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We've Helped Over 300 Businesses Build Brand Awareness Online. The Key? Consistency.
Molly Berard • April 21, 2020
When it comes to digital marketing, things can get tricky. How can you build brand awareness online? In short, consistency. Let's talk about it.
Social media has completely changed the marketing game for businesses worldwide from all industries. It has never been so easy to make your brand known to thousands of people just by creating content. Well, maybe that isn't fair to say. You see, creating content can help you in brand awareness building, but if it does so is another story. In order to get new customers, you must first build brand awareness. Content does build brand awareness, but only if it gets seen. There are quite a few ways to increase brand awareness online and we want to go over a few of them. The BusySeed team has helped over 300 businesses grow their online presence and we're ready to help you too!
The First Rule of Brand Awareness Building: Consistency Is Key
This is the first and most important rule of increasing brand awareness. It will continue to come up throughout this blog because without consistency, your brand will never take off. What exactly do we mean by consistency? It actually encompasses more than you might think. Firstly, your branding must be consistent. We've talked about ways to accomplish this in our blogs about brand elements and cohesive creative. If your brand is all over the place, consumers won't be able to form any type of association between colors, shapes, etc. and your business. This makes brand awareness building nearly impossible even for the most experienced social media agency.
The second thing that needs to be consistent is how often you post on your social media pages. You need to find the sweet spot between being annoying and flooding someone's feed and hiding in the background and letting your post get lost in a sea of others. A third component to consistency to remember is to make sure that your message is consistent across all channels including your website and offline material. If you're saying one thing on Facebook and another on Instagram, followers will be confused and will lose trust in your brand.
Finally, you need to stay consistent by always having brand awareness posts and social media ads running. If you're running a campaign and gaining lots of traction, the worst thing to do is to shut it off. People need to see something at least three times for it to sink in and lead to an action (i.e. a follow). Always stay on top of your ads and posts so that potential customers and followers see you enough to take action.
The Second Rule of Brand Awareness Building: Utilize Brand Awareness Campaigns
The Second Rule of Brand Awareness Building is to utilize Brand Awareness campaigns. Realistically, any type of social media advertisement will make people aware of your brand. That being said, campaigns like Engagement and Page Likes are most commonly used. Social media advertising is a very valuable tool for businesses because of the many targeting options available. Facebook just launched a Brand Awareness Campaign explicitly. These new campaigns change how your audience is targeted. Optimization is the key difference between a Brand Awareness Campaign and the other objectives you can choose from. If you decide to optimize by Brand Awareness, Facebook will serve your ads to the people most likely to pay attention to them.
According to Facebook, "The brand awareness objective gives you the estimated ad recall lift (people) metric, which shows how many people we estimate would remember your ad if we asked them within two days." There's a helpful page on Facebook For Business that discusses the frequency of brand awareness campaign ads. By default, your ad will reach your audience up to two times every five days. This form of optimization sends your ad out to the same people several times to help them remember your brand. Rather than focusing on hitting as many people as possible, brand awareness campaigns retarget to the same people based on who is most likely to be interested in your company. This is the latest update to social media advertising and it is a great addition to the already-wonderful Facebook Ads options.
As always, you can still drive people to your website or Facebook profile to help increase brand awareness. You do not need to use the special objective. However, keep in mind that all other objectives will try to reach separate people for unique impressions, so your ad could quickly be forgotten. If you're not well-versed in social media ads we highly recommend learning at least the basics. Knowing how to create and run a campaign is a valuable asset to your company.
The Third Rule of Brand Awareness Building : Take Advantage Of Social Media's Benefits
This third rule strays away from the previous, but still relies on consistency. One of the biggest social media perks is hashtags. They're fun, they're trendy, and (when used correctly) they're useful! Hashtags are a great way to get noticed on social media without having to pay. They're typically far less effective than social media advertising, but they're great to use in conjunction with your campaigns. A hashtag will help your post pop up on explore pages for people interested in similar posts. Hashtags can also be followed and appear on the user's feed. For example, if your business sells sneakers, you can use #hiking. While it doesn't pertain to sneakers directly, people tend to wear sneakers to go on a casual hike. Anyone who follows #hiking will see your post on their feed, and anyone interested in things related to hiking will see it on their explore page.
Hashtags are a great way to boost brand awareness without having to pay. Be sure to use them consistently and only use ones that make sense to your businesses. If you sell microwaves, you should definitely not be using #hiking. People will see your microwave, but they're probably not looking for it under the hiking hashtag. One final note on this: consistency is necessary but you should try to alternate your hashtags to reflect the post. Leave some that always apply alone and swap out some that have nothing to do with the new piece of content. Your insights will thank you.
The Fourth Rule of Brand Awareness Building : When In Doubt, Leave It To the Experts
The final rule we want to discuss in building brand awareness is leaving it to the experts if you're feeling overwhelmed. Social media agencies (like BusySeed!) specialize in growing brands on social media. Our team has been perfecting the art for years. We like to use a mix of organic growth tactics like hashtags in conjunction with social media ads. Our clients have seen great success in the past, and we're ready to help you! Opting for managed social media is a great choice if you're new to the world of digital marketing. Creating an online presence takes much more time than people anticipate, so leaving the work to a general employee won't get you great results. A managed social media account will see more consistency and therefore more growth. Social media experts are privy to the tricks of the trade that will drastically boost your brand awareness across multiple platforms. An agency who specializes in managed social media will dedicate all of their time to getting you the results you want. Your brand awareness will increase and you'll have new customers coming in the front door. Don't let pride get in the way of success: if handling all of this digital marketing is too much, let the pros handle it.
Speaking of social media pros, have we mentioned that we've helped over 300 businesses grow on social media? BusySeed has a team of experts in many forms of digital marketing. We've run all kinds of social media ads, we create custom content for your business, we work with you to decide on a consistent posting schedule, and more! We'll take the stress out of maintaining your social media accounts. Give us a call today at (888) 353-1484 to chat with our Business Developers and get started on the path of managed social media!
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