Domain_9 Provides New Insights Into How To Amplify Your Brand

Have y'all recently received exposure for your retail make?

Mayhap it was a invitee article, podcast, video, press mention, or a successful marketing campaign. These types of content tin really assistance drive traffic to your brand'southward website, increasing brand awareness with your target customers. But website traffic actually isn't plenty to catechumen website visitors into customers. This is why learning how to turn your make sensation into sales is vital — and information technology'due south easy with the right tools and info.

The kickoff pace is to understand the conversion funnel and what each level of the funnel means for your brand. The conversion funnel can sometimes vary, but it by and large has elements that include sensation, interest, want, and conversion.

Image: CrazyEgg

Hither's what each level means:

Awareness: When someone becomes aware of your brand and turns into a potential customer.
Involvement: When a potential customer becomes interested in your brand's offerings.
Desire: When a potential client's interest becomes a want for your brand'south offerings.
Conversion: When a potential customer'south desire turns into purchasing, leading to a sale.

Based on the bones levels mentioned higher up, turning a potential customer's brand awareness into a sale essentially means you lot're helping them move their way down the conversion funnel.

And so, if you've recently received some exposure that increased your make awareness, yous're at the first level of the funnel. Next, you lot'll need to know how to mensurate information technology — and so, maximize those learnings to take potential customers downwards the funnel from awareness to conversion.

To do just that, here's what you need to know almost turning your new make awareness into acquirement.

Know What to Measure out

The digital space makes tracking your make's impact easy, whether information technology'south on social media platforms or via a content management organisation (CMS). For case, Facebook provides an insights tab for page owners that includes page actions, mentions, likes, views, engagement, and reach —these are all examples of data that you should rail when measuring your brand awareness.

You can fifty-fifty find some of this data on your page's posts, which makes it even easier to find this information. Plus, pop CMS platforms like WordPress have analytic tools congenital in so you can run across how your content is performing on your website.

Easy, right? We concord, but nosotros as well recommend taking it a step farther by tracking this data yourself in a simple spreadsheet. All you need is to set bated some fourth dimension and pay attention to the big iii:

Mentions

Track how many times your brand is mentioned on social media, in the press, and online. Nearly social media platforms' search functions make this pretty uncomplicated — all you need to do is type in your make name and hit enter. You tin can even filter your search past most recent posts, locations, and dates. As well consider jotting downward what the chat is per mention and so you tin keep track of the buzz around your brand name.

You tin can rails online chatter almost your make with a diverseness of social listening tools. To learn more, read our roundup of the social listening tools retailers tin can use to stay on top of brand mentions.

PRO TIP: If you accept a footling actress time to spare, take note of how many followers or friends the person has who mentioned your brand name and then you tin see how many people might have seen their post.

Accomplish

Runway your achieve per post on your social media platforms. Every bit mentioned before, y'all can notice this information on the Facebook insights tab or beneath each post on your page's feed. Instagram provides this data, likewise.

To rails and increment your reach on your branded social channels, bank check out this list of organic social media marketing tactics.

Engagement

Engagement comes in a few forms across social media — usually through likes, reactions, or comments. This volition help yous determine how many people stopped in their feed to view your content and really engaged with it in some form or style. Be sure to have notation of which way users engaged, likewise.

For more help monitoring and measuring your impact on social media, check out this list of tools for smarter marketing campaigns.

Ways to Measure Brand Awareness

Now that you know what to pay attention to and how to rails it yourself, at that place are tons of other tools that have measuring brand sensation fifty-fifty farther. Here are several unproblematic methods to consider:

Surveys

Lots of conversations happen offline that you evidently tin't track through social media or website analytics. One way to determine what your brand sensation looks like offline is through surveys — this can take identify through your website, or even e-mail or past phone if you take contact information bachelor to you.

Surveys will aid give y'all an understanding of how people hear near your make and how many people are already familiar with it. And there are tons of free tools online to try out, too:

SurveyMonkey
Google Forms
SurveyGizmo

Adjacent, know what to ask. When measuring brand sensation, SurveyMonkey suggests taking 2 approaches: make recall and brand recognition. Brand retrieve is when someone is able to recall your brand name without assistance. Brand recognition is when someone is familiar with your brand when listed with other alternatives.

Using these two measurements, utilize these question examples to go you started:

How familiar are you lot with united states of america?
When you recall of [product you lot sell], what brands come to listen?
Have you lot ever heard of u.s.a.?
Which of these brands known for [product you sell] have you heard of?

Website Traffic

In add-on to your content management system's analytics, try out a free service similar Google Analytics to dig deeper into how your website content is performing.

Google Analytics has inverse frequently throughout the years, only it'due south however rather simple to use. All you lot need to practice is sign upward and the platform volition walk you through the rest to set up analytics for your website. Once it's in place, y'all'll be able to rails brand awareness over time equally it relates to website visits from search, social, organic, referral or direct.

Search Book Information

Similar to how y'all can search for mentions of your brand on social media, yous can do the same for search engines with the help of tools that requite y'all the search volume of your brand proper name. Hither are a few to try out that will help you measure your make sensation in search:

Google Adwords Keyword Planner: Maybe the most well known out of the search tools, the Google Adwords Keyword Planner provides your monthly search volume, level of competition, suggested bid, and additional keyword phrases.
Google Trends: This platform allows you to easily type in your brand proper name to see its interest over fourth dimension, interest by region, related topics and related queries. You lot can fifty-fifty compare your brand name to other competitors.
Moz: With multiple products available and a free trial, Moz volition provide y'all with your brand name's monthly book, search effect folio analysis and percentages that relate to your click-through rates, difficulty to rank in a search, and more. You can observe manufactures that mention your brand, too.

PRO TIP: If your brand proper name is a commonly used word, think that the data in these search engine tools may not be as accurate.

Social Listening

Your social media insights may not be able to pick upwards every mention of your brand in the social space, which is why social listening tools are so important when measuring brand sensation. Not just can you lot find even more social mentions you may not take seen initially, you can observe additional conversations across the spider web, also.

Brandwatch is an piece of cake-to-use social listening tool that can assistance y'all pinpoint conversations happening about your brand across various platforms. It allows you to search for comments, conversations, and articles that mention your brand name, provides your monthly search volume, breaks down conversations by geographical region, and the list literally goes on.

While social listening tools are at that place to help you measure your make awareness, information technology helps you build it, besides, by being present online to engage your audience. Because in Brandwatch's own words, "Listening to these unsolicited opinions allows you to hear consumer'south thoughts as they are naturally expressed."

Here are a couple other tools to consider:

Mention: Available at a variety of cost points, Mention is able to rail your make name beyond websites, blogs, social media, and forums—with live alerts through email or push notifications to your phone.
Google Alerts: Gratuitous and simple to apply, Google Alerts is a expert option if you accept petty-to-no budget for additional tools. All you have to practice is type in what you want to track and hit the "Create Warning" button to receive notifications in your inbox. But, call up: If you have a brand name with more than one discussion, put your proper noun in quotations.

PRO TIP: Through these tools, you tin can pinpoint conversations that could atomic number 82 to content that answers consumer pain points or frequently asked questions.

Social Media

Social media is constantly undergoing changes that make tracking your make awareness hard or even completely accurate. But with the right tools, you tin get concrete data that helps you lot mensurate your brand sensation so you tin can eventually larn how to turn information technology into product sales.

If y'all want to runway how many times a link was shared, SharedCount is a costless tool that volition easily analyze any URL that you enter — bringing in numbers for Facebook, Pinterest, LinkedIn, and StumbleUpon.

GetSocial comes at a cost, but it tracks even what most popular analytics tools can't — "nighttime social," or individual posts. Cited to track "100 percent of your social activeness," GetSocial helps you really know how your brand is beingness talked about — fifty-fifty behind the scenes — so you can get the most accurate picture of what your brand awareness actually looks similar.

How to Turn Sensation Into Sales

At present that y'all know the various ways to rails your make awareness, here's how to pique potential customers' interests and desires so you can brand product sales.

Be Available in Multiple Formats

Research suggests that 84% of shoppers are using their smartphones to compare prices and find retailers, product info, and coupons — all before making a purchase.

And then, what does this mean? Substantially, a make needs to exist marketing itself in wherever their customers hang out (online and offline) and then in that location are more opportunities for a shopper to consider them prior to purchase.

Since shoppers can consider a brand from literally anywhere they are with the use of a smartphone and/or Internet connection, information technology's important for a brand to be available in multiple formats. To exercise this, ensure that you either take a mobile app or a mobile-friendly website. And, always be available on multiple social media platforms while knowing how to apply them correctly for each intended use and update them oftentimes to remain relevant and top-of-listen.

Put Search Results to Use

As stated before, search is an of import aspect of building brand awareness. It's an every bit important part of taking that awareness and turning it into sales. That's why it's vital for your brand to have an SEO strategy. It'll help you go on to create content on your digital website and social media platforms that respond your target consumers' often asked questions.

Farther READING: Larn more most how to build an SEO plan for retailers.

Then, use your learnings from social listening and search tools past applying keywords to your marketing efforts. Make a little of relevant keywords and use them in web articles, social posts, and even production pages. But ensure that you avoid keyword stuffing — where yous simply add keywords in the content section of a site incoherently — so you can continue to provide content that's organic and engaging.

Don't forget search advertisements either: these are the sponsored links at the peak of a search folio, and they can be easily set through Google AdWords. According to Google, "Search tin can impact brand awareness in the moments that matter to consumers when they are shopping and gathering product data; in other words, brands get admission to an interested audition at the moment the consumers are interested."

All it takes to set upward a search advertisement is three piece of cake steps: create your ad, choose your keywords, and set a budget.

Further READING: Need more than aid with Google AdWords? Read more about setting up your beginning pay-per-click advertising campaign.

Include Clear Call to Actions

"Call-to-activity" is a familiar marketing term for a reason — because information technology's what helps encourage consumers to take the side by side step (like buying your product, giving y'all their email address, or some other action). But, a call to action (CTA) doesn't always work if information technology's not utilized properly.

So, first thing's kickoff: Always retrieve to be articulate and directional. If you put yourself in the consumer's shoes, you know that you don't want to have to gauge about where to go to next if you're interested in a product. Yous also probably don't want to have to guess about what something means.

In order to encourage your consumer to brand their manner downwardly the conversion funnel, ensure that a CTA is always a articulate part of your marketing efforts and ensure that it includes concise re-create that calls for a specific activity to be taken.

Paradigm: Smashing Magazine

Retrieve that CTAs can be visual, as well (every bit in the example higher up). Yous can lead potential consumers from make awareness to conversion by having directional cues as your CTAs that direct visitors to their next step.

Tap Into Electronic mail Marketing

According to Econsultancy's Email Marketing Industry Census in 2017, 73% of respondents rate e-mail marketing every bit the top contender for its return-on-investment. However, companies' budgets for electronic mail marketing is depression — electronic mail marketing only receives around xv% of almost marketing budgets. Econsultancy suggests that this might exist due to the fact that "nigh marketers seem to exist ignoring essential metrics when it comes to evaluating their success."

E-mail marketing has shown to exist ane of the best digital channels for ROI since 2014, just it's of import to note that it must be utilized correctly. So, keep in listen that email content should ever exist clear and concise to prevent a user from losing attention.

FURTHER READING: To learn the ins and outs of email, read our retailer'southward guide to email marketing.

Consider Seasons and Timely Events

If you recently received new exposure for your brand, consider trigger or issue marketing to help encourage purchases. If there's a vacation or event coming up that could exist of importance to your audience, attempt offering a disbelieve on a relevant item.

This tactic likewise goes paw-in-hand with email marketing. Over 75% of email acquirement is generated by triggered campaigns, then consider utilizing email in your efforts to brand conversions by sending a timely discount straight to consumers' mailboxes.

Personalization helps to make potential customers feel valued — because you showed upward right in fourth dimension to meet their needs.

To personalize your customers' experience, here are some ideas to customize the experience for shoppers.

Retarget Your Marketing Efforts

If y'all've received brand awareness from a contempo marketing campaign, retargeting your content is a good side by side pace to take consumers down the conversion funnel and brand a sale.

The start step of whatsoever successful marketing campaign is to pinpoint your target audience. Who'south your demographic? What are their interests and needs? In one case you've used that information to target consumers for your start ready of social posts and content, then y'all can utilize retargeting to make up one's mind who is really engaging with your make.

The type of retargeting that applies the most to this instance is pixel-based retargeting. This is when an anonymous user visits your website, leaving it before making a purchase. Earlier they get out the site, a pixel (more ordinarily referred to as a cookie) is left on their browser which and so notifies a retargeting platform to identify advertisements on pages they're visiting (even on social platforms) as it relates to what they engaged with on your website.

Hither'southward an case: A customer visits your site and lands on a folio with a pair of shoes. They add together the shoes to their cart, simply don't ultimately buy the shoes. They close the folio for your site and cheque Facebook. Right in that location on Facebook, they'll see an ad for the verbal same shoes they were browsing on your site.

Hither are a few easy-to-utilize tools to endeavour that will help you make conversions:

Facebook Pixel

Perfect Audition

AdRoll

PRO TIP: If a holiday or upshot is approaching, try retargeting your advertisements to get in more likely for a potential client to consider purchasing from your brand.

Create a Sense of Urgency

This is a simple enough concept: A sense of urgency can help drive sales by 25%. Then, if you've recently received a surge of brand awareness, endeavour out this tactic if it applies to your company.

Some tactics y'all might try to create a sense of urgency include:

A one-day sale
Creating a flash auction
Offer a timed-shipping offer (a customer volition get costless shipping if they purchase a product with a certain menstruum)
A timer on your website that counts down the time until a sale or issue
Stock counters (showing that there's merely "one left" or stock quantities on product pages
Hosting a brief pop-up shop (temporary retail has urgency baked into the concept)

PRO TIP: It might exist a no-brainer, only don't forget to promote through social to build hype around production drops.

Keep to Invest in Your Content

Every bit with most things, quality sells — and the aforementioned rings true for content. And since 70 to 96% of visitors who carelessness sites will never return, information technology makes the need for quality content even greater.

And so, when you want to turn your brand awareness into product sales, offset with making your content engaging right at the beginning. And a bully place to start is with your headlines.

Whether it'southward an article, product page, or fifty-fifty social copy, ensure that the first office of the page or post is as attention-grabbing as possible so the visitor will keep downward the page and even consider visiting the website again and once again.

You can also optimize your product pages and descriptions to brand the copy more compelling, and utilize content marketing to engage customers and build an audition online.

Moving Forward With Converting Sensation to Sales

Taking a customer down the conversion funnel can be tricky if you're not equipped with the right knowledge and tools. Merely with this guide to turn brand awareness into retail sales, you can create smart marketing campaigns that will go along to build make loyalty for your company and result in acquirement.

Happy converting!

Source: https://www.shopify.com/ph/retail/how-to-turn-brand-awareness-into-retail-sales