How To Build Brand Awareness With A Multi-Channel Strategy
It’s become more than a little crowded in the marketing-place, and local businesses have more ways than ever to connect with their customers. If you haven’t adopted a multi-channel strategy spanning many formats, your business will struggle to stand out among more savvy competitors and build valuable brand awareness.
It is important to remember that brand awareness is about more than just visibility; it’s about ensuring your business makes a long-term, lasting impression. We’ve put together some tips on building a multi-channel strategy that’ll help you face the crowds and get the attention of your ideal customers.
Define your core message
Your customers are going to struggle to understand who you are if you don’t have any idea yourself. Take some time to nail down your business’s purpose, function and how your product or service will shape how its customers live their lives.
There’s an incalculable number of marketing messages flying around out there, so yours has to be distinct. Never think of yourself as just another DIY store or restaurant; communicate to your customers why you are so much more than what you sell.
The best place to start is with your brand personality. Establish a clear-cut tone of voice that will stand out to your customers. Are you funny? Serious? Sarky? Once you’ve made a choice, keep it consistent. Tailor a strategy across all your platforms, ensuring all your Facebook and Google Ads, blogs and social posts display the same tone and style.
Not sure how to define your core message? Check out our piece on finding your business’s brand voice for inspiration.
Understand your customers
When you rely on a single channel for your marketing, you’re not only limiting your marketing budget but your customers’ experiences.
It is your customers who will be buying your products, reading your content and visiting your website. The channels you invest in should be the ones your target market actually use. For instance, if your target customers are under 25 they’ll probably thrive on Snapchat and Instagram, but may struggle on platforms with an older demographic such as LinkedIn.
Social media platforms such as Facebook and Instagram offer paid advertising that helps businesses target their customers more specifically. Facebook Ads, for example, allow you to target audiences based on age, gender and even behaviour. This not only gets your messaging in front of more people, it gets it in the minds of the people most likely to be interested in your company and product.
Take a look at our Facebook advertising options if you’d like to start making social media work for your business.
Make friends with Google
New customers need to know you exist, and that won’t happen if you’re invisible on the world’s primary resource for finding information: Google.
While social media advertising will get you in front of customers who are thinking about something else, getting to grips with Search Engine Optimisation (SEO) techniques will make your website appear more prominently in Google search results. You can also directly advertise on the search result pages for these keyphrases using Google Ads, helping you reach the people who are actively looking for what you sell.
A multi-channel strategy doesn’t mean you have to be on every platform under the sun; it’s far more important to be in the right places. With Google processing over 4.3 billion searches every day, getting your website onto the first page of search engine search results could translate to thousands of new people learning about you.
Want to make your business more Google-friendly? Get in touch with one of our marketing experts for advice.
Spread your message
With over 3 billion users in the UK, social media is now a huge part of people’s daily lives, so it’s hardly surprising that it’s become a hugely popular and effective marketing tool.
Facebook offers very sophisticated paid advertising options, but there’s also much to gain from keeping your company active organically on social media. Whether you’re interacting with people or sharing content you’ve created, a significant portion of your customer base will be on these channels and it’s essential you tap into it.
Whenever your customers like, retweet or share your content, an infinite audience becomes introduced to your company and what you offer.
Social media is here to stay, and whether it’s through a paid strategy or by adopting an exceptionally compelling brand persona, it’s essential that you make the most of it.
Produce unique content
One of the most effective ways of building brand awareness is through the content you produce. Not only is it a pivotal digital marketing channel in its own right, but also one that supports many of the other channels we’ve mentioned here.
Whenever you create a blog post, case study, video or social post, you’re promoting your core message, targeting your audience and putting your business on the map. Any piece of helpful content you produce can also be promoted on social media and in your ads, serving as an ideal route into your business and nudging people further towards a purchase decision.
Like it or not, the days of single channel marketing are over, with more new platforms undoubtedly arising in the next few years. Whatever happens, the sooner you adapt your marketing strategy to new media, the easier it will be to establish yourself as the kind of business customers trust.
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