Recent events have proven that brands must prepare for any challenge and quickly adjust to ensure maximum profitability, even in uncharted territory. In the digital world, this starts with brand visibility and awareness.
Advertising is probably one option when looking for ways to raise brand recognition, but if money and return on investment are a problem, it’s not always the ideal choice.
That’s why exploiting all the tools and strategies at your disposal is vital.
Continue reading to learn more about these tactics, their basic applications, and how to implement them to increase brand awareness.
Brand Visibility: What Is It?
Simply put, brand visibility is the degree to which your brand is visible across various marketing platforms. For instance, a business that displays branded material to its audience once per week has double the visibility of a firm that displays branded material to its market every other week.
Therefore, brand visibility refers to how frequently you interact with audiences, whereas brand awareness explains their level of familiarity with your brand. Though this isn’t always the case, companies with more exposure typically have better awareness. You need a solid branding strategy to ensure that your audience develops an impression of your brand through repeated encounters.
Below are some tools you need to consider for maximum brand visibility.
- Email Marketing
One of the earliest and most dependable tools for establishing a recognizable brand is email marketing. This tool enables you to measure your results, interact with your target market directly, and tailor your interactions. However, this tool is not a one-size-fits-all approach, so you must segment your email list, write attention-grabbing subject lines, and deliver something of value to your subscribers.
Given their ability to integrate with social media platforms, automate tasks, track statistics, and create landing pages, AWeber, ConvertKit, MyOutreach, and Mailchimp are among most brands’ leading email marketing tools.
Even if you produce excellent content, it won’t get published if you can’t sell it to editors. So, avoid writing repetitive messages.
Instead, send a customized brand outreach email to decision-makers. Analyze the website you wish to submit to beforehand and try to offer some value in your initial email.
- Start a Referral Program
Since connections are the foundation of visibility, referral programs are an excellent means of raising awareness and income. If you don’t give them an extra incentive, even satisfied current consumers may hesitate to tell others about your brand.
Referral programs are an effective means of attracting new clients, given the high lead acquisition expenses associated with traditional ads.
A frequent flaw in most referral programs is the lack of adequate assistance. Resources like white papers, landing pages, and other sales materials can help your partners generate more leads. As soon as a recommendation hits your funnel, you must ascertain its position and match it with a suitable person inside your company.
- Giveaways or Contests
How can you effectively make your brand more visible? Encourage content sharing from your audience. Giveaways and contests are simple methods to drive a lot of attention to your social media pages. Additionally, the free publicity you’ll receive from social media shares typically more than offsets the price of a reward for the winner.
For instance, you may hold a picture competition for customers to showcase your goods creatively or intriguingly. Social media users might receive one entry for sharing among friends, a second for following your account, and another for posting the contest to their timelines. This is an especially effective strategy for companies just starting to establish a social media presence.
- Staff Advocacy
In the last few years, there has been a significant shift in customer preferences. Nowadays, a lot of consumers care just as much about a company’s values and culture as they do about its services, products, and costs. Proving that your company is a fantastic place isn’t rocket science, but you can do this via employee advocacy.
Employee advocacy also includes content from outside your organization, much like user-generated content. Reaching out to a new audience will allow you to showcase your company’s distinct qualities. Because of this, companies that use employee advocacy see a 25–40% increase in engagement over those that do not.
- Influencer Marketing
The influencer marketing industry is expanding quickly and provides all types of brands with quick outcomes. Messages from an independent source are generally more trusted by the public than those from the brand.
Working with a well-known influencer allows you to gain greater trust from your target audience by using their already-established credentials. Better still, you can save some cash because influencer payments are often determined by predetermined performance standards.
- A robust SEO Strategy
While paid efforts are an important part of digital marketing, organic search traffic could yield a higher return on investment in the long run. Even though you might not see any changes right away or for weeks to come, enhancing the SEO of your website can help increase its visibility on Google and other search engines.
While keywords are the first step in SEO, you have to consider your website’s backlink profile or the external websites that connect to your pages. One simple method to increase traffic to each website is to exchange guest articles with high-authority websites in your niche.
- Content Creation
Several content production tools allow you to create captivating blogs, how-to videos, podcasts, infographics, and visuals for your social media campaign. These tools can help you successfully communicate with your audience, grab and hold their interest, and foster sharing and engagement. Anchor, Lumen5, and Canva are some of the greatest tools for creating content since they include functions like templates, editing, and content distribution across several social media platforms.
However, not investing enough in high-quality video content is one of the most costly mistakes in digital marketing. With the production tools available today, you only need a smartphone and a laptop to produce a quality film.
Conclusion
Increased brand visibility is a direct outcome of these marketing strategies, even if many marketers apply them for SEO and link-building objectives. However, the digital marketing tactics we just went over are more likely to increase your brand’s visibility to a wider audience or a more specialized market, ultimately resulting in more consumers, depending on your particular objectives.
