Brand Awareness Affects Demand, Here's Why and How to Build It
The team at E-Power Marketing gets the chance to talk to professionals in a variety of roles, all the time. Though their challenges and goals may differ, one thing is certain; whether you sell direct to consumers or through retailers, marketing to the end user of your product is extremely valuable.
I believe the insight provided below is valuable to any business that exists today, but I think this post will be especially beneficial to those of you who fit in the following categories. You either
- sell in brick-and-mortar stores
- sell online through avenues like Amazon.com or
- both, but don’t sell direct to consumers
So why is marketing to the end consumer online valuable?
Simply put, if nobody knows you exist, the likelihood of your product being purchased in store or online drops significantly. You might think, “Shelf space will build awareness” and to some extent, that is true. However, ideal shelf placement is often based on the demand of a product.
If your product sits in the back left corner of the store on the shelf that can only be reached by ladder or long pole, I don’t think much brand awareness can be built from that.
You might also think, “Well I’m on Amazon, that’s where everyone shops.” I don’t disagree. Amazon is convenient. In fact according to statista, Amazon’s worldwide active customer accounts in 2015 was 304 million. To put that in perspective, the United States currently has an approximate population of 319 million.
That’s a lot of people, but did you also know that as of December 2015 there were 488 million products on Amazon.com? What makes your product(s) stand out? Without the right online marketing strategies at your service, you could be missing out.
Forbes did a study that found 78% of consumers buying decisions are influenced by a company’s social media posts. In the same article by SocialMediaToday it’s noted that 40% of consumers who share or favorite a product on social media follow up by purchasing that product in store or online.
You have to engage your audience where they are. More and more people are active on social media than ever before. In fact, according to statista there are currently just over 2 billion (with a “B”) social media users worldwide, with an estimated 2.72 billion users by 2019.
Another valuable way you can build brand awareness is by increasing visibility of your website through content marketing. Google is typically very “hush hush” about specifics of how to be successful on search, but Andrey Lipattsev, the Search Quality Senior Strategist at Google outright said content is a huge factor in search results success.
There are a lot of different types of content you can have on your website. Landing pages, blogs, product pages and general website pages all can increase visibility online, which will increase brand awareness. Just make sure everything is custom written and that your website is search optimized. What's the point in generating great content if it's not indexable and optimized for the best possible traffic?
Content and social media are just two of many ways to successfully build brand awareness. More traditional online marketing strategies like SEO and online advertising are other great options that can generate results in both the short and long term.
So before you disregard online marketing because you’re on a store shelf or Amazon.com remember that nearly half of the world is online, and I can about guarantee your end consumers are there.
Don’t ignore them. Engage with them.