Navigating business processes under the new normal can pose many challenges for start-ups aiming to gain more brand awareness. The visibility factor of physical stores, billboards and posters is no longer the most effective marketing tool to gain exposure.
In the past, marketing campaigns used multiple platforms to gain brand awareness. In today’s climate, it is now almost entirely dependent on online platforms. This means that it is now more important than ever to adopt more effective customer engagement strategies to attract your target market-they may not have heard of you.
But don’t worry, we have already provided you with protection. In this article, we explored 10 ways to help your brand gain traction in the new normal and continue to thrive in the consumer business.
How to build brand awareness under the new normal?
1. Put customer user experience as the top priority
Fundamentally, customer user experience should be your top priority. This is how a potential visitor decides whether your brand is worthy of participation and further inspection. Customer retention depends largely on the limited time and experience of browsing your brand’s social media accounts or website.
Consider your current customer experience strategies and how to improve them, especially online. Invest in website performance tools to keep website loading speeds low, purchase powerful e-commerce software to ensure fast and seamless transactions, and reliable email marketing services to ensure that your emails enter your customers’ inboxes correctly.
Don’t ignore customer support either, we should respond to queries and complaints in a timely manner and develop a plan to deal with negative brand experiences. By prioritizing a better customer experience across all major touch points, customers will be more engaged, spread the message, and bring more visibility to your brand.
2. Let your personality shine
Most of the time, the new brands that stand out are highly personalized brands. Regardless of whether your product or service is in a highly competitive industry-adding something that makes your business “you” makes it easy for customers to see it from others.
Think about the personality of your brand and stick to it. It should include more than just your logo and beautiful design; this is what makes you unique and valuable to customers.
Your personality will resonate with customers-so even if you sell exactly the same products as another brand, your personality will attract customers to use your brand more than anyone else.
3. Publish comprehensive expert posts on your website
If your brand has not yet reached its credibility, try posting expert reviews on your website. A review can increase the readership and brand exposure that already has a following.
It creates a win-win situation for your brand and related experts. From your perspective, your brand has gained a new audience to view posts, increase credibility and sales. For experts: free publicity and exposure.
If done correctly, an effective summary can open many opportunities for both parties. The new normal should not be separated from this strategy, because collaboration is done entirely online and with people with industry expertise.
4. Submit guest posts
A subtle and effective way to attract visitors and promote your brand is through visitor posts on reputable websites.
There are many benefits to submitting guest posts to your brand’s website. It improves search engine results, website traffic and backlink building. Your brand can attract new visitors by leveraging the content of guests with similar market segments.
The important thing to note about guest posts is that providing a valuable source of information is the key to keeping your audience interested in your brand. It does not necessarily focus on your product or service; after all, no one likes a sales position.
Be wary of practices that allow your guest blog referrals to be rejected to ensure you get published. Soon, you will soon appear in front of your target audience through these larger sites.
5. Focus on building relationships, not sales
In the long run, building and maintaining customer relationships is more beneficial than focusing on increasing the number of sales. Customer engagement marketing is a strategy that helps customers build closer ties with your brand. By understanding your customers, your brand can have a reputation for predicting customer needs.
Unlike many marketing techniques that used to distribute information to a large audience, this form of participation is highly personalized. Contact individual customers by connecting various platforms in real time. Therefore, make potential and existing customers satisfied and loyal to your brand.
With the emergence of social media in the new normal, you can benefit from effective customer marketing strategies to popularize your brand name.
6. Start a contest on social media
Everyone likes free stuff——this makes social media contests a great way for your brand to increase its online influence.
There are many effective ways to optimize the game and let you stand in front of your target audience. First, make sure your giveaway is valuable to your audience and relevant to your niche. If you have your own products that you can give away, this is a great way to ensure that giveaway participants are already interested in your brand.
Then make sure to participate in the guide, such as following, liking, or commenting on related posts. Other options to make the contest more attractive include online voting, tagging friends, and sharing your posts.
7. Collaborate with influencers
In the past few years, influencer marketing has been one of the fastest growing strategies for brands to gain followers. The growth rate of social media influencers increases the chances of working with your brand. Today, 77% of marketers use influencer marketing to increase engagement, and as a result, 70% of millennials are affected to inspect and purchase products.
There are some best practices to be aware of when working with influential people. Start by working only with influencers who have a similar niche audience for your brand, agree on the type of content to publish, and then monitor the success of the campaign.
8. Invest in native advertising
Promoting your brand and business may mean considering a mix of strategies and platforms to truly capture the attention and interest of your audience. An effective strategy is to use native ads: ads adopt the form and function of the page on which they appear.
For example, native ads can link to blog posts in popular lifestyle publications. Blog content is not a complete promotion or publicity, but a more subtly and natural reference to the product or brand, rather than making it a central theme. On the contrary, content provides relevant and interesting (and valuable) information for the target audience to attract their attention and interest.
Another example: An insurance company specializing in workplace insurance published an article on their blog on how to increase employee retention. Then, the insurance company runs a local advertising campaign to promote the article. Potential customers (i.e., human resource managers or CEOs) who are trying to solve this pain point click to read the article and log on to the insurance company’s blog. The links and CTA on the blog page tempted them to learn more about the company’s insurance products and start their journey to discover the brand.
This is the charm of native advertising. This is an advertisement, but it will not disrupt the user’s online experience in an annoying and intrusive way like banner ads or pop-up windows.
9. Create a joint marketing campaign
Joint marketing activities refer to the cooperation of two or more brands to launch shared products or services. Both parties involved can benefit from this strategy.
Broaden your target market by sharing expertise with similar companies or brands that have different products but are suitable for cooperation. By promoting and publishing relevant content, you can easily share work and effort to increase visibility, so that more customers can double the possibility of knowing your brand.
You can use many different activities in joint marketing, such as joint webinars and live videos, online and offline shared postings, and even guest blogs, as we mentioned earlier. In this way, existing customers from both brands can browse the campaign and learn more about partner brands.
10. Be consistent
After using all the best strategies for building awareness for your brand, the last thing to remember is to be consistent in your online advertising campaigns. Especially when you start to get the attention of your customers, consistency is really the key.
As with most deep-rooted relationships, it takes time to build trust and connection with the audience. By maintaining consistency in quotations, content distribution, services, and other business processes, you can increase your credibility and value in the eyes of ideal buyers.
Create an editorial calendar for your online posts and promotions, and carefully monitor the performance of each campaign. Adjust which posts and activities work best, pay attention to customer feedback and comments, and soon you can become one of the superstar brands with the new normal social media space.
Just because we are in a new business environment surrounded by uncharted territory does not mean that you still cannot increase your brand awareness on a limited set of platforms. Introduce some of these strategies into your brand’s business strategy to make your brand appear in front of your audience and begin to see more customers influx.