What is a brand?
A brand is your business’ identity.
It gives it a unique personality.
Your logo, colours, typography, storytelling, and visuals are vital elements that shape people’s perceptions of your company and evoke certain emotions in them.
However, you cannot expect to launch a company and become an overnight success.
You need to have a solid marketing strategy that will put your brand in front of the right audience and increase their familiarity with your name, logo, values, as well as products and services.
Here are a few powerful tactics that will help you maximise your brand visibility, both online and offline.
1 — Ensure a Consistent Brand Identity
Brand identity reflects your brand’s values.
It stands for the quality of your products and determines how people will feel when interacting with you.
To create a unique brand identity, you first need to understand your target audience, competitors, as well as your brand’s strengths and weaknesses.
Based on this data, you need to choose the right brand language, story, theme, messaging, colours, and logo design, then apply them consistently across all online and offline channels you use.
Sure, this depends on your business model and objectives.
For example, businesses like Amazon that are focused on increasing conversions will personalise customer journeys to makes sales faster.
Some companies are all about increasing brand loyalty and customer experiences.
Starbucks is famous for providing consistent, omnichannel customer experiences.
There are some specific business models where achieving consistent brand visibility is not that easy.
Let’s take an example of franchises.
Depending on your service business ideas, you can choose to either buy into an existing franchise branch or launch a new one.
In the first case, you have a store that is ready for business, and that already has a base of loyal customers, so focus on creating content and offers that retain them.
In the latter case, you will need to invest heavily in PR, social media marketing, and paid ads to increase brand exposure and attract new customers.
Most importantly, you will need to stick to the franchise’s brand guidelines that will help you align your local marketing goals with a franchisor’s brand.
2 — Referral Programs
Statistics show that 92% of consumers trust peer recommendations when making purchasing decisions.
That is precisely why referral marketing plays such an essential role in brand building.
Your loyal customers will be glad to share their positive experiences with your brand, especially if you give them something valuable in return.
Dropbox is a perfect example of how referral programs work.
They make it ridiculously easy for their users to refer friends via multiple online channels.
For every friend they refer, users get 500 MB of extra storage space.
This helped them generate loads of word-of-mouth and skyrocket signups by 60%.
3 — Host Social Media Contests
Hosting a social media giveaway is an awesome way to keep your loyal customers happy and maximise your brand visibility.
Namely, the majority of giveaways revolve around asking customers to like, share, and comment on your social media content.
By sharing your post with their friends, they will increase your brand visibility and help you attract loads of referral traffic.
Keep in mind that your customers love to compete and win, so why not gamify your contests?
Ask them to write or draw something, upload creative UGC, share recipes, or compose something authentic.
4 — Publish Awesome Guest Articles
As one of Google’s most important ranking factors, backlinks are an integral part of your online presence.
Now, there are numerous ways to gain links from other websites, but the most effective one is still guest blogging.
It helps you rank higher and, thus, increase your brand visibility.
Most importantly, by creating highly valuable, authentic, and fresh content and publishing it on relevant blogs, you will position yourself as an authoritative source of information and inspire people to visit you for more awesome content.
Many famous names in digital marketing, including Brian Dean and Neil Patel, use guest blogging not only to increase their backlink portfolio but also to establish a strong personal brand that humanises their corporate brand identity.
5 — Diversify your Content Marketing Strategy
Online users love infographics because they’re easy to follow, helping them visualise massive data.
As such, they can boost your brand in multiple ways.
First, they can help you with brand awareness, assuming you place your logo on each infographic.
Second, they are attractive and gain more shares on social, which will directly impact your website traffic.
Third, infographics are perceived as valuable sources of information, letting you earn backlinks from authoritative websites.
Back in 2010, Kissmetrics used infographics as the basis for their content strategy.
In the two years, they produced 47 high-quality infographics that helped them generate 2,512,596 visitors and 41,142 links.
6 — Humanise your Brand
Make your brand experiences on social personal.
Use social media listening tools to understand the major problems your customers face and provide them with real-time feedback.
Build vibrant online communities on platforms your audiences use, where they can communicate, share valuable tips, and help each other.
Let your customers meet your employees.
Publish employee testimonials, share staff members’ stories, and provide behind-the-scenes images and videos.
This will help you show the human side of your brand and make it more relatable.
7 — Create Brand Buzz with Influencer Marketing
Even though influencer marketing has become a buzzword over the past few years, it is still incredibly effective at boosting brand visibility.
Similarly to guest blogging, this tactic lets you reach out to wider audiences and gives you greater credibility.
You just need to connect with the influencers that are relevant to your niche.
This needs to be someone your audiences trust when making buying decisions.
For example, Lyft worked with celebrities like Snoop Dogg to boost their brand reach, while their collaborations with numerous non-celebrity influencers helped them make their brand more relatable.
8 — Invest in Paid Advertising
Appearing at the top of the organic search is not something that happens overnight.
Therefore, to increase your brand visibility faster, you will need to combine SEO with PPC.
Paid ads will almost instantly grow your online visibility in the overcrowded search results pages and drive more traffic to your website.
WordStream claims that 41% of all clicks go to the top three ads in the SERPs.
They can also grow your sales, given that 65% with a high commercial intent click directly on paid search results.
Apart from Google Ads, you should also invest in paid social advertising.
Your customers’ news feeds are packed to the brim with their friends’ posts and branded content.
With Facebook and Twitter ads that are relatively affordable, you will be able to choose the audiences you want to target and increase your visibility.
9 — Conduct Intent-Based Keyword Research
To get your brand noticed by the right audiences, you first need to understand their search intent.
Are they looking for valuable content?
Some of them are searching for the best products and prices, while others already know what they want to buy.
That’s why you need to map out their customer journeys and align your keywords with their intent.
Most importantly, don’t focus on exact-match keywords.
With the rise of smartphones and voice search, more and more people are turning to long-tail keywords, local searches, and even entire sentences to find the most relevant offers.
10 — Offline Marketing Still Works
As the number of online users keeps growing, having a solid digital marketing plan is inevitable to growing your brand visibility.
However, this doesn’t mean you should ignore offline marketing efforts.
Statistics show that 60% of customers trust offline word-of-mouth marketing more than online messaging.
Moreover, more than 40% of customers make online purchases after seeing an offline ad.
Now, there are numerous powerful ways to boost your brand offline.
For example, you could host events and workshops.
Apple relies on this method.
Namely, they host the Worldwide Developers Conference to showcase their new technologies for developers.
Use direct mail, as they still have incredibly high open rates.
You could even add a QR code to them to send your customers to your website or social networks.
Finally, temporary pop-up shops are also a fantastic way to put yourself in front of wider audiences, get them to remember your logo and products, and grow sales.
Increasing brand visibility from the very beginning is immensely important.
It allows you to stand out in the overcrowded market and gain consumers’ trust.
Sure, just because these practices work for the brands mentioned above doesn’t mean they will help you achieve spectacular results, too.
Most importantly, each of these practices can be implemented in numerous ways, depending on your brand’s goals.
Experiment with different marketing and branding tactics and test them regularly to see what works for you best.
Any bonus tips you want to share with us? We’d like to hear from you!
Originally published at https://inkbotdesign.com on May 13, 2019.