Most businesses can agree that getting their name out there is a nice goal to have. In fact, it’s the reason people run marketing campaigns.
We are in the business of increasing word of mouth and helping businesses grow. But we know there are a variety of things businesses do to achieve this and we know that there are other channels for building awareness for a business. Whether it be using social media to increase brand awareness or a tool.
So we created a survey to help us understand what other marketers choose to build their brand awareness and how they track that measurement.
First, we’ll cover a couple of interesting findings, and then we will dive into the advice our marketers shared with us.
The three main takeaways we found for brand awareness
For this particular survey, we asked a few short questions, a couple of them were multiple choice options, we had a scale rating section, and lastly our short answer question.
Here are the things we wanted to know.
- What content types helped brands build the most amount of brand awareness.
- What tools people used to measure the impact of their brand awareness.
- What content types have proven to be more cost-effective in building brand awareness.
We also added in a scaled 1(worst) to 5(best) rating, for the effectiveness of building brand awareness on things like using SEO, using incentives, hosting paid campaigns, etc.
From what we asked, here are our most interesting findings.
1. Influencer marketing is untapped
Almost everyone agrees that SEO is incredibly important to brand awareness. In addition, more people are doing search engine optimization than any other strategy, with 68% of respondents saying they use SEO. That may not come as much of a surprise, given the ubiquity of search and the long-term benefits and cost-effectiveness of quality SEO.
What is a major surprise is the difference in the view towards influencers as a quality strategy to build brand awareness and the number of businesses that are actually using influencers.
Influencers are ranked, on average, at a 3.59 out of 5 for effectiveness in building brand awareness by respondents.
For reference, that ranking puts it above both paid campaigns and a brand’s use of visual design, logo, and fonts.
However, only 8.5% of respondents have used influencer campaigns to grow brand awareness. In addition, respondents rated influencer programs as 6th most cost effective out of 13 brand awareness strategies, ahead of podcasts, ebooks, and webinars & events.
Modern influencer marketing is effective but is still a largely untapped strategy. Referral and/or affiliate software is a great way to start a dedicated influencer marketing strategy.
2. Many marketers are passive with their brand awareness strategy
What brand awareness tools are people using? By far the most popular tool that respondents use for brand awareness is good old Google Alerts.
92% of respondents have Google Alerts set up for their brand.
Hootsuite is in a far second, with 25% of respondents saying they use the well-known social media management and post scheduling software. Mention, which is like Google Alerts on steroids, is in third with a user base comprised of roughly 15% of respondents.
One takeaway is the over-reliance of “passive” brand awareness software. Based on responses, it seems more business owners and marketers wait for their brand to be mentioned and then likely jump in, instead of using software that helps spark word-of-mouth around the brand.
While there are many software solutions to active promotion and management of on-brand conversations, one of the best ways to get people talking is with an influencer, referral, and/or affiliate software.
Of those that are using active brand awareness software, there is no clear winner for B2B or B2C, with both types of companies finding successful ways to actively drive conversations and awareness of their brand.
3. SEO was rated the most cost-effective
We asked the marketers, “In your experience what are the most cost-effective content types for building brand awareness? (pick top 3)”. We provided 13 options (with one being a fill in the blank).
35 of the 59 marketers mentioned that SEO was the most cost-effective content types for building brand awareness.
Interestingly, even though PR took the second place spot as being the most cost-effective only 13 of those 35 who chose SEO agreed. Many of the respondents who chose PR also mentioned that partner programs or influencer programs were also the most cost-effective for them.
Referral programs, ended up in the bottom half of the list (#8 of #13) when it comes to our respondents’ views towards brand awareness strategies cost effectiveness.
Most industries can agree that SEO is powerful. In fact, 20 different industries consider SEO to provide them with the best bang for their buck.
The 12 things marketers say attribute to building brand awareness
Our marketing friends had a lot to say. As mentioned we asked one open-ended question, so that we can truly get down to the nitty-gritty and learn what tricks others have done to increase their brand awareness.
Our question was: What is something unique you have tried that you feel has attributed to building your brand awareness?
We received a variety of responses, so to make things easier we have split up answers based on commonalities. Here’s what they had to say.
1. Use the right tools to build your brand up
The right toolset might be exactly what you need to harness yourself as an industry thought leader. In fact, relying on a good set of tools can help you perform consistently and get noticed in the long run.
Phil Nottingham – Wistia
We leverage our position as an industry leader and both the tools and data we have access to, generating insights that provide clarity to difficult questions. For example, there’s been a lot of confusion regarding the best way to spend on video marketing. We performed a detailed advertising experiment using video budgets of $1,000, $10,000, and $100,000 to figure out what performs best and showed that $10,000 works (even $1,000 can be successful)… it’s more of a matter of the story you tell. Not everyone could afford such a project, and we used our expertise to design the experiment strategically so we could actually adhere to the budgets.
Natalie Athanasiadis – Ormi Media
Facebook Groups at the beginning of our business really got us in front of our key audience of business owners looking to drive momentum with digital marketing. We also were able to connect with additional journalists in large publications which were not only beneficial to our brand but to our clients as well.
Doug Mitchell – Ogletree Financial
Educational workshops for our agents have been a major contributor to our business. We offer tools and training at the workshops that help them to sell more business.
Matthew Ross – RIZKNOWS LLC
We create helpful, genuine YouTube videos to attract viewers, generate buzz and drive traffic. As you’re probably aware, YouTube is owned by Google and as a result, Google increasingly places videos on the first page in search results. Given this, if you create a video that is relevant to the audience you’re targeting, you can get in front of a lot of potential customers that are searching for related services or products. Essentially, we create videos that address adjacent topics that are highly searched and then we attract viewers, we pitch our website (in a natural, non-promotional manner) to drive traffic and spread brand awareness.
2. Creating interesting and useful content can give you a big boost
Many businesses offer a blog or additional resources to their customers because it helps establish them in their space and niche. By creating quality resources, you make yourself known as an authority figure, which creates trust. Plus, more content makes it easy for people to find you!
Brian Gill – Gillware
We’ve seen tremendous results from the robust content marketing strategy we implemented for our blog. Myself, along with a team of writers that I manage, provide well-researched and thought out blog posts that our audience finds valuable. We stay on top of trending news and try to answer questions that our readers might have. We go into great detail to provide as much information as possible. Our blog serves as a comprehensive guide to data recovery and digital forensics, and all the complex pieces that comprise it. Aside from our blog, we create thought leadership pieces for other publications as well. Collaborating with another thought leader.
Elena Vinokurtseva – YouScan
Publication cases with celebrities. We are the SML service, so we cover social media monitoring stories (memes, flash-mobs, fests) with the celebrity participation and analyze them. This helps both for PR and SEO.
Kris Hughes – ProjectManager.com
A focus on the development and distribution of free content as the primary driver of our marketing strategy has been very successful. We provide website visitors the opportunity to download free templates to aid in their project management, from to-do lists, to work schedules, project plans, time sheets, and project charters.
To download these templates, the visitor must provide an email address and opt in to our email marketing. We also publish five new weekly blog articles and videos each week about relevant topics in the project management industry, helping to develop organic traffic and overall brand presence.
Allen Michael – SawsHub.com
Citations from large, well-known, trusted brands. These can be used to gain awareness and authority throughout the life of the business.
Theo Ellis – Anime Motivation
I wouldn’t say unique, but it’s more like “different to what everybody else is doing”. That and content marketing, having content go out on a daily basis and using platforms like Pinterest and Quora.
Brand awareness accelerated after publishing daily. And with the help of platforms like Pinterest and Quora, which is underused in my industry, this helped massively.
It also helps if your content has a unique angle. If you can do that, it’s amazing what it can do in terms of awareness, to the point of having branded keywords show up in Google and other search engines.
3. Promoting your content is key to getting your name out there
Without a bit of promotion, the content that you worked so hard on might not be seen. If you’re not working on pushing it out there, you risk missing out on potential leads, and your brand has a high chance at falling under the radar.
Jay Perkins – Kettlebell Kings
Content promotion has been a huge part of our branding strategy for the past three years. We sell kettlebells online and the single biggest way we have built our presence is through paid ads to content pages about different kettlebell movements, expert advice and signing up for weekly workouts to receive in your email inbox. By being able to target people who are interested in ‘kettlebells’ on social media we are able to get new leads into our workflows at about $1 per lead.
Jomel Alos – Spiralytics
Doing HARO has benefited us a lot. Apart from gaining links which help our SEO/ ranking and establishing our authority in digital marketing, it has given us a couple of quality leads.
Eric Anderson – ElMejorTrato
Ten years ago, the company was very small, with only a few clients and a website with very few visits. Today, it has millions of users from different parts of the world!
We always focus on innovating our work techniques both in the office and for the market. We realized that we had something big and a lot to share. Then we began to make more emphasis on PR tactics: we communicated with very important newspapers and magazines, nationally and internationally, and got them to publish our quality content. But we do not remain exclusively with it: we also communicate with the media of other countries and we achieve more and more influence.
Alayna Pehrson – Best Company
I have recently started incorporating several expert sources (usually around 10) in each article I write for BestCompany.com. To get these expert sources for each article, I generally submit a query through HARO (Help A Reporter Out). After the article is written and published on our site, I email the experts and let them know that they were quoted in my article. In the same email, I ask them to share the article on social media and ask them if they would mind sharing the article on their websites as well. This has helped build brand awareness as some experts have really high traffic site numbers and prominent social media presence.
Alistair Dodds – Smoking Chili Media
We wrote an ebook on optimizing for Google local search that was published this Autumn on Amazon Kindle. It has acted as a great piece of social proof with new prospective clients and helped create brand awareness amongst the readership.
This, in turn, has led to speaking and guest posting opportunities which further enhance brand awareness. So the ROI on time/investment spent on creating the content has more than paid for itself in terms of new business inquiries.
4. Run a special campaign to push your business out there
How advertising increases brand awareness? There is a reason why people use ads and paid campaigns… because they work. Especially in today’s world where thousands of potential leads can see you on social media. If you push the right content, you may just find your brand awareness will skyrocket.
Victor Bilandzic – motava
We’ve run large-scale outreach programs to influencers asking for an expert quote for articles. From those that reply, we’ve nurtured into referral programs, ad placements on websites they are affiliated with, and other partnerships. This has lead to mentions on authoritative websites and publications. For one particular instance, a publication mention gets brought up to the company on a weekly basis by potential customers.
Jonathan Alonso – CNC Machines
Giving back to your industry and using PR to push that message, within a span of a quarter we grew sales 22% based on investing in these two programs.
Nate Masterson – Maple Holistics
We ran a massive free sample program that proved to be a huge stepping stone for our overall brand recognition. Word quickly spread and we were receiving a huge influx of traffic to our site’s free sample page, which did wonders for our SEO campaign. Additionally, consumers responded positively to our efforts to let them try our products before buying them. Besides for brand awareness, this helped establish trust in the consumers which are incalculable.
5. Put in the work and use SEO strategies
How to use SEO to raise brand awareness? We all know how important SEO is for your business. One of the main reasons it’s important is because it can help you get your name out there. With this, a little elbow grease can go a long way. If you are consistently working on your SEO and creating content you have the potential to build your brand awareness.
Winston Nguyen – Bitfalls
We have a unique approach to SEO. We build up our domain authority which helps us rank higher on Google. Then after conducting keyword research, we find the lowest competition keywords and write articles about those.
Plenty of publications have picked up on our articles and written or linked to us naturally including some large publications.
Charlie Brook – Photoslurp
I recently built 2 “hubpages”, which are an important tool for gaining high ranks in SEO. It’s a model that truly connects your content in a way that points your website to your high-impact keywords, and it’s been really successful in gaining us crucial SEO traffic. This kind of traffic is much more reliable and stable than the traffic that comes from one activation.
Cristian Rennella – ElMejorTrato
Answer the questions of your users AS AN EXPERT! This helped us to grow by 34.7%, which today represents revenue of USD 3.4M per year.
We receive more than 50 online queries per week on different aspects of our service, but the vast majority are general questions, that the answer will not only help that user, but hundreds or thousands of people who have the same question.
This response is published on our site as if it were a post on our blog.
Then Google or any other search engine indexes this content and new potential customers can find our answer. As the answer was valuable, these new customers take our brand as a reference.
Jimmy Chan – Pixelicious
I learned this from a very wise SEO practitioner: write on your blog and no one will read it; write on someone else’s blog and you earn reputation, which drives SEO.
Although I do write content for my own site, they are meant to enhance conversion more than anything. I spend more time performing outreach and guest blogging for other authoritative sites. The bottom line is that backlinks still matter for SEO, especially in competitive niches.
6. Think outside the box when it comes to your content
How do you optimize your brand awareness? Most businesses have a blog, but not all dive into other content channels. There is a whole other world out there, that gets people excited and interested in what you do. Webinars, classes, events, ebooks, you get the point. By having different types of content to offer, you may hit into a new channel you were previously missing out on.
Alyssa Mariano – Kingspan
I’ve seen the most value in building brand awareness with organizing events and webinars. Our most successful event this year was a seminar with industry leaders as speakers on relevant topics. We invited 300 of our clients and customers to the event. The event helped us reach our goal of building brand awareness and positioning our brand in the market as a leader in certain topics, and we saw a substantial return on investment.
Hamna Amjad – SIA Enterprises
I think one thing that really has helped us in creating brand awareness for SIA Enterprises is starting our own podcast show, “The SIA Business Podcast” with Syed Irfan Ajmal. Having your own podcast not only helps in building your brand but also helps in developing relationships with other experts in your industry. Besides interviewing other experts you can also answer the most frequently asked questions about your field. Pack your podcast with a lot of information and highly relevant content to engage your listeners. This would further strengthen your relationship with your audience and also help in building trust.
Michelle Ngome – Line 25 Consulting
Podcasting – Starting my show Networking With Michelle 185+ episodes. In addition, to being a guest on shows 50+ episodes.
Paige Arnof-Fenn – Mavens & Moguls
Social media and technology are 24/7 so it is easy to get sucked into it but you do not have to let it run your life! My advice is to pick a few things you enjoy doing and do them really well. You cannot be everywhere all the time so choose high impact activities that work for you and play to your strengths.
For example, Thought Leadership is a great way to build your brand, increase your visibility more broadly, raise your profile and attract more clients/customers. Activities like speaking at a conference, writing articles, building your following on social media all contribute increasing your aw!
Marly McMillen – Namely Marly
I started a podcast to help get my voice out there with my audience. The equipment was affordable and I took the opportunity to interview leaders in my industry. In addition, I’ve spent more time developing quality content to help deliver the best to my audience.
Kenneth Burke – Text Request
Speaking at community events. This is something we’ve just recently started, but the reception has been great so far. We’re an online software, which means we focus on industries over location. But speaking at local events (e.g. Startup Week, Chamber events, etc.) does several things. It introduces us to new people we probably wouldn’t reach otherwise. It allows us to add value to those people, which is great for them. And it gets us in their minds – they remember “I saw Text Request and I enjoyed that.”
7. Use all channels and relationships to maximum campaign exposure
Often times a marketing campaign will run through multiple channels to reach a variety of different audiences. This works because you may have different customers in different stages in the buying process, on-boarding process, and etc.
Andrei Vasilescu – DontPayFull
We have consistently published about the special features of our online discount coupons in every kind of promotional campaigns we made. Through all our marketing channels we restlessly told our audience that our online coupons can most effectively save their money while purchasing international products.
Ketan Kapoor – Mettl
What has helped us greatly influence our brand awareness is Mettl’s $2000 Scholarship Program for Emerging Leaders.
With our scholarship program, we are targeting students of the US-based universities to reward emerging and upcoming leaders based on certain criteria. Since universities are one of our target audience for one of our core products, it has already started to hugely impact our brand visibility and brand consciousness for Mettl.
We ran a dedicated email campaign reaching to over 100 US universities requesting them to feature us on their university scholarship pages. And soon enough, with the help of listings, we got around 5000 applications.
Patrick Holmes – Home Air Quality Guides
Answering questions on Quora that are related to air purifiers and indoor air quality have attributed greatly to our brand awareness. We make it a point to provide the best answers possible to help people and this has led to a lot of inbound website traffic. We are also consistently requested to answer questions by the Quora community which is increasing our brand trust in addition to awareness.
David Reischer – LegalAdvice.com
The importance of highlighting our domain name in all our marketing materials, including and especially info-graphics that attempt to clarify complex legal topics.
Liz Coffman – Riotly Social Media
The most important thing any brand can do, in my opinion, is to build quality relationships. In my most recent article, “The Ultimate Guide to Creating the Perfect Instagram Username,” I discuss the various types of usernames, how to choose a type based on one’s social media goals, templates for each type as well as a checklist.
I wanted to offer real-life examples within my guide as an additional resource to my readers. So, I referenced and linked to the Instagram pages of several influencers who fit the bill. I emailed each influencer letting them know I had included them in my article and got a great response from all.
8. Show that you care about others and your community
If you prove that you care about your customers, community, and those around you it makes it very easy for people to like and trust your business. This can also help you build your name and increase your brand awareness (for all the right reasons).
Jon Michail – Image Group International
We are an emotion-oriented business with purpose. A few years ago we did a major social enterprise project with Juvenile Justice in Victoria, Australia coaching young inmates about the power of personal branding in society. On release from prison, they were encouraged to use their innate “entrepreneurial” skills for doing good in the community compared to being destructive as in the past.
It cemented our leading position as a personal branding company that not only cares about profits but also cares about helping people in our community beyond our normal target market of entrepreneurs, executives, and change-makers.
Shaun Walker – HEROfarm
My company HEROfarm focuses on its social mission in all we do and is a huge part of our branding to show clients we’re about more than just the bottom line. We were even interviewed by Forbes on Corporate Social Responsibility.
We founded HEROfarm with a simple philosophy: “Do great work for good people.” And we’ve discovered that when following this principle, everything else seems to fall into place.
Nicolas Straut – Fundera
One interesting strategy we’ve deployed to increase brand awareness is to launch a small business grant called the Zach Grant. This grant awards $2,500 to small business owners who record and post a video answering the question: “Why did you start your own business?”
Since its inception, this program has resulted in many posted videos and increased awareness of Fundera as a supporter of small businesses. Participating business owners also often learn about how Fundera helps small businesses and decide to use our marketplace to better understand and acquire financial solutions.
9. Be exactly what your customers need and want
How to strengthen brand awareness? Be customer first oriented. A customer might be looking for something very specific, and if they don’t feel confident you fit that box, they will move on. If people can easily recognize what you have to offer them, it can help build your name in that specific niche. So, how do you build your brand awareness for your customers? Here’s are some examples from our experts
Michael Stahl – HealthMarkets
Several years ago HealthMarkets rebranded to its current name as we felt it was a name people would better know and understand what we do and what we provide. We built the brand positioning to be more meaningful to the marketplace and ensured we were providing what our customers wanted, enabling them to research and buy the products and services HealthMarkets offers when, where, and how they wanted to.
Bret Bonnet – Quality Logo Products
Going back to the “Focus on providing superior product to build brand awareness” reference, we decided to flip the way customers do business in the promotional products industry on its head by introducing our patented “No Surprise Pricing”. We’re the first and only company to provide the customer with a total delivered price along with a delivery date for their customer branded products (let me tell you, it’s not easy). While industry reception has been tepid at best, most of our peers frown on offering customers a guaranteed price and delivery date because they’re used to making money off of “extras”, customer reception has been phenomenal.
Gath D’Silva – The Jacket Maker
Brand awareness may have a different meaning for different people, which is often reflected in the brand itself, starting from the story or message of the brand. In time, I’ve realized that this story or brand message, serves as fuel. So getting it right, is paramount. Your story or message should be a point that resonates with many different people. Most importantly, it should be genuinely authentic. A brand’s story isn’t always clear-cut but tends to evolve and develops with time. This makes it most authentic, I think; that people can understand. Which later leads to the growth of an audience.
Rebecca Gebhardt – Rise Up Consulting
I focus on 3-5 categories of my business and those are what I want to be known for. I post only about those 3-5 things on my social media and add value in all of those areas to increase my know, like, and trust factor.
McCall Robinson – Best Company
Online reviews are definitely deluded with false advertising and companies paying review sites for the top spot. We’ve gone the opposite route by creating an algorithm that ranks businesses with the same metrics. In other words, you can’t buy a top spot on our site, and you’re only #1 if you have outstanding reviews and the metrics to back it up.
This has immensely built our brand awareness because we are known as a trustworthy and legitimate company that doesn’t cut corners. Find a unique way to show your audience you are willing to develop a little slower if it means your product/service will outdo your competition. Consumers respect that.
10. Use every connection you have as a resource to grow
There are more than two parties involved when it comes to running a successful business. It isn’t just the customers and the business in the relationship, it’s building a network. A business can have a variety of partners, ambassadors, and influencers that can all help increase brand awareness.
Nela Dunato – Nela Dunato Art & Design
Leveraging personal connections. Not in an exploitative way, but instead of relying on “influencers” with millions of followers, I make sure everyone in my network knows what I’m working on, by means of personal social media updates. Many people I’ve known for years are media editors, podcast hosts, conference organizers etc. and have connections with other people in similar positions. This very low-key method got me and my new book a place in media outlets, events, and exponentially increased brand awareness, despite being a “small player” in my market. This works very well for small businesses who don’t have a huge advertising budget.
Gina Dunn – iGina Marketing
Focusing on showing both the brand’s personality and the brand’s unique internal culture to the outside world. Being real, authentic, but also professional at the same time.
One of the things that worked best for us is having a strong network and providing good services where we overdeliver. Referrals drive 90% of my business and nothing builds brand awareness better than others talking about (and recommending) your brand when you aren’t there.
Lauren Petermeyer – SocialChimp
Connecting with the local community – even though our product/brand is available nationwide, getting the word out about us locally has proved successful in gaining clients and brand awareness.
Caitlin Strempel – CRS Digital Marketing, LLC
Most of my business comes from Facebook. Joining networking and entrepreneurial Facebook groups have been vital to my business’s growth. I joined about 5 or 6 of these groups and every night for weeks, I would go and search the groups for any questions anyone had in regards to the services I offered and posts that were looking for my services. I would immediately respond to the post and then send a personal direct message to introduce myself and set up a call to discuss their needs. Now, when people ask for my services in these groups, current and past clients are responding on my behalf with my referral!
Whitney Vosburgh – Work The Future! Today
I went to divinity school for my graduate degree, which gave me a unique view as to how true brand building is done well—building brand communities around a core set of beliefs, values and shared value proposition.
11. Be a little different and stand out from the crowd
You may offer the same thing as many other businesses. Capitalize on what makes you different. Use this a fuel to prove why you are better, more interesting, or a good fit. What are some unique strategies to help you improve brand awareness to separate you from the crowd?
Lori Cheek – Cheekd
Guerrilla Marketing… One of my favorite success stories was from Dublin’s Web Summit when over 800 startups were exhibiting (90% of them were men) and I decided to stand out by wearing Angel Wings throughout the conference. When I was checking out of my hotel to head back to NYC, I looked down at Judy Dench on the cover of the Irish Times and there I was right next to her (me on my laptop with my Angel Wings— inside there was another 1/4 page picture mentioning my business).
Ellen Sluder – RingBoost
I don’t mean to make this self-serving, but our vanity phone numbers have been really great for us, especially in building our referral program and our partnerships. When someone wants to pass along our info, they can offer up 1-877-RINGBOOST without having to look anything up or navigate to our website. It’s right there on the top of their mind. (we also have 914-NUMBERS and 914-200-0000, people use all three of our numbers.)
Samuel Meyers – Glacier Wellness
Part of the startup experience is communicating your value as a brand. While there are countless routes a company can take, we wanted to give our business a personal touch and establish ourselves among our competitors. While many CBD companies focus on branding, we thought it was equally important to become an authority. In practice, we stand out as a health company who produces CBD products, whereas many others fail to earn the market’s trust.
Megan Robinson – @revenue
Having a unique, but not unheard of service. Combining sales and marketing services is something that is very logical and other business owners can quickly understand, but something they haven’t run into before.
James Pollard – The Advisor Coach
I have tried sending out handwritten notes to my customers letting them know I appreciate them. They often take photos of my note and share it on social media. They’re thankful to receive a personal touch.
Ali Reynolds – My Plumber
We sought out an environmentally friendly water tank called the Mixergy tank to bring to the London market. We wanted to stand alone from the competition by making sure we could do our part to help tackle the cities air pollution problems whilst also saving our customers money. This campaign is helping customers reduce their heating bills all whilst providing an environmental important friendly solution.
This differentiation has helped us gain great media exposure and further highlights the importance we place in our customer’s needs and services. In turn, this has led to a referral customer inquiries and given our brand a local boost in local search.
12. Use the right influencers and advocates to create a storm
You’ll find that people often trust people, not a specific business. If you choose the right faces to promote your brand, you can increase your trustworthiness and word of mouth. Thus creating the perfect foundation to build up your brand awareness.
Devin Stagg – Pupford
Our approach to influencer marketing has been to create a free dog training course via the influencer, Zak George. He is the face of the training, leads the videos, ebook, etc. but it is housed on our site and co-branded. This influencer partnership has been huge because it has helped our brand awareness by tapping into his influence on social media, via searches of his name on Google, and more. Not only did brand awareness increase, but brand loyalty automatically saw a jolt because of his name next to ours.
Gina Hutchings – WSA
People buy into people. A brand should be built around those who are in it. The employees should be central and advocate the brand when possible. I think to have a brand advocate, and also a face to the brand helps but they need to be genuine and not a paid influencer.
As you have probably can see, there are a variety of avenues you can travel if you are looking to build your brand awareness. Whether it be using the right tools, creating epic content, or running a special campaign.
If you’re wondering what we can attribute to building our brand awareness, here’s what I can say. If you have been keeping up with us, you may notice that we have put a big push towards creating high-quality content, we’ve nurtured partnerships, we took a deep dive into SEO, and most importantly we’ve been consistently working on our product.