It’s no easy feat to create a website that’s crafted to enhance your brand awareness.
Brand awareness is the degree to which customers associate your brand with a product or service. There are large companies which are perfect examples of this. Consider the following list of scenarios when thinking about fundamental products or services:
- When considering how to get home when you’re out with friends, did you think “We’ll just Uber back” or “Let’s get a rideshare back?”
- At a restaurant, did you or your friend order a Coke, Pepsi or just a cola?
- When shopping for new running shoes, did you ever specifically think to get Nike, Adidas, or Reebok branded shoes?
- When searching for something on the internet, did you think/say “I’ll search for it” versus “I’ll Google it?”
The list goes on, but you get the point. If you create a website as a smaller business, it’s fine if your brand can’t reach the eponym level of Kleenex. There are smaller ways to highlight the success of your brand awareness, such as:
- Customers who Google search your branded terms or business name in search queries.
- Customers are selecting your brand over cheaper competitors.
- Target customers have general knowledge of who you are and what you do.
- A social media user who follows your page knows your next post will be funny.
The second list has more achievable elements. In this blog, we’ll share some sound advice to help you create a website for brand awareness building.
Write Compelling Blog Content
Business owners often have too much unnecessary knowledge for their customers. The Curse of knowledge is a cognitive bias which assumes customers have the same level of expertise to understand you. Thankfully, blogs can help you with this problem.
Business owners share their knowledge in long-form writing while sharing blog posts. The positive aspects are continuous and scalable as you create a website. Blog posts are a method to establish credibility and give information to foster customer trust. While writing frequently, businesses remain in the spotlight while educating new and current customers about their competencies.
How frequently should you blog? Most experts agree at least once a week, but to retrieve the best return, blogging about 11 times a month hits the sweet spot. Make sure you don’t sacrifice blog quality just for the result of more blogs.
Additionally, blogs are another method to enhance Search Engine Optimization (SEO). To create a website with proper SEO, a strategy needs to be devised first, involving keyword research, traffic and search intent. More can be read about this in our SEO Tactics blog.
Create a Website With Well-Designed Infographics
Are you drawn to pictures rather than words? Infographics represent information in a format that’s easy to digest at a glance. They involve engaging readers, breaking up text and even for compiling shares on social media.
Infographics are prime methods build brand awareness. If you create a website with infographics, ensure your brand name and logo are somewhere attached to the graphic. When it’s shared on the internet, it’ll be like a poster for your business. Since it can be referenced, it’ll also grow trust and credibility for your organization. Infographics can be useful for backlinks to your website as well.
Produce Useful DLC (Downloadable Content)
Downloadable content is similar to an infographic and a blog post. A very common example is a case study, white paper, a guide pamphlet, or another high-valued PDF. It can be used for qualified and interested clients who are already intrigued by your offering. They’re also trackable and are a useful tool to push leads into paying customers.
Downloadable Content is often free and is given simply by the customer giving their name and/or an email address. As long as you’re careful not to send too many irrelevant emails, you can use their email address to nurture a lead into a future customer.
You don’t need just one type of DLC either. Do you have multiple buyer personas? If so, what information do you think they desire most from your website? While you create a website with DLC, ensure you consider all of your buyer personas and even including multiple downloadable options based on what information they want.
Use Your Social Media Channels
Brand awareness and social media go hand in hand. Customers will follow your brand to see what posts and content you create. Social media outlets, like facebook, instagram and twitter, have methods to boost posts to capture wider audiences. These platforms often have filters to fine tune targeting options for you customers, helping you market more efficiently. When you create a website, don’t forget to have your social media channels linked to it and vice versa.
If you have any questions, contact us!