It goes without saying that you want your business to be seen by the masses. Of course, that’s easier said than done. You got tons of competition, and your demographic may not exactly be inclined to give you the time of day.
For sure, it’ll take some work, but there are a few ways to raise your brand awareness that results in long-term conversions.
1. Optimize Your Website
Contrary to what some are saying, SEO is NOT dead. The basics of SEO apply today as it did 10 years ago. Sure, you might not be able to get away with keyword stuffing nowadays, but the rules remain more or less the same. Here’s a quick refresher if you forgot the rules of good ol’ SEO:
- Search for longtail keywords someone in your industry might type in the search bar. A plumbing company, for example, may come up with a keyword phrase like “emergency plumbing in New England.”
- Include keywords in the headline, subtitles, and two to three times throughout the body of text for every webpage and blog post.
- Some of those keyword phrases should also be the anchor text and link back to other subpages within your site.
- There should also be content on other sites with keyword phrases as the anchor text for the backlink to your website.
Remember, the goal is to get your site to appear on the first page of the search engine results page for your keywords. This is vital because only 8.5% of search engine users look beyond the first page of Google.
2. Tell Your Story
As with any other business, your company provides some form of goods or service. Customers, though, also want to know the history, story, and people behind the brand. Your site should have an “about us” page that goes into detail about the company background and the people that built the company from the ground up.
Show photos of every person on the team along with personal details outside the work. Consumers should know, for instance, whether Co-founder Joe Schmo is married, what his hobbies are, etc.
You should also be willing to share your story through social media. Upload an intro video on YouTube using whiteboard animation or just a simple footage of the company with a voiceover.
3. Include a Company Blog
Your website should include a regularly updated blog. Fill it with a variety of useful content, such as:
- How-to articles
- Breaking industry news
- Fun facts
- Frequently asked questions
- Debunking common industry myths
What the blog should not include, though, are overtly promotional content. By all means, include a link or two to a service or mention a product in passing, but don’t make it the focus of the article.
Whatever type of content you prefer, remember to adhere to the rules of SEO listed in the first point.
4. Host an Event
Planning an event is a huge investment, but it can really pay dividends. An event is a great opportunity for consumers to get a hands-on experience and feel for your company, which more than likely mainly interacts with consumers online.
This gives you a chance to meet with some of the customers face-to-face, provide fun and informative workshops, present a product launch, and give away some free event swag. Hosting an event can really attract new clientele especially if it’s held in a big-name venue.
5. Become a Sponsor
Just as you can host an event, you can also be a sponsor of one. Small companies and startups are always looking for sponsors for events. If you have the budget, then you can agree to be a funder. Of course, you’ll get much in return, such as:
- A tradeshow booth of your own
- Have your product or service mentioned in passing during a presentation
- Have your logo included in the event swag
- Cross promote your company during the marketing phase of the event
6. Provide Exemplary Customer Service
Show your consumers that customer satisfaction is important to you. This means always answering customer enquiries whether sent through email, phone, or social media. If your company regularly interacts with customers in person, then remember common staff/customer etiquette. This means the customer is always right even when they’re wrong. All interactions should be professional and courteous.
According to one report, a dissatisfied customer will share their unhappy experience with 9-15 people. 91% of dismayed customers will not complain, but will simply never do business with the company again.
7.Use Social Media
Social media is so ingrained in our lives that it’s an absolute must for businesses. Create a Facebook channel and use other social networks like Twitter, Pinterest, and LinkedIn to link to the site. Social media will also be your primary hub if you’re promoting an event, which was discussed earlier.
With social media, you should go beyond the basic practice of sending posts. There are numerous ways of using social networks. Have you considered using paid Facebook Ads or paid Twitter Advertising? Have you thought about a social media contest or sweepstakes entry?
8. Use Offline Methods
Just because so many things are digitized these days doesn’t mean you can’t go old school. If your demographic is mainly local, then consider using old-time methods like sticking flyers on car windshields.
You can also send promotional material via snail mail, such as printed catalogs and postcards with a cutout coupon. Paper ads have a unique feel to them simply from the fact that they’re physically tangible.
9. Create a Subscriber’s List
Create a sign-up box on your landing page where visitors can submit their name and email to be included in your newsletter list. As with blogging, the newsletters should mostly be informative in nature rather than promotional.
The only exception to this rule is if the content includes some form of freebie to the subscriber, such as a discount code or limited-time offer. Newsletters can also include links to free downloads, such as a PDF, audio podcast, or link to a recently released YouTube video.
10. Consistently Use Your Logo
If your company has a logo or slogan of some sorts, use it and display it often. Immersion is key; this is why logos like Nike, Apple, Pepsi, or Google are globally known. Include the logo wherever you can in all of your marketing efforts. This includes:
- At the end of every email or newsletter
- On every printed flyer
- On your social media channels
- Event swag
Be an Aggressive Brander
Branding is all about taking action in one way or another to expand your company presence. The effort requires multiple avenues of approaches and ongoing work, but the rewards will be great if you stick to it.
This is a guest contribution by Dan McCarthy, Event Manager at Venueseeker, a comprehensive online venue guide based in the UK. Dan has 5 years of event project management under his belt. He has worked on many successful events and currently he shares his knowledge by writing on the company blog. Follow him on Twitter @DanCarthy2.