With only a few weeks left in 2018, most business owners are starting to map out their goals and strategies for the coming year. And for many of us, building our brand awareness is high on the 2019 priority list.
But getting your brand in front of more people doesn’t just happen — it takes careful planning, intentional implementation, and strategic adjusting as results come in.
If this is one of your goals for the coming months, then keep reading, as we’re sharing 6 new year’s resolutions to boost your brand awareness below.
The first step to building brand awareness is to develop an engaged audience across all of your business’s social media platforms. And while you may already have a fair understanding of how to do this, there’s always room for improvement.
Start by examining your current strategies and comparing them to industry leaders’ recommended best practices. Are you posting at the best time to reach your audience? Are you active on the platforms your audience favors most strongly?
What about the content you share? Do you use hashtags? If so, do you use the right amount for each platform, or do you simply copy and paste the same post to each account? Do you include a visual element in each post? Do your posts link back to your website as much as possible?
Finally, do you have a plan to incorporate the latest social media trends into your marketing strategy? Stories, social selling, and live video are all increasingly popular on both Facebook and Instagram and could prove to be the missing piece to your 2019 marketing puzzle.
An effective social media strategy is the first step to building brand awareness, but you’ll see even better results if you regularly have new content to share.
Content is an important part of your customer journey. It’s an easy and effective way to share your expertise and industry knowledge with potential customers, which increases your credibility in their minds. Content helps your audience get to know your business better, and the better they know you, the more likely they are to spend money with you.
Studies have shown that the more blog posts a business publishes per month, the more leads and sales they’re likely to get. But what really makes or breaks blogging as a marketing strategy is the consistency with which you publish. You’ll see a much better response from your audience — and from your Google rankings — if you publish on a set schedule, even if that means you publish fewer posts overall.
So decide how many posts you’re able to publish consistently per month and stick to that schedule.
Blogging isn’t the only kind of content you should think about if you really want to get your brand in front of more potential customers. 64% of consumers make a purchase after watching branded social videos … due, in part, to the fact that Facebook posts with video have a 135% broader reach than posts with just photo or text.
Fortunately, the 2019 marketing environment will offer you more ways than ever to incorporate video. In addition to the traditional pre-edited videos that have ruled Facebook for the past few years, you’ll be able to stream video live on both Facebook and Instagram, add behind-the-scenes video content to your Facebook or Instagram stories, or experiment with sharing short videos on IGTV.
Don’t feel as though you have to churn out multiple videos per day, either. At this point, even some video is better than none. Start small and let yourself get used to creating videos, then ramp up your publication frequency as you grow more accustomed to it.
One of the main goals of publishing blog and video content is drive traffic back to your website. That means your website itself needs to be in tip-top condition when those visitors arrive.
If it’s been a few years since you updated your website’s look, the new year is the perfect time for a refresh. To be able to compete with other businesses in your field, your site must:
That’s because more than half of all website visits now come from mobile devices, but if your site isn’t equipped to display nicely on the latest smartphones, it won’t show up as high in Google’s search results, which means fewer people will see and click through to your website.
And if they do click through, the inconvenience of using a site that’s not optimized for a mobile device is likely to send them running. 61% of users are unlikely to return to a site they have trouble accessing, while 57% of users say they won’t recommend a business with a poorly designed mobile website.
What if your site is mobile-responsive but it takes forever to load? Chances are it still needs a reboot, as 53% of mobile pages are abandoned if they take longer than 3 seconds to load.
And if your site is both responsive and fast, but isn’t aesthetically pleasing, you’re still going to miss out on business, and may even damage your company’s reputation in the long run. 48% of people cited a website’s design as the No. 1 factor in deciding the credibility of a business, while 94% cited low-quality web design as the reason they mistrusted or rejected a website.
So if your current site doesn’t meet all three of these requirements, then we strongly urge you to plan for a redesign in 2019.
Another great way to get your brand in front of more people is to invest in social media advertising. This strategy demands a larger marketing budget than blog or video creation, but it has the potential to bring in better results for your business … and to bring them in faster.
Most social media platforms now support advertising, but Facebook and Instagram are by far the industry leaders, partly because they’re so mobile-friendly. About 60% of consumers click on mobile ads at least weekly, while Instagram Stories recently posted a 220% increase in year-on-year ad spend.
But social media advertising is becoming increasingly popular across the board, not just on mobile platforms. 70% of U.S. marketers plan to use social video ads in the coming 12 months, which means that it’s about to become a highly saturated field. We recommend getting a head start now, while there are fewer companies competing for your audience’s attention.
Lastly, if your email lists are growing stagnant, giving them a little TLC can be a great way to boost people’s engagement with your brand. Email marketing is one of the most popular organic marketing tactics because it’s a medium that nearly everyone already uses. In fact, the average employee spends about 13 working hours in their inbox each week.
Email marketing is great, too, because a little bit goes a long way. Open rates tend to be the highest when companies send only 2 emails per month (especially if those 2 emails are sent on Tuesdays). You can also bump that open rate up higher by including an emoji in your subject line.
Here, again, you need to consider how your marketing will look on mobile devices. Almost every report on email open rates concludes that mobile is responsible for at least 50% of all opens, but emails that display incorrectly on mobile may be deleted within 3 seconds. There goes your chance of boosting your brand’s standing with your customers!
One of the simplest ways to start engaging with your audience via email is to send out the new content you started producing back in sections 2 and 3. Linking back to your blog or latest Facebook Live video gets them onto your website or social media profiles, where it’s easy for them to join the conversation in the comments. Once you have those emails down, you can branch out into other types of email content, like special sales and discounts, sharing partner companies’ content, and more.
Are you ready to take your business to the next level in 2019? Our team of web design and marketing experts here at Trajectory is ready to help. Together, we’ll help you bring your website out of the dark ages and into the new year in style. Afterward, we’ll work with you to craft engaging and SEO-friendly content that resonates with both your customers and Google.
Ready to get started? Contact us and tell us about your company.
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