Building brand awareness for a small business
PUBLISHED: 12:49 19 October 2018 | UPDATED: 11:43 26 October 2018
Jamie Brown of Archant Local Impact explains how you can build brand awareness.
Your ultimate goal might be to have more people spending money with you, but there’s more to the customer journey than the moment that someone parts with their hard earned cash.
Firstly, and particularly as a small business, you’ll need to let people know that you exist. By building brand awareness and letting customers know who you are, more people will know about you and what you do.
Let’s imagine that a business sells garden furniture. It’s unlikely that the audience they want to target – consumers, probably homeowners, who live in properties with a garden, we’ll presume – are all actively looking to purchase garden furniture on a constant basis. However, by putting their message in front of these people the business can build brand awareness by introducing themselves to a group of potential customers and potential future customers, as well as driving traffic and perhaps edging those who are actively seeking what they have to offer along to the next stage of their purchase.
There are a multitude of ways to do this.
Display advertising. Today’s consumers might be blasted with advertising messages all day long, but by ensuring it’s well targeted and relevant to who you want to reach, an effective display advert can really help to catch the eye and generate awareness.
Content marketing. Generally, we like to consume engaging, helpful information from people with relevant expertise, and as an expert in your field you’re well positioned to provide it. Building these relationships with potential customers will not only help to bring traffic to your website, it will also stimulate natural interest to significantly increase your brand awareness.
Social media. In order to position yourself as the answer to a need, the customer must first be aware of what that need might be. Posting engaging and relevant content on a regular basis can help you to build an audience, and that audience is more likely to turn to you when they have a problem for which your business is the solution.
If you have any questions don’t hesitate to get in touch.