For quite some time now, brand awareness has played a huge role in business success.
According to the Content Marketing Institute, focusing on building and boosting brand awareness should be one of the top priorities of modern-day marketers.
With that being said, it’s important that businesses don’t simply invest in creating and raising brand awareness just because everyone else is doing the same. Instead, it’s best to first truly understand why everyone else is doing it before you decide to do the same.
Now that you know that brand awareness plays a big role in business success, you may still be wondering why that is the case. That’s why we’ve decided to present you with the top 5 reasons why focusing on brand awareness will help you improve your business by improving your conversion rates.
But before we do that, we must first focus on defining brand awareness, exploring various ways you can raise and improve it, as well as seeing how it correlates to your conversion rates.
What is brand awareness?
Brand awareness refers to the ability of consumers to easily recognize and remember a brand. Brand awareness helps businesses distinguish themselves from the rest of the competition.
As such, by boosting your brand awareness, you’ll make sure your business is not only seen but also remembered by your audience, which will set your business apart from the rest of the crowd.
Branding your business will be the first step you need to take. Simply choosing a logo for your business and calling it a brand won’t be enough.
You will also need to determine your brand message and core values to help your audience connect with your brand more easily.
On top of that, you will also need to make sure that your entire online presence is consistent, which you can easily achieve with the help of a high-quality custom web design company.
Consistency will directly affect your brand recognition, as the lack thereof would make it difficult for your audience to recognize your brand.
Why is brand awareness important?
When it comes to various reasons why brand awareness is important, it’s oftentimes said that it is due to the fact that brand awareness makes the very first step in the marketing funnel.
Simply put, the more people are able to recognize and remember your brand, the greater the chances of them doing business with you. And, of course, the more people do business with you, the better it will be for your bottom line.
In other words, building and improving your brand awareness will help you stay on top of the mind of your customers. So, the first time they’re in need of products or services you offer, they will be more likely to turn to your business first, instead of looking for other businesses with a similar offer.
Aside from this, brand awareness can also help a business achieve a variety of goals and objectives. It can help expand the existing audience, boost web traffic, build brand authority and affinity and cultivate more leads.
5 reasons why brand awareness helps businesses convert more customers
To further drive the point home, we should explore the top 5 ways improved brand awareness will help businesses convert more customers.
1. Keeping your brand top-of-mind with your audience
As mentioned earlier, brands that manage to boost their brand awareness will ensure that they stay top-of-mind with their audience. This means that these brands will have priority over all other brands once their audience needs products or services they offer.
Managing to achieve this will not only result in greater conversions of your already-existing audience, but it also has the potential to bring more customers your way.
2. Increased word-of-mouth marketing
In the business world, word-of-mouth marketing is a great tool for not only boosting your brand awareness but also attracting a greater audience.
Since satisfied consumers are likely to share positive experiences with their friends and family, any brand that offers them just that will greatly benefit from it.
You can offer your customers a great customer experience by investing in proactive customer service.
3. Increased brand equity and reputation
Increased brand awareness can also help any business improve its brand equity and reputation. If you’re already aiming at making your brand well known, you must ensure that it is well known for all the right reasons.
Brands that boast a positive reputation are also the ones that generally attract more customers. This is because people will simply avoid a brand whose reputation is not all that great and instead focus on the one that has a plethora of satisfied customers.
4. Increased customer loyalty
Aside from all the other benefits of improving your brand awareness, it will also help you create a more loyal customer base.
If customers are satisfied with a brand, they won’t be likely to check out other similar brands and risk potentially ending up disappointed. Instead, they will always turn to a brand they had nothing but positive interactions with.
Your most loyal customers can also become your brand ambassadors, which will only bring more attention to your brand.
5. Increased sales
Naturally, by being able to attract more
customers to your brand, you can expect your sales to increase. The audience that ends up converting will bring more value to your business through various purchases and, oftentimes, even repeat business.
However, keep in mind that if your brand is experiencing lots of traffic but lacks in conversions, it might be time to look more into conversion rates optimization (CRO).
How to improve brand awareness?
Now that you know some of the main reasons why brand awareness is extremely important for any business and how it can help businesses convert more customers, let’s see how you can improve your brand awareness.
Build a Strong social media presence
Nowadays, it seems like everyone is present on social media. Brands that create a strong social media presence will not only be able to attract a greater audience, but they will also have the opportunity to connect with their existing audience more easily.
Brands that provide their audience with such streamlined communication can expect greater customer satisfaction, loyalty and engagement. Needless to say, this will lead to greater conversions.
Communicate throughout the customer lifecycle
One thing that can’t be missed in great brand awareness campaigns is laying out a plan for communication throughout the stages of the customer lifecycle. Make sure you get in touch with the right audience and use the right email marketing and marketing automation tools like ActiveCampaign who even have pre-made campaign templates to keep your contacts warm and your brand top of mind.
Invest in influencer marketing
In this day and age, influencer marketing plays a huge role in business promotion.
According to research, 61% of consumers (aged 18-34) were influenced at some point or the other to check a brand out. That’s why you should also look for influencer marketing options when trying to boost your brand awareness.
Use the power of content marketing
In the online marketing world, content is king. Whether it be writing blog posts, hosting a podcast, or using a webinar platform to run live or even pre-recorded webinars to your audience, give your followers knowledge they may not otherwise have and they’ll reward you by becoming loyal customers.
Top marketing agencies are well aware of this, which is why they often advise their clients to include content marketing in their brand promotion. However, keep in mind that in order to make sure you do this part right, it’s best to leave it to experienced content agencies.
Rely on SEO
SEO is another great strategy that will help you boost your brand awareness.
By making sure you follow all SEO rules, you’ll enable your brand to reach higher positions on search engine results pages (SERPs) which will only bring more attention to your brand and therefore more sales.
Stay on top of industry trends
Finally, you need to make sure you keep up with the industry trends when promoting your business and improving your brand awareness.
Since marketing trends are constantly changing, you need to make sure you stay in-the-know, so as to avoid trying to expand your reach by relying on obsolete trends.
As you can see, brand awareness plays a huge role in improving your conversion rates. By increasing your brand awareness, you’ll make sure you bring more attention to your business which will, in turn, result in better business performance.
And, needless to say, the better your business performs, the better the revenue you can expect.
Experienced in Online Marketing, Mathew writes for business and for pleasure, mostly focused on digital trends and web design. A huge people person, passionate about travel and books. Allergic to poor internet connection.