Building brand awareness is one of the most important aspects of digital marketing—helping with recognition and lead generation. Today, digital marketing makes it easier than ever to stay true to your brand by creating cohesiveness across your website and social media channels. Increasing brand awareness can be difficult when you don’t know where to start. You might even find yourself asking, “How can I use the resources that I have around me to make my brand the best it can be?” In fact, a lot of the tools and knowledge you can use are right at your fingertips, and most of them are free to access. Brand awareness starts with the idea that your target market trusts your brand and relates to your messaging. Audiences often respond better to brand messaging when they feel they are consuming informative content and not trying to be sold something.
When starting to devise a plan to increase your business’s brand awareness, it is important to keep a few key aspects in mind:
- Ensure your messaging is direct and clear
- Engage audiences and identified personas (for example, include calls-to-action in your content)
- Generate social engagement—interact and get conversations started
Utilizing all of the tools that are incorporated into digital platforms today can help businesses reach audiences faster than ever before. Here are five simple digital marketing tactics you can use to drive awareness of your brand.
1. LinkedIn Publishing
LinkedIn has made it easier than ever before to showcase your industry knowledge by publishing your work. You can post content on the LinkedIn feed with copy, images and videos. The platform also has the built-in ability for you to become a published LinkedIn author, exposing your content to your network and beyond.
Here are two ways to get started:
- Repurpose old content to give your information new views and gain additional exposure
- Encourage people to click the follow button on your posts to stay up to date with all of your content
2. Making Content Shareable
Powerful content continues to reign supreme across all platforms used by marketers. Posting content is almost as important as sharing information and providing links to other relevant content. Linking to other blogs and websites of similar topics and industries allows relationships to be built and encourages other thought leaders to link to your content.
Adding infographics or videos that people can share across social media will also draw attention to your content. Pull out key quotes or stats and post your content to industry-specific LinkedIn groups to get in front of your niche audience.
It is also important to ensure your content can appear on various platforms and devices. The way your content appears on a desktop computer versus a phone versus a tablet can vary. Ensuring you double-check your work can improve your users’ experiences and incline them to view your content in the future.
3. Blogging and Thought Leadership
Blogging is important! Even though coming up with new blog content can be difficult, it is important to continually share your industry expertise and knowledge with your current and prospective customers. It is also an effective way to integrate keywords into your content to help your website rank higher in search results. Google crawls and indexes content over time, which allows even older blogs to drive organic traffic to your website.
Creating new blogs will also ensure you are continually driving traffic to your website. When readers find the content you’re creating valuable and educational, they’ll keep coming back for more. More website visitors means more opportunities for lead generation, and reading a blog post is a common first step that an unknown visitor will take before becoming a known lead.
4. Branded Links
There are many ways to integrate keywords into your content and throughout your website. However, there is a way that often gets overlooked that can help associate your company with the content you are sharing.
Branded links allow you to shorten unnecessarily long links in your search bar. This can also improve the look of your links and social posts. When creating a branded link, you want to include your unique keyword at the end of the URL.
5. Utilizing Video
Videos consume the internet, and this is no surprise. In order to keep up, businesses need to include video as part of their digital marketing strategy. Videos are eye-catching brand awareness super tools that will allow you to take your digital tactics to the next level.
Another free tool you can utilize to create eye-catching videos is Adobe Spark. This tool allows you to create short text-based videos that add visual appeal to your content. Check out this example we created for Lazorpoint:
Integrating these simple digital tactics into your marketing plan will help grow your brand awareness and recognition so it’s stronger than ever.