Updated: Dec 23, 2019
Brand awareness dictates how your existing and potential buyer knows about your brand. This means how familiar they are with your product or service. To build brand awareness you need to focus on what your target audience wants.
There are two different types of brand awareness brand recognition and brand recall.
As the name suggests the customer can recognize your product between similar ones. Your customer should be able to recognize your brand by its colors, qualities, and design elements.
This type of brand awareness requires is how well your brand is connected with a product type or service. Your brand is at the top of your customer's mind when a product or service is mentioned.
The main objective of establishing brand awareness is that you want to make an impact on the minds of consumers. You want your customers to know why your product or service is different from others. It encourages people to buy from you more than once increasing the sales and market share.
Using Analytics to Improve your Brand Awareness
When you start your branding strategy you will make decisions based on your intuition. You may even start your social media campaign by intuition.
The bad news is that in most cases this doesn’t work. You need to develop a plan that would target your customers.
To know who your customer is you must get data from analytics tools.
When you personalized your customer experience you are driving sales and building customer loyalty. That’s key in the branding process.
Studies have shown that 40% of people are more likely to buy a product they did not intend to buy once a brand provides a personalized recommendation for it.
You can analyze the behavior of your clients on your website. They are analytics tools that provide a more in-depth analysis of your visitors’ experience. You would be able to see your website from your customers’ eyes.
By knowing exactly what your customer is doing you can send targeted emails with the things they are interested in, based on their search history.
If you collect valuable data about what are the main concerns of your customers you can focus your marketing campaign exactly on that. You can publish relevant content by demographics and intent.
To know about what kind of content your customer wants you must know what are they looking for.
Keywords are the words are phrases people enter into search engines. You need to find great keywords to improve your ranking on search engines like Google and Bing.
You have to keep in mind that the content you publish has to be of good quality.
If you analyze what is important to your customers you can provide infographics, videos, articles, or eBooks of relevant content to increase your brand awareness and increase your sales.
Social Media Marketing
There are many social media platforms available for you to distribute your branding content. But which platform to use?
You may think that you should concentrate on Facebook since they have a versatile audience. But what about Twitter, Periscope, Quora, Reddit, Tumblr, Youtube, Linkedin, Pinterest, and other platforms? What to choose will depend on the type of audience you have.
It is important to pay attention to the data you get. Data analytics is key to know which traffic method you should use.
For example, if you see that Quora is giving you the best results, you should be more active in it. Or if it is Instagram, maybe it is time for you to invest in a good camera or hire a professional photographer to make an impact in your posts.
There are tools like Hootsuite that let you track user data from social media platforms. This tool can also help you track the overall sentiment around your brand.
If you want to increase your brand awareness you will need more than just your intuition you need data analytics to give relevant information and personalized offers to your target audience.
At first, it may seem a little bit confusing but once you know how to make sense of it you will be able to explore important things to increase your sales and have a good ROI.