Businesses usually have one common problem. They can’t seem to get the word out about their businesses.
They’ll rely on running heavy discounts to bring in sales, but that only cuts into profit margins. That leaves businesses needing to meet unsustainable sales numbers month in and month out.
Businesses that have higher brand awareness usually have stronger sales. People think of brands with high awareness as having a higher quality, which means they’ll pay more for products.
In other words, you need a brand awareness campaign to build a sustainable business. Keep reading to find out the top tips you can use to create a successful brand awareness campaign.
1. Know Your Customer
The first rule in any marketing campaign is to know and understand your customers. You want to know more about standard demographics like gender, income, and geographic location.
It’s important to understand the emotions underneath the demographics. It’s hard to get this part right, but when you do, you’ll be able to create a brand awareness campaign that connects.
You want to answer a few basic questions to understand your customers.
- What is their pain?
- How can your product or service solve it?
- Why would they go to you instead of your customers?
You don’t want to answer these questions based on your gut feelings. Instead, ask your current customers for their thoughts. You’ll be able to understand them and use this to build powerful campaigns.
2. Unify Your Brand Visuals
Once you understand your customers and what they look for, you want to make sure that the visuals of your brand align with your customers.
You also want your visuals to be consistent throughout your brand awareness campaign. Brand consistency has been shown to improve brand loyalty and increase revenue for companies.
How do you unify your brand visuals? Decide on the look that you want and then use it consistently. This is a decision that should be based on the research you did on your target audience.
Take a look at all of your marketing materials, letterhead, website, and package design and make sure everything is consistent – the colors, fonts, and the feeling that your brand gives people.
You’ll want to reinforce your brand everywhere you can. You can even order domed labels to reinforce your brand on the packaging and on other projects.
3. Local Business Partners
Have you thought about leveraging influencers and other businesses in your community? Look to local businesses that don’t compete directly with you but target the same audience as your business.
These types of businesses are perfect for forming a mutually beneficial partnership. For example, a real estate business can partner with a mortgage broker to build awareness and business for each other.
Think about businesses in your area that would make great partners and reach out to them to explore opportunities.
4. Use Infographics
People are bombarded with statistics and data every day. They’re also bombarded with branding messages.
Infographics can be very useful in taking complex ideas and making them easy to digest and remember. They’re also shared more often across social media.
When you create an infographic with your logo on it and it gets shared, you’re going to build additional brand awareness.
5. Don’t Underestimate Promotional Products
Promotional products are often thought of as “old school” marketing. But that doesn’t mean that they don’t work!
People love free stuff, and if you choose quality products, they hold on to them. How many t-shirts do you still have that are promotional products? Probably more than you realize.
Instead of promoting other people’s companies, invest in promotional products that your customers would use and let them help you promote your business.
6. Retargeting Campaign
When you implement some of these tips, you should start to see more traffic to your website. Most of that traffic will research more about your company and then move on.
They won’t call your business, nor will they sign up for your newsletter. They may forget about your brand altogether.
What can you do to recapture that traffic? You can do something simple like running a retargeting campaign.
This will place a cookie on your site and create display ads that appear to users after they visit. This is an easy way to help reinforce your brand in their mind.
7. Measure Success
One of the biggest challenges that marketers and business owners have when running brand awareness campaigns is figuring out how to measure success.
It’s hard to measure how many people know about your company, but there are things you can do to measure the impact of your campaigns. This includes a few basic key performance indicators (KPIs) that you can implement in your campaigns to measure success.
If you’re a local business, the first thing you can do is have a survey in your local geographic area. You want to run a survey before, during, and after your campaign to see if it’s succeeded in creating more awareness about your business.
One valuable KPI is website traffic. As people learn about your brand, it’s likely that they’re going to look you up and find out more about you, resulting in higher website traffic numbers.
Since people will look up your name, search traffic or branded searches are another measurement you can use.
With all KPIs, you have to get a baseline measurement before you start your campaign. This way, you’ll be able to notice an upward trend as your brand awareness campaign takes off.
Running a Successful Brand Awareness Campaign
It’s not easy to run a brand awareness campaign. You have to have everything aligned perfectly. You have to understand your customers so you can have a message that resonates with them.
You can do a number of things to increase your brand awareness, from using promotional products to running retargeting campaigns.
No matter what you do, you have to measure your results. That’s the only way you’ll know if your campaign is successful.
Do you want more marketing tips? Check out the business section of this site for more great articles.
