Tag Archive for: marketing content

Build brand awareness with these clever tips and tricks

If people don’t know who you are, they can’t purchase your product or service. Brand awareness happens the second someone remembers your brand from previously seeing something such as your company name or logo. Building brand awareness means building your reputation. This can help you to get more customers and retain old customers.

But Rome wasn’t built in a day and neither is brand awareness. People aren’t going to know your brand automatically after seeing your name or logo a couple of times. You need to work for it by building a strategy, earning people’s trust and making your presence known across multiple channels. There are so many ways you can engage with your customers online – from email marketing to advertising on social media. Below are components to add to your branding strategy:

Make your business more ethical or sustainable

Make your business stand out whilst doing your part for the planet, by incorporating more sustainability. You could plant a tree in clients’ names, encourage your staff members to cycle to work, or print less and be more digital. Already doing this? Shout about it! We are becoming more ethically aware and many people are likely to do business with a company that is incorporating sustainable measures.

Consistency is key

Being consistent will of course help people remember your brand. Consistency can also improve your SEO. If you have a Google My Business page, you will notice that your name, address and phone number is displayed when you search for your business. This should be the same across all platforms.

Also, everywhere that you have a visual digital presence should be consistent. The colours and fonts used across your website, branding and logo must match. Also, cover images for social media platforms should all be the same or similar.

If you are consistent with everything you do, you will become more familiar to people who see you across different platforms.

Social media presence

In a digital world it’s important to have a strong social media presence. You should also be posting regularly – remember that consistent thing we discussed? There are other things you can do alongside posting to boost your brand visibility, such as responding to comments on posts. Be known as a trusted, helpful brand with a great social media presence by making the effort to interact with your customers.

Partner with other (bigger) brands

If you’re a smaller business looking to build brand awareness, partner with more established brands by creating giveaways or even collaborating on a product.

Find businesses you’d like to work with, and engage with them on social media. After building a relationship, you can find out if they’d like to collaborate. Facebook or Instagram giveaways are perfect for building brand awareness. You’ll be getting your name out there to potentially a whole new audience, and if the other brand is in the same industry as you, even better.

Refer a friend

A referral programme is a great way to generate brand awareness, as well as gain new customers. If someone is already a loyal follower of your brand, give them the encouragement to share you with a friend.

If a friend tells you about a product, would you be inclined to check them out, especially if they were offering something free? Graze snacks provide a £1 for every person referred, and each new person receives a free graze box. Everybody wins!

Do something positive

Right now, there’s a lot of negativity in the world. So do something positive for your customers and your brand. Share positive reviews, answer customer queries or come up with your own form of positive branding.

Dominos previously launched a campaign called ‘Paving for Pizza’, where they fixed potholes in the road. They incorporated their logo to promote their business, while making a positive impact. You don’t have to go to this extreme, but people will recognise when you do something good. An idea is donating to a local charity. This can build positive brand awareness and could influence potential customers future buying decisions.

Use retargeting

Brand awareness is ensuring your audience see your logo, business name, ads etc. multiple times, so they become familiar with your brand. Retargeting is a way for customers who may have visited your website to see you again.

There are several forms of retargeting. You can gather data from customers who have visited your website and then retarget them with social media and Google ads. You can also use email to retarget customers.

It’s rare for a customer to convert the first time they interact with your brand. This is why you need to utilise retargeting.

(MORE: 8 marketing metrics you must be keeping tabs on)

8 marketing metrics you must be keeping tabs on

Tracking your key marketing metrics is vital in running an accountable, effective marketing strategy. If you aren’t measuring your performance, how do you know you’re on the right track? Firstly, you need to know what the right metrics are.

These days, there are tonnes of performance measures you can keep tabs on, but in this post, we outline some of the most crucial metrics you should be tracking, and how they’ll help you improve your overall marketing performance.

  1. Leads

Generating leads is one of the toughest but most important marketing tasks. The main role of marketing is to find or produce leads (aka people that are potentially interested in your service and can be converted into customers).

Tracking leads is the first things you must be doing. Track the total number of leads generated per month and leads generated by each marketing channel (social media marketing, advertising, web search results, content marketing, emails, etc.).

  1. Qualified leads

Qualified leads are leads that you’ve seen some form of engagement from – they’re not just ‘potentially’ interested in your service, they’ve actually engaged with you in some way, and can now be transferred to your sales team.

You can calculate the rate of your leads to qualified leads by using this formula:

(Qualified leads/Total leads) x 100 = Qualified lead rate)

This will help you get a better understanding of the effectiveness of your marketing tools.

  1. Return on marketing investment (ROMI)

ROMI doesn’t differ much from the more well-known ‘return on investment’ (ROI) metric. But it focuses specifically on marketing investment, measuring how much revenue a marketing campaign is generating compared to the cost of running that campaign.

Here’s how ROMI is calculated:

ROMI – (income from marketing – cost of goods – marketing expenditures) /marketing expenditures * 100.

If ROMI is less than 100%, then your marketing investments cost the business. If it’s more than 100%, the push was profitable.

Bear in mind that it isn’t always possible to calculate ROMI and the result doesn’t always represent the reality. ROMI is just one metric to consider, and you should never over-emphasise a single metric on its own.

  1. Referrals

Businesses often neglect tracking referrals, but it’s an important consideration, especially in digital marketing.

There are numerous ways you can track referrals, e.g. cards and vouchers, or a manual referral process. But the most common referral strategies are run and tracked online.

This starts with a customer signing up to your offering, then inviting their friends via a unique referral link/code. To track these referrals you can use Google Analytics, or even just an Excel spreadsheet, provided you have a unique code for each new visitor.

To calculate the rate of referrals:

Total number of customers / Number of referrals = Referral rate

  1. Brand awareness

Essentially, brand awareness is where consumers are familiar with a particular brand. It’s one of the vaguest metrics listed here, as it’s hard to assess how many people have heard about the brand. But it can also be valuable, particularly when matched against competitor brands.

Marketers can begin by tracking the number of mentions their brand receives online. You can then also match those same metrics against your competitors.

These metrics don’t show how many people know the brand, but they do show how many people are talking about it, which can be a good way to measure the ongoing impact of your brand awareness efforts.

  1. Reviews and testimonials

Reviews and testimonials are another form of ‘word-of-mouth marketing’. Every business should encourage reviews – they can make or break your sales when a potential customer searches online for your brand.

  1. Cost of customer acquisition (CAC)

Cost of customer acquisition looks at how much it costs on average to convert a lead into a customer. It’s another metric that can prevent you wasting money on marketing campaigns which don’t deliver.

CAC is calculated with this formula:

Amount spent on lead generation / Number of new customers as a result of lead generation = Cost of customer acquisition

Similarly to ROMI, you shouldn’t just rely on it alone and overestimate the metric, as there are caveats. For example, a business may have invested in early-stage SEO, and therefore wouldn’t see measurable results for quite some time.

  1. Customer lifetime value (CLV)

Customer lifetime value shows how much revenue each customer brings to your business throughout the whole relationship. CLV shows you how many customers you need to breakeven and to make a profit.

Increasing CLV is important, as it’s often cheaper to keep an existing customer than it is to convert a new one. The simplest formula to measure CLV is:

Customer revenue per year x Duration of the relationship in years – Total costs of acquiring and serving the customer = CLV

This is a basic measure, but it can provide valuable insight to help keep your efforts on the right track.

Is that everything?

These are the metrics that we consider important, but there are many more you can focus on.

Marketing is multifaceted, and everything from email open rates to SEO requires attention. Just try to spend the same amount of time on measuring as you do marketing, because measuring will help you formulate more effective, adaptive strategies over time.

(MORE: 7 proven marketing strategies that work for small-medium sized businesses)

Spice up your marketing with user-generated content (UGC)

Are you looking for ways to improve your marketing? Would you like to know how user-generated content (UGC) can assist your business growth goals?

The infographic here shows M2 Technology Group’s tips for success. They cover:

  • What is user-generated content (UGC)?
  • Why your brand needs to take advantage of UGC
  • The values of UGC
  • The challenges around UGC
  • 10 steps to a successful UGC marketing campaign

So take a look at the infographic below!

User-generated content infographic