Digital marketing trends to increase brand awareness
The speed of technological change in digital marketing is accelerating at breakneck speed. It’s hard to imagine that as little as ten years ago, roles such as digital marketing specialist, vlogger, social media manager, UX designer and many more did not even exist. But many of these changes are essential to meet the rising demands of consumers.
Mobile empowered users can now get their hands on anything their heart desires instantly and seamlessly as they drift from a myriad of devices. But as we are surrounded by content, it is getting notoriously tricky for brands to get noticed. Even if they do, it can be equally as challenging to meet their continuously rising expectations.
Fickle customers will not think twice about visiting your competitor if they provide a better experience. For businesses of all sizes, the importance of their brand awareness and reputation is crucial. To keep with the fast pace, it’s time to find innovative ways to reach your audience and not be afraid to experiment. Here are a few digital marketing trends that can help increase your brand awareness.
Getting personal with your customers
Generic marketing messages are beginning to look tired in a digital age where almost every product or social media platform is personalised. Digital marketers know that it’s no longer about creating more leads to bombard consumers with content that is of little or no interest.
Brands need to build intimacy and trust with their audience. Ultimately, you are tasked with providing valuable information, to the right people, at the right time and on the right device. You don’t have to heavily invest in expensive technology to get to know your customers; you can ask them and act on their feedback.
Only when you get to know your audience can you begin to create personalized content, services, products, communication and more.
Securing attention and leveraging micro-moments
Gary Vaynerchuk famously declared that attention is the new currency. Forget, impressions. Right now, it’s all about capturing the attention of your audience. Rather than promoting a monologue and trying to spread your message far and wide, brands need to focus on creating a dialogue with the right people at the right time.
Whenever we need help or essential information, an incredible 96% of us now reach for our smartphones to search for the answer online. Google collectively call these I want-to-know, I want-to-go, I want-to-do and I want-to-buy actions as micro-moments.
Businesses that are serious about increasing the awareness of their brand need to focus on anticipating and addressing the exact micro-moment needs of their customers. How? By merely understanding what questions their visitors are asking or what problems they need solving. Once you have this information, you can begin creating content and valuable information that can be delivered to any customer in need at the exact right time.
In a world where many are skipping ads or arming their browsers with pop up blockers, it can be challenging to reach your audience. But, many users are turning to online influencers for an authentic voice that resonates with them. If an online star has the ear of your target audience, they could help you increase your brand awareness.
For example, earlier this year, Sophie Hinch found herself becoming an online sensation after sharing videos of herself on Instagram cleaning her Essex home. Her practical tips saw her account rocket to over 1.4 million followers within a few months and has even become a regular on This Morning.
When she declared her love for the household disinfectant Zoflora, the product quickly sold out everywhere as anxious fans began stockpiling it. If you are trying send your message to a niche audience, working with well-known personalities could be an option for you. But, once again, having the right influencer, delivering the correct message to your niche audience is crucial.
Embrace video content
If you scroll down any social media newsfeed or timeline, you will quickly notice how video is dominating the digital landscape. There are many types of video content that you can create to grab the attention of your audience and also stand out from the crowd.
Authenticity is much more than a buzzword as it is becoming increasingly important to giving your brand a personality and a soul. You can do this by telling the story behind your company or showcasing your testimonials. But the real value is by providing valuable information and takeaways for your audience.
If you are feeling brave, you can live stream video and talk directly with your audience. But in an age of dwindling attention spans, you should probably start by creating snackable content that leaves your customers wanting more.
If one minute of video content is worth 1.8 million words, it demands to be taken seriously. If we are honest with ourselves, most of us find it easier to turn to an explainer video than read through a 98-page user manual. So, what are you waiting for?
Be Omnipresent and repurpose content
It’s time to step out of your comfort zone and explore what platforms your customers use. Chances are, it’s probably more than just Facebook. If you are serious about increasing your brand awareness, you will need a presence on multiple platforms.
However, it’s not as daunting or time-consuming as you think. You should be repurposing your content multiple times across a myriad of platforms. If you have invested resources in designing and creating content, make sure you put it to good use.
For example, even one written article can be transformed into an infographic, slideshow, video or even a podcast episode. In a visual world, you need to bring your content to life and share your message across multiple platforms.
The most important message is that high-quality content that is relevant and delivers value to your target audience is paramount. These are the foundations of building trust, loyalty and long-lasting relationships with your customers.
Please share your successes and challenges of increasing brand awareness in a digital age by commenting below.