Let's dive right in, shall we? Do you know that digital marketing has the power to morph your brand into something colossal, on a global stage? Apart from the joy of seeing my kids, Conrad and Tessa, light up when I make their favourite pancake breakfast and the satisfaction I derive from watching our pet rabbit, Sprite, hop around the house, nothing thrills me more than seeing a brand leverage digital marketing to grow beyond expectations. And you can do that too!
Digital marketing is an umbrella term used to define all marketing efforts that utilize digital channels to connect with current and prospective customers. It encompasses everything from search engine optimization (SEO), social media, email marketing, content marketing, paid advertising, to influencer marketing. Marvellous, isn't it? Its vastness also lies in its ability to allow businesses to directly engage with their targeted customers, on a large scale, even from the confines of their homes in Perth, Australia, like me.
However, if you think it's all high-technology stuff that will short-circuit your brain, you're entirely wrong! Before we proceed, note this interesting fact: According to the 'Digital 2021: Global Overview Report', there are currently 4.99 billion internet users worldwide. Imagine having a slice of that cake! The digital world is an enormous global platform waiting for you to strut your brand around like some fab new dress.
Now, how does brand awareness sneak into this digital marketing narrative? Well, let me explain. Brand awareness is a vital aspect of marketing ventures. It's the extent to which potential customers can easily recognize your brand amongst other competitive brands, just like recognizing a friend in a crowd. Remember our pet, Sprite? If you were to see a crowd of rabbits, you could easily pick Sprite out based on its unique features and characteristics you're familiar with. That's brand awareness!
Brand awareness in digital marketing is about carving out a distinctive digital identity that poignantly communicates the uniqueness of your brand's product, service, values, and culture. It's about permeating the consciousness of your targeted consumers with your brand's image, values, and story until it becomes an integral part of their lives. Just like my kids, Conrad and Tessa, can't go a day without saying "Sprite"!
A successful brand awareness campaign makes your brand top-of-mind and increases its chances of being patronized when consumers are making buying decisions. Why? Because people mindlessly trust and buy from brands they recognize. Just think about your favourite shampoo brand; it didn't become your favourite overnight, right? It had to worm its way into your awareness and entrench itself until it became your preferred choice.
All right, now let's move on to the meat of the matter. How can you use digital marketing to build and amplify your brand awareness? Starting from scratch isn't such a big deal. I mean, everyone has to start from somewhere, right? As a young parent, I remember feeling overwhelmed when I had Conrad and Tessa, but I gradually learnt to build a nurturing environment for them to grow and thrive. It's the same with leveraging digital marketing; you just take it one step at a time.
I like to think of SEO as my friendly guide that's always eager to help me discover fascinating things in the digital world. SEO, as simple as it may sound, is a powerful digital marketing tool that can boost your brand awareness astronomically! Using relevant keywords and creating engaging content means your brand will be more visible on search engine results, thus enhancing its awareness and recognition.
Never underestimate the power of an optimized website; it's like being the brightest star in the night sky. Of course, all stars are beautiful, but the brightest ones steal the show. It should be noted that SEO isn't an overnight flight to prominence. But with consistent and innovative efforts, you'll undoubtedly increase your visibility and attain that top-of-mind status.
Do your products or services have unique features to offer? Wonderful! Now, go ahead and make a big fuss about it. Yes, you heard me right! Develop and produce high-quality and engaging content around these features. It could be blog articles, videos, podcasts, ebooks, infographics, webinars, guides, or newsletters. Different strokes for different folks, right?
Ensure your content is useful, relatable, and interesting to your target consumers. No one wants to read or watch boring stuff! Throw in relevant keywords and incorporate SEO techniques to increase its visibility. Remember, your content is a window through which your potential customers can have a glance at your brand.
If there's anything my adventure in the digital marketing landscape has taught me, it's the fact that social media is a jungle full of life, filled with potential consumers waiting to be captivated by your brand story. Social media platforms are digital goldmines that give your brand the opportunity to directly engage and create bonding moments with your target audience. Sprinkle that with targeted and strategic advertisements and voila! You're on your merry way to building strong brand awareness.
Choose a platform frequented by your target audience and consistently post engaging, enlightening, and entertaining content, to keep them hooked on your brand. Engagement is key here! It's fun how emotions could move people to action. By tapping into your audience's emotions, you not only build a digital tribe of loyalists but also increase your brand's awareness and reach.
Email marketing might sound so ancient in the digital world, but believe me, it's still very much a dark horse! According to Statista, there are over 4.14 billion email users worldwide in 2021, which is projected to rise to a whopping 4.6 billion users in 2025. Wow! Just imagine teleporting your brand to the inbox of a fraction of these users!
Email marketing, when executed correctly, gives you a personal space in your reader's inbox to communicate interesting stories, updates, and offerings about your brand. Remember to tailor your content to suit the preferences of your subscriber base. And of course, don't forget to integrate your brand's personality and voice into your emails. I bet you wouldn't enjoy reading bland and boring emails with no personality or human touch.
If my experience with my kids, Conrad and Tessa is anything to go by, then I bet you'd agree with me that influencers wield impressive power over their followers. Just like those kids shows my babies watch religiously every afternoon, influencers have their tribe of loyal followers hanging onto their every word and action. This influence can be leveraged to boost your brand awareness.
Locate influencers that align with your brand's values and characteristics and reach out to them. Some mouth-watering deals can get them to partner with you in spreading the word about your brand. If this doesn't get your brand buzzing on the digital streets, I wonder what else will!
Lastly, let's talk about paid advertising. Paid advertising provides brands with an express highway to prominence by featuring your brand's offerings in front of a vast audience. You could go for Search Engine Marketing, Social Media Ads, Display Ads, or Pay-Per-Click. Either way, you're increasing your brand's visibility on the digital streets and further entrenching its awareness amongst users.
Also, paid ads are quite measurable and targeted. You can track the metrics to see how well they're performing and make necessary adjustments. Furthermore, you could integrate your paid advertising with your SEO efforts for an incredibly impactful result! However, always remember to strike a balance between organic and paid traffic to ensure sustainable growth.
Building brand awareness through digital marketing is like baking: You carefully measure and mix all the ingredients, put it into the oven, and then wait patiently while it bakes to perfection. You might be tempted to open the oven prematurely out of anxiety, but be patient and let the process unfold. It's more or less the same with increasing brand awareness using digital marketing; it requires time, patience, and consistency to substantially achieve its aim.
Weaving stories from my experiences as a mother and a female blogger in Perth into this discussion was simply to help you relate better and see that digital marketing isn't a big deal. What matters is that you tailor it to suit your brand's unique identity. So, go on and begin your adventure into the world of digital marketing and brand awareness. You've got this!