Four Brand Awareness Techniques That Can't Be Ignored in 2021
Increasing brand awareness is the key goal of every emerging business. But if you're a small or mid-sized business with limited time, how do you best decide where to focus your efforts in order to build that all important customer trust, loyalty and familiarity? There are numerous ways to build brand awareness via online and offline marketing methods but we’ve outlined four techniques which are particularly powerful in 2021.
1) Influencer marketing
Love them or hate them, influencers are here to stay. Influencer marketing is particularly relevant if your brand is targeting a younger age range: a 2020 study by Econsultancy reported that 61% of consumers aged 18 to 34 have at some point been swayed in their decision making by digital influencers. When planning your influencer marketing strategy the consideration of value vs reach is key. The influencers with the biggest following may reach the widest audience but the same Econsultancy study states that 61% of consumers claim micro influencers produce the most relatable content. In an era when authenticity is valued most in retail, micro-influencers may be the ones to target due to their highly engaged audience.
2) Long tail SEO Keywords
SEO should be an integral part of every business’s marketing strategy but focusing on long-tail keywords, i.e. keywords which are less competitive and have lower but more highly engaged traffic, is particularly effective at raising brand awareness. Gaining a coveted first page spot on Google gets your brand in front of a wider audience and increases its credibility. Amazon is a business that has realised the importance of long tail keywords: 57% of their book sales are generated through long-tail searches which direct to their detailed long-tail keyword optimised product descriptions.
3) Product packaging and branding
According to Packaging Digest, studies show that 74% of young adults are more likely to share a photo of their product packaging online and almost 40% of overall consumers share packaging on social media that has an attractive gift-like design. Your product’s packaging should reflect your brand’s story and purpose - for example, the exquisite blue box and white ribbon is synonymous with luxury Tiffany jewelry, the sleek white boxed packaging reflects Apple’s crisp, minimalist aesthetic, and the zero waste cardboard boxes that house Ethique shampoo bars reflect their ethical conscience and commitment to sustainability.
4) Partnering with established companies
Retailers such as John Lewis, Sainsbury’s and TK Maxx have spent many years establishing themselves as household names and have won the trust of the general public. If these stores choose to stock a product on their shelves shoppers can assume it is of high quality. If you’re a small or mid sized FMCG business, partnering with such companies allows you to not only to get your product in front of the wide audience they attract but to leverage the trusted brand’s reputation.
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