How to increase brand awareness?
Brand awareness is an indicator that reflects the level of awareness of the target audience about the company or brand. The degree shows how effective the organization’s marketing strategies and other activities are.
Branding is important for new companies and for those who have been in a niche for a long time. Potential customers’ ability to remember the brand name increases, competitiveness increases, and sales increase because brand products are chosen more often than lesser-known counterparts. In simple terms, the brand name is practically equal to the product.
Brand awareness affects the loyalty and trust of customers, because when buying the audience is guided not only by the quality and properties of products, but also by reputation, image and corporate identity.
The audience remembers the brand:
at the mention of this or that category of goods;
When they see the packaging, logo or other distinctive attributes;
When listing companies that represent certain products on the market.
How do you measure brand awareness?
Company awareness is a metric that’s important to keep track of. It’s not enough to develop a corporate identity, packaging and logo. When promoting a brand, you need to analyze metrics, evaluate the effectiveness of advertising and marketing campaigns, and optimize your organization’s growth and development strategy.
Monitor feedback on your website, social media, and other resources. Ask customers to share their opinions and impressions of their purchases. Monitor traffic, funnels and sales channels to find weaknesses and work around them.
Analyze the results of your advertising campaigns. Ensure that the marketing strategies you’ve developed are working to the upside.
Track customer acquisition cost (CAC), click-through rate (CTR) and lifetime customer value (LTV).
On social media, monitor audience reach and how often the company is mentioned. Communicate with your audience, share feedback and build long-term relationships with customers.
Ways to build brand awareness
Before you start working with brand awareness, you need to determine the target audience and the ultimate goals of your marketing strategy. Study the consumers and how they interact with the products, and then choose ways to make a lasting impact. There are a large number of promotional strategies, including: content creation, SEO, targeting and contextual advertising, etc. The most popular ones are:
Direct marketing – work with your audience through email, SMS, push notifications and messengers. Let customers know about current promotions, offers, new products and services.
Contests and drawings – hold events online or offline, social networks and sales points are good for that.
Loyalty programs – give gifts and bonuses to loyal customers. Share emotions that will be remembered more than any purchase.