A brand no one knows about is a bit like that proverbial tree in a forest – if there’s no one around to hear it make some noise, did it make any at all? Luckily, the right digital marketing strategy can help even the smallest and newest brands become breakthrough hits.
Rather than rehash the same old ideas you’d read about in dozens of other articles, this one takes a fresh approach and highlights some lesser-known strategies proven to help get your brand noticed.
Content over Promotion
Unless you’re world-famous or niche, customers won’t automatically think of your brand as the best solution to their problems. However, many will do research and form opinions based on the information they uncover. This is the perfect opportunity to organically make more people aware of your solution for their problems.
The trick is not being pushy. Create blog posts and e-books, appear on podcasts, etc., with the intent to inform and educate interested audiences. Offer something tangible, like useful tips on overcoming obstacles someone interested in your product might face. If you’re in B2B, you can dive deeply into a subject that establishes you as an expert in the field. The implication that your experience and thought leadership make your brand worth investigating is far more effective than trying for a hard sell.
Growing and Nurturing Audiences Through Interaction
Segmentation and A/B testing might help you find an interested audience, but most digital marketing continues to be a one-way conversation. Rather than just contributing to the noise consumers are already tired of, fulfill their desire for a more personalized experience by letting them interact with your brand in different ways.
Even something as simple as a poll can create a lively discussion and generate buzz about the brand. Bonus points if you ask for suggestions on improving your products and actually follow through with the most requested and reasonable changes.
Add interactivity to different parts of the customer journey. Get to know website visitors through fun surveys they can take during sign-ups. Regularly host webinars or livestreams where you transparently answer questions.
Don’t underestimate the impact UGC has on your brand’s visibility and social proof. You can sweeten the deal by offering prizes for the best submissions. But, merely asking for UGC may cause diehard fans to show their genuine passion, which others will quickly pick up on and want to experience for themselves.
Optimizing for Success
Your website remains the prospective customer’s core touchpoint with your brand. Its basic principle hasn’t changed either – make it a place search engines love to recommend and people love to engage with.
The website needs to load quickly and be optimized for mobile displays since that’s how most people will experience it now. Besides being responsive, the website’s design needs to be straightforward, allowing visitors to sign up, get the information they need, or buy your products as painlessly as possible.
Keywords remain important for discoverability, but Google’s shift toward SGE and tighter EEAT guidelines mean they’re not enough to put your landing page at the top of the SERPs. Content now has to speak with more authority and personal experience, which you can reinforce by introducing author BIOS and adopting a more personal tone. You’ll also have to optimize for AI search results, so schema markup is a must.
Seize the Moment
If handled tactfully, inserting yourself into a developing conversation can be an especially effective way of boosting brand visibility. Social listening and trend tracking tools are worth their weight in gold for this, as they’ll clue you in on emerging trends in real-time.
It’s on you to quickly put together a campaign that capitalizes on the trend. Viral conservation efforts will go hand-in-hand with a sustainable fashion brand, while the newest glow-up challenge on TikTok is the perfect opportunity to rave about your organic skincare products.
You can capitalize on the event further by partnering with influencers or targeted ads. Either way, you gain more recognition and can come off as an authentic brand worth checking out without having to come up with new products or unique campaign ideas.
Enhance Reputation and Trust with Safe and Reliable Digital Marketing
Visibility should never come at the cost of responsibility. As your online presence and customer base grow, so does the amount and variety of sensitive data you collect for promotion, interaction, and analytics purposes. An increased likelihood of attacks targeting these assets is an unfortunate but very real byproduct of a brand’s gain in prominence.
Maintaining high security standards isn’t hard, and it can even directly help your marketing efforts.
Since promoting your brand online hinges on using dozens of tools to generate content, manage social media, etc., ensuring they all have unique credentials is among the first and most impactful steps you should take.
Password managers generate unique and complex passwords, making sure access to campaign and customer data, marketing platforms, and analytics tools can’t be compromised by weak or reused credentials.
Moreso, multi-factor authentication (MFA) adds an essential extra layer of security beyond passwords. With MFA, even if your passwords are compromised, unauthorized users still can’t access your marketing platforms and customer databases.
Similarly, the VPN service protects all these resources by encrypting the connection if remote workers access them from networks that are easy to fake and monitor, like public Wi-Fi. VPNs are useful marketing tools, even without considering their cybersecurity benefits. Since they let you change your IP address to that of any of the provider’s worldwide servers, VPNs are excellent for bypassing regional restrictions or gauging how customers from different locations see and interact with your ads and website.
Conclusion
Your brand has a story worth sharing. Use these strategies to tell it authentically, protect it fiercely, and watch your audience find you. And that tree in the forest? It’s time to make some noise.
Discussion about this post