No matter what industry you’re in, brand awareness is one of the most important factors in business success. Does it have a direct measurable metric? No, but that’s because brand awareness affects multiple aspects of business in both a qualitative and quantitative way. Developing your recognition within a particular industry will grow trust, build association, and ultimately increase your profits.
Often one of the first hurdles that a budding company faces is figuring out where to start. Brand awareness doesn’t come from putting your efforts into one single area: it requires a well-designed strategy that’s consistent with your goals and employs various tactics.
This blog will discuss some of the most effective ways of boosting brand awareness using a website and explain in greater detail why it’s so important.
What is brand awareness and why is it important?
Brand awareness is the extent to which consumers are familiar with your products or services. Consider some of the world's most well-known companies, such as Google, Apple, and McDonald's. Consumers immediately recognise which industries they work in, what services they provide, and what they can expect from them.
As we can see, these brands have developed a strong trust with their customers, and this means those customers spend less time decision-making as they know exactly what they’re getting. In fact, 89% of marketers say brand awareness is the most important goal. Once a customer has formed a connection with your brand, they are more likely to make repeat purchases with little to no thought, bridging the trust and loyalty gap.
How will you grow as a business if nobody knows who you are? Your product and services could be amazing, but that won’t help you much if people awaren’t aware that they exist. Getting your name out there will embed you within your industry and position you as a credible brand that’s consistently investable.
Why your website is the best starting point
There are various tactics that can raise brand awareness, but many of them will revolve around your website. Today, having a strong online presence is absolutely mission-critical: after all, it’s very likely that most (perhaps almost all) of your customers will find you through online searches or references.
Almost all brand engagement ultimately leads to your website. Your social media accounts will link to your site, you can encourage site visits during face-to-face meetings, and people will often search for your brand name online if they see it anywhere else. Due to this, you must remember one key truth: that your website provides your first meaningful impression.
A visitor may have heard of your brand before, but it’s only when they arrive that they get to hear directly from you. Your website is the core digital representation of your brand, setting out who you are, what you do, and why your business has what the visitor needs — and if you neglect it, you’ll inevitably struggle to get people invested in you.
How to improve brand awareness through your website
Strong brand awareness is the result of multiple simultaneous efforts that extend beyond simply trying to get paying customers. You’re playing the long game in building your name, so even if something doesn’t drive conversions immediately, it can still prove a big moneyspinner in the coming years. Here are three key tactics to deploy:
Cultivate a compelling blog
Content marketing has become one of the most important tools in the marketing world. Blogging specially provides great leverage for companies across all industries as it’s a chance to get creative, develop a brand voice, and reach your target audience — three important contributors to increased brand awareness.
Whether users find your content organically or return as loyal readers, adding a blog page to your website makes it more engaging. A big reason why blogging is crucial for startups is that it allows them to quickly establish themselves as thought leaders in their fields. Once that expertise starts being acknowledged, brand awareness rises. Additionally, keyword research tools such as Ubersuggest can help you improve each blog post’s ranking by including search terms that your target audience is using.
Ensure message match
Creating ads that show off what your brand is about (featuring memorable elements such as captivating slogans) can really help you get prospective customers to notice you. This is why there’s so much value in running a highly-targeted campaign through a professional PPC agency: even if someone doesn’t click through the first time they spot your ad, it’ll leave an impression on them that’ll help to introduce your brand as something notable.
But what about when someone does click on your ad? You’ve put the time, effort and financial investment into getting their attention, so you need to use that attention — yet this is an area in which many companies fall short. This is because they don’t understand the concept of message match. In short, what they find on your website should match what the ad led them to expect. If you talk about a discount in the ad, you need to present it above the fold on the landing page, using concise and engaging copy to give your audience a snapshot view of who you are and what you’re offering.
Create high-value shareable content
Brand awareness takes time to nurture but your efforts are sure to pay off. Think about what you’re offering when someone lands on your site and what you can do to capture their attention. For example, ebooks, whitepapers, or even basic infographics can provide significant value, and providing such resources will make you more memorable.
Infographics are particularly worth using because they’re relatively easy to create. If you choose a suitable online tool (such as Canva’s free infographics maker), you can quickly make a high-quality infographic to share fun facts, show data, or give helpful tips. So long as you have your brand name and logo attached to the graphic, it can be shared far and wide and increase brand awareness.
Brand awareness is a powerful idea that can have a significant impact on your marketing activities as well as consumer perception and revenue. Give these top tips a go and you'll earn a loyal audience that identifies your brand among competitors, buys your items again and again, and tells their friends and family to do the same. Also, MintTwist has been recognised as one of the top web design companies in london by DesignRush!