One question that eternally plays on every marketer’s mind is how can your brand stand out in a sea of competition? If people don’t know you, why would they buy from you and why would they invest in you?
Brand awareness is a crucial element to the marketing strategies of small and medium-sized companies. By creating and nurturing a vibrant brand awareness campaign, you can start to beat away the obscurity.
To get you started, here are a few low-cost and easy to implement tips. Read on; you’ll be glad you did.
1. Cross Promote with Complementary Businesses
Team up with brands or companies that offer customers complementary products or services. Recently while ordering lunch, we noticed that along with our order of Indian food, we received pocket-sized bottles of mouthwash. Obviously, I still remember the brand that did that, because let’s face it, no one likes onion breath.
Just a few guidelines before you start cross promoting –
- Pick the right partner: You need to choose a company that shares your business ethics, serves similar audiences and has a product or service that compliments yours. Simply put, choose a company you would recommend to your customers.
- Win-win situation: Avoid a conflict of interest at all costs. Your brand awareness campaigns should be equally efficient and affordable to both parties.
2. Frequent Press Releases of Achievements
Every milestone achieved by your brand should be made public through an array of well-organized press releases.
This is a great way to show your target audiences that your brand has what it takes to be at the top. Whether it’s a launch of a new product, a breakthrough in research, surpassed quarterly targets, or achievements in corporate responsibility; every stride made in your brand should be accompanied by a press release.
It’s certainly an effective way to cultivate brand awareness without going deep into your pockets.
3. Adopt a Strategy around Employee Advocacy
Did you know that 46% of a customer’s purchase decision can be influenced by a social post? Plus, surveys show that people are 77% more likely to purchase from someone they know, over any advertising noise.
Now imagine if you can actually combine the best of both those stats. Through employee advocacy, you empower your employees to share brand content on their personal network pages. This not only increases the visibility of your brand, but it might also reach new prospects that you’d otherwise not have access to. And the best thing is – it won’t burn a hole in your pocket.
A good employee advocacy program allows customers to interact with your brand on the next level. You can use a tried-and-tested employee advocacy tool for effortless sharing and track progress and results in real-time. Don’t forget to incorporate an interesting reward system into your employee advocacy tool for maximum ROI.
4. Market your work culture
Some companies have got the whole work culture marketing down to a tee. Take for instance L’Oreal. The makeup giant fully encourages their employees to take pictures and share it on social media with the hashtag #LifeAtLoreal.
Now you’re probably thinking that the makeup super brand doesn’t need much help in the brand awareness department. On a smaller scale, startup company Zappos took on a similar approach.
Zappos’s CEO once said – “We believe that your company’s culture and your company’s brand are really just two sides of the same coin. The brand may lag the culture at first, but eventually, it will catch up. Your culture is your brand.”
If done correctly, your work culture can do wonders for your brand awareness. Take advantage of employee advocacy to let your audience in on what’s happening in your workplace.