Brand awareness is simply a customer’s knowledge of your brand or company, and whether they’ve heard about you or know what you do. With more brand awareness, your direct traffic can increase, meaning users type in your company name on search engines or on social media to find your products or services specifically.
Brand awareness is an important part of marketing and increasing new and returning customers. You can increase brand awareness in a multitude of ways and across various platforms, boosting organic, paid and social media traffic.
The blog explores how to measure brand awareness and ways you can increase brand recognition with marketing.
As a digital marketing agency, Super Digital measures brand awareness regularly to see if our clients’ online visibility has improved and whether the traffic on their website has evolved.
There are several ways of measuring brand awareness, such as:
We use tools like:
This being said, marketing and online platforms are ever evolving, meaning that brand awareness has improved via various methods over the years, sometimes even accidentally for some companies, and there’s not really a ‘right way’ to go about it. Nonetheless, we have a few tips for you!
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Monitoring your website queries on Google Search Console can be a great indication of what people are searching for to find you.
If you notice that most of the keywords in this list with clicks include your brand name, then this portrays that you’re being directly searched for (direct traffic).
Referral traffic is when someone has followed a link to your website with the intention of finding out more. They might find you in directories, on social media, on other websites, or from a mailing list.
Capture this data on Google Analytics to see exactly which external sources are driving the most awareness.
If you have lots of backlinks from authoritative sites pointing towards your website, then not only is your website likely to rank better in search engines, but it also becomes a more trusted source.
If a healthcare company writes a blog on your health or beauty product and they link to your website, this would be a strong backlink. It is also a referral link that helps customers find you!
You can use SEMrush to do a backlink audit of any website and discover referring domains. Reaching out and networking to improve your backlink structure is always helpful for marketing in general and building new connections.
On the other hand, if you have negative links or poor-quality websites that link to you, you’ll want to disavow these and remove your connection with them to maintain your authority score.
Use a social media insights tracking tool to monitor how often your brand is mentioned, tagged or searched for. This indicates how much awareness there may be online, but it can also help with planning for social media campaigns that improve your brand’s visibility.
Utilising social media as a free tool to spread your brand’s message and build a target audience is a brilliant avenue to explore. Participating in trends, using popular songs in your videos and mentioning keywords that people search for in captions all contribute to better visibility and higher engagement rates.
Firstly, understanding your audience, customers and industry trends or knowledge is the most important thing.
Every company has a target audience, and this is important for knowing how to attract its customers and clientele.
For example,
Let’s say you’re a local company offering landscaping services. Your target audience is going to be homeowners with gardens (so potentially semi-detached houses, detached houses & terraced homeowners) and the age range of these people will be 20+. You might also be looking for people with a certain budget, certain interests and locations that are likely to meet these guidelines.
How are you going to attract this audience?
Website – Writing tailored content based on the keywords these people search with on Google.
Socials – Sharing videos or posts on interesting topics relevant to your business or products, images of work you’ve done, sharing reviews, demonstrating how to use products, answering FAQs, participating in trends.
Advertising – Physical media like pamphlets, magazines and local newspaper advertisements that will be posted through the letterboxes of your ideal clientele. Branded merchandise is great for fairs, networking events and trade shows too!
Our SEO services are here to boost your brand awareness. Explore them here.
If you’ve noticed your competitors are performing really well, what is it they’re doing to draw attention? Now, we aren’t going to copy them exactly, but stepping up your game so that you’re more in line with what other people in your industry are doing to advertise can put you in a much better position, both online and offline, depending on advertising methods.
Google Ads and paid social media advertising, with the aim of brand awareness, can be really effective. Mailing lists are also highly effective, especially for e-commerce brands or when companies are promoting offers.
Facebook & Instagram – Target users based on location and the types of things they interact with. You can also target them if they’ve visited your website before, reminding them of your business if they’re still interested.
Google – Target users who have visited your website before, to remind them you’re still there. Increase returning customers and build strong relationships, as well as increase new customers.
Mailing Lists – Inform previous customers of new offers, products and company updates with email campaigns. Add an option for them to sign up to your mailing list when they’ve made a purchase or enquiry.
Brand awareness can be one of the leading tools towards success for many brands, particularly smaller independent companies looking for more visibility. To improve your position on the market, you need to be showing up in search results, appearing on people’s social feeds and advertising in the right places.
What’s even more significant is portraying what it is you do clearly, boldly and remaining memorable. You want to be the first port of call for people looking for your products or services, so finding a way to jog their mind or stand out amongst other companies can be the difference between slow sales and a booming business.
Looking for marketing support? At Super Digital, we are here to help boost your online visibility and advise on the best brand awareness campaigns to get your brand name out there.
Get in touch today to set up a free consultation.