Tara-Nicholle Nelson, CEO of Transformational Customer Insights, encourages businesses to leverage the true power of brand visibility. “You cannot buy engagement. You have to build engagement,” she says. The former VP of marketing at MyFitnessPal knows – creating brand awareness takes extra elbow grease. Businesses today can take advantage of content marketing, SEO, review collection and social media to boost their brand’s visibility. This will help extend the reach of your brand’s content and create a stronger business in the end. Here’s how to take advantage of these 4 tactics:
1. Content Marketing
Winning at content marketing is all about creativity. Because audiences learn in different mediums, it’s essential to mix up the content you create and what you provide. Play with written, video, and audio formats in your content creation.
A great way to create a mix of content and boost your brand’s visibility is through lead magnets. Lead magnets are guides, workbooks, eBooks, and bundled resources that your brand can offer in exchange for a reader’s email and contact info. Once a workbook is created, it can be converted to smaller pieces of content – like a blog post, podcast episode, or infographic.
Another way to use content marketing in your brand awareness? Guest blogging. A guest blog is a little different from a press release, though serves a similar purpose – it lets you reach your audience in a new space. Reach out to brands in your industry and share a post related to your expertise. The social media and web monitoring tool, Mention, is a huge advocate of this tactic. “Increase your [brand’s] visibility by reaching a broader audience… [and] position you and your brand as a thought leader in your industry.”
“The end goal of SEO is higher placement of your website and site pages in search results,” explains the online marketing program ThriveHive. Search engine optimization uses targeted keywords, phrases and terms to improve your brand’s reach. This can be done through website copy, content marketing, and social media.
One aspect of SEO that you don’t want to miss in your business is on the back-end. Optimizing for search engines plays a large role in the development and design of a website. Sometimes, even more so than any other aspect of SEO. Why? Because technical SEO, as it is sometimes called, contains all of the most important information about your website – except it’s built into the code.
Though, businesses can still optimize their search engine efforts even after a website has been developed. Plug-ins, for example, is a good way to make sure how your content performs before publishing it on your website. Also, giving images descriptive titles and including alternate text will help boost your brand’s visibility behind the scenes.
3. Review Collection
Word-of-mouth is still one of the most popular forms of advertising. In today’s digital world, review collection can help brands and businesses reach their community faster. Using collection websites, like ConsumerAffairs, allows your clients to share their insights with each other.
Pixel Productions, Inc. reports that more than 50% of customers look to reviews when making a purchasing decision. “According to BrightLocal’s Local Consumer Review Survey, 88% of consumers trust online reviews as much as personal recommendations.” A positive review can even encourage a visitor to buy, Pixel Productions confirms, making it a valuable tool for brand awareness.
This is a powerful form of social proof and one of the most effective. Consumers today trust each other more than brands because they believe the opinion of their peers is more trustworthy. With marketing and advertising becoming more authentic as time goes on, review collection provides an authentic source for clients.
4. Social Media
Social grows larger and larger every day. According to Statista, an estimated 4.4 billion people around the world use social media, which is nearly 58% of the entire population. It’s easy to see why social media is cited as one of the biggest ways to boost brand visibility.
There are a few ways to leverage social media in your branding. Hashtags, tagging relevant brands and businesses, as well as posting consistently can all influence the reach of your brand’s content. One thing to note is that content marketing and social media marketing are not the same – they’re complementary forms of marketing. Social media marketing is often used as part of a content marketing plan, to distribute and promote content.
With social media, less is often more. You want to be where your audience is and optimize the conversations already taking place. As part of your social media plan, use tools to monitor the impressions of your brand in the digital space as well as to listen in to why your customers are talking about you.
Bonus: Partnerships & Influencer Relations
Boosting visibility goes beyond your customers – creating business networks and connections go a long way in building brand awareness too. “Mutually beneficial relationships with other businesses can have a major impact on your bottom line,” shares Protocol 80, the Inbound marketing agency.
In addition to the four tactics shared above, add partnerships and influencer relations to your strategy. It’s an effective way to get your business in front of a new audience. These opportunities can include sponsoring, collaborating on upcoming projects or simply tapping an influencer to create brand content.
Boosting your brand visibility can garner positive results for your business. With the help of content marketing, SEO, review collection and social media your brand can become the go-to resource for customers. These four tactics put you in front of them and even grow your reach beyond your audience.
Still not convinced? To learn more about how to use these tactics to gain brand visibility, schedule a demo with us.