Have you ever wondered why some brands leave a lasting impression while others drift in the background? Yes, it’s crucial to have effective digital marketing campaigns, but your online presence also matters. Without brand awareness, your advertising and digital marketing may not work.
Research reveals that companies with a consistent branding strategy across all channels increase their average revenue by 23%. Based on these figures, it’s not just about brand recognition. It’s also about managing how your consumers perceive your brand.
What Is Brand Awareness?
Brand awareness encompasses what your target audience feels, associates, expects and experiences when coming across your brand. The stronger your online presence is, the more likely customers will consider your brand when purchasing a product/service. Your customer loyalty and sales can grow with a successful digital marketing strategy.
Building an online presence is crucial if you want your brand to thrive. A robust branding strategy makes your business stand out and encourages a higher engagement rate and loyalty. So, remaining relevant in the market is crucial for your brand.
Why Is Social Media Important for Building Brand Awareness?
There are several platforms where you can build your online presence. However, social media marketing stands out among the others. It’s one of the platforms that can significantly impact your target audience’s perception of your brand. Approximately 40% of consumers use it when researching products and services.
With billions of active users worldwide, social media marketing has a wide audience reach, providing the perfect avenue to attract new audiences and boost your brand’s identity. It is an indispensable tool on top of targeted marketing and advertising campaigns.
Cost-Effective Compared to Traditional Advertising Methods
With social media advertising, you don’t have to break the bank just to implement your campaigns. You can also easily target particular demographics and interests of your target audience. This can help you achieve a higher ROI and even increase your audience reach much faster than conventional advertising. Even better: Social media advertising also helps build customer loyalty through organic posts, which are free and easy to create.
Ability to Target Specific Demographics and Interests
Social media marketing and advertising can pinpoint certain audiences and their areas of interest. With advanced targeting options, you can easily narrow your target audience based on various demographics. You can identify their age groups, geographic locations and more through social media advertising, which increases your visibility, ultimately resulting in higher engagement rates and conversions.
Opportunity for Two-Way Communication with Customers
Beyond running advertising campaigns, social media creates an avenue where you can have a two-way dialogue with your audience. They can easily connect with you through reactions, comments or even private messages. These engagements allow them to provide the feedback you need for product or service improvements. Remember, 86% of consumers prefer authentic and honest brands, so it’s even better if your brand values resonate with theirs.
Best Practices: Using Social Media to Build Brand Awareness
Using social media marketing to effectively boost your online presence may seem challenging, especially if you’re unfamiliar with the platform and the existing market. The good news is it’s not something that you can’t learn. If you want to build your brand using social media, implement the following strategies:
- Consistent Branding Across All Social Channels: Consistency should be a part of your branding strategy. In fact, it is the key element to achieving higher engagement rates. Through consistent content creation, social media algorithms can easily recognize your brand. This means you must be consistent in your branding across all channels, such as sticking to a consistent color scheme, the tone of voice in your posts and other branding elements to help with brand recognition.
- Creation and Sharing of High-Quality Content: High-quality content is a must to boost brand awareness. Your content should be visually appealing and informative, and relevant to your target audience. It should also effectively showcase your brand’s products or services. An effective content creation strategy uses various content types, but some of the most common are blog posts, images, infographics and videos.
- Utilizing Hashtags and Trending Topics: Hashtags are highly efficient if you want to amplify your brand’s reach, especially if you’re using relevant hashtags. Of course, it’s essential to research popular industry hashtags and trending topics before posting awareness ads or awareness efforts on social media platforms like Twitter or Instagram.
- Encouraging User-Generated Content: User-generated content (UGC) is another tool you can use to boost your brand recognition and streamline your marketing strategies on social media. Not only will it allow consumers or people to promote your brands organically, but it also gives you a potential 29% increase in your conversion rates. Encourage users by creating campaigns that ask them to share their experiences with your product or service using a specific hashtag. You could also offer incentives like discounts or rewards for sharing UGC or explore influencer marketing, another effective social media marketing strategy that takes advantage of UGC.
Case Studies: Brands With Successful Brand Awareness Campaigns
Nike’s #justdoit Campaign
Nike’s #justdoit campaign is a great example of how a brand can use social media to build brand awareness. The campaign, which encourages people to “just do it” and pursue their goals, was a very successful social media marketing campaign. On top of using a variety of tactics to promote the campaign, they have also partnered with athletes and used influencer marketing to help spread the message.
Wendy’s Twitter Account
Wendy’s is another great example of a company that has successfully used social media advertising for brand awareness. Their Twitter account is known for its witty responses and engaging content. By creating entertaining content that resonates with its target audience, Wendy’s has built up a large following on the platform.
Airbnb’s Instagram Campaigns
With Instagram having the highest engagement rate among social media platforms, Airbnb found the best way to use it to build brand awareness. They’ve created a series of campaigns highlighting different aspects of their service, such as unique properties or experiences available through Airbnb. These effective Instagram campaigns feature high-quality images and videos designed to appeal to travelers looking for something different from traditional hotels.
The Importance of Building Strong Brand Awareness
Social media marketing can be an effective tool to help you build a strong online presence. With the right strategies combined with effectively monitoring relevant metrics, you can start boosting your brand awareness through social media. Contact us today and let us help you create a tailored-fit branding strategy that resonates with your target audience.