According to marketing research, increasing brand visibility has a direct impact on sales growth. Recognition creates a positive perception of the brand, increases customer loyalty and trust.
Recognition levels
There are three levels of brand awareness:
- With a hint: when a consumer remembers a brand after seeing or hearing somewhere its name or slogan.
- Without a hint. This level of awareness implies a strong imprint in the memory and causes a certain associative series. The consumer associates the brand with individual attributes of the product category.
- Top of mind – the highest level of popularity. These are the first 3-4 brands in any product category that are remembered by consumers. These brands are well-established in the consumer consciousness, and some of them become common names.
How to measure Internet visibility?
Various tools are used to measure brand awareness online: analytical surveys, estimates, metrics of search engines, etc.
The easiest and most accessible software to assess interest change is Google Trends. With its help, it becomes possible to track the history of search requests in certain search engines.
Obviously, if advertising mentions not just a name, but a domain then an increase in direct traffic can also indicate an increase in recognizability.
Ways to increase brand visibility on the Internet
There are many ways to raise brand awareness. The general principle is to form a positive image when being noticed by potential customers.
External content marketing
Constantly interact with different platforms, such as all kinds of niche media, private and corporate blogs, where you can leave guest posts.
Remember that creating good content is not enough, you need to be able to effectively distribute it.
External content marketing can help you to
- increase reach. Reach is important for all brands, and especially for businesses with poorly developed demand;
- increase engagement. Users get acquainted with the product, are interested in the brand and visit the website, which can lead to purchase;
- improve SEO. Buying links on incomprehensible sites through exchanges is completely irrelevant, but good Internet platforms are traffic sources with interested customers;
- grow the reputation and increase trust. All kinds of cases with figures, studies and checklists can cause the interest of potential customers.
PPC
PPC attracts new customers and raises awareness about the brand in general and about individual products.
When people see ads on websites, most often they don’t want to buy something at the same time, but only consider this possibility or don’t think about buying at all. It would be good to catch their attention.
PPC is often used by well-known brands to attract interest to new promotions and products.
Media advertising
This type of advertising is focused on spectacular perception. Media advertising includes:
- – banners – static or interactive pictures with attractive design;
- – video advertising – short video inserts, actively used on Youtube, TikTok, Vimeo, etc.;
- – branding – a rather expensive type of advertising, suggesting the image promotion of the brand. Coloring search string, advertising tabs, unique substrates sites – all this, one of the most common branding techniques;
- – text-graphic blocks – are information messages that differ from banners in that they’re more similar to the recommendation of the website, and not to third-party advertising.
Social media
Social media platforms are very popular nowadays and that’s why they can’t be ignored.
Big brands use social networks not only for sales, but also to remind people of themselves through various information posts, contests, surveys or just trying to entertain users. All of these tools help you improve customer loyalty.
SEO-promotion
Websites that are at the top of the search results give users more confidence. The higher you are issued, the more visitors come to your website. Therefore, it will be important and useful to pay attention to search engine optimization of the website.
Blogosphere
Today, the audience of some bloggers is proportional to the audience of famous TV channels. And it is usually more involved and loyal, with an adequate perception of advertising.
Referral program
Referral programs are a way of cooperation between the company and the client, where he receives a reward for what brings new customers from among his familiar people.
In order to independently promote your brand, it is necessary to provide favorable conditions of cooperation. Partner contributions are usually used. The customer brought a friend and received a certain percentage of sales.
Discounts, bonuses, etc, can also be rewards.
Conclusion
We have told you about the main ways to increase your brand visibility online. Each method is not mutually exclusive with respect to the other. Use as many marketing channels as possible according to your capabilities.
The main tip – stand out. Find your uniqueness, your distinctive feature from competitors and focus on it. Be consistent. One logo, one font, one style. And remember to work with customers outside the sales process.
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