Brand awareness is a term that refers to consumers’ recognition of particular products or services by their names. An example is that when people get thirsty and want a cold drink, the chances are that they will think of Coke or Pepsi. These drinks are so popular that people do not refer to them as beverages; instead, they call them by their names.
Brand awareness is usually at the top of the funnel in marketing teams. That is because it helps ensure that potential clients choose your product or service whenever they are faced with a seemingly difficult decision. For instance, when a person is looking for a cold beverage to drink, they will almost always pick the one that has a familiar name.
Brand awareness campaigns make products seem familiar and safe. It, therefore, helps ensure that clients trust the product. Brand awareness campaigns also help people understand what you have to offer and how it can benefit them. You’ll realise that it may be quite difficult to increase sales or expand into new markets without rigorous brand awareness campaigns.
Specific Advantages of Brand Awareness
Understanding some specific advantages of brand awareness is key to appreciating why it is essential to marketing.
Boosts market share and sales: The more people know about your brand, the higher the chances that they will use it. That is why your marketing team must develop targeted campaigns to reach high-quality audiences that can, in turn, buy into your idea.
Scale-up in new places: Brand awareness campaigns can be crucial in reaching new or unexplored markets. For instance, if your campaigns have focused mainly on social media, you can try supplementing this by incorporating SEO and search advertising. These campaigns can increase your online presence and create better brand awareness.
Improved brand perception: The first objective of brand awareness campaigns is to introduce your product to the market. That enables people to understand and appreciate it. The second objective is to ensure that people develop a positive perception of your brand and product.
Acquire audience data: While running your brand awareness campaigns, you can easily collect crucial data regarding your audiences. That enables you to come up with more specific strategies to manage your resources and get the best outcomes.
Why You Need a Social Media Strategy
Having had a deeper look at what brand awareness entails, you must understand that it can work well when integrated into your social media strategy.
The first thing you need to realise is that there are approximately 4.6 billion social media users worldwide. That’s about 60% of the world’s population. So getting your brand in front of a paltry number of these people can make a huge difference in whether you achieve success or not.
It is worth pointing out that most people spend an average of 2 hours and 27 minutes on these platforms. So throwing in a brand awareness campaign that takes less than a minute can tremendously tilt the scales in your favour.
Advantages of Brand Awareness Through Social Media
Mounting a brand awareness campaign on social media may seem quite complex, but it can achieve exceptional success with the right information. Remember that most campaigns utilise specific demographics to achieve the most favourable outcomes. For instance, if you are selling women’s shoes, you can target women most likely to buy the shoes depending on age, location, and trends.
Another advantage of social media campaigns is that they tend to be relatively cheaper. By simply crafting one message or creating a simple 1-minute video, you can reach millions of people across the world.
That is evident by the fact that specific videos go viral and capture the imaginations of many audiences across the globe. Save from a few updates or tweaks; social media messages can also remain relevant for a long time. That means your marketing campaign can continue working without direct input from your marketing team.
Social media can also improve content visibility. That ultimately helps your audience connect with your brand and choose it whenever they want to make a purchasing decision.
Conclusion
Brand awareness campaigns are a necessity for any budding or established business entity. The key to success lies in incorporating it into social media platforms and coming up with sound strategies to beat the competition.
