To grow your brand, people need to KNOW your brand. They most likely won’t make a purchase, even if they need your products or services, unless they know who you are. You need to make people aware that your brand and business actually exist.
Whether you’re a startup business or an existing brand, customers will be skeptical if they don’t connect with the story behind it, or understand what separates you from other brands.
Remember: the true essence of Brand Awareness is not as simple as just KNOWING - it’s about building that unspoken emotional connection between your brand and your target market.
With the era of the Social Media, business owners think Social Media platforms (such as Facebook or Instagram) are the “be-all, end-all” of online marketing for brands. This isn’t true at all! There are a lot of other ways to build brand presence and awareness.
Here are TWO other ways to build Brand Awareness online (that have nothing to do with “social media”):
1. Perform good Search Engine Optimization (SEO) on your website.
Have you tried searching for good restaurants in a new area when you travel? You probably used search engines and clicked on suggested websites of these highly-recommended restaurants that come up in the results list of the search engine.
You see, a lot of people can find your business through search engines like Google, just like you find good restaurants. People will search for something related to your products or services, and with good SEO, your website will be displayed as one of the top results - an indication that your brand relevant to what they are looking for.
To make sure your site appears on the first few Google results pages, you need to do Search Engine Optimization (SEO). This means improving your website’s visibility in the search results, and boosting your brand awareness in the process. In other words, you have to make it easy for Google to identify what your site is all about and make sure your website’s content has a clear purpose and offers quality.
This isn’t an easy process. It’s important that you use the right SEO techniques. There are some SEO methods (“black hat SEO”)’ that can harm your brand awareness instead of helping it. These include attempting to improve your rankings by buying illicit links or overdoing it by putting too many keywords in your content in order to “trick” search engines. NOT A GOOD IDEA. Avoiding methods like this and focusing on creating quality content is vital in building a strong and honest reputation.
2. Build connections and partner with other brands.
Have you heard of influencer programs? You’ve probably run into influencer marketing on Instagram or other social media platforms. Brands are starting to realize the value of partnering up with influencers - individuals with an engaged organic following - to promote their products.
In business, your network is your biggest asset. Use it wisely!
You could partner with another brand with complementary, non-competing products to offer promos, webinars (LIVE interviews work great), or podcasts. You can also collaborate with an industry influencer to create content that provides exposure to your brand to their audience (or vice versa). Bank on your existing network of entrepreneurs!
If you feel that your network is too small, this is the perfect opportunity to start making new connections and make sure you are genuinely interested in what other business owners have to say! Remember, it’s not just about getting your brand out there, it’s about building meaningful connections.
Remember that Brand Awareness doesn’t end with Social Media. Utilize all your available resources and grow your business by consistently sharing your brand’s message. You will see progress in your visibility; just stay consistent!