What is brand awareness?
Brand Awareness is the process of increasing visibility and identification of a particular product or service by establishing an image and reputation among the target market. Recently, social media has been increasingly used to do this. Social media branding refers to the actions a brand owner or social media admin can take to increase their brand awareness through social media.
The use of social media for this has been incredibly effective, for example, a study found that 71% of consumers who had a positive experience with a brand on social media are likely to recommend it. The survey also revealed that the average consumer consumes about 3 hours and 49 minutes of content from their favourite brands every day. These findings show how impactful social media is for boosting brand awareness and, in turn, leading to more sales and returning customers.
Why should you use social media for brand awareness?
Social media platforms are free to use, and content can be created for almost nothing. Taking your own (quality) photos, using stock photos, and using platforms like Canva are great ways to create great content for free.
Even if you choose to use sponsored advertising, it’s still relatively affordable if done successfully. Employing a content creator/manager can also be great to take the work of your hands and have the best chance at getting a return on your investment.
Social media is the source for so many trends, which are great to harness in your content. Plus, if you ever run out of content ideas, there’s endless inspiration and insights into what your competitors or people in a similar field are doing and how it’s working for them.
By having your business found through social media, you have the opportunity to generate significantly more leads than before. In fact, 68% of businesses are actively using it for that exact purpose!
Building brand awareness on social media
As we’ve covered, a social media campaign can be an effective way to build brand awareness, as it can reach a large number of potential customers. The use of social media allows for greater flexibility in your marketing efforts and helps to establish you as an expert in your field.
Your social media strategy should include creating content that speaks directly to your consumers and not simply repeating the same message over and over again, as well as establishing an audience through organic conversations with potential customers before engaging them on paid advertising campaigns.
How can you increase brand awareness?
Identify your desired outcome
Define exactly what you want to happen from this increased awareness – sell more of a particular product, have more website visits, increase social engagement, etc. If you don’t know what you want, how will you get there?
Identify the audience(s) for your desired outcome
Figure out who you need to reach to achieve this outcome. How will this audience interaction help you get there? Who needs your product/service most?
Do your research
Now you know WHO you want to attract, now we have to figure out how you’re going to attract them. What platforms do they use? What style of posts do they interact with most? When are they usually online? What are your competitors doing to attract them and how can you do it differently or better?
Create content that is valuable to the audience and relevant to the desired outcome
When you know who you’re targeting, you can make sure the content you are creating is tailored to their likes, while still being relevant to your end goal. Try to make your content useful to the audience! There’s no use creating content that will be quickly overlooked – you want your business’ social media to provide some benefit (could be advice or simply just a laugh) to your audience as they’re scrolling.
Create visual content that complements the written and provides an added value to the audience
If you’re creating written content, like longer captions or blog posts, they should always be accompanied by a relevant image. The human mind digests images better than large blocks of text, so providing supporting imagery increases the readability of your content by providing context.
Promote your content through online channels
Using the online platforms your target group is using, you can start to promote this content on social media sites and begin reaching your audience! As we mentioned earlier, paid social media advertising can be great to ensure you’re reaching your audience more effectively than you may be organically – however, it has to be done right. If you don’t have a clear understanding of your audience, paying for promoted posts may end up being more expensive than it should be. This is where a social media advertising expert can be incredibly useful! They can help you make sure you’re spending your money wisely and reaching your ideal audiences effectively.
Use analytics and insights effectively
Most social platforms provide business accounts with analytics and insights into the page’s statistics. They’re there for a reason. Use these to test what is working, what isn’t, and adapt your strategy from there. If something isn’t working, take a step back, re-evaluate why it isn’t working and come up with a new strategy instead.
What are some tools for social media marketing?
Use a call to action
A call to action is a specific phrase or sentence that directs the audience to take an action. Examples of call-to-actions include “click here”, “subscribe now!”, and “get help now!” Gentle reminders will help convert audiences into followers who consistently engage in the content.
Create original content
Creating original content is the process of writing a unique piece of work that has not been done before. Copy and paste the same content is not engaging enough, your audience will scroll past it. Original content can be anything from a blog post, to a book, to a simple little graphic. If your audience is seeing the same Pinterest quote from multiple accounts on their feed (don’t get me wrong, Pinterest is a great tool for inspiration!), they’re going to begin to see the business as less credible – as they’re using old content that isn’t their own.
Use business-related hashtags
Hashtags are phrases used to identify topics or events that have a hashtag. Hashtags are helpful for boosting engagement with posts. Posts with at least one hashtag generate about 12% more engagement than posts without hashtags, although using too many can be too broad. between 20 and 30 is the magic number for reach or engagement, but they have to be relevant to your brand, content and target audience. Some third-party tools provide insights into which hashtags are working best for your brand.
Third-party tools can provide analytics on your pages metrics and the results from these can be used to adjust future campaigns for better results. Continue researching your target audience and any new changes to the social media platforms you’re using to ensure your content is always up to date and evolving.
Brand awareness won’t grow overnight. It’s a slow, gradual process that requires patience and consistency. With these tips, you’ll be well on your way to building an audience for yourself who is easily recognized by your brand! Don’t hesitate to share these tips with your network if they’re helpful.
If you’d like to ramp up your brand awareness strategy on social media and start talking to your target audience effectively, then reach out to the dedicated team at Yakk.