Brand-building is an essential step all modern startups have to take if they are to stand out in an overcrowded market, and connect with their target demographic on a more personal level.
The key objective is, of course, to boost brand loyalty and trust in order to incentivize conversions, improve word of mouth, and set the stage for long-term brand growth through a sustainable business model.
To achieve all of this, you need to strengthen your brand through digital marketing, and use some key marketing tactics to improve your visibility and awareness in the online and offline realms.
That said, there is no denying that digital marketing can be expensive at times, which is why you need to be careful with your marketing investments and only implement the brand-boosting tactics that won’t break your budget, but will deliver long-term results. Here are the tips that will help you achieve this, and much more.
Leverage data and create buyer personas
The first step towards higher brand visibility and brand awareness is to collect, organize, and transform relevant customer data into reports to make better business and marketing decisions.
After all, you have to know who you’re speaking to, and you have to understand the key consumer traits and their unique likes and dislikes if you are to craft effective brand dissemination strategies. You can’t hope to achieve much success if you try to market your startup to the wrong audience, or if you try to reach your target demographic on the wrong platforms.
This is why you need to leverage that information to create comprehensive buyer personas that will tell you exactly how to appeal to your ideal customer, where to find them, and how to connect with them on a deeper level.
The buyer persona will also tell you about the long-term goals of your customers, as well as the values that are near and dear to their hearts, which will not only allow you to optimize your brand as a whole, but also how to make your brand more relevant in their eyes.
Tend to your search engine optimization
Running a startup often means that you have to prioritize your spending, and that you have to choose the most cost-effective dissemination tactics that won’t cost you an arm and a leg.
While paid advertising is a viable marketing tactic, and while it should have a place in your marketing strategy at some point, right now you should focus on building brand visibility, awareness, and authority with search engine optimization. This is a long-term marketing strategy intended to bring quality leads to your website by positioning your brand high in organic searches.
If you want to optimize your online presence manually, you can follow this beginner’s SEO guide, but keep in mind that SEO is one of those tasks that’s better left to a team of professionals, which is why outsourcing should also be one of your options.
Be sure to research your primary and supplementary keywords, and then weave them into all of the content on your website, including articles, images and visual content, meta descriptions, product descriptions, and your site’s copy in general.
Make sure that your website is loading quickly and that it’s responsive, and don’t forget to optimize it for seamless mobile browsing, because Google loves websites that utilize the power of accelerated mobile pages. In turn, the search engines will bump you up the SERPs, and you will have gained brand visibility and improved brand awareness.
Make online and offline marketing collateral
Creating online and offline marketing collateral is one of the most powerful marketing tactics in your arsenal, yet not many business leaders in the startup world stop to consider the benefits that brochures, product catalogues, and ebooks bring to the table for a growth-oriented business. In reality, marketing collateral is a great way to boost brand awareness and engagement, and to get your audience interested in your products or services.
However, you have to make sure that these materials boast a consistent design, and that they are print-ready as well as optimized for online viewing.
This is why business leaders will often work with Infostarters epublishing experts to craft optimized, print-ready marketing collateral that can be launched on their website or disseminated across numerous online platforms on a moment’s notice. This is a great way to save money on the production of these materials, while ensuring brand consistency no matter if you’re marketing your brand online or offline.
Engage with your audience online and offline
You have to make yourself an integral part of the community in the online and offline realms, especially if you’re a startup that’s fighting to establish a foothold in a competitive industry.
Your goal should be to find new audiences and engage with them in meaningful conversation, in order to improve brand awareness, but also build brand authority and trust. Remember, people love brands that take an active role in their lives, so be sure to answer every comment on social media, post questions regularly, and talk to your audiences on relevant forums and other platforms on the web.
Get in touch with potential brand ambassadors
Brand ambassadors can help spread the word of your startup on social media and other relevant platforms, so consider partnering up with prominent micro-influencers as well.
But before you invest in influencers, be sure to make your own employees your brand ambassadors by inspiring them to share your stories on social media, and to promote your company in the online world. Don’t force it, though, but inspire them to do this organically by creating a thriving company culture and an amazing employer brand.
It’s a competitive business world out there, and brands are struggling to stand out in a sea of competitors. But that shouldn’t discourage you. Be sure to use these tips to boost brand visibility and awareness online and offline, and ensure long-term business growth.
This blog post was contributed by Emma Miller of Bizzmark Blog.