Before you can even think about converting website visitors into loyal customers, you need to ask yourself, “How will they find us in the first place? How will they know our name when they’re ready to buy?”
While plenty of marketers focus heavily on the activities that directly contribute to sales revenue, the most successful businesses understand that the first half of the battle is getting your brand out there and recognized by potential customers.
And that’s what brand awareness is all about — casting a wide net and making an impression on as many people in your target audience as possible. Although not the same thing as demand generation, they do share many things in common.
In 2024, accomplishing this requires a strategic mix of innovative methods that leverage technology, humanize your brand, and create measurable engagement. Let’s dive into six key strategies for making your brand recognizable to the masses and building a strong foundation for future sales.
1. Craft a consistent brand story.
The first step in crafting a brand story is to deeply understand who your audience is — their needs, aspirations, and challenges. Use tools like market research, customer feedback, and social listening to collect insights that will shape your narrative to resonate more profoundly with your target audience.
From there, develop a central message that guides all storytelling efforts. This message should be a clear and concise expression of your brand’s values and mission. Consider using focus groups or customer interviews to refine this message to ensure it resonates with your target audience.
While the medium might change, the core message of your brand should remain consistent whether conveyed through social media, your website, or print ads. And every time you launch a new campaign, all these platforms will require updates to reflect the same message.
2. Diversify your social media strategy.
For awareness-level content, you should definitely prioritize TikTok, Instagram, and YouTube Shorts. These platforms’ algorithms are designed to push new content to users constantly, so your chances of going viral are highest there. Plus, they’re visual content platforms, so users will have the opportunity to see your product in action, or hear about it from a trusted influencer.
Keep in mind that each social media platform favors different types of content. On Twitter (X), publishing funny text-based content and interacting users’ accounts is a great way to get people to check out your products. On LinkedIn, founders and marketers should focus on building their personal brand and having it reflect the image you want to embody as a company.
3. Set up an affiliate program.
This is a fantastic brand awareness building strategy because it can also lead to direct conversions. When someone watches a YouTube video, reads a blog, or sees a TikTok someone includes your product in, they might click through the affiliate link and buy it. And, by giving a percentage of each sale to the creators, you’re incentivizing them to shout your product from the mountaintops.
Once you set it up, actively reach out to creators to join. While some might find the program by navigating to your website, you’ll maximize your reach in a shorter time period by reaching out to those who already have an audience interested in your niche.
4. Think beyond your products.
What do they embody? What are your core values as a brand? Consumers don’t just want to buy from companies that sell a product they need — they want to support brands that align with their values. That’s why it’s important to showcase your brand’s mission, purpose, and social responsibility efforts in addition to promoting your products.
To put it simply, it pays to stand for a cause. Whether you’re creating eco-friendly products, supporting a charity, or advocating for social justice, make sure your brand is vocal about its values and actively contributes to making a positive impact in society.
5. Encourage customers to create UGC.
User-generated content (UGC) is the most authentic form of marketing. When your customers create content featuring your brand or products, it not only raises brand awareness but also acts as a recommendation to their followers and peers.
Encourage and incentivize your customers to share their experiences with your brand on social media, whether through hashtag campaigns, contests, or simply showcasing their posts on your website. And when they do, repost it and engage with them.
6. Think long-term with SEO.
While PPC will get you some quick wins, it’s expensive and unsustainable. Showing up first when potential customers search Google for information related to your brand or products helps them discover you, even when they aren’t looking.
- Content marketing
- Link building
- On-page optimization
- Technical SEO
These are all essential components of a long-term SEO strategy that can significantly increase your online visibility and brand awareness.
The best part? Once you have a solid foundation, you won’t have to pay for every new click, making SEO a sustainable and cost-effective strategy for building brand awareness over the long term.
Final thoughts
Building brand awareness is an essential first step towards building a successful business. It’s all about getting your brand out there and making a positive impression on as many people as possible.
By conveying a consistent story and image, and focusing on innovative and diverse strategies, you can set your brand up for success in the long run. And with a strong foundation of brand awareness, you’ll be well on your way to driving sales.