3 Ways an Effective Digital Marketing Strategy Boosts Brand Awareness
By Moe Daghostani
Digital marketing is the name of the game for businesses looking to remain competitive and thrive in the online business world. While digital marketing spending slowed somewhat due to companies tightening their belts in light of COVID-19, it’s making a strong comeback in 2021. Spending on digital marketing is projected to increase by 21% in 2021.
This renewal of digital marketing strategies offers a unique opportunity for marketers and business owners. As the world re-opens, consumers will be enthusiastic about engaging with the world around them. You can work that to your advantage.
It’s the perfect time to raise brand awareness.
Why You Need to be Raising Brand Awareness
Did you know that companies that present a consistent image across their entire network report 23% higher revenue than those that don’t? Or that 89% of customers stay loyal to a brand that shares their values?
The message these numbers speak is loud and clear. Digital marketing is integral to getting customers in the door. Once they’re there, it’s easier to keep them coming back. They’ll spend more money, have fonder feelings, and give you more trust.
Transforming first-time visitors into repeat customers is a journey. Brand awareness is one of the first step on that multifaceted encounter. That’s one of the benefits of a digital marketing strategy – you can really fine-tune your marketing to optimize brand awareness at every stage.
Let’s start by taking a look at a successful digital marketing campaign and work backwards to show you how you can make the most of it to create fanatically loyal customers.
Elon Musk’s Digital Marketing Strategy
You’d be hard-pressed to think of a better example of a 21st-Century success story than Elon Musk.
His name is virtually synonymous with “futuristic.” He is single-handedly sending civilians into outer space. He literally wants to colonize Mars.
Imagine the shock that Elon Musk generated when he declared his brand, Tesla, “doesn’t buy advertising.”
Recently, one of Tesla’s shareholders wanted Musk to invest up to $64.30 AUD per car they hoped to sell. In his characteristic fashion, Elon Musk claimed that “traditional advertising doesn’t produce sales.”
He’s not just making inflammatory stories. He’s basing these insights on data from a digital marketing research agency. They found that only 25% of the ads that won the prestigious Cannes Lions awards resulted in actual sales.
Only 25%. Let that sink in. And these are the best advertisements on Earth.
Does that mean that Elon Musk doesn’t advertise Tesla? No, of course not. It just means that he uses unconventional means to increase brand awareness, which he’s exceptionally good at. Even bold statements like that headline-worthy quote are part of the digital marketing strategy.
Elon Musk is a model of the ways that marketing has shifted in today’s digital world. Rather than spending their entire budget on expensive, prestigious full-page colour ads, he prefers to leverage his 35 million Twitter followers to drive sales for Tesla.
35 million followers… let that sink in, too. That’s more people than live in Malaysia, just to put that number into perspective. It’s also a hint at how you can leverage digital marketing into a cohesive digital marketing strategy.
Now let’s look at how you can create your own marketing strategies that are especially effective for boosting brand awareness.
Embrace Influencer Marketing
We used the example of Elon Musk’s Twitter network to illustrate how passive marketing like print ads isn’t the only game in town. It’s not that marketing doesn’t work; many consumers are distrustful of traditional marketing. They’re far more likely to take advice and recommendations from people they know and trust.
This is where influencer marketing falls into today’s digital marketing landscape. Influencer marketing is one of the most effective methods of growing your audience and customer base. It’s only going to keep getting more important, also.
Influencer marketing can come in many different shapes and sizes. The most common conception of influencer marketing is a brand working with someone who’s internet famous. This could be a popular streamer, a TikTok superstar, or someone with a massive Twitter following like Elon Musk.
Do not discount the impact that a popular influencer could have on social media brand awareness. If someone famous and influential shares a video of them using your product or service, there’s a good chance their audience will click and interact with your brand at least once. What happens from there is largely due to you and your marketing strategy.
Another way you can leverage influencer marketing to grow your brand is to identify your super-users. If you create a profile for loyal customers that regularly engage with your brand, you can entice them to share your content with their network for powerful results.
That’s not to say that every regular customer or visitor is a potential influencer. You should also find customers that have healthy followings of their own with good engagement rates. Consider analyzing and segmenting your audience by creating a list of qualified leads. Only some will convert to actual working relationships, just like a list of leads.
Elevate Content Strategy
Content is king has been the accepted wisdom for several years now. Content marketing, which are sometimes called inbound marketing strategies, solves many of the problems you can run into with traditional marketing.
It also calls for you to think a little more carefully about content. This is where the content strategy comes in.
There have never been so many different types of content creating as there are today. Video ads, podcasts, blog posts, whitepapers… the list is potentially endless. Each one has its strengths and can enhance brand awareness in several clever ways.
Creating a content strategy requires understanding the buyer’s cycle to a granular degree. Customers making the first contact with your brand will have different needs than those in the consideration stage of making a purchase.
This is where a sales funnel can come in handy. Sales funnels are uniquely useful for segmenting both your content and your audience into different stages.
For instance, you might offer a new visitor an incentive for sharing one of your blog posts. This could be the top of the funnel.
This achieves two goals at once. It begins a relationship between your brand and that customer. It also transforms them into brand ambassadors and influencers, which helps to make sure that you have a constant influx of new customers and clients.
You can then help steer your users through the funnel using SEO and long-tail keywords to get to the next stage of the funnel. It’s also an example of the difference between simply creating content and having a content strategy. A strategy gives you the opportunity to systematically build and grow your business and audience. It involves a mixture of keyword research and SEO to boost your Google ranking.
Once you’ve created some excellent content, fans will share to social media platforms. Others may link to your content, making it an invaluable part of link building, which in turn further boosts your SEO score and Google ranking.
Content is king. Content can also be anything. You’ll want to think outside the box and bring actual value to your customer’s lives if you want them to spread the word about your brand.
As business owners, it’s all too easy to get into the habit of thinking about press releases and technical reports. While those might be technically interesting and useful, that’s not necessarily the best way to create rabid brand ambassadors.
Say you wanted to create a curated video streaming site since you figured people had watched everything there is to watch on Netflix. Yes, you could create a monthly industry report with the latest streaming figures as The Hollywood Reporter does.
Or you could create a podcast series about the awesomest ’80s action movies…
Which do you think is going to get more engagement? A bunch of bar graphs or an uncensored showdown about whether Cobra or Predator is the superior 80s action flick?
We expect you already know the answer to that question.
That’s just one example of how you can get creative to create a truly killer content strategy to increase brand awareness.
For another example, you might consider creating a user-generated content campaign. Say you want to break into the Instagram network. For the sake of this example, imagine your audience has several talented visual artists.
You might ask your network to create art around a theme and share a branded hashtag. This is also a win-win strategy, as it also generates viewers and gains new followers for the artists themselves. This, in turn, creates more goodwill towards you and your brand.
When you take the time to create a strategy, your digital marketing can really live up to its potential. It can transform your audience into passionate brand advocates and let your customers handle the advertising and marketing for you! It’s no wonder people have been so passionate about content marketing in the Digital Age.
Ready To Optimise Your Digital Marketing?
There’s never been more exciting to be in business. There are so many powerful tools that let independent business owners truly hold their own against major Fortune 500 corporations.
Whether you’re looking to raise brand awareness or optimise your sales funnel, we are here to make sure your marketing efforts land the way they’re supposed to, so you have everything you need to thrive in today’s business world. Get in touch with us today and let us know how we can help you make the most of your digital marketing!
About the author
Moe is the founder founder of Wicked Funnels. He has a Master's degree in Organisational Behaviour from Sydney Uni. And a Master's degree in Programming from UTS. Founded Wicked Funnels in 2017 and since then he has been helping businesses achieve their goals through Digital Marketing.