How do I increase my brand awareness?

You have decided to start a business, or have decided that you want to grow.

You have got the perfect idea, designed the greatest logo and set up your digital pages.

After spending hours creating great posts, creating beautiful graphics and posting all the time (Or at least it feels that way).  People are still not seeing your content.

Hands up if this sounds familiar?

It sounds familiar to me too.  If people tell you that they have never fallen into that trap and ended up thinking that maybe it doesn’t work, they are fibbing.

Here’s the thing.  Getting your content seen is not really as complicated as you think.

In this series of blogs we are going to tell you how to increase your brand awareness organically by following some simple guidelines.  This will give you the tools to make your brand stand out from the crowd.

1.     Get to know your ideal client.

 

This may seem obvious.  But it is more complicated than you think.  You have probably thought about your ideal client at a high level.  I know that is what I did at the beginning.  But you really need to dig into who they are. 

Where do your clients hang out online?  What times are they usually on?  What do they worry about?  Why do they need or want what you offer?  How do they expect you to solve their want or need?

Being able to answer those questions put you in a much better position to make sure you stand out from the crowd.  It will help you tailor what you offer to attract the person you want. Not waste time attracting the wrong people.  (After all when you are building a business there are already not enough hours in a day.  Why waste time that you don’t have to?)

 

It is worth noting that you probably have more than one ideal client.  Do thisfor each one.  Trying to mix them all together will just confuse your message.  If you don’t keep things clear you will end up creating a brand that doesn’t appeal to any of them instead.

 

2.     Research your competitors.

 

Who else is in the same market as you?  If there are a lot of people doing the same thing you are, you need to work on what will make you different from the rest.  With the digital age it doesn’t matter if your customers are local anymore.  I mean who hasn’t trawled the internet to get something during the last 12 months? (That reminds me,  I need to go on Dragons Den about my idea for a breathalyser test before Amazon and Ebay purchases)

Looking at how they are working online also gives you an idea of the type of things that work.  That doesn’t work.  Also any gaps in what they are offering that you can take advantage of.  Make a note of the things that each one is doing well.  Don’t fall into the trap of just copying it though.  Think about how to make it better and do that! 

After all this is all about positioning yourself as the leader in your field.

 

3.     What is your unique story?

 

Ever heard the saying “People buy from people”?  It’s true.  It hasn’t changed since the beginning of selling and never will.  If people don’t get to know you and why you are doing what you are they are not going to buy from you.

Most people start their story with what they do.   Although it is important that your customers know this.  It is not the most important factor in why they will buy from you.  When you buy things.  Especially high value items.  You like to know that what you are spending money on is the right thing for you (Or at least I do).  

This is the reason the “Why” of your story will always be the most important.  It’s the bit that people look at when they start a search.

The next part of your story should be the “How”.  This part loops back to knowing your ideal client.  What are they looking for?  What is their problem.  When you know what these things are, you can describe how you are going to help your customers find or resolve them.

Your customers want to know how you are going to get them from where they are now to where they want to be.  Being clear about this customer journey is what they will use to justify the decision they are about to make.

After you have explained the first parts.  Then and only then, do they want to know the “What”.  This is the last part of your customers buying journey.  There are failed businesses scattered as far as the eye can see.  That is because although they may have had an amazing product or service.  They didn’t communicate that with their ideal client in mind. 

 

The clue is in the title of what you are trying to achieve.  Social media marketing is exactly that.  Social.  So connect with your audience.

 

4.     Show your personality

 

Showing your personality consistently.  Throughout your posts.  Is a great way to make sure that people remember you.  Your customers will see you as authentic.  Showing your personality in your writing lets people get to know your story and get to like what you stand for.

This builds trust.  It is widely known that consumers are willing to pay more and will stay loyal to brands that they trust.  Take M&S as an example.  They have consistently put out advertising that explains their story.  Tells you about who they are.  What the company stands for.  As a result of this their customer base is an extremely loyal one.

Everyone knows that they can buy their groceries cheaper at other supermarkets.  However still shop at M&S.  They trust the story of quality produce and first rate customer service.

 

5.     Keep your message consistent.

 

People love consistency (I’ll tell you a secret, so do social media algorithms and SEO) in messaging.  

When you ensure that everything you write is true to what you stand for, people believe you.  It shows that you are authentic. 

When you jump from one message to another your customers can be put off.  They don’t understand what you are trying to represent. 

 

Put yourself in your customers shoes……

 

If you went to see an accountant.  Then 3 months later you saw that accountant was also brokering insurance.  3 months after that.  They started advertising that their business was also a gas and electric broker.  Would that make you trust that they were an expert in their field? 

 

But if all of the content that they put out related to accountancy and how they help people.  That consistency over time builds trust with the people that visit them and look at what they have to say.

 

6.     Be Informative

 

Sharing information with customers as part of your marketing strategy.  Will make people remember you. 

It tells them that you understand them. 

It builds an emotional and social connection. 

It makes them like you.

When you consistently share information that is important to your customers.  You tell them that if they have an issue, you are the person to come to.

Many people worry about doing this.  One of the biggest concerns I hear is;

“If I tell them how to do it themselves.  Why would they pay me?”

My response has always been “Why wouldn’t they?”

You have honed your skills over years.  You are an expert.  A specialist in your field.  Of course they will still need you.  In fact they will turn to you more because you have taken the time to understand and help them.

Never be scared to share your knowledge.  It will probably be one of the things that wins you the most customers and also the one that keeps them the most loyal.

 

7.     Be creative

 

Let your creative juices flow.  When getting your social content to your customers keep it simple.  If they wanted to have to work hard to read what you are saying, they would have bought a text book.  Not looked it up on social media.

Be funny.  You can add humour to your content.  You don’t have to make them belly laugh (thank god, as I am not Micky Flanagan) although you can if you want.  People like things that make them smile.

This is social media marketing, don’t be afraid to tell people how your day is going. 

If you spilt coffee down your front.  Then stepped straight into an ankle deep puddle on the way to your Monday morning meeting.  Don’t be afraid to tell people.

 

Obviously I’ve never done that.  I stood on a rake instead!

 

Ouch, yes it did hurt 

But if I had I would tell people.

Be human. Be vulnerable. Be You.


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