Success in business takes time and active effort. One of the best ways to move a company forward is to usher it into a period of growth. Learning how to increase brand awareness for your business is the first step on the journey to a more robust business plan. This article will cover the basics of brand awareness building through these lenses:
- Set attainable goals
- Maximize exposure on Google
- Invest in paid search and paid shopping
- Hit above the fold space with SEO
- Improve your website
- Start sending emails
- Prioritize lifetime value
- Build a brand on social media
Set Attainable Goals
The first step to honing your brand awareness mission is to set realistic goals for your business. Here are a few ways to get started.
Set Goals for Branded and Non-Branded Traffic
A common mistake business owners make is setting their sights too high when it comes to non-branded traffic. Keep in mind that growing brand awareness means exposing new audiences to your brand, which often doesn’t lead to immediate conversion. Challenge yourself to lower your goals on non-branded traffic and focus on both short- and long-term objectives in your goal setting.
Recognize Goals Mean Planning
When setting goals, it is all too easy to set lofty expectations and not think about how exactly to reach those in the moment. Set a short-term goal, understand that it will require immediate investment, and set a long-term goal requiring upfront groundwork and investment.
Maximize Exposure on Google
A general rule of brand awareness building is to first start with maximizing exposure on the appropriate pages of Google. Find out how to capture searches that make sense for your brand on Google in the short and the long term.
Invest in Paid Search and Paid Shopping
Paid search ads and paid shopping ads are both essential to reaching your short-term goals. These are an immediate investment and near-immediate return. Here are some things to keep in mind.
The keywords you choose to target for your brand on your paid search and paid shopping ads on Google make all the difference in your success. Check out a few keyword research tips.
- Check out what terms your competition is targeting.
- Search your most prominent product or service and see what pops up.
- Target branded terms, but leave a large chunk of the budget for non-branded terms.
Target terms now in your PPC and shopping ads to generate revenue quickly. Be sure to regularly monitor the data to refine your strategy and improve it over time.
Set a Budget and Monitor It
Set a budget for PPC ads and shopping ads. Be willing to change this budget as your campaign progresses. Sometimes terms will not lead to conversions, and other times terms will lead to so many conversions that it makes sense to increase the budget. Monitor the data and tweak your campaign to reflect the success of the efforts properly.
Non-branded shopping ads can be a massive source of growth in brand awareness for ecommerce businesses. Google shopping helps other channels close business for your brand. The more people that find your business through Google shopping, the more conversions you will see from other channels.
The way consumers shop today includes a research phase. While the first exposure may be a Google shopping ad, that might not create an immediate sale. The user will get that brand exposure and think about the purchase or research it for a few days and eventually convert through a PPC ad or organic search.
In Google Shopping, feed quality is vital. Having your platform send a feed to Google without optimization is not the most effective method. Titles that make sense on a website are not necessarily the best option for Google shopping ads.
Pricing is essential in Google shopping ads. Mapping your product is vital. If a business sells a product that other vendors sell, there may be a minimum advertising price. While companies can offer the product for a lower price on their site, it’s vital to remain aware of the limits in advertising based on that price.
It is beneficial to price products lower than the competition whenever possible; fair pricing is essential regardless. Be sure not to overprice your products, or you could inhibit your conversion potential.
Hit Above the Fold Space With SEO
Investing in search engine optimization is essential to reach your long-term goals in brand awareness. SEO helps brands capture traffic on both branded and non-branded terms. Check out some tips for working on your SEO.
When you set out to target keywords, it makes sense to start with longer-tailed keywords, which often rise in rankings faster than short terms. For example, if you search a term and the first page of results includes Amazon, Target, Walmart, or other giant retailers, then that might not be the best option for an SEO keyword, as those are tough to compete with.
Here are a few extra tips for your SEO efforts:
- Consider targeting local keywords to capture local audiences, such as “plumber in Chicagoland.”
- Research what your competitors rank for.
- Think about how people search for your products or services and target-related search terms.
Improve Your Website
While making changes to your website won’t inherently create more brand awareness for your business, it will make building that brand following more productive. A company can invest in PPC, shopping ads, and more, but all advertising channels ultimately lead users back to your website. Advertising gets people to your site, but your website is responsible for converting that traffic.
Make sure your website has these elements:
- Content structure
- Clear and concise calls to action
- Easy-to-use navigation
- Prominently displayed contact information
Prioritize Lifetime Value
One thing that often holds back businesses when they try to build more significant brand awareness is cost. Investing in a company’s brand awareness can feel like a costly endeavor, but it is well worth the investment with the proper focus on lifetime value.
When brand awareness leads to conversions, it brings the potential to build up customer lifetime value and earn repeat, brand-loyal customers. This is truly an essential part of the growth of the brand awareness process.
Build a Brand on Social Media
Building a brand for your company on social media is another step to increasing brand awareness. Running ads and curating content that appeals to your target audiences helps bring new potential customers to know your brand personality.
Pro Tip: Social media is an unmatched tool for discovering and learning more about your audience. It shows who your customers truly are and what they like. Those audiences are powerful, and companies that apply them to other aspects of digital marketing prosper.
Advertising using paid social media ads is another great way to get in front of more people. Nearly everyone in the world has an account on some form of social media—giving brands the most robust audience possible.
How Logical Position Can Help
If you own a company and are looking for answers to how to increase brand awareness for your business, look no further than Logical Position. We have years of experience in the digital marketing space and are well-versed in building brand awareness. We have hundreds of thriving clients that prove our track record for success.
Our talented team of experts value transparency with clients and prioritizes the needs of each individual company. Contact us today for more information and a free consultation on our services as a PPC marketing agency.