For brands that do not have the breadth and width of Google and Amazon, the first step in acquiring customers is brand awareness. If you are starting a brand awareness campaign, the value of concentrating on digital marketing is pretty high. 77% of the people in the world who use the internet say that they are online every day and 25% of them say that almost always, they are online. However, the area of digital marketing is quite huge. When you work out a strategy for brand awareness, you need to finalize your decision about the digital marketing channels that you will use and arrange them according to priority.
Common Digital Marketing Channels
Over 3.5 billion searches daily are processed by Google. This isn’t surprising because online search has become a part of our lives and our go-to solution for the problems that we run into. If your website shows up on the top search results, then people will learn about you and potentially generate revenue for you. SEO or Search Engine Optimization is the process of getting your website ranked on Google search results. It is one of the most important if not the most important digital marketing channels and takes time to get results.
However, when you rank on the first page of Google for carefully selected keywords, it boosts brand awareness for your website. More importantly it doesn’t just boost brand awareness but relevant brand awareness because the keywords are pretty specific to your branding and you are specifically targeting people who look for what you do. SEO can be considered a pretty long game but the benefits are very rewarding.
PPC or pay-per-click is a paid version of SEO. SEO and PPC are meant for visibility in search engines, but SEO is focused on organic search results while PPC is focused on paid results. Paid results have more priority over the organic ones and show up first before the organic search results. There are benefits in PPC that you can reap as they are paid which you may not otherwise acquire through SEO. PPC raises brand awareness much faster than SEO. There is a possibility that you will start showing up on page 1 of Google during the first day that you run ads. This is quite advantageous if you are in a hurry to boost brand awareness due to a deadline.
Also, PPC gives you control in specifying who your ads will reach based on factors such as geography, search behavior and demographics. You can gain a very wide reach because Google’s PPC platform has a display network which powers the ads you see on websites all throughout the web and other extensions of Google such as Gmail and YouTube. According to Google, its network reaches 90 percent of all internet users.
- Social media marketing
Most of the people living in the US are on social media. It has become a standard practice for social media users to visit social media sites such as Facebook, Twitter and Instagram at least once a day. Social media has become a large part of how people spend their free time along with getting information. Because of this, it can be said that social media marketing is another essential digital marketing channel that can improve brand awareness.
Social media marketing covers all that you do in social media for free and the only thing you have to pay for are labor costs. It begins with the best audiences to target based on where they spend their time. It also includes content sharing and promotions from your website in order to boost brand awareness.
- Content marketing
Content marketing, in its own right, is a very strategic digital marketing channel and one that can support other channels already mentioned. If you consistently create high-quality and relevant content for your intended audience, you can target keywords through SEO and makes your website fresh. This also gives plenty of reasons for other websites to link to you which is another plus for your Google rankings.
Content marketing is versatile because you can also use social media and your ads to link to your content. If you only promote your products through content, then you should hope that the visit will convert to sales as this will improve the value of your content and your pages. The most important rule however is to play safe and always assume that customers won’t buy anything the first time they learn about your brand from your content.