Four Tools to Increase Brand Awareness in 2021

While 2021 is off to a roaring start, many marketers are still evaluating the best tools to positively impact their brand awareness. Consistent brand awareness measurement and analysis are critical for success since it represents one of the most important factors that make consumers choose one product over others. Consequently, it also influences your sales level as well as your market share. This week we’re diving into the top four brand awareness tactics that can be implemented ASAP to start seeing real ROI:

• AI-Powered Content Marketing
• Content Intelligence
• Social Media Engagement
• Website Traffic + Time Spent Onsite

1. AI-Powered Content Marketing

-Content Marketing powered by artificial intelligence platforms takes the guesswork out of knowing what’s working for your content strategy and driving real ROI. Why continue to spend hours of time manually analyzing data at a granular layer when AI can not only provide proprietary metrics but also optimize the entire content distribution process? AI-powered content marketing gives proprietary insights that allow marketers to focus on overarching strategy versus granular data, something that’s key to seeing success in 2021.

2. Content Intelligence

– As we’ve said before we believe content marketing has an ROI problem as it currently stands. With the ongoing COVID-19 crisis, brands have been forced to re-tool their messaging to stay empathetic and understanding of what their audience is going through. As this COVID-consumer behavior continues to shift it’s imperative to have an understanding of what’s really resonating with consumers vs. what’s not and make sure that each piece of content that’s being distributed provides some sort of real value for the user. By using Content Intelligence, marketers are able to:

• Understanding what messaging/type of content/platform distribution will get consumers further down the funnel.
• Drive actual business outcomes instead of just clicks or impressions, such as increasing high-value actions taken onsite, lead generation, user engagement, as well as positively changing brand perception.
• Maximizing ROI on content campaigns.
• Creating brand-owned first-party audiences.

3. Social Media Engagement

-According to a survey from Social Sprout, approximately 70% of marketers use social media primarily as a tool to further positive brand awareness. Social platforms are the perfect opportunity to use content to engage with customers at every stage of their journey, re-engage existing customers, and distribute targeted messaging that clearly conveys who you are as a brand. When you combine your brand awareness and social engagement strategies, marketers can improve brand loyalty and the overall digital experience for their audience.

4. Website Traffic + Time Spent Onsite

– If you track your website traffic continuously, you can get valuable information that will help you analyze brand awareness. The changes in the number of visits and visitors on your website, as well as measuring time spent onsite and on specific pages, represents a clear indicator of the shifts in brand awareness for the specific timeframe being evaluated. Additionally, using technologies like Content Intelligence can optimize content campaigns to increase time spent onsite, as well as provide unique data sets showing how each piece of content plays a role in growing this important metric.