According to market research, increasing brand awareness is a direct factor in driving growth in sales. Recognition forms a positive perception of the brand, increases customer loyalty and level of trust.
Recognition levels
In total, there are three levels of brand awareness:
- Knowledge with a hint – it’s when a consumer remembers a brand after seeing or hearing its name or slogan somewhere.
- Knowledge without prompting. This level of awareness presupposes strong imprinting in memory and evokes a specific associative array – the consumer associates the brand with individual attributes of the product category.
- Top of mind. The highest level of popularity is the first 3-4 brands the consumer in any product category. These brands have firmly established themselves in the consumer’s mind, some of which are becoming household names. So, for example, diapers, thanks to the Pampers trademark, are called “diapers” by many. As a result of the effective advertising campaign of Xerox, all copying equipment associated with this brand.
How to Measure Online Awareness?
Various tools used to measure awareness: analytical surveys, calculated indicators, search engine metrics, etc.
The most accessible and affordable way to assess the change in interest is to contact the Google Trends service. With it, you can track the history of search queries in the corresponding search engine.Ways to Increase Brand Awareness on the Internet
There are many ways to increase brand awareness. The general principle is to be noticed
where the most significant number of interested people appear and to form a positive image.
External content marketing
Maintain constant interaction with third-party sites, for example, blogging platforms, all kinds of niche media, private and corporate blogs, where it is possible to leave guest posts.
External content marketing will help you:
- Increase coverage. Reach matters for everyone, and especially for businesses with poorly formed demand;
- Increase engagement. Users get acquainted with the product, are interested in the brand, and visit the site, which brings the likelihood of a purchase closer;
- Improving SEO performance. Buying links on incomprehensible sites through exchanges is already wholly irrelevant, but good Internet sites are warm targeted traffic and high-quality backlinks;
- Growing reputation and increasing trust – all kinds of case studies with numbers, studies, and checklists can generate interest from potential clients.
Contextual advertising
In addition to attracting visitors intent to purchase, contextual advertising raises awareness about the brand as a whole and individual products. When people see ads on websites, they often do not seek to buy something simultaneously but only consider such an opportunity or do not even think about buying at all. It would be appropriate to get their attention.
Contextual advertising is also often used by well-known brands to attract interest in new promotions and products.
Display advertising
This type of advertising focused on spectacular perception. Display advertising includes:
- Banners – static or interactive images with an attractive design;
- Video advertising – short video inserts actively used on popular video hosting sites Youtube, Vimeo, etc.;
- Branding is a relatively expensive form of advertising that involves the image promotion of a brand. Coloring the search bar, advertising tabs, unique site substrates – all these are some of the most common branding techniques;
- Text-graphic blocks – are informational messages that differ from banner ones in that they look more like a website recommendation and not like third-party advertising.
Social networks
It would be best if you made necessary your brand’s presence there. Please note that large brands use social networks for sales and constantly remind themselves through various informational posts, contests, surveys, or simply trying to entertain users. It does increase customer loyalty.
SEO promotion
Sites at the top of the search results generate more trust among users, and the higher you rank, the more traffic to your site. Therefore, it will be essential and valuable to pay attention to the site’s search engine optimization.
Bloggers and opinion leaders
Today the audience of some bloggers is commensurate with the audiences of well-known TV channels. And at the same time, she is usually more involved and loyal, with adequate perception of advertising.
Referral programs
Referral programs are a way of cooperation between a company and a client, where an existing client rewards for bringing new clients from among the people he knows.
To independently promote your brand, it is necessary to provide favorable terms of cooperation for this. Partnership deductions use, and the client brought a friend and received a certain percentage of the sales. Discounts, bonuses, etc., can also serve as rewards.
Conclusion
We’ve introduced you to the main ways to increase your brand awareness online. Each of these methods is not mutually exclusive to any other. Use as many marketing channels as possible based on your capabilities.
The main tip is to stand out. Find your originality, your distinguishing feature from competitors, and focus on it. Be consistent – one logo, one font, one style. And don’t forget to work with customers outside of the sales process.
