Business Marketing: Increase Brand Awareness and Online Visibility
In today’s web-based world, creating a brand that stands out from the competition is more important than ever. You can do this through utilizing the power of business marketing to build your brand’s persona and reach out to potential customers who will connect with you.
Here are several ways to reap all of the benefits of digital marketing for your company.
The Power of Business Marketing
Being globally connected means that it is easy to fall through the cracks as a business. You have many different competitors vying for the same potential customer pool as you.
How are you going to convince those customers to choose you over them?
Your brand.
Eighty-one percent of consumers need to trust a brand before buying from it. Trust is what’s going to get you sales.
You build trust through online visibility and building an emotional connection. Ninety-four percent of consumers recommend a brand to others if they feel emotionally connected to it.
You can reach out to others and build trust through digital marketing. Business marketing works by determining the right audience to target and using various techniques to present your brand to that audience. Business marketing can include social media, website content, emails, and so much more.
The Benefits of Increasing Brand Awareness
There are so many benefits to increasing your brand awareness online. We’ve already mentioned the rewards trust and emotional connection provide. Here are even more established benefits:
- Businesses with recognizable brands have up to a 23% increase in revenue.
- Consistent branding across multiple platforms can have a 3–4 times stronger online presence.
- 80% of consumers routinely buy name-brand products.
- 46% of consumers willingly pay more for a product from a trusted brand.
Online Visibility 101: Channels That Move the Needle
Here are the best ways to improve online presence and branding.
Your Website
Your website is often the first impression potential customers have of you and your business. Will they get a strong, professional sense from your site’s content, or will they see a mishmash of information with no flow or purpose?
If your website is poorly written, this diminishes your credibility to customers very quickly. You want clear copy that immediately builds an emotional connection.
The use of color and images should be minimal but intentional, guiding the reader’s eye to what’s important. An overabundance of color can be distracting and lacks professionalism.
Local Visibility
When local customers search for businesses like yours, the first search results are a Google My Business listing (GMB). There is probably already a GMB listing for your business, but it may have inaccurate information.
After proving that you are authorized to act on behalf of your business, you can access your GMB profile to correct errors and add more thorough information. You can also stay on top of public Google reviews.
Social Media Presence
On average, people spend around two and a half hours on social media each day. Actively promoting your business through social media will allow you to meet your customers where they are.
To maximize your brand reach, you should consider maintaining an active presence (a minimum of three posts per week) on one or more of the following sites:
- TikTok
Keep new and established customers engaged through informative posts, giveaways, or sales. When customers share your posts within their network, your pool of potential customers gets much larger.
SEO
SEO, search engine optimization, uses various techniques to get you higher on search engine pages. For example, using keywords, words or phrases people type in the search bar, in various content, can make you appear in searches. The goal is that if someone types in “organic baby clothes,” your products would appear high up in search results.
Other aspects of SEO include how well your website runs, local SEO optimization, and getting backlinks from other websites.
Recommended: Unlocking Growth: How ‘People Also Ask’ Can Revolutionize Your Business’s Online Visibility
Paid Advertising
Paid advertising can place your business on sites your customers are already on. Often, to get a paid advertising space, you will either need to pay a set amount of money upfront or enter a bidding competition. You can buy ads based on certain keywords, on specific social media platforms, or on another business’ website.
Whether you use search or display ads, your business is where your customers’ eyes are. When you use ads, it’s not as random compared to organic SEO; it’s targeted specifically for your potential customers.
4 Proven Ways to Increase Brand Awareness
If you’re struggling with increasing your brand awareness, make sure you have or are doing the following four steps.
Have a Brand Guide
Every business needs an established brand guide that explains:
- What colors to use
- What font to use
- What voice and tone to use
- The brand’s persona
- Who the customer is
- The company’s values
- How to interact with people online
This ensures that everyone who works for you understands what your brand is and how it should look. It also ensures brand consistency, which will then increase awareness in other people.
Build Your Brand Persona
Your brand needs a personality. If you only focus on the business and products, people won’t emotionally connect with you. Is your brand friendly? Playful? Serious?
What does your company value? Providing high-quality products at affordable prices? Giving back to your community?
Knowing your brand’s persona will influence all content you create and how you interact with customers and potential customers online.
Create Content
Content is the best way for people to learn who your brand is—think of it almost as having a conversation with the other party. Depending on what industry you are in, some content is better suited than others.
Content can include:
- Blog posts
- News articles
- Podcasts
- Videos
- Images
- Interviews
- Forum posts
- User-generated content (UGC)
You can then use this content across various media channels, so you can always be in front of your potential customers’ eyes.
Work with Influencers
Influencers are a great path if you need a little help increasing your brand awareness. Influencers are their own brand, and working with them will give you an audience that’s already trusting because they trust the influencer.
Find influencers who match your brand and offer a sponsorship or a collaboration. You can also give them an affiliate link so they can advertise your product in their content.
How to Measure Brand Awareness and Online Visibility
You will only know if your efforts are working if you consistently measure various KPIs in online brand presence. Here are key metrics to track:
Social media interactions: Have you noticed an increase or decrease in likes, follows, shares, and comments? If there’s an increase, that means your business marketing efforts are working.
Customer surveys: Ask customers what they think of your brand and if they feel positive about the direction it’s going in. You can also send surveys to various groups to see if they are even aware of your brand in the first place.
Earned media value (EMV): Measure whether any other brands or media channels are talking about your company. You can use Google Trends to see how often your brand is mentioned.
Increase Your Brand Visibility Today
As you can see, growing your brand visibility can have a significant impact on your business when done correctly. To ensure success, partner with a digital marketing agency. A marketing business will use its experience to create custom digital marketing strategies that will increase your visibility with ease.
