How to Turn Overall Brand Awareness Into Consistent Revenue

Joe Hollerup
By Joe Hollerup

By now you are probably aware of the value brand awareness can have for your business: If people recognize your brand, they know what you sell, and familiarity is proven to lead to clicks and conversions. But the relationship between brand awareness and revenue lies in a sort of gray area.

While building brand awareness is great on its own, a common question is whether or not it can consistently make money for your business. The answer is yes, and here’s how.

The first key question to ask yourself is: How familiar are people with your brand and the services or products you provide? The more brand awareness you have, the more consistent your revenue will be, at least in theory. But developing your brand awareness goes beyond that. You have to create more than just recognition of your logo, you have to create a feeling, a state of mind in your potential customer that makes them select you over your competition.

This means you have to be smart about your branding. Don’t just slap your logo on a bunch of pages and wait for the SEO boost to play dividends. Be tactical about your content to help users quickly learn who you are, what you do, and why you can be trusted.

Become A Thought Leader In Your Industry

A great way to improve your brand recognition is to regularly produce high-quality content that positions you as an expert in your field. Anytime someone has a question regarding your industry, you want them to turn to you for the answers. Helping your customers solve their problems will often lead them to purchase your products.

Related: How to Measure the Success of Your Brand Building Campaigns

Positioning yourself as an expert helps you expand your reach beyond just your website, too. If it makes sense for your business, you can get the word out through guest columns or interview in industry publications both online and in print. Online, this can also help you garner some valuable backlinks, which creates more traffic to your site. Once there, your revenue will drive up as long as your pages have a strong call to action. This can help drive revenue if you have a strong call to action on these pages.

Leverage Your Social Media Pages

Your social media presence is important, but simply posting content to your pages isn’t enough. You can also be proactive and search for your target customers to improve the ROI of your social media marketing. Using tools like referral program software helps to boost your brand awareness and improve your user experience. You’ll attract people who are interested in your product, get them more engaged with you and your brand, further position yourself as an industry expert, and convert your leads into sales, turning your social media marketing into a consistent revenue generator.

Related: Tips & Tools for Growing Your Instagram Following

Engagement is the key. Today’s consumers want to connect with brands on a personal level, and social media makes this easily possible. Don’t be afraid to show your personality and ask your followers questions to build relationships. Show them you understand their unique needs and help show them why you and your product will help solve their problems.

Focus On Target Keywords To Build More Brand Awareness

Of course, an effective SEO strategy plays a huge role in driving potential customers to your site. Do your homework and see what people are searching for when they conduct an online search for what your company offers, and target those keywords in your content to drive organic traffic. As long as you are being smart and avoiding keyword stuffing, improving your rankings in keyword search results will bring you the traffic you want.

Use Online Tools To Learn Where Your Customers Are Coming From

As we mentioned earlier, you don’t want to wait around for your customers to find and come to you. Luckily, you don’t have to. You have powerful analytical tools at your fingertips that can help you find where your customers are coming from before they find you. When you learn where your site visitors are coming from, you can go to them, and advertise on these sites. This is a proactive method to use your brand awareness to drive site traffic and sales.

Focus On Your Specific Target Audience

While you always want to use your brand awareness to attract new customers, perhaps the best way to leverage it to generate consistent revenue is to target those who are already familiar with you. This includes those who have purchased from you and used your product previously, but also those who have shown some interest by visiting your site, opening your marketing emails, frequently engaging with you on social media, or shown any kind of interest in your product. Return visitors are much more likely to buy from you, and are thus your most-qualified target audience.

Related: Are My Target Customers on Social Media?

One strategy to target your return audience is to utilize retargeting ads. These digital display ads stimulate brand recall and show up to those prospects that have interacted with your site, encouraging them to come back. You can also retarget those who have opened one of your emails, and track who has searched for your product by name. This can produce a stronger brand awareness with your current and potential customers, and also bring in more revenue.

Use A/B Testing

Another way to learn more about how to best leverage your brand awareness is to use A/B testing in your materials. With A/B testing, you can use two versions of the same content at the same time and see what performs best. This helps you gain powerful knowledge about your target customers.

If you know what your customers prefer, you can create more impactful marketing messaging, which will help to drive you revenue.

All in all, being strategic about your brand awareness can help you bring in consistent revenue. It’s a multi-faceted approach that involves many different channels, and will improve your overall user experience in the process. Establish a loyal brand following through compelling content and customer engagement, and you’ll see your sales climb.

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Joe is the Creative Manager at Power Digital that enjoys the challenge of balancing marketing, branding, and creative to bring a different perspective to any and all campaigns. He is focused on utilizing creative in a strategic way to support all marketing channels including (but not limited to) content marketing, social media, and email.