Brand awareness is the familiarity consumers have with a particular product or service. Marketers normally refer to brand awareness within a target market or target audience when they talk about brand awareness.
Brand awareness comes in different levels:
- Awareness of your brand name
- Awareness of your product offering
- Awareness of your brand attributes (i.e. what distinguishes you from competitors)
The number of consumers who know your brand name is important, but it does not necessarily translate into increased sales if they do not understand what you do or why they should buy from you.
Here are some unique ways to build brand awareness in 2022
- Offer referral incentives
49% of U.S. consumers say friends and family are their top sources of brand awareness. Referrals are undoubtedly the most effective technique to generate new business without spending a lot of money on advertising and marketing. However, convincing others to send their family and friends your way requires some work.
Consider rewarding everyone who refers to someone who becomes a paying customer to pique their interest. This could be a monetary incentive, a discount, a free product, a coupon, or anything else of value or importance to the end user.
You also don't have to pay a lot of money to provide an appealing incentive. Dropbox, for example, provides users with additional storage space for free for each person who signs up. Dropbox pays very little to do this, but the end-user benefits greatly. They reported a 60% increase in signups!
- Come up with attractive Infographics
If you have information worth sharing, consider creating a visually stunning infographic and marketing it with relevant blogs. You may trademark your infographic and request a backlink in exchange for the content, while the publishing blogger benefits from having great content to share with their audience — it's a win-win situation!
- Promote through micro-influencers
The ‘Influencer Marketing 2020’ report, published by Influencer Intelligence in association with Econsultancy, says that 61% of consumers in the age group 18 to 34 have at some point been convinced to buy something by an influencer.
Micro-influencers are those who don't have the massive followings of celebrities but cater to a large enough demographic (typically 1,000-10,000 followers) to generate some buzz. These influencers represent a lower barrier to entry for smaller businesses and entrepreneurs interested in adopting influencer marketing.
The best thing is that they often receive 7x more engagement than larger Instagram influencers. Influencers can help entrepreneurs get their goods in front of new audiences. It's a new way of harnessing word-of-mouth marketing that lends credibility to your reputation when someone significantly promotes your company or product. There is a micro-influencer for almost every specialty or sector. Finding someone who shares your target audience and can represent you with authenticity, dignity, and energy is critical.
- SEO and Content Marketing
Assume you work in the face serum industry. You sell them as well as other necessary products. You might base your SEO strategy on phrases like 'best serum for face,' but boosting brand recognition extends beyond only your items. People that are interested in your items have more queries than 'where can I buy a face serum?'. Write content for all of their other inquiries as well, and you'll start appearing in those initial search results in no time.
- Be Active on Social Media
Having a social footprint and even routinely publishing will not significantly increase business awareness. However, social media does play a significant part in increasing brand recognition, as long as you use it as it was intended: socially. Leave your own pages from time to time and begin interacting with the stuff that your followers or partners are posting.
This is a cunning approach to ensure that your name appears on the timelines of people who have an interest in your brand. Bonus points if those appearances are jam-packed with useful information.
- Turn your employees into brand ambassadors:
Let's face it: we'd rather follow genuine individuals on networks like LinkedIn and Instagram than the companies they work for. We're all looking for stuff that speaks to us on a human level. Seeing something from a company page immediately makes you feel like it's attempting to sell you something. People are less inclined to interact with it or share it with others.
The content from real people, on the other hand, is where things get fascinating. Knowing this, it may be beneficial to train your personnel to use platforms such as LinkedIn. Every time people comment or post something useful with a profile that includes your logo, you increase brand recognition slightly.
- Paid Marketing for Digital Ads
By exposing your brand in advertising that your target demographic can view, you can utilize PPC ads to enhance brand awareness. You may start to be a bug in the ear, or eye, of your potential consumer base by designing ads that show off what your company is about, including a recognizable name or logo.
- Get Featured in Industry Publications
This will not happen overnight. It's all a part of positioning yourself as a market authority. If you want to be considered for any industry magazines, make sure your blog and social media outlets are consistently producing valuable information. If you can show that you have something to offer their readers, you'll have a foot in the door with potentially thousands of readers who are eager to get to know you.
Brand awareness is something when taken leverage of, reliability from customers can be earned easily. So as a marketer, it is important that you find out what works for your brand and use those strategies to create strong brand awareness among your target customers.