Is a reoccurring theme or goal within your company to rise to the top of the industry? It all begins with building brand awareness through customer relationships. Building customer awareness does not happen overnight, but with time and effort following these key marketing tactics will help you rise to the top.
Creating an image or symbol that represents a key aspect in building customer awareness. Your logo is the face of your company and helps distinguish you from your competitors. When a prospect first comes across your company on the web, or meets you at a tradeshow and takes a business card home, your logo is the main thing they will remember. Not only should your logo have a simple design, but the colors should represent the mood and personality of your brand. Bright colors like lime green and yellow are going to create a different mood in the mind of the viewer than a dark maroon or navy blue. The Social Science Research Network states that about 65% of the population are visual learners. According to Dr. Lynell Burmark, education consultant who writes and speaks about visual literacy: “…unless our words, concepts, ideas are hooked onto an image, they will go in one ear, sail through the brain, and go out the other ear. Words are processed by our short-term memory where we can only retain about seven bits of information. Images, on the other hand, go directly into long-term memory where they are indelibly etched.”
Positive references via WOM (word of mouth)
Word of mouth communication is one of the most underestimated ROI generators for businesses. People are oftentimes easily influenced by what others around them say or feel. Think about it, let’s say that you are headed to a new city or vacation spot for the weekend. Would you just walk into a random restaurant for dinner? Or would you 1. research well-known spots in the area on the web or 2. ask friends or family from the area what they would recommend to you? Building customer awareness through positive references is so important. In the business world, word travels quickly about a great company in the industry. But sometimes, word can travel even faster about a bad experience. You never want to put yourself in a tough position. Trying to keep your company in a positive atmosphere by hiring the right employees, speaking positively of your products and services to others, and expressing your passion for what you do, will all help keep positive word of mouth communication spreading.
LinkedIn, Facebook, Twitter, Google+, and your other social media properties represent key components for your marketing strategy success in this world of technology today. Here are a few tips that you may want to follow, when it comes to your company’s social channels:
Even if you decide to only use, let’s say LinkedIn and twitter, on a weekly basis, claiming ownership of the other social platforms isn’t a bad idea. This way, no other social media users can create a false account for your company.
Keep your posts professional and concise. Maybe you published a new blog or white paper last week, consider promoting the piece to your followers across social media. When creating captions for your social posts, use one or two sentences that intrigue the reader to click the link and learn more. Engaging with your customers not only helps with building positive brand awareness, but it helps tighten that company vs. customer relationship.
Because social media allows followers to comment, like, and favorite posts, interested customers or prospects on the web are most definitely engaging with your brand. Sometimes, all they need to be converted from a prospect to a customer is a little push. The push from your brand can be as simple as a retweet on twitter or even a comment on Facebook. When a customer knows that your company is intriguing with them as much as they are interacting with you, it brings a lot of comfort and ease to their mind.
Repetition & Memory
Think about the physiology behind the human brain, when it comes to memory. If your prospects subconsciously glance at your logo when it pops up in a Facebook ad, or hear your name on the radio before they know what your company is and what kinds of products or services you provide, they will start to remember. Then, when they see your products in the store, come across your website while searching the Internet, or see a commercial on tv, they will remember seeing you before. This repetition creates excellent customer awareness and social media can assist with getting your name and brand out there in front of your audience’s eyes consistently.
Generating content for others to find is absolutely necessary when it comes to customer awareness. Without blog content online for people of interest discover, your prospects may not know anything about your brand. Aside from your website, your blog represents your face on the web and blogs allow for readers to comment on articles.
Resolving Issues through Customer Service
Sometimes, customers appreciate the little things. If a customer is experiencing an issue or problem, having your customer service assist them with as little pain for the customer as possible is ideal. If customers’ issues are resolved with little effort for them, they will most likely buy your products or services again and refer you to others. If they have a hard time, they will never purchase from you again and will probably speak negatively of your company to others. Even if complaints or issues do not happen often, they will probably happen once in a while for just about every company out there. Therefore, being prepared for how to deal with unhappy customers will put you ahead of your competitors. Customers will remember you if their experience was positive.
What’s the overall goal, again? The goal is to build customer awareness and rise to the top. Following these tactics will help point you in the right direction for success.
Do you have any comments about the marketing tactics above? Or suggestions about others that are just as important as these? Please share them with us in the comments below!