Developing your brand awareness is essential to the overall expansion of your business. In the digital age, the communication channels are varied, however it is essential to carefully study your target in order to communicate in a relevant way and not to get lost in too vague multi-channel communication.
Improve Your Brand Awareness
To gain brand notoriety , especially for your e-commerce activity, one of the foundations of your success lies in the very special care you give to your image.
The messages that you put forward, the graphic identity that you develop, but above all your proximity to your customers will allow you to stand out and seduce your target, even to acquire new customers and develop your turnover.
It is important to specify that e-reputation is built over the long term. It is an ongoing communication effort that builds an identity, a “persona”. Like a celebrity, your brand should embody the values of your customers, bring them together and inspire them.
To help you choose the elements of your communication strategy, we have listed 7 essential elements for developing your brand awareness for your e-commerce site!
#1. A Memorable Graphic Identity
The heart of your image, the graphic identity communicates the spirit of your brand and e-business. It is essential to create attractive visuals that reflect your brand identity and allow your customers to identify with your universe.
The development of graphic visuals that meet your communication objectives is the basis of good online visual communication. If you have a dedicated team, challenge the team and develop innovative campaigns that boost your image and make an impression.
If you don’t have a dedicated team, it would be a good idea to hire a freelance graphic designer who will soak up your brand identity and who can develop attractive visual campaigns. These visuals can be used for your advertising, on social networks or as part of emailing.
Whether it’s events you organize or events you take part in, communicating about your brand in the context of events is a good way to develop your brand awareness.
Forums, shows, fairs, pop-up shows… look for events that draw people in and boost your image. Offer a game, a lottery, or simply branded objects such as personalized self-adhesive stickers , and make an impression on visitors!
If you opt for a private event, do not forget to use your mailing list to attract your customers and offer them gifts in the image of your brand.
#3. Optimize SEO
An e-commerce site is an online store that needs to be propelled to the top of the lists of sites in its category. It should not be remembered that the competition on the internet is getting tough and that it is vital to optimize your referencing in order to be able to climb to the top of the search results. Everyone dreams of being number one in Google searches.
But how to get there?
For your e-commerce site to be displayed on the first page of results, it is important to become familiar with SEM, an acronym for search engine marketing.
SEM includes SEO (Search Engine Optimization) which allows a natural referencing of your web content but also SEA (Search Engine Advertising) which is paid referencing.
To successfully optimize your SEO and develop your brand awareness, you will need to rely on an integrated SEM strategy taking into account SEO and SEA.
You can set up a Google Ad Sense campaign to develop your visibility, but also create a blog for your brand and boost your SEO.
#4. Create a Blog and Take Care of Its SEO
One of the key tools of content marketing, the blog will allow you to position yourself as an expert in your niche, while responding to the demands of Internet users.
Thanks to an SEO strategy targeting the most searched keywords and questions online, you will be able to respond to the requests of your core target group by offering them thematic articles that interest, amuse or federate.
It’s up to you to be creative to stand out from your competition. The blog is a space where you can communicate directly with your customers, and it is important to use it to establish a privileged relationship with your target. The choice of your writing tone will therefore be one of your battle horses for the development of your brand image .
#5. Communicate on social networks
The presence on social networks has become one of the bases of digital communication. Far from being a fad, social media have established themselves as leading platforms and allow you to communicate directly with your target.
Depending on the type of customer you are targeting, you can choose the social media best suited to your business and brand, but above all the one that is used the most by your customers. Overall, Facebook and Instagram are basics of communication on social media. To these is added LinkedIn for a professional target, but also Twitter, and YouTube for sharing video content relating to your brand.
It’s up to you to analyze the most efficient channels for your e-business, and to publish content on a regular basis in order to federate your fans and followers.
It is now easy to publish on several platforms using tools allowing multi-sharing such as hootsuite . It’s a considerable time saver if you choose a multi-channel strategy.
#6. Influencer Marketing
Associating the image of your brand with an influencer can boost your visibility on the internet. However, there are a few key points to keep in mind.
Choose your partner influencer(s) carefully. Your brand values and those of influencers should be aligned and communication details should be discussed before posting content online. Many brands have seen their e-reputation plummet due to communication errors by Instagrammers, YouTubers and other influencers who are uninformed about the brand.
Brief your influencer(s) so that they integrate your brand identity. Give them gifts they can photograph or videotape and then post on social media. They can also review your brand and present the benefits of your product to their followers!
Influencers in mind?
It’s your turn !
#7. Post customer testimonials
Nothing better than testimonials from satisfied customers to improve your image, especially on the web. This strategy is incredibly effective, because customers are more likely to choose a brand because other Internet users recommend it.
Post the testimonials on your social networks and interact with your community to give more details about your brand. You can also add photos of your products to illustrate the testimonials.
If you want to take it a step further, you can post video testimonials from your clients. If they play along, this action will have much more impact than just visuals!
Also Read : Personal Branding Tips
Developing brand awareness and e-commerce must take into account all aspects of your business and use your values to develop an identity that Internet users will remember. Feel free to try different techniques and see which works best for you.
What is certain is that adopting an image development strategy will only have benefits for your brand and your turnover.