire field of work. Tell stories from on the job, show how you can help, let your audience in on the job.
3. Search Engine Optimization (SEO)
- Why it Works: Some customers will automatically scroll past the sponsored results, but most people won’t look past the first page or two no matter what. Ranking high in search engines drives long-term organic traffic to your site and builds credibility with anyone who finds you.
- How to use it:
- Publish high-value, keyword-optimized content (blogs, videos, infographics) that answers your audience’s questions and reinforces your brand voice.
- Keep up to date with what search engines want in their top results. You have to be intentional about SEO, but trying too hard (doing things like flooding your content with keywords or using low-quality backlinks) can actually make things worse.
SEO can be done in-house or outsourced to a marketing agency or a company that specializes in SEO. However you decide to optimize your website, it should be a priority in order to avoid getting buried. You may be exactly what your customer is looking for, but if your website isn’t deemed relevant or trustworthy by search engines, they won’t be able to find you.
4. Email Marketing Campaigns
- Why it Works: Email allows for direct, personalized communication and keeps your audience engaged over time.
- How to use it:
- Offer something of real value in exchange for their email address (an e-book, specialized training, exclusive discount, etc.)
- Send newsletters with consistent branding, storytelling, promotions, and educational content to nurture brand awareness and loyalty.
- Avoid being sent straight to spam. Email regularly but not too often. Try not to use sales language in the subjectlines (that’s not where you close the deal anyway, so don’t be pushy). Be helpful and engaging.
A shockingly low percentage of marketing emails ever even get opened. But if your emails are filled with things your audience actually wants, an email campaign can benefit both you and your customers.
5. Optimize for Voice Search and Mobile
- Why it works: With the rise of smart phones and smart speakers, optimizing your content for voice and mobile platforms increases your visibility in emerging user behaviors. Websites designed for mobile browsers mean a better user experience.
- How to use it:
- Use conversational keywords.
- Include a robust FAQs page.
- Ensure fast, mobile-friendly website performance.
- Check how your layout looks on mobile screens, not just laptops and desktops.
You’ll have to rely on your web developer for this one but the list above should be pretty easy for them to check.
In today’s fast-paced business landscape, digital marketing isn’t just a trend—it’s a necessity for brand awareness. As users increasingly rely on the internet for instant answers and spend their days on social media, businesses effectively using digital marketing will rise to the top.
Prioritize conversational content on social media, a website designed for SEO and mobile browsers, and a targeted email marketing campaign to stand out. By implementing these strategies, you not only improve user experience but also position your brand to capture more traffic, build trust, and stay ahead of the competition in the ever-evolving digital market.