Brand recognition consistently tops the list of goals that companies want to achieve online — 69% of marketers say they want to increase brand recognition, even ahead of increasing web traffic (52%) and growing their audience (46%). The reason is simple: Recognizable brands can generate more search traffic, higher conversions, and more trust and loyalty from their audience.
The good news is that in a digital world, you can increase brand recognition online a lot quicker than in the pre-internet days (Coca-Cola spent decades handing out free samples and keeping the price of a Coke artificially low to build brand recognition).
However, it still takes focused effort and time. To help with the process, here are some fast tactics we use at EXTEND GROUP to help you build more audience awareness to stay ahead of your competitors when people are searching for the products and services you offer online.
Stay active on social media
Your social media channels are some of the most valuable tools you have to build your online brand, and you should be using them to their fullest potential. It’s not enough to simply set up a Facebook page, YouTube channel, and Instagram profile.
You should actively publish content on these platforms and engage with your audience. The specific volume of posts you publish will vary depending on your brand, industry, and audience, but in general, try to post at least a few times a week on all your social platforms.
Videos are also increasingly popular with consumers (as evidenced by the more than 1 billion hours of video viewed every day on YouTube), and they can lead to brand recall and recognition, even if the videos are not specifically selling anything. You don’t need to hire a video production company to get started — grab your smartphone and create useful or entertaining content like:
- Introductions to you, your team, and your company
- Short product demos
- Explainer videos for complex concepts, services, or products
- “Behind the scenes” tours of your facilities or production/creation processes
- How-to tutorials
- Time-lapse videos
Cross-promote with other brands
Cross-promotion is not a new concept in marketing, but social media makes it easy to connect with brands and individuals that match your target audiences. Offer to provide content that would be of interest to a brand partner that helps educate, inform, or entertain their audience.
You can also participate in coordinated giveaways that raise the profile of you and one or more partners in the process. For example, partner with five local companies for a gift basket giveaway that includes five amazing prizes to a random winner who likes and shares the post. The more brands you include, the bigger the prize will be and the more social sharing will result.
Partner with social media influencers
Influencer marketing has grown to be a $10 billion industry, fueled entirely by social media. Billions of people follow social media influencers, and many trust them more than they trust brands. This presents an opportunity for your brand to partner with an influencer who shares your values and passions and can promote your products to a built-in audience of thousands, or even millions, of people.
Start (or expand) your content marketing
A well-executed content marketing plan remains one of the easiest and fastest ways to increase brand recognition online. It’s important to develop a consistent brand voice for your content and publish regularly on your website and social media feeds.
Beyond your own blog and social media channels, seek out opportunities to get your brand’s name and your expertise in front of audiences in new ways. Some great ways to do this include:
- Publishing guest blogs on partner websites (and allowing your partners to publish on your blog or social media in exchange)
- Writing thought leadership pieces for large content distribution platforms, such as Forbes or Medium, which will include a short bio about your expertise and a link to your site
- Participate in webinars or other expert panels where your expertise is on display. Here, you will get the implicit endorsement of another organization along with access to their audience.
- Engaging audiences through podcasts or other content channels that are growing in popularity, either by starting your own podcast or by appearing as a guest on popular podcasts that hit your target audience
Use data to target your audience online
The right data can help you target your audience online and continually adjust your strategy to reach them in an effective way. At EXTEND GROUP, we can help you leverage data and create a solid marketing plan that will help you increase your brand recognition online. To find out more about our marketing and consulting services, contact EXTEND GROUP today.