The importance of focusing on digital marketing when designing a brand awareness campaign cannot be overstated. Seventy-seven percent of individuals say they go online every day, and more than a quarter say they go online “nearly constantly.” However, the realm of digital marketing is vast. For firms that lack the ubiquity of Amazon and Google, gaining brand awareness is the first step toward achieving a new consumer. When developing a brand awareness strategy, you must decide which digital marketing channels to use and how important to assign to each.
SEO and Brand Awareness
Every day, Google processes about 3.5 billion searches. That should not come as a surprise; online search has become our go-to solution for practically every question or issue we encounter. If your website is one of the first results in a search for a problem your goods solve, it can lead to thousands of new individuals finding out about you. Search engine optimisation (SEO) is the process of getting your website to appear in Google’s search results. It is a tough digital marketing channel to break into, and it takes time to see results. However, getting your website to appear on the first page of Google (and other search engines, but primarily Google) pays off significantly.
PCC and Brand Awareness
Pay-per-click (PPC) advertising is SEO’s more expensive sibling. Both digital marketing channels aim to increase search engine exposure, but while SEO focuses on organic results, PPC is concerned with how you appear in paid results. Paid results dominate the search engine results page (SERP) for some searches, forcing users to scroll down to see the organic results. PPC has some significant advantages over SEO. PPC promotes brand exposure considerably faster than SEO since you pay for those top spots rather than work for them. The first day you start running advertisements, you might start showing up on Google’s first page (if you follow best practices).
Social Media Marketing and Brand Awareness
Social media has become a crucial element of how individuals spend their time and obtain information. The majority of individuals utilise social media, and most people visit a social media platform once a day at least. As a result, social media marketing is an essential digital marketing tool to incorporate into any brand recognition strategy. Everything you do on social media for free or at least, for which you just pay in labour costs is referred to as social media marketing. It all starts with determining which channels to target based on how your target audience spends their time.
Part self-promotion, part relationship-building, social media marketing should be the goal. While it is necessary to share material and promotions from your own website to build brand awareness, it is also crucial to engage with other accounts on your social media networks. Use your platforms to distribute information from other blogs and industry leaders that your audience will find beneficial, as well as to participate in relevant discussions. You will begin to establish a following by pursuing new relationships, which is essential for leveraging social media marketing to raise company exposure.
Content Marketing and Brand Awareness
Content marketing is a vital digital marketing channel in and of itself and one that supports many of the others on this list. When you publish high-quality content that is relevant to your audience on a regular basis, you may target more keywords in SEO and keep your website fresh, which Google appreciates. It also gives other websites additional reasons to connect to you, which is a significant search engine ranking factor.
PR and Brand Awareness
Another effective digital marketing channel is public relations, which receives less attention than the others on the list. A practical public relations approach will get you mentioned in publications that your target audience reads, which will raise brand awareness and maybe lead to authoritative links that will help your SEO. Pitching guest pieces and thought leadership articles on relevant websites all across the internet is also part of modern PR. Even if the material is not explicitly about your products, writing about topics your audience cares about in high-profile industry journals builds trust in the voices representing your brand.
Picking which digital marketing channels to include in a brand awareness campaign is more about working out the proper mix of employing several channels than it is about choosing amongst the different channels. Most of these channels are more effective when used together than when used separately. To successfully achieve brand recognition, you will want to leverage the majority, if not all of them.