Business is booming lately, as the ravages of the 2020 pandemic slowly recede and normality more or less returns to markets. There’s never been a better time to leverage your business’ growth, but you might find yourself at a crossroads with regard to your time, your client or consumer base, and the shape of your business. How to grow? Here, we’ll make a case for brand awareness, and ways in which you can use it to grow.
What is Brand Awareness?
Brand awareness is exactly as it sounds: a description of how well-known or well-recognised your brand, message and offerings are amongst consumers and competitors. It can be measured in a number of ways, from social media metrics to website clickthrough rates to the good old-fashioned consumer survey – but whichever way it is measured, it can main failure or growth for your business.
Why is Brand Awareness Important?
Increasing awareness of your brand amongst consumers consolidates you in your market subconsciously; a useful term cribbed from critical theory is ‘reification’, which describes the way in which value can be ascribed to concepts. – or, in terms of your business, making your name synonymous with the ‘correct’ form of the product or service you sell. This way, when a consumer comes to make a decision between a brand they are unfamiliar with and one they are ‘aware’ of, they are more likely to choose the one they are aware of – the ‘correct’ choice.
Improving Brand Awareness
There are five key ways to improve awareness of your brand, and they are as follows:
SEO stands for Search Engine Optimisation, and refers to efforts you might undertake in order to improve your website’s ranking in search engine results. There are many ways to do this, the most common of which is to edit and curate text content on your page for relevance to key search queries.
PPC stands for Pay Per Click, and is another crucial way you can increase your business page’s visibility. Pay per click refers specifically to the way in which you pay for advertisements on search engines or with popular websites; you set a demographic and a budget, with prospective click through the advert to your website accounting for a predetermined fraction of that budget.
The advantages of in-person events cannot be overstated. Putting a team together for conferences and exhibitions can introduce your brand to industry-specific consumers, increasing the likelihood of your client base increasing. However, there are far more technologically advanced and cost-effective ways to host business events for your brand; you can use a virtual event platform to host an online event, whether a product launch, an annual celebration or a conference.
Leveraging social media is still a vital way to expand your business’ reach; creating official profiles on popular sites, reaching out to competitors and engaging directly with your customers inspires more confidence in your brand, as well as inserting your brand into the browser experiences of people who have already indicated interest in your product.
Similar to PPC, taking out social media ads can allow you to target specific demographics and reach them organically, via various social media apps. These ads could take the form of a sponsored post, injected into a consumer’s feed, or as a side-bar ad in-app.
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