To create a successful and strategic brand awareness campaign, set goals for what you want to learn, and why. You wouldn't invest your time, effort, and money into something if you weren't sure what you were going to get out of it. It's important to know your customers well and where they hang out so you can create targeted campaigns. For example, if your audience listens to podcasts, it doesn't make sense to invest money in magazine ads. Do you see where we're going here?
In this guide, you'll learn how to create a brand awareness campaign and the best ways to measure its success.
Brand awareness can help increase sales, establish credibility, and position your brand as the top resource for your industry. There isn't a one size fits all method to increasing awareness for your brand. Every business has its own unique personality, and you'll find different values in the metrics. Once you've figured out what you want to measure, you can create a campaign to see how familiar your target audience is with your brand.
Before you get started, get to know your ideal customers and where they like to hang out. This information will give you insight into what type of content to create and how to reach your customers. Here are a few ideas for creating a successful brand awareness campaign.
Let's talk about Gary V. When you think about his content, he's not in your face trying to sell you something. He creates content that's educational, entertaining, and it provides value. People follow him and listen to his podcasts because they know they're going to walk away with actionable advice.
There's a lot of noise out there. Get noticed by providing free content that helps your ideal customers solve their problems. Whether you write a blog post or create an Instagram story for your business, use your personality to connect with your audience. Create engaging videos, share your brand story, and invite your customers to connect with you to create more awareness for your brand. Nobody wants to be sold all the time!
Hashtags are a great way to increase brand awareness because you can keep track of how often people mention your business. Create a branded hashtag and encourage your followers to share your products. Use that consumer-generated content to create social proof for your brand.
Guest posting on other blogs can help get your brand out there and bring a new audience to your business. Before you start creating content about your company for someone else, do your research. Make sure that the brand aligns with your values. Ask how many people read their blog and contribute to blogs in your niche.
When it comes to sponsored posts, this is also another great way to increase brand awareness. But as opposed to guest blogging, this option will cost you. Do the same research that you would on a guest blog post, so you know you're spending your money wisely. If you decide to work with an influencer, make sure both audiences align and have similar interests. Otherwise, that partnership could be a waste of time.
To measure your brand awareness campaign, let’s go back to your goals. Did you want more web traffic? More subscribers? To generate more sales? Here are a few ways to measure the success of your brand awareness campaigns.
Dive into the analytics. Let's look at your direct traffic. Did more people come to your website as a result of your campaign? Get to know where they came from and how long they stayed there so you can create the same type of content and increase brand awareness. If you get more direct traffic, then you know what you’re doing is working.
Social insights. These days there is less attention on likes, and most of the focus is on engagement, shares, and comments. Did you notice an increase? Was there a direct result in more engagement after you launched your brand awareness campaign? Measure your impact.
Mentions. Are people talking about your brand? Are they tagging you in their posts? Writing about your business in their blogs? Set up Google Alerts to track mentions. Keep track of how many times a customer tagged you on their Insta. Mentions are a great way to measure brand awareness because you’ll get a notification whenever someone is talking about your business.
Ask for feedback. You know that trusty email list you have, the one with an engaged audience who chose to follow you and get your content delivered to their inbox. Reach out and ask for feedback about your brand. Don't be afraid to show off your brand personality in your emails to connect with your audience. Let them know that you're always available to listen to what they have to say. Look for areas where you can improve the experience for your customers. Surveys are a great way to get honest feedback about your brand.
People buy from brands they know and trust. The more familiar people are with your brand, the less likely they'll purchase somewhere else. Get to know your audience and the content they love. Create goals for your campaigns, so you know what to track to increase brand awareness.
Related: Why brand consistency matters
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