How to Spread Brand Awareness

How to Spread Brand Awareness

man holding BRAND in his hand

The term “brand awareness” may seem like one of those phrases marketers created just to make other companies worry that their brands aren’t doing enough. But the term carries a lot of weight when it comes to your marketing strategy. After all, if your prospective buyers don’t know enough about your company, its unique value proposition, and its chief differentiators, how can you hope to compete with your rivals?

Brand awareness, quite simply, refers to the extent your target market is familiar with the distinct characteristics of your company. But achieving such awareness is actually fairly complicated. The process begins with organically and powerfully spreading the word. How can you do this and reel in a whole new set of qualified buyers? Start by weaving the following tactics into your existing marketing strategy:

Content Marketing

There’s a reason 93% of B2B companies rely on content marketing, or the creation and dissemination of custom copy, according to the 2014 B2B Content Marketing Benchmark study by the Content Marketing Institute. It’s because content marketing drives profitability, thought leadership, and brand awareness. In fact, 82% of marketers rely on it to drive brand awareness. By writing and posting blog entries, social media posts, and whitepapers, among other types of content, your brand is taking critical steps toward spreading the word about its core competencies. Companies are increasingly relying on content creation to get their messages out—a process that fuels revenue and heightened brand awareness.

Buyer Testimonials

Nothing spreads brand awareness faster than word-of-mouth, and buyer testimonials are a great place to start. To begin the process, reach out to a few of your most loyal customers and ask them if they’d be interested in evangelizing on behalf of your brand. For instance, they can participate in a case study, give you a compelling quote that you can highlight on your website, or, if you’re really lucky, offer to consult with prospective buyers via phone call and email. Testimonials and referrals are an effective way in augmenting your brand awareness.

Event Marketing

It’s not enough to just slap together a website and add new functionality to your product or service every few months. Person-to-person interaction with key influencers in your market is a must. A well-crafted marketing strategy takes into account the importance of attending conventions, trade shows, and personal development conferences. Imagine of the brand awareness you can spread at a trade show with a 20-by-20 branded booth! Think of the brand recognition you can enjoy by designing and marketing your booth giveaways! Your in-person presence is just as important as your online presence when it comes to gaining attention for your brand.

One-Off Campaigns

A one-and-done campaign is a great way to increase brand awareness. For instance, you can hold a social media contest designed to reward your buyers if they help you reach a collective goal—like attaining 500 new followers. Similarly, you can launch a VIP rewards program for long-term buyers to reward their commitment. No matter the one-off campaign, use the opportunity to create compelling content that will heighten awareness about your brand and corporate message.

Brand awareness isn’t merely a catchphrase for team members to throw around every so often at a marketing strategy meeting; rather, it can be a core driver of your business focus. So, spend some time today defining what brand awareness means to you, and then outline the critical steps necessary to spread knowledge about your company.

man holding BRAND in his hand

The term “brand awareness” may seem like one of those phrases marketers created just to make other companies worry that their brands aren’t doing enough. But the term carries a lot of weight when it comes to your marketing strategy. After all, if your prospective buyers don’t know enough about your company, its unique value proposition, and its chief differentiators, how can you hope to compete with your rivals?

Brand awareness, quite simply, refers to the extent your target market is familiar with the distinct characteristics of your company. But achieving such awareness is actually fairly complicated. The process begins with organically and powerfully spreading the word. How can you do this and reel in a whole new set of qualified buyers? Start by weaving the following tactics into your existing marketing strategy:

Content Marketing

There’s a reason 93% of B2B companies rely on content marketing, or the creation and dissemination of custom copy, according to the 2014 B2B Content Marketing Benchmark study by the Content Marketing Institute. It’s because content marketing drives profitability, thought leadership, and brand awareness. In fact, 82% of marketers rely on it to drive brand awareness. By writing and posting blog entries, social media posts, and whitepapers, among other types of content, your brand is taking critical steps toward spreading the word about its core competencies. Companies are increasingly relying on content creation to get their messages out—a process that fuels revenue and heightened brand awareness.

Buyer Testimonials

Nothing spreads brand awareness faster than word-of-mouth, and buyer testimonials are a great place to start. To begin the process, reach out to a few of your most loyal customers and ask them if they’d be interested in evangelizing on behalf of your brand. For instance, they can participate in a case study, give you a compelling quote that you can highlight on your website, or, if you’re really lucky, offer to consult with prospective buyers via phone call and email. Testimonials and referrals are an effective way in augmenting your brand awareness.

Event Marketing

It’s not enough to just slap together a website and add new functionality to your product or service every few months. Person-to-person interaction with key influencers in your market is a must. A well-crafted marketing strategy takes into account the importance of attending conventions, trade shows, and personal development conferences. Imagine of the brand awareness you can spread at a trade show with a 20-by-20 branded booth! Think of the brand recognition you can enjoy by designing and marketing your booth giveaways! Your in-person presence is just as important as your online presence when it comes to gaining attention for your brand.

One-Off Campaigns

A one-and-done campaign is a great way to increase brand awareness. For instance, you can hold a social media contest designed to reward your buyers if they help you reach a collective goal—like attaining 500 new followers. Similarly, you can launch a VIP rewards program for long-term buyers to reward their commitment. No matter the one-off campaign, use the opportunity to create compelling content that will heighten awareness about your brand and corporate message.

Brand awareness isn’t merely a catchphrase for team members to throw around every so often at a marketing strategy meeting; rather, it can be a core driver of your business focus. So, spend some time today defining what brand awareness means to you, and then outline the critical steps necessary to spread knowledge about your company.

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