In order to achieve this positive level of brand visibility, you need to have reliable and accurate information about your audience and know how to reach out to them. Read on to see how making your brand voice heard can build brand visibility.
Not to be mistaken for social media marketing, social marketing is an entirely different method that uses commercial marketing techniques to influence a specific audience, change their social behaviors, and benefit society as a greater whole. Marketing that encourages people to wear their seatbelt, to have disability awareness, to understand the effects of smoking, or to recycle more, are just a few examples of causes used in social marketing.
Because of the nature of social marketing topics, brand visibility is especially important so audiences view a brand’s message as actually improving the welfare of people. With the creation and development of various social media platforms, it’s now easier than ever to get exposure for your brand’s cause. That initial exposure is probably the easiest part though, and making sure your voice is persistent and not just heard, but listened to, comes with its own set of challenges.
This has made social marketing become an integral part of B2B SEO. There are various social marketing approaches that can be used to affect brand visibility, but in this article, we will concentrate on how to make your voice heard in order to help improve brand visibility.
Brand visibility and your audience
One of the most important things to think about when it comes to social marketing is your stakeholders, otherwise known as your audience. It would be great to assume that everyone and anyone should listen to and benefit from your cause. However, the reality is that attempting to reach a huge scope of people off the bat isn’t the best course of action. You first need to decide who your target audience is and move forward from there. You can check out this Quickbooks’ guide on identifying target audience to get a better understanding.
Once establishing your target audience, create personas that will relate to them. Think about what your audience is interested in hearing, how they would like to hear it, and how you can connect your brand. For example, if your cause is to help provide mental health awareness, the people who might be most interested are those affected by mental health issues. Personal stories shared by your brand via accessible platforms that can be shared can help vulnerable individuals distribute information without having to expose their own issues, but still provide awareness.
In addition, personalizing your touch a bit will definitely get you farther, so don’t be afraid to get creative and put on an extra mile, because it will definitely be worth it.
The personas you use in your marketing campaigns contribute a lot to your brand’s visibility. Making it that much more important to create a marketing campaign that is based around these personas should connect with your message. Providing consistently meaningful content should build brand visibility and awareness as time goes on.
That said, personas can change over time and that’s totally okay. Just make sure they’re changing in a way that supports your brand’s visibility. Use a brand tracker like Latana to track if your campaigns are having an effect on brand visibility. Expand to other audiences that might be resonating with your message that you can target and make your voice reach even further.
Who your brand is for
When it comes down to it, the cause, service or product your brand represents was made for an audience –and the success of your brand is contingent on what your audience thinks of your brand and what it does with it. Having positive brand awareness and effective brand visibility is applicable to not just social marketing, but all other forms of marketing as well. Investing in getting to know your audience is a step towards becoming a recognized and powerful brand.