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How to Build Brand Awareness Online – 10 Fastest Ways

Tips & Guides — 03 May 2022

10 Ways to Build Brand Awareness

How to Build Brand Awareness Online – 10 Fastest Ways

The importance of building your brand awareness and extending your reach can’t be overstated. The benefits include increased sales, higher profits, and influence, since well-known brands have the ability to create strategic partnerships and attract the best employees. 

What is brand awareness?

Brand awareness concerns the levels of familiarity consumers have around your brand. It means more than consciousness of just your products or services, it’s about recognizing your logo, name, and values. Brand awareness is stronger with some companies than others – think McDonald’s golden arches, for example, or Apple’s bitten apple logo. In fact, you’d probably be able to identify most of the brands in 2020’s brand power rankings. 

Brand Awareness

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While these big brands can afford to buy expensive ads at Super Bowl games to increase brand awareness, you don’t always need to spend millions of dollars to build your brand’s value in the eyes of your target audience. Some brand-building strategies are surprisingly inexpensive. 

Awareness is achieved when your customers and prospects can make instant associations with your brand. This brand awareness will hopefully be a precursor to other concepts, brand value being the most important. As customers get more familiar with your brand, they’re likely to trust you and believe you’ll offer them a high-quality customer experience. Once you’ve achieved this, customers are likely to boost your economics. 

Advantages of building brand awareness online

In days gone by, simply having a presence online was considered sufficient to building a satisfactory ecommerce customer experience and brand presence. If you had the requisite website and social media profiles set up people would just somehow absorb your brand message. 

Nowadays of course things have changed. Competition is fiercer so brands have to work harder to build awareness and trust online, with well-planned out digital marketing strategies. By making online the focus of your marketing efforts prospective customers will become more familiar with your products and services, making the choice to buy them easier for them. This will make them less likely to churn – or ditch your brand – over the long run. 

Building Brand Awareness

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Cost-effective

Using social media, for example, to promote your brand costs next to nothing. Even sponsored ads are relatively inexpensive and offer a high degree of flexibility. Offline methods of building brand awareness and to be more costly and tend to statistically have lower ROIs compared to a media like social media. For this reason, social networks have to become a key part of your brand awareness strategy. 

More ideas for your content strategy

If you sometimes run out of ideas for your content you’re not alone. Here again, social media can come to the rescue. Social platforms are great places to check out new ideas and identify key trends that your target audience is interested in. If you sell, for example, IP phone systems you might find that your audience is interested in knowing how VoIP works. 

Armed with some fresh ideas you can kickstart your content strategy and create marketing material that’s relevant to your audience. 

Helps on lead generation

Social media is once again a cost-effective way to grow your leads. With 4.48 billion people (almost 57% of the total population on Earth) using social channels around the world, there’s plenty of consumers to aim for. It’s a case of using the right strategies at the right time to build your brand awareness.

Social Media

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How to build brand awareness online 

Now that we’ve covered the “why’s” of brand awareness let’s take a look at the “hows”. Here are ten practical ways to help you get started. 

Discover your target audience

Targeting your potential customers is critical to your success with brand awareness marketing strategies. Start by defining who your ideal target audience is. They will be the people that have a need for your products or services. Finding out who they are will make it easier for you to connect with them, for example on social media, so you can communicate with them effectively.

Create high-quality content

Content is a great way to raise awareness of your brand and develop your brand voice. It’s a way to showcase your brand personality, share opinions and position yourself on issues. Content helps to humanize your brand. But it has to be engaging. If your content is not engaging your target audience they will click or scroll away. 

When you’re planning your content marketing don’t just stick to written content. Create videos, podcasts, and infographics. While blogs and downloadable guides are relatively easy to do they’re not the only option. 

Podcasts, for example, can do wonders for your brand awareness, for example, and provide you with a way to connect audibly with your audience in an intimate setting. Rather than giving people the hard sell, podcasts can help make your brand memorable by educating, entertaining, or informing them. 

Use influencers

Consumers are often swayed by influencers when they’re making decisions about products and services. Influencers often have large followings on social media networks so it makes good sense to make use of these services in order to boost brand awareness. Partner with influencers relevant to your industry or target audience for exposure. 

From traditional posts to Instagram stories, there are multiple ways influencers can show off your goods and services in their best light. Hellmann’s Island crossing made use of actor Stephen Fry to promote their Christmas Food Waste campaign. 

Influencers

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When you’re engaging in influencer marketing make sure it’s authentic and created in line with the influencer’s tone and style. Product recommendations or endorsements that come from someone your audience trusts can work well so make sure the influencer is relevant. Don’t simply focus on finding an influencer with a large following, look for one with an engaged following where their audience comments, likes, and interacts. 

Provide your influencer with a discount code or link to your product and encourage them to take pictures of them using your products to boost conversions to your brand. 

Participate in guest postings

Guest blogging or guest posting is the act of writing content for someone else’s website. It enables you to boost your online presence and brand credibility as well as build relationships with companies in your industry. 

Use a platform like Buffer to present your blog posts or find a website in your niche and ask if you can guest post for them. 

The key is naturally to create high-quality content so that you leave a positive brand impression on readers. Be authentic and share case studies and tactics that have worked for your brand. Don’t outsource your content creation to cheap writers and don’t overstuff pieces with backlinks.

If you’re just getting started, aim for smaller publishers. Later when you’ve built up awareness you can target larger players in your industry. By getting exposure to new audiences you’ll be able to build up trust and grow your following. 

Partner with another brand

Influencers can win you lots of fresh brand awareness and new customers. But partnership marketing is another way to successfully promote your brand, and it’s one that both B2B and B2C companies are waking up to.

Affise Reach helps you to scale partnerships, increase sales and take full control of your campaigns.

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When partnering with a brand:

  • Make sure you partner with a company that offers complementary products that don’t compete with your own
  • Collaborate with other brands to create engaging content, for example, webinars based on original research
  • Partner with industry experts to create content that gives your brand extra brand exposure to their brand followers
  • Use your best advocates such as your existing clients and customer to help you create videos and case studies
  • Put your company in the spotlight by asking employees to guest author blogs, or speak at conferences to paint your brand in a positive light

Try referral programs

Referral marketing, or word of mouth marketing, can be a highly effective way of extending your reach using individuals who already love your brand. The majority of consumers take the opinions of their friends, family, and peers into consideration before making a purchase. 

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Benefits of referral programs

  • People trust referrals and take more notice of them than of advertisements 
  • Enables you to target your intended audiences since your referrers share with like-minded individuals
  • Gains you loyal customers 
  • Improves customer retention rates 
  • Increases customer engagement
  • Expands your marketing reach and lets you reach a wider audience than previously
  • Offers good return on investment compared to other forms of marketing strategies
  • Brings in valuable, actionable data so you can identify market trends

Some ways to get your referral program off the ground include:

  • Running a referral contest to offer customers who generate the most referrals a reward
  • Offer seasonal rewards on a limited-time basis. 
  • Allow customers to “gift” free trials or samples to their friends
  • Offer mystery rewards because who doesn’t love a surprise? Mystery gift referral programs can see great returns 

If you’re just starting out with referral marketing there are numerous types of referral program software available to make expanding your partnerships easier. 

Host contests and giveaways

People love giveaways so take advantage of this fact and you should reap the benefits brand awareness-wise. Be strategic because there’s no point in giving away stuff free of charge if you don’t have a plan to generate awareness. 

Contests with prizes to win can help you attract followers on social media. Always remember to make sure your giveaways or prizes align with your brand identity. 

To run a successful contest make sure people know all the requirements to enter or any specific rules including deadlines and when winners will be announced. Make your contests shareable by including a clear CTA for people to share, comment, or like. 

Optimize your social media profile

If you’ve created a social media account on each of the platforms your audience use you should be congratulated. But when it comes to social media management, there’s more work to be done. You need your audience to recognize your brand the minute they land on your profile pages. A great brand image can help to personalize your brand on social media. 

Social Media Profile

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When you’re creating your social media profiles, focus on using engaging images. It’s essential to build your brand visually so these images will play a big part in whether your audience will remember you. Incorporate your logo and when you’re writing content break it up with images. 

Use a different social media marketing strategy for each platform you’re on. Don’t simply share the same posts across all of your social media networks. Users behave in unique ways informed by the social media platforms they’re on, and the structure of each social network varies dramatically. Instagram, for example, features visually-focused posts with short captions. LinkedIn favors longer posts with minimal visuals. 

Use hashtags in your social media posts to boost your brand’s social media reach and engagement. Including hashtags means you’re taking part in a conversation that’s happening right now on social media and it makes your posts more visible. This can lead to you getting more likes, shares, and comments as well as win you new followers. Using a hashtag that’s connected to an issue outside your brand can illustrate your commitment to a cause or charity.

Generate leads by promoting your social media channels everywhere you can. Insert links to your social accounts in your marketing emails, at the end of blog posts, and naturally on your website. 

Maximize paid advertising across your social networks

Social media ads can be a great addition to your overall social and brand marketing strategy. Sponsored ads can help you reach your target audience quickly and gain brand recognition – in many cases more quickly than via an organic social media strategy. While this form of advertising will involve some financial outlay, if you’re careful you can match your advertising costs to your ad budget and achieve impressive returns on investment. 

Tips on maximizing brand awareness via paid ads on different social platforms

Decide which channels are best for your business. Linkedin, for example, provides a great way for B2B companies to get their messages across (although this platform can be one of the costliest).

On Facebook and Instagram, the best way to build brand awareness is to create lookalike audiences. These can be tailored to look like your current Facebook followers. If you have a Pixel – a tool that tracks and retargets users – you can use this to create audiences similar to your own. 

Maximize Brand Awareness

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There are plenty of ad options on YouTube but for brand awareness, bumper ads are the wisest choice. Bumper ads are six seconds long and they show before or during a video. These ads can help offer a glimpse of your brand, plus users can’t skip them. You can segment your ad by demographics as well as by video topic, categories, and keywords. 

Paid for brand awareness campaigns on Twitter can get you more viewers of your Tweets. If your social media following is limited this could be a great way to get discovered. Paid for tweets can be served in users’ timelines, and in search results. 

Track your performance

All the clicks, scrolls, PPCs, and other actions your visitors take reveal their behaviors as they’re interacting with your brand. You need to capitalize on this data and transfer this intelligence into ways to improve your performance online and better support your brand-building activities.

Metrics to track to measure brand awareness include:

  • Likes, comments, retweets, and individual engagement metrics such as shares. 
  • Post engagement rates: number of engagements divided by impressions/reach. A high rate means people are finding your posts interesting
  • Mentions: organic mentions like tagging your brand in an Instagram story indicate good brand awareness
  • Impressions: how many times a post shows up on a user’s timeline
  • Reach: the potential unique viewers of your post – generally your follower count plus all the accounts that shared the post’s follower accounts

Implement A/B testing to see which strategies are working best for you. For example, you can identify which email headlines are performing successfully in terms of achieving the highest click-through rates, or which types of social media content are getting you positive results so you can supply more of that type of content in the future.  

How do I track metrics?

Every social platform has its own native analytics and this can be a good place to start if you’re on a limited budget. If you want a more in-depth look at your metrics you can use a social media analytics tool like Hootsuite to access customized graphs and comparisons to previous date ranges. 

To get a unified picture of all your marketing campaigns’ performance software like Appsflyer can be invaluable and convenient since it integrates with a wide number of platforms you may already be using, including your existing referral program software.

Conclusion

When it comes to building awareness for your brand there’s no one, tried and tested formula. Luckily though you don’t have to pour all your valuable resources into high-cost advertising to generate awareness for your brand. 

The best way to create strong brand awareness is to combine a number of online strategies from social media and brand partnerships to influencer marketing. Using multiple content approaches including visual content and optimizing your advertising campaigns using remarketing can all play an influential part in ensuring your brand gets noticed. 

When it comes to running a successful brand awareness campaign make sure you make use of all the relevant technologies at your disposal. Check out the top cloud providers Gartner to identify the best ones for your brand. 

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John Allen

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John Allen is a driven marketing professional with over 14 years of experience, an extensive background in building and optimizing digital marketing programs across SEM, SEO, paid media, mobile, social, and email, with an eye to new customer acquisition and increasing revenue.