To determine the right mix for your company, follow these six steps:
1. Clearly define your goals
Although your main goal is brand awareness, you need to set secondary goals to help achieve brand awareness. You may want to consider goals such as:
Increase website traffic
Build brand affinity and improve reputation
Become a thought leader
Increase sign-ups, purchases, or leads
To achieve these goals, channels such as PPC and SEO will help you increase the volume of people learning about your brand.
2. Do audience research
Brand awareness campaigns aren’t one size fits all, every brand has a distinct audience they need to reach. The channels you focus your time and money on should directly relate to how your audience spends their time online, and how they make their purchasing decisions. Use audience research to understand your customer’s online habits and the channels they use the most in learning about brands and deciding which ones to engage with. Create audience persona’s that represent your ideal audience, this will help you to not only monetise your online presence and develop better content, but also help you determine where your audience spends their time and their online habits.
3. Consider your budget
You have to keep your choices within the budget you have. PPC and social media advertising can get costly, but they can also drive faster results. Strategies like SEO, social media marketing, and PR cost less, but you’ll still need to pay for the time the professionals you hire spend executing them. Carefully consider your budget and weigh how the costs of different marketing channels relate to your objectives.
4. Create a strategy
Implementing a good marketing strategy will aid in increasing brand awareness. It will help you decide which digital marketing channels to focus on, how you’re going to use them and how they all interlink to support your overall marketing plans.
5. Track results and refine your strategy
Your marketing strategy will be constantly changing. The choices you make on day one of your brand awareness strategy, won’t be the choices you make on day one hundred. Some digital marketing channels will work, some digital marketing channels will not work. It’s important to continually track your results and refine your strategy using the information you have collected.
6. Find your brand awareness marketing mix
Every digital marketing channel has its unique strengths. To determine how well each one will pay off for your brand, you have to dive in and get started. Figuring out the right mix isn’t easy, so don’t be surprised if you have a hard time knowing where to start, however once you have started you will gather valuable knowledge and data to inform your decisions going forward.