Brand awareness. Hard to measure, but oh so crucial to have. As the first step in the marketing funnel, and an important foundation for converting leads to customers, it can be defined as how well your target audience is familiar with your brand and how quickly they recognize it when they see it. While it might not have a definitive way to calculate results, it's still incredibly important to focus on in order to meet your larger marketing goals.
Luckily, you have the power of social media to make this a bit easier. And with over 1.62 billion daily users, nothing can beat the powerhouse that is Facebook. Whether you're B2B or B2C, every brand can benefit from being on Facebook. And this platform offers plenty of ways to start building the positive brand awareness you're looking for.
Organic Content
Defined as any content that you post to social media without paying for it to be seen, organic content is an essential part of any digital strategy, especially in regard to building brand awareness. This type of content is a great way to establish your brand voice, connect and engage with your audience, and build trust and customer loyalty.
What's important to remember with organic content, is that only a fraction of your audience is going to see it. But the more people that interact with it, the wider reach it's going to get.
Paid Content
While organic content is the perfect way to nurture and build upon the relationships you already have with your followers, paid content is how you're going to get your brand in front of new audiences. Facebook even makes it easy by listing brand awareness as an ad objective you can select from. These ads are shown most to people who are likely to pay attention to them, which makes this content great at increasing visibility and attracting new followers.
Pair this with the robust targeting techniques that the platform offers, and you can quickly get your messaging in front of your target audience.
Measuring Results
Measuring brand awareness is hard, but there are a couple of different ways you can use data to see if your efforts are paying off. The first is looking at your engagement numbers. This can relate to post shares, comments, and reactions, and is a great way of seeing how well your content is resonating with your audience.
Next, you'll want to look at the amount of direct traffic that's coming to your site. These will be the people who are typing your URL straight into their address bar. Many consumers find brands through social media or while searching for specific keywords, so those that go straight to your website are users who are aware of your brand enough to not need to search.
Finally, you'll want to look into setting up social listening topics. Social listening is a powerful tool where you can see what people are saying about your brand, even without them having to tag your brand in their conversations. This will allow you to track and analyze conversations you might not have known were even taking place.
Keeping every segment of your marketing funnel filled is a critical part in conversions, and it all starts with brand awareness. Still not sure how you can fully utilize Facebook to help cultivate this? Let the social media experts at Informatics help! Contact us today for a free consultation.
