Effectively Utilizing Digital Tools for Brand Awareness

By Glenn Renner
HomeSphere President & COO

Digital media can feel overwhelming but, really, it’s a conversation where information is conveyed in a different way. In this article I’ll discuss the effective use of some popular tools for maximizing brand awareness.

In addition to SEO, which we discussed last month, by researching the keywords customers use, you can purchase optimal Google AdWords and Pay-Per-Click ads. Appropriate search terms get you in front of viewers early on to create an affinity with your brand. The messaging used should complement your organic search results to help drive sales.

Internet users are bombarded with banner ads. The key to standing out is messaging that attracts attention and is easily associated with your brand. When content is relevant to the viewer, you vastly increase your chances of being remembered when they’re ready to purchase. Another useful tool is retargeting or remarketing. Placing cookies on the users browser allows you to serve up additional ads on various sites for increased frequency and, therefore, greater awareness of your brand. For example, if your banner ad was seen on www.wired.com like we mentioned last month, you could utilize retargeting and show them a harder-hitting ad on another site they visit like www.forbes.com.

Social media requires a slightly different approach. With so many platforms to engage with customers, it’s important to choose the best fit for your brand. If you are targeting end users directly, Facebook and Twitter may be a good option. However, if you are a manufacturer targeting retailers or those making purchasing decisions, a more professional platform like LinkedIn portrays your business in a more appropriate way. For instance, if you primarily sell insulation to homeowners doing updates, a Facebook ad can tell them your product is easy to work with. But if you’re selling large amounts of insulation to a construction firm, reaching them through a LinkedIn white paper shows your company has the highest-quality product for the money—and that you know what you’re talking about.

Once you determine the best platform there are tools to make your sends more manageable. Programs like Hootsuite allow you to schedule out tweets and Facebook updates in advance so you can set up future messages and not have to monitor your account constantly. Perch is a great social media tool for businesses that not only allows you to interact with your audience, but also to monitor the competition’s efforts in the online space.

Apps like Houzz, Remodelista and Pinterest help promote your offerings. An exterior cladding company, for example, could pin photos of new or unique materials to drive awareness both to end users and contractors.

Regardless of the tools you are using, it is always of the utmost importance to bring valuable content to your customer. By being a resource in the industry you are a company they are more likely to remember and contact with their business needs.

In addition to value, customer service must be considered differently in the digital space. Consumers may not contact you via phone or mail, but may instead reach out on Twitter. You could even find that they aren’t reaching out to you at all but merely airing grievances to their friends and followers. By responding to them, you can restore their faith in you and turn bad word-of-mouth advertising into something that is working in your favor.

Regardless of the tools you choose, being in the digital space brings you added contact, and therefore brand awareness, with those you might not have been able to reach through more traditional tactics.