Branding

How To Utilize Email Marketing To Build A Trusted Brand

Building Brand With Email Marketing

Branding

Email marketing is one of the most effective ways to build brand awareness, but are you doing it right? Email lets you interact with your customers on a one-on-one basis. It is a great opportunity to introduce yourself and make a lasting impact.

When done correctly, email marketing can help paint a brand image that sells and builds customer loyalty. 

In this guide, we will show you how you can build brand awareness with email in the right way.

But first, let’s discuss why you should focus on email marketing for building brand awareness.

 

Brand Awareness and Email Marketing

Brand awareness refers to how well your consumers recognize your brand. The more familiar your target audience is to your business, the more likely they are to buy a product from you.

And what better way to build consumer familiarity than email marketing?

Why is this so?

First, email marketing is one of the most cost-effective digital channels available today.

It is not only a low-cost strategy to get the word out on your business, but it also offers one of the best ROIs for your dollar. To put that in numbers, email marketing generates an average of $42 for every $1 spent.

 

“Email marketing generates an average of $42 for every $1 spent.” — Data & Marketing Association, 2019

 

Second, email marketing is the only digital channel to provide direct and regular interactions with your audience.

When a website visitor subscribes to your email list, he becomes a valuable lead that shows a desire to engage with you.

With email, you can target this individual to turn him into a paying and loyal customer. The great part is: you can target him in the place he visits daily—his inbox.

It is only in email marketing that you have this kind of opportunity. That said, if you want to succeed in your business, you have to focus on perfecting your email strategy.

 

Elements of An Effective Email Marketing Campaign

To get better results with email marketing, you have to find out what makes an effective campaign in the first place.

An effective email marketing that builds brand awareness has the following elements:

  • Personality. The personality of the brand should reflect its email marketing communication. From the email copy’s tone and voice to the newsletter’s designs and templates, you must incorporate them into your newsletter.
  • Recognizability. With a brand’s solid identity, your email must create a sense of familiarity with your audience. What would you like your brand newsletter to be known for? Your reader must be able to easily identify the brand at his first few seconds into the email.
  • Consistency. The key to a memorable email is consistency. Your newsletter should be consistent with your website and other platforms where your brand exists. To do this, it is essential that you develop a brand guideline that will apply to all your marketing channels.
  • Uniqueness. Think of creative ideas to make your email stand out. The competition is intense in your customers’ inboxes. You have to find what makes you different from the competition.
  • Authenticity. Nothing resonates more with a reader than a genuine brand message. Strive to create content that deviates from a continuous sales pitch, and rather, offer more value to your audience.

 

Develop Brand Awareness with These Email Marketing Tips

Do you effectively incorporate all elements of effective email marketing? If not or you feel you need to improve- it is time to apply them with these eight actionable tips.

Tip #1: Establish tone and voice

Effective email marketing involves writing compelling copies. And in email copywriting, you have to think about how you would talk to your customers.

Should your brand be friendly or serious? Should you be conversational or formal? Should you be funny or matter-of-factly?

When writing the email copy, establish your email’s tone and voice based on the personality of your brand. Then, stick with it.

The most important thing about this tip is to be consistent.

Tone Of Voice Branding with Email Marketing
Source: Brafton

The voice of your email should match your succeeding emails, your website, your social media, and the other platforms where your brand is. On the other hand, your tone may adjust to what’s appropriate for a specific message given that it still adheres to your brand guidelines.

A consistent tone and voice create a memorable email copy. And being memorable is one way to build brand awareness.

Tip #2: Work on a uniform design

Aside from copy, you should also work on creating a uniform design.

Design and copy make your brand identity, and they should go together. For example, if you are writing in an authoritative voice, the design of your newsletter should use more professional-looking colors and images. If you are using a cheerful voice, you can be more playful with your fonts and color schemes.

Again, the key here is consistency.

Remember that you are building your brand identity. You would not want to confuse your readers with email designs that do not match the copy.

To achieve consistency in your email, it pays to develop a branding guideline. This makes it easier for even outside designers and copywriters to make memorable emails that are true to your branding.

Tip #3: Create newsletter templates

Templates streamline the email creation process. And they do not just save you massive time, they also build the foundation of solid brand awareness.

People love seeing patterns. This helps them retain the information they are seeing. When making your newsletter templates, try to incorporate certain formats in your layout that your audience would easily recognize.

For instance, you may always open your newsletter with an image. Or you can go for a bold text that captures a reader’s attention.

Find what format works well with your audience, and then stick with that template.

Tip #4: Personalize your email

When creating an email, personalize.

Personalization is the use of subscriber information to create some tailor-fit email content. And when we say tailor-fit, it goes beyond addressing your reader by his name on the salutation. It’s about creating relevant and individualized content for your subscriber.

Just take a look at OpenTable’s personalized email below:

Hubspot Email Personlization
Source: HubSpot

Personalizing your email is crucial because people want value. This tactic allows for a customer-centric approach that provides readers a pleasant experience.

And what does this mean for your business? You get better results.

In fact, statistics show that personalizing your email subject lines generates 50% higher open rates.

 

“Emails with personalized subject lines yield 50% higher open rates.” – Yes Lifecycle Marketing, 2017

 

To personalize your email, you have to segment your subscribers into a more detailed list which we will discuss in our next tip.

Tip #5: Segment and automate

Email list segmentation refers to the process of dividing your subscriber list into smaller audiences or “segments.” You divide them based on a set of rules to better target your audience’s interests.

There are many ways to segment your subscribers. But the best way to do it is segmenting by behavior.

In behavioral segmentation, your subscribers are the ones triggering the segment based on real actions. This makes it the most powerful way to segment because you get insights on how users “behave” on your website.

 

Email list segmentation is key to delivering the right, personalized content to the right recipient. Yet 50.4% of email marketers don’t segment their email list at all.- Get Response

Segmenting Email
Source: Get Response

For instance, if a new user visited your website for the first time, you can trigger an email automation workflow to send him a welcome note. You can also add him to your segments for later engagement.

With behavioral segmentation, you can create custom emails for first-time visitors, users who have searched or purchased a product, and people who abandoned a cart, among others. Thus, you can eliminate sending random emails whose content is likely to be thrown into the spam folder.

Both behavioral segmentation and automation can be done using software like MailerLite.

Tip #6: Complement your landing page

Email marketing does not end with a reader clicking the email. Often, the goal is for your readers to reach a certain landing page.

For instance, you have a one-time offer for your customers. You managed to get their full attention that they would even be eagerly clicking on your call-to-action.

Now, imagine the horror on their face when they get redirected to a landing page that looks completely different from your email. Worst, the page does not contain the offer at all.

It scares off people. And that is bad email marketing.

That said, ensure that you take the same effort in making your landing page just like how you did with your email. And if you require people to carry out a specific action, make sure it is simple enough to understand in both your email and landing page.

Tip #7: Create campaigns around your brand image

When we talk about email marketing for brand awareness, you should craft campaigns with your brand image in mind.

From your welcome email, purchase confirmation to your thank you note and updates, everything in the campaign must be built around the image you are trying to create. This is especially true for long-term email marketing campaigns.

Doing so paints a clearer identity for your brand, and it gives you a deeper understanding of the brand message you are trying to convey. The more you get familiar with your brand, the more it shows in your future content pieces.

Tip #8: A/B Test

The final tip in the list is to A/B test your emails.

A/B testing allows you to identify what aspects of the email resonate the most with your audience.

To test, create two versions of the same email campaign. Tweak one variable you want to assess, which can be the email’s subject line, body, CTA, or the use of visuals. Then, send it across sample groups equally and randomly.

The version that gets more open rates and click-through rates indicate what works well for your brand.

Just ensure that you’re running one test at a time to get valid results.

 

Build Your Brand with Email Now

When done right, email marketing can be your most powerful tool to raise awareness for your brand.

By knowing the elements that make an effective email marketing campaign, you get a better understanding of how you can craft pieces that get higher open rates and click-through rates. And with the actionable tips above, you’re one step closer to developing your brand with email.

Which of our tips is lacking in your current email marketing strategy? Share it in the comments!

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How To Boost Brand Awareness With Digital Marketing

Build Brand Recognition with Digital Marketing

Branding

When you are buying toys, do you look for plastic blocks or Legos? When you are shopping for office supplies, do you search for sticky paper or Post-It Notes?  

These brands have successfully embedded their product names in their respective industries. They have become so well-known that people would mention these brands’ names rather than their generic terms (Kleenex vs. tissue, Coke vs. cola, Band-Aid vs. bandage, and so on). 

And that’s the magic of brand awareness. 

In this guide, we will discuss the importance of brand awareness for your business gaining customer loyalty. Find out why you should prioritize brand awareness in your digital marketing campaigns, and discover what marketing strategies you can use to establish your brand among your audience. 

 

Brand Awareness in Digital Marketing

What Is Brand Awareness in Digital Marketing? 

Brand awareness is a term that refers to the degree of consumer familiarity of a product by its name using various marketing channels. It distinguishes the product of a brand from its competition. 

Simply put, it is a measure of how well your target audience recognizes your brand. 

And what does a high level of brand awareness mean for your business? 

More sales. 

When consumers are confronted with choices, they are more likely to buy a product from a brand they are most familiar with. That’s why brand awareness should be a priority for businesses, especially startup brands. 

In fact, brand awareness is so crucial that 37% of marketers say it was their top priority in 2019

Now that you get how vital brand awareness is to you, the next question is: “How can you establish brand awareness?” 

One way to do this is through correctly utilizing the many digital marketing channels at your disposal.

 

How Digital Marketing Can Increase Brand Awareness 

Over the years, digital marketing has become a gamechanger for many brands. It is continuously dominating many marketing channels, with over half of the world’s population using the Internet

With digital marketing, you can: 

  • Reach a more targeted audience in a more cost-effective and measurable way 
  • Level the playing field, especially if you’re a small business 
  • Interact with prospects and learn valuable insights from them 
  • Be hyper-personalized with your audience 
  • Reach a global marketplace 

Online is where your customers are. And using digital marketing channels is beneficial to reach them, hence establishing awareness around your brand. 

To get started with digital marketing, here are some strategies you can do to increase consumer familiarity with your product. 

 

Digital Strategies to Increase Brand Awareness 

SEO for Brand Awareness

Search Engine Optimization 

You want your brand to be found online and beat the competition. And this is what search engine optimization (SEO) can accomplish for you. 

SEO helps show your product in front of your customers. This strategy allows your webpage to appear on the first page of search results, such as Google. 

The primary role of SEO is to gain websites ‘unpaid’ organic site traffic from the search engine results page (SERPs). This is done through various on-page and off-page methods. 

How SEO Impacts Brand Awareness 

With increased traffic to your website, your brand gets exposed to a broader audience. 

And more exposure means more people recognize what your brand does. 

For instance, one case study illustrates how digital marketing consultant Hunter Branch saw firsthand what SEO could do to improve brand awareness. 

Brand Awareness Example Using SEO 

In the said study, Branch shared working with one client, a writing coach, who was generating about 20,000 visitors monthly from search. 

The client is already a successful author prior to putting up his online presence. 

After implementing a full-blown SEO strategy, the client, who just transitioned to becoming an online writing coach, started to gain an average of 140,000 organic visitors per month. 

But here’s the best part: The client is now widely known as one of the top writing coaches online. That’s how appearing in the top 3 organic search results made an impact on his branding. 

How to Boost Brand Awareness with SEO 

As of this year, more than 64% of marketers are actively investing in SEO. You should want to keep up with the competition, here are some ways to use SEO for brand building. 

Link building 

The more quality links that refer to your page, the higher you rank in the SERPs. But how do you get those links? 

I believe that valuable content is equal to strong backlinks. 

By content, I mean unique, relevant, and valuable content made for users & for search engines. Some examples include how-to guides and free downloadable templates. 

Aside from creating content, you can also build backlinks through email outreach, guest posting, and public relations, among others. 

Optimizing content 

Creating content is one thing; optimizing content is another. 

For Google to find your content, you have to add keywords to your page to increase organic visibility. 

Since you’re specifically targeting audiences at the awareness stage, it is also essential to optimize your content for non-commercial keywords. 

Another key is to put more focus on long-tail keywords. This type of keywords has a 3% to 5% higher click rate than generic searches

Also, aligning your keyword strategy with your branding helps you assert more control over the perception of your brand. That’s why it is crucial to choose keywords that are relevant to your brand. 

Internal Linking 

When a prospect landed on your page, help him navigate around your website through internal linking. 

Internal linking involves adding a link to another page on your site using anchor text. Anchor text can be your main keywords, a variation of your main keywords, or secondary long-tail keywords. 

With a clear strategy, you can improve the user experience while driving more site traffic to your pages. 

But internal linking does not only direct visitors to your other pages. It also passes link equity to improve your SERPs ranking. 

 

Create Content for Brand Awareness

Content Creation 

In the previous strategy, we have briefly touched the importance of content. However, since content creation is so vital in brand building, it warrants further discussion as our next digital strategy. 

For this guide, we’ll focus on the creation of branded content and how it impacts your brand awareness campaigns. 

But what is branded content? 

Branded content is content that brings value to your new customers. It lets you show to your audience who your company is and what your brand represents. 

This type of content strays from traditional advertising. Its purpose is to entertain or to inform, to catch consumer’s attention, and drive real engagement. 

This includes articles, videos, infographics, and podcasts, among others. 

How Content Creation Impacts Brand Awareness 

Strong brand awareness campaigns are more than just consumers knowing your brand name. It shows how well your audience understands the qualities that make your company unique. 

It is through developing an effective content strategy that sets your brand apart from the competition. 

Content is also a way to show personality, share opinions, and to position your brand on issues. Simply put, content is what humanizes your brand. 

And consumers would likely do business with humans over a mere brand. 

Brand Awareness Example Using Content Creation 

One great example of a successful branded content is Dove’s Real Beauty Sketches campaign. 

The campaign started with customer research suggesting that only 4% of women would describe themselves as “beautiful.” 

From the said research, Dove came up with a short video highlighting how women perceive themselves versus how strangers describe them. 

The video garnered over 114 million views in just one month, and it became the most-watched branded content in 2013, even with some intense criticisms of the ad. 

With the campaign’s success, Dove got the world talking. And the best part? Dove was able to send their brand message that “beauty is for everyone,” separating them from their competitors. 

How to Boost Brand Awareness with Content 

According to B2B Content Marketing, seventy-two percent of marketers believe having a good content strategy was a significant key to their success. Do you implement a content strategy for your brand already? 

If not, here are some ways to get you started. 

Understand your audience 

Who is your audience? Where do they spend their time online? What are their likes, preferences, and interests? What are their problems that needed solutions? 

You are connecting with your audience, so naturally, you will begin to understand them. And when you have a good understanding of your audience, you can tailor your content to make it speak to them. 

Create your brand story 

Aside from your audience, you should also understand your brand. 

What is your story? What are your visions? What are your company’s values? What is your company’s voice? What solution do you offer to your audience?  

To craft an effective content strategy, you must know these crucial things about your business because these are the reasons why your new customers would care about your brand. 

Choose your digital marketing channels 

Which type of content do you want to use for your brand? For the awareness stage, you’ve got plenty to choose from. 

Blog posts and articles are the most common forms of content for the early stage in the marketing funnel. If you’re looking for content ideas, this is where your understanding of your audience would come in handy. 

If you’re targeting an audience with a short attention span, infographics are a perfect choice. This is because this type of content is easy to read and understand. 

Meanwhile, videos are a great avenue to show the personalities of your brand. Statistics also show that video is the number one form of media used in content strategy, overtaking the first two forms of content mentioned above. 

Test your content strategy 

Now that you have determined vital elements of a good content strategy, it’s time to put them together and create your content. 

Monitor how your content performs, analyze its effectiveness through key metrics, and adjust as needed. 

 

social media for brand awareness

Social Media

What’s a better place to be in as a brand than with social media?

These platforms have billions of social media users waiting to become your customer. Also, it’s free to create your accounts on social media. And if you’re running ads, you can achieve a lot with a meager budget. With the number of opportunities available using social media marketing, you don’t want to miss out on this essential marketing strategy.

So, whether it’s on Facebook, Instagram, YouTube, LinkedIn, or other channels, it is crucial to establish your presence using social media marketing to boost brand awareness.

How Social Media Impacts Brand Awareness

Your audience spends a lot of their time browsing through their feeds. On average, internet users spend 144 minutes per day using social media according to Statista.

This presents a great opportunity for your business to reach them online.

Having a social media presence helps you become more visible to your customers. It allows you to connect with them, engage with them, more importantly, increase brand recognition, and create brand advocates.

By sharing your brand voice and story on social, whether through posting compelling content or running ads, you can raise awareness of your business.

Brand Awareness Example Using Social Media

Not everyone would be interested in a blender. However, many would like watching random objects be smashed into a pulp for some reason.

Blendtec’s “Will it blend campaign” just tapped into this unexpected interest.

Will it blend viral social media campaign

In a Facebook video campaign, Blendtec tried to blend some of the most random objects while asking the question, “Will it blend?”

The brand was able to pique the curiosity of its audience that resulted in thousands of views. It also inspired multiple spin-offs of other brands trying similar tests.

The takeaway: be creative in showing off the power of your product with your social media marketing strategies. Even a product can provide entertainment to your audience while showcasing its abilities.

How to Boost Brand Awareness with Social Media

If you’re still not taking advantage of social media advertising, you’re missing a lot.

Whether you’re new to social media marketing or are already using it, you need to have a deep understanding of your brand and your audience to catch up with your competitors. Then, here’s what you need to do next with your social media campaign.

Set SMART goals

You have to be clear on your goals when using social media marketing, and the SMART goal framework helps you with that.

The SMART framework requires you to have goals that are:

  • Specific
  • Measurable
  • Attainable
  • Relevant
  • Time-bound

Here’s an example of a SMART goal:

“We will increase brand awareness by increasing the number of impressions to 10,000 by the end of the fourth quarter.”

Determine key metrics

Having a SMART goal also helps you establish key metrics to measure the performance of your strategy.

You can track different social media metrics depending on your campaign. What’s important is to determine which metrics are relevant to you. For brand awareness, metrics like reach, impressions, shares, and mentions can tell a lot about your progress.

Choose your platform

Each social media platform is unique. To succeed in your effort, you have to determine which platforms best fit your goals and strategy.

You don’t have to be on every platform. Pick the one that is relevant to your brand and your audience.

Determine where your potential customers hang out. For instance, if you’re a makeup brand, you would benefit more in visual platforms like Snapchat and Instagram.

Once you have picked the platform, fill out your profiles completely, including profile and cover photos, bio, and profile info. Also, include keywords that people would use to search for your business.

Create a social media content calendar

Next, determine what you should be posting, how often should you post, and when is the best time to post content.

Having a social media content calendar helps make your posting organized. You can use it to plan all of your social media marketing efforts across all your channels.

When creating your social media calendar, remember to have a mix of content you created and curated from other sources. Then, experiment on which type of content works for you: links, videos, images, quotes, reshares, and plain text updates.

For starters, you may adopt the 80-20 rule, which states that 80% of your posts should inform, educate, or entertain. The other 20% can be content that directly promotes your brand.

Test and Analyze

As you begin posting content, you’ll find out which content, schedule, and frequency performs best for your business. Using social media analytics tool like Buffer helps you test and analyze each post.

Using the insights you have obtained, test different posts, campaigns, and marketing strategies against each other. Once you determine what works best, it’s time to adjust your strategy.

Focus more on the proven methods that work and refine them so you get the most out of your brand awareness campaign.

Engage

Finally, don’t forget the social aspect of social media marketing. Engage with your community. Reply to comments, look for mentions, follow conversations, and monitor feedback about your brand, products, and services.

Allot time in your day to engage with your audience.

 

Remarketing Campaigns

Remarketing Campaigns 

Remarketing is a type of online advertising that allows you to show targeted ads to people who have already visited your website. 

This ad follows visitors across the Internet. They appear as they browse the web, watch YouTube videos, and scroll through their social media feeds. 

How Remarketing Impacts Brand Awareness 

Remarketing allows you to remain connected with your audience. Once people visit your website, ads will follow them all over the web. 

This gives your brand great exposure. And more exposure means your brand becomes more recognizable, giving you a competitive advantage. 

But aside from brand awareness, remarketing campaigns also increases the chance for your visitors taking action. This is especially crucial since 70% to 96% of websites visitors leave without taking action and will never return, according to Bounce Exchange

Brand Awareness Example Using Remarketing 

Software company Lumension achieved an 865% increase in homepage views thanks to its remarketing efforts. This is despite cutting its marketing budget by 30%. 

How did they do it? 

The company retargeted five main groups, combining this technique with their awareness efforts. 

Its awareness campaign has increased the audience size for their retargeting campaign. Its retargeting, on the other hand, converted the new visitors they gained from their awareness campaign. 

And what was Lumension’s biggest takeaway? Be willing to take a risk. The company’s success sprouted from its openness to play with a strategy they were unfamiliar with. 

How to Boost Brand Awareness with Remarketing 

If you want to find success in this strategy, it pays to know the different types of remarketing campaigns you can implement for your brand. 

Display Ads 

Display Ads show up to people who have visited your website. 

This form of remarketing can appear in two main types of platforms: Google display network and social media. 

Both platforms offer large viewership that can help raise awareness about your brand. 

Email remarketing 

This type of remarketing campaign targets people who open or take some specific action on your emails. 

People who open your emails already showed their interest in your brand. With email remarketing, you can reinforce this interest by keeping your brand on their minds by delivering the most relevant content to their interest creating customer loyalty. 

Remarketing search ads 

This campaign allows you to display remarketing ads on the search engine themselves. This will enable you to target people who have visited your website. 

Video remarketing 

People who have either visited your website or watched your videos get retargeted with this method. This type of ad appears on YouTube and the Google display network. 

 

Content Syndication for Brand awareness

Content Syndication 

Brand awareness is also brand recognition. Brand recognition is the extent of how the public can identify your brand by its attributes. 

For people to recognize your brand, it’s not enough that you publish content and just leave it there hopes and wishes. 

You have to make the content appear elsewhere for more exposure. This technique is otherwise known as content syndication. 

How Content Syndication Impacts Brand Awareness 

Content syndication is a technique involving republishing content on other sites to get a wider audience. 

Syndicated content is a great way to increase brand awareness as well as drive links to your website. This is especially true if you get featured in most of the biggest and most influential sites on the Internet. 

You may have heard that duplicate content from syndication can hurt your SEO and potentially penalize your website. Technically this is true but not something I’d stress about as long as you complete these three things.  

  1. Use Googe Search Console to make sure your content is indexed and recognized by Google before syndication. 
  2. Share your content across your branded social media accounts and profiles. 
  3. Add the rel canonical tag to tell search engines that your page URL is the master copy that you want to appear in SERPs. 

Brand Awareness Example Using Content Syndication 

BestSelf Co is known in its industry for its productivity articles. To put that in numbers, they get 186,000 new visitors every single month. 

But how did they do that? By combining fantastic content marketing and blog posts with content syndication. 

They targeted big sites like Inc to turn its visitors into BestSelf blog readers. 

And they did successfully, driving over 1,800 email signups to their newsletter after a few weeks. 

They now leverage the new traffic from syndicated content into over $2 million in revenue. 

How to Boost Brand Awareness with Content Syndication 

Since it is hard to land syndicated content on publishing giants like CNN, BBC, and the New York Times, you can start small through self-service syndication. 

In self-service syndication, you republish your content on publishing websites such as the ones below: 

Social networks 

Social platforms such as LinkedIn and Quora feature their built-in publishing tools. LinkedIn publishing is mainly a great avenue as it notifies your connections every time you post an article. 

Blogging platforms 

You may also consider republishing on other blogging platforms aside from your own. Examples of this are Medium and Tumblr

Medium is an excellent choice for self-service syndication because of its handy import tool that lets you import your content from anywhere on the web. It also has its own loyal followings, enabling you to reach a new audience and engage with them. 

Multi-author blogs 

Multi-author blogs like Business 2 Community and Social Media Today, amongst many others, also provide a syndication-friendly platform for business-related content and digital marketing content, respectively. 

 

Measuring Brand Awareness

In the previous section, we defined brand awareness as a measure of how well your target audience recognizes your brand. But the big question is: “how do we exactly measure brand awareness?”

In digital marketing, having a KPI is vital to determine how your strategy is performing. KPI allows you to see what works for your brand and what doesn’t. Thus, it’s important to identify some key metrics you’ll need to measure the success of your digital marketing strategies.

Below, we’ll guide you on how to measure brand awareness with key metrics.

5 Key Metrics to Measure Brand Awareness

1.Traffic

Website traffic is a good indicator of people becoming more aware of your brand. If you are getting increased traffic to your website, this could mean that your brand awareness efforts are paying off.

But when we say traffic, we mean specifically measuring direct traffic and net-new traffic to your site. Direct traffic means people directly typing your URL into the search bar. Net-new traffic is the number of new visitors to your website given a certain period. Both of these traffic channels indicate changes in brand awareness.

You can find your direct and net-new traffic in Google Analytics.

2. Branded search

When people type the name of your brand in search engines like Google instead of typing the URL directly, that’s counted as branded search. People won’t be searching for your brand if they are not aware of it, won’t they?

As a rule of thumb, the more people who are searching for your brand name, products, or services, the more they are aware of you.

Tracking your branded search volume lets you see how general awareness of your brand is changing. Fortunately, Google offers plenty of tools to monitor branded search volume. You can use Google Analytics, Google Ads, or Google Trends for this matter.

3. Brand mentions

Mention is the number of times your brand, products, or services has been mentioned online. Mention can either be on social media, in the news, or your industry publication.

Monitoring these mentions lets you know if people are talking about you and how they think about your brand. Are they saying positive, negative, or neutral things about you? Whatever the case, you can do this to gain vital information for future products, support, and digital marketing campaigns.

To track mentions of your brand, use various tools like Google Alerts or Mention.

4. Social reach

Social reach is an engagement metric that shows how your post impacts people. If your post is shared far and wide, it is usually an indication that your content is resonating with your audience.

This metric is measured by the number of people who share your posts for their networks to see. The more people sharing your posts, the wider your social reach becomes. And what does it mean for your business? More people will see your content, thus improving brand awareness.

You can use tools like SharedCount to check how many times your posts get shared socially.

5. Feedback

Feedback comes in the form of surveys and reviews. This is if you want to understand how people see your brand and how you can improve it.

Surveys are great to know how people hear about your business. You can either ask existing customers how they knew about you or ask a set of an audience if they are familiar with your brand, via online or offline means. Likewise, reviews give you insight into how actual customers perceive your brand.

Reviews significantly impact how potential customers see you, so it is crucial to monitor review sites like Yelp to know how you can improve your products or services—thus improving the people’s perception of you.

 

Wrapping It Up 

Brand awareness is the first step to creating a business that converts. 

But creating awareness about your brand doesn’t happen overnight. It takes a carefully crafted strategy from your marketing team to find success. 

If done right, the techniques above, combined with consistent monitoring and some great digital marketing tools, can help you build familiarity around your brand and lead to increase growth, revenue and create brand advocates. 

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Why Branding Should Be Your SEO Strategy For 2021

Branding and SEO

Branding

Developing strategic branding, that can be detected on an algorithmic level, will create longevity and allow your brand to continue to progress through all future Google updates. 

Google has been on a mission for years to continue to improve search results to deliver results as accurate as possible. 

Google is getting better and better with delivering results factoring in user intent. 

Furthermore, artificial intelligence continuously improves the various parameters affecting search rankings. This will continue to make it increasingly difficult to create pages and content that take full advantage of current technicalities in the algorithm. 

It’s time to begin taking a serious look into strategies that fit with Google’s update trajectory. 

We have to begin focusing on a critical aspect that continues to deliver long term results. One that has been used for years offline. 

You have to understand where Google is headed based on their past updates and current algorithms to understand what they expect from your brand.  

 

“Brand is what wins. It always has and always will. It’s how everyone makes a decision.” Gary Vaynerchuk 

 

Brand Recognition Increases Profitability 

According to PwC’s Consumer Insights Survey, 35% ranked trust in the brand among the top three reasons for their purchase decision.  

Brand recognition is among the ultimate objectives of building a profitable business. It increases the chances of potential customers buying products associated with a brand as long as they associate the brand with something they value. 

The same can be observed among search engine users. Having a recognizable brand dramatically increases the likelihood that searchers will click and choose your content over other results. This causes your website to get more traffic, which can then lead to increased conversions.  

You can see in the above diagram from CrazyEgg that the beginning of a conversion funnel begins with recognition and awareness of your brand. 

The wider net you cast will increase your chances of links, which increases your opportunity to increase profits. 

These clicks are essential since a page’s click-through rate is now among the top factors for ranking search results in Google. This makes your branding awareness an indirect factor in getting your content to the top results for your queries.  

 

Why Click-Through Rates Are Important for Search Engine Rankings 

To understand how branding affects where your website ranks in search results, you must first realize that search engines give the utmost consideration to user behavior.  

 One such consideration includes the click-through rates (CTR) that links get when listed as a search result. 

Depending on how much the click-through rate exceeds the average for the search term helps determine where you will rank on SERPs. A more significant positive margin results in a higher ranking on the first page of the search results. 

Wordstream ran a study and found that for every 3%, you increase your click-through rate will result in an increase in your search result position by one position. 

The click-through rate is used as a measure by the algorithm to determine which results generate interest from its users. This is their way of recommending to their users the pages that others previously engaged with while searching for similar keywords. 

 

Why Your Brand Could Be the Deciding Factor for a Higher Search Engine Ranking 

I have skipped many number one search results to go straight to content from a Brand I trust. 

This is true for many others as well. 

“Authority can, and does, influence search a great deal. Brands with higher authority are often more desired, and therefore searched out more frequently by customers because it’s a brand that they trust. This, in turn, results in even better search visibility because it’s getting more traffic.” SEMRush 

As you can see, this increases the ranking of your pages on search results of the keywords related to your pages. 

 

Building Your Brand Is the Best Way to Establish  E-A-T 

E-A-T is a factor in Google’s search engine algorithm. It stands for Expertise, Authoritativeness, and Trustworthiness.  

This is used to help Google evaluate the potential of a website’s content and to help determine if the content will be accurate and able to produce helpful information for the user. Any content scoring poorly with the E-A-T evaluation would be less likely to show higher in search results. 

To understand what is taken into consideration, here is a brief look at each element of E-A-T: 

Expertise 

Google divides expertise into two types – formal expertise and everyday expertise. Formal expertise relates to content created by individuals considered as formally educated, verified, or accredited like doctors, financial advisors, and lawyers.  

On the other hand, everyday expertise is those demonstrated by individuals who have adequate life experiences in their topic. 

According to Google’s guidelines, expertise is demonstrated when content is factual and is delivered in a professional manner.  

It should provide your readers with what they need from their search. You can find this out by starting with keyword research and understanding their intent behind their search queries.  

Once you know these things, you can then start writing comprehensive content that can be easily read and understood by your audience.  

You should also add supplementary information in your content or link to another page on your site that can help them answer further questions that they might have.   

Authoritativeness 

This is measured through the relevant credentials on the topic displayed by the content creator. This metric applies to the main content, the webpage, and the website as a whole.  

Both types of expertise can use the about page to provide proof for their authority. As for contributing content creators, professional expertise is displayed through a professional title, short bio, photo, certifications, an official website link, or a full bio link.  

As for everyday expertise, a statement that the content creator shares their significant personal experience, not professional advice, can serve as a basis of their authority.  

These proofs of authority are not limited to the bio and about pages of authors. Creating content outside of one’s website as long as the content coincides with the website’s niche or field is another crucial factor in determining authority.  

For example, Google would not see content discussing a medical condition written by a doctor as authoritative to the doctor’s website if it is found on a website for financial advice.  

Trustworthiness  

This is simply the integrity of your website and its contents.  

You should, at the very least, have some of the underlying security features and pages added to your site. If your website does not use author biographies and reference external sources where applicable, it could also be a sign of an untrustworthy source.  

Some examples of things you should have set up early on when launching your website: 

  • A secure domain (HTTPS) 
  • A contact page 
  • A physical address (if applicable) 
  • A terms and conditions page 
  • A privacy policy page 
  • The refunds and returns policy for your transactions 
  • A comprehensive specification for products being sold 
  • A biography in the about page  
  • An author biography section for relevant blogs or articles 

How Authenticity helps build E-A-T 

As a brand, you want your targeted audience to look to your brand as the expert authority in your niche. You want them turning to your brand whenever they need more of what you offer.  

The goal should be for your target market to see your brand positively, and the best way to express that is through authenticity. 

A survey conducted by Social Media Today found that user-generated content was the most effective in creating authenticity and trust for a Brand. 

You want to deliver the value that your audience expects and give them more of what they may not even realize they want. 

Focus on developing a strategy that holistically blends Branding and E-A-T to establish your overall goals. 

The only difference between the two is that E-A-T targets Google’s algorithms, while branding is more concerned with your audience’s perception of your brand.  Together these will have a substantial impact on your overall rankings. 

 

Brand Awareness Leads to Links 

An established E-A-T brings awareness among content creators in the same niche as your brand.  

This comes with your brand’s content being used as a valuable resource when creating their content.  

These are essentially backlinks that help in improving your search engine ranking. 

There is a strong correlation between backlinks and the amount of traffic you generate from Google.  

The more you build your E-A-T, the more backlinks you will generate naturally, which will keep Google happy. 

 

Overcome YMYL with Solid Branding 

YMYL, “Your Money or Your Life,” pages are web pages providing content related to topics that may affect a person’s financial stability, happiness, health, or safety.   

These include topics on personal finance, financial transactions, medical information, legal affairs, news, public and official information, and car safety.  

YMYL pages are placed under a stricter set of quality guidelines in evaluating content for search engine results.  

These guidelines include E-A-T.  

You are less likely to be affected by the current and future standards for such pages if you continuously work on establishing stronger E-A-T. Especially in the earlier stages of your site. 

This does not mean that you can get away with breaking YMYL guidelines on E-A-T. You would still have to back up elements of your content with facts from other reliable E-A-T resources and maintain a smooth-running website. 

E-A-T is the foundation that establishes your brand in Google’s algorithm. Because of this, your pages can break into the top results even if it’s a YMYL page with less friction.  

 

Good Branding Creates Longevity 

SEO standards will continuously change due to improvements made to the search engine algorithms to continue to improve user experience.  

This results in technical strategies only lasting until the next update. Such approaches may be only good for a few months up to a year.  

In some cases, these updates result in dramatic changes in how pages are ranked in search results.  

This is why you have to create proper brand recognition from your target audience. Your brand’s reputation from your audience cannot be taken away by any update on Google’s algorithm.  

And, the most significant way to do this is through high-quality content.  

 

“Content is the cornerstone of internet marketing and for successfully building a brand.” Neil Patel 

 

Users Will Consume More of Your Content 

With Brand recognition and quality content, users are more likely to consume more of your content, which results in lower bounce rates.  

If you provide more value through the effective use of internal links, you will increase their time-on-site and their pages per session.  

 

“… bounce rate doesn’t have a direct impact on SEO. But, It does have a huge impact on lots of metrics that DO have a direct impact on rankings.
 Mathew Woodward 

 

Final Thoughts 

These metrics will be observed by Google and will be seen as a justification to increase your ranking for relevant keywords. 

Aside from your audience, other content creators will be referring to your content as a trustworthy source.  

You are further establishing your brand recognition and awareness. 

Effective branding will stand the test of time and will help you dominate rankings. 

What are you currently doing to build your brand and establish E-A-T? 

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