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Marketing | 4 min read

How to Build Brand Awareness Online: The Inbound Marketing Way

27 April 2018 Written by Alexander Costello

Every business wants to grow their customer base and revenue. The strategy for this is often built around the promotion of core products or services, but what many companies forget is that before you sell your product, you have to sell your brand.

Building brand awareness has a massive impact on sales, with brand consistency providing, on average, a revenue increase of 23%. To achieve this, you need to implement a marketing strategy that delivers value to your customers, and that’s where inbound marketing comes in.

The inbound methodology centres around creating engaging, educational content that helps customers place their trust in you and build a relationship with your brand. Unlike outbound marketing, inbound recognises that not all leads are ready to purchase straight away and uses strategies that nurture potential consumers through the buyer’s journey.

How does inbound do this? Well, that’s what this blog is here to explore.

Know Your Customers

It may seem obvious that a business must know their customers, but inbound takes this consumer insight to a whole new level in order to build brand awareness online.

Creating detailed customer profiles allows you to identify the pathways consumers take and the challenges they face on the way to purchasing. Armed with this information, you can create tailored content that addresses these problems and eases the transition from lead to paying customer.

As well as determining the purpose of your marketing, customer profiles also help define the tone and type of content your customers engage with. It is easy to make assumptions about what your customers want based on age and socioeconomic status, but these can often be inaccurate.

Customer profiles may highlight that your audience engages best with straight-faced, professional blog posts, or that they are looking for humorous videos.

In the end, you don’t know until you ask them.

Produce Quality Content

Knowing the type of content your customers want sets the scene for the next stage of building brand awareness online with inbound marketing: producing high-quality content.

This content can come in many forms, from blog posts to videos to emails, but the most important thing is that they deliver consistency and personality.

With these two traits, you can ensure that your content doesn’t just attract a lead once, but that the content keeps them coming back for more. After all, we have all seen an engaging piece of content on social media and usually, we all take the same next step – to click on the company’s profile and try to find more of the same.

The result of building this brand awareness online with inbound? Your content could generate three times as many leads and cost an incredible 62% less.

If you’re unsure where to start with your content, we always recommend launching a blog. Blog posts provide unlimited opportunity to create valuable content, and each blog can be developed with search engine optimisation (SEO) in mind.

Speaking of SEO...

Optimise Your Website For SEO

SEO is the practice of making your business – and therefore your brand – more visible online. This is important, as there is no point creating targeted, high-quality content that no one can find.

The first step inbound marketing takes to develop an SEO strategy is to conduct keyword research.

In order to decide which websites appear first on its search engine results pages (SERPs), Google ‘crawls’ web pages to determine what they’re about, their authority and what search term – or keyword – they most relate to.

By identifying the search terms your customers use to research the product or service your business provides, you can optimise web pages and blog posts to a specific term.

This helps you move your website up the rankings, become more visible, and, ultimately, build your brand awareness online.

Distribute Content Effectively

Your website is crucial to growing your brand, but it is not the only platform you should use to distribute your content and create a buzz around your business.

One-third of the world’s population are regular social media users, so taking your brand to Facebook, Twitter, Instagram, LinkedIn or another social media channel can expand your customer base drastically.

Not only does every social media post create another pathway to your business, but the very act of engaging with your customers on these platforms helps improve brand awareness.

Research has shown that 95% of adults aged 18 to 34 follow a brand on social media; this clearly demonstrates that social media channels are becoming an even more important component in marketing.

For leads who visit your website, engage with your content and still aren’t ready to purchase, inbound marketing continues the nurturing process using personalised email automation.

The emails are focused not on sales, but on continuing to deliver useful content that benefits them. This helps to build your brand awareness over an extended period of time and inspires confidence in your leads, making them more likely to purchase in the future.

Inbound provides a customer-focused approach to marketing, building brand awareness online and positioning your company as a resource for valuable information.

For more information about how inbound can benefit your business, book a free Marketing Assessment with one of our experts.

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