brand awareness


Sourced from Affiliate Marketing

Elevating your brand to new heights requires a strategic approach and the guidance of a leading marketing agency.

In today’s competitive business landscape, it’s crucial to have a strong online presence and effective marketing strategies to stand out from the crowd.

With the help of a reputable agency, you can leverage their expertise, creativity, and industry knowledge to propel your brand forward and achieve remarkable results.

In this article, we will explore the benefits of partnering with a leading marketing agency and how it can positively impact your brand’s success.

Table of Contents

Driving Brand Awareness

One of the primary goals of a marketing agency is to enhance brand visibility and awareness.

Through strategic marketing campaigns, they can create a strong brand identity and convey your brand’s unique value proposition to the target audience.

By leveraging various channels such as social media, content marketing, and advertising, a leading marketing agency can effectively position your brand in the minds of consumers and increase brand recognition.

Targeted Marketing Strategies

A skilled marketing agency understands the importance of tailored strategies to reach the right audience.

They conduct thorough market research and develop comprehensive buyer personas to identify your target customers accurately.

With this information, they can craft personalized marketing campaigns that resonate with your audience, leading to higher conversion rates and improved ROI.

Creating Engaging Content

Content is king in the digital landscape, and a leading marketing agency knows how to create compelling content that captivates your audience.

They have a team of talented copywriters, designers, and videographers who work together to produce high-quality content, including blog posts, videos, infographics, and more.

Engaging content not only attracts potential customers but also establishes your brand as a thought leader in your industry.

Expanding Online Reach

In today’s digital age, having a strong online presence is crucial for success.

A reputable marketing agency will employ various tactics to expand your brand’s reach across different online platforms.

From search engine optimization (SEO) techniques to social media advertising and influencer partnerships, they will utilize the most effective channels to increase your brand’s online visibility and attract a wider audience.

Analysing Data and Insights

One of the key advantages of working with a leading marketing agency is their ability to analyse data and derive actionable insights.

By monitoring and tracking the performance of your marketing campaigns, they can identify areas of improvement and make data-driven decisions.

This helps optimize your marketing strategies and ensures that your brand’s efforts are focused on the most lucrative opportunities, resulting in better outcomes and increased ROI.

Optimizing Search Engine Rankings

Securing a prominent position in search engine rankings is vital for driving organic traffic to your website.

A marketing agency specializing in SEO can employ proven techniques to improve your website’s visibility on search engine results pages.

By optimizing on-page elements, conducting keyword research, and building authoritative backlinks, they can help your brand rank higher in search results, leading to increased website traffic and better brand exposure.

Harnessing Social Media Potential

Social media platforms offer immense opportunities to connect with your target audience and build brand loyalty.

A leading marketing agency can create and execute effective social media strategies that engage your audience, increase followership, and drive conversions.

From crafting captivating posts to managing social media ad campaigns, they know how to leverage the power of social media to elevate your brand and foster meaningful relationships with your customers.

Questions and Answers

How can a marketing agency help my brand stand out from competitors?

  • A marketing agency can help your brand differentiate itself from competitors through strategic positioning, unique messaging, and creative campaigns that highlight your brand’s strengths and value proposition.

Can a marketing agency help my brand gain more online visibility?

  • Yes, a leading marketing agency can employ various tactics like SEO, content marketing, and social media advertising to increase your brand’s online visibility, allowing you to reach a wider audience and attract more potential customers.

How can a marketing agency improve my website’s performance?

  • A marketing agency can conduct a thorough website audit and implement necessary optimizations to enhance your website’s performance.
  • This includes improving site speed, user experience, mobile responsiveness, and search engine rankings.

Will a marketing agency help me generate more leads and sales?

  • Absolutely!
  • A marketing agency will develop targeted lead generation strategies and implement conversion-focused campaigns to drive more qualified leads and boost your sales numbers.

How do marketing agencies measure the success of their campaigns?

  • Marketing agencies track key performance indicators (KPIs) such as website traffic, conversions, engagement metrics, and return on investment (ROI) to measure the success of their campaigns.
  • These metrics provide valuable insights into the effectiveness of their marketing efforts.

Can a marketing agency assist with brand reputation management?

  • Yes, a reputable marketing agency can help manage and monitor your brand’s online reputation.
  • They can implement strategies to address negative reviews, manage customer feedback, and cultivate a positive brand image.


Elevating your brand’s success requires a strategic approach, innovative marketing techniques, and a deep understanding of your target audience.

By partnering with a leading marketing agency, you can tap into their expertise, creativity, and industry knowledge to take your brand to new heights.

From driving brand awareness to expanding your online reach, a marketing agency can provide the essential tools and strategies to enhance your brand’s visibility, engage your audience, and generate meaningful results.

So, don’t hesitate to collaborate with a reputable marketing agency and unlock the true potential of your brand.

Sourced from Affiliate Marketing

By Sarah Cha

Creating an effective brand awareness campaign feels like trying to solve a puzzle, doesn’t it?

It’s challenging, confusing, but oh-so-satisfying when the pieces finally fit.

The difference? There’s no picture on the box to guide you.

So, how about a selection of tips to help you assemble your perfect campaign?

With proven strategies and easy-to-follow advice, you’ll turn the confusion into a captivating campaign that resonates with your audience.

Let’s begin!

The Power of Brand Awareness Campaigns

If you observe the world of business, you’ll find a common thread that successful brands share: A deep, lasting connection with their audience.

The secret behind this connection? Potent brand awareness.

So, what exactly is a brand awareness campaign?

At its core, a brand awareness campaign is a concentrated effort by a business to increase the recognition and familiarity of its brand among consumers.

It involves using a variety of marketing channels — think social media, content marketing, partnerships, and more — to consistently and cohesively showcase the brand’s values, voice, and offerings.

But why does this matter? The answer lies in our minds.

As consumers, we are more likely to choose a brand that we recognize over one that we don’t. This cognitive bias, known as the familiarity principle, plays a critical role in our purchase decisions.

When a brand awareness campaign is effectively executed, your brand doesn’t just become an option to consumers, it becomes THE top-of-mind choice when they need your product or service.

The power of a brand awareness campaign lies not just in its ability to increase recognition but also to build trust and loyalty among consumers.

When your brand consistently shows up, delivers value, and resonates with your audience’s needs and desires, you’re not just creating awareness; you’re forging a lasting relationship and cultivating a community of loyal advocates for your brand.

In the upcoming sections, we will dive deep into 15 powerfully practical tips that will help you create a winning brand awareness campaign.

Ready to take your brand from being just another name to becoming the preferred choice?

15 Top Tips to Boost Brand Awareness

Let’s delve into the inner workings of a winning brand awareness campaign with our step-by-step playbook.

Each tip offers a unique approach to spotlight your brand, laced with practical examples of brands that have scored big using these strategies.

1. Craft a Compelling Brand Narrative

Telling your brand’s story is a powerful way to connect with your audience on an emotional level.

Brands like Nike excel in storytelling, inspiring audiences with tales of overcoming adversity, and making them want to participate by becoming Nike customers.

And it’s not just Nike. Even smaller brands can tell riveting stories.

For example, a start-up can share its journey from a small garage to the successful business it is today, instilling a sense of inspiration and relatability.

2. Promote Your Brand Offline

Sponsoring events can help extend your brand reach and create memorable impressions.

Red Bull, for example, sponsors extreme sports events aligning with their high-energy brand image. Or consider a pet food brand sponsoring a local dog show, setting up a booth and handing out samples.

The key is to choose an event that aligns with your brand image and product. That way you will be sure to pick up interest from people most likely to buy your product.

3. Gather Customer Testimonials

There’s no better advertising than happy customers vouching for your brand.

Customer testimonials not only establish trust but also provide real-life examples of what you offer.

Consider Airbnb, which effectively uses testimonials to showcase their service. Or visualize a local tutoring program, showcasing testimonials from students who rave about improved grades and test scores.

The more voices you have chiming in about how wonderful you are, the more likely you will win new and better customers for your brand.

4. Win Hearts with Authentic Connections

The power of influencers in shaping their followers’ perceptions is undeniable.

Which is why a partnership with influencers who share your brand values can send your brand awareness soaring.

For instance, Daniel Wellington, a Swedish watch brand, effectively leveraged influencer marketing, collaborating with influencers on Instagram, which significantly enhanced their brand’s visibility.

5. Insist on a Consistent Identity

Consistency is the crown jewel of branding.

It’s the coherence in your logo, colour scheme, and brand voice that fosters recognition.

A sterling example is Coca-Cola with its iconic red and white logo and distinct voice, making it instantly recognizable worldwide.

6. Use Social Media as a Digital Megaphone

Social media platforms are the modern-day marketplace, providing you with direct access to your audience.

For example, makeup brands like Sephora have effectively utilized platforms like Instagram and Twitter to interact with their audience, narrate their brand story, and foster a community around their brand, amplifying brand awareness.

7. Collaborate with Other Brands

The power of partnerships and collaborations can not be overstated.

By joining forces with other brands, you can broaden your horizons, gain new insights, and enjoy enhanced credibility.

For instance, a boutique coffee brand could partner with a popular vegan bakery to create a compelling cross-promotion, extending their reach to overlapping demographics.

This is a great way to promote both brands, for an epic win-win situation!

8. Utilize SEO & Content Marketing

The fusion of valuable content that answers your audience’s queries, and strategic SEO to help them find it, positions your brand as a trusted authority.

For instance, HubSpot has expertly used this dynamic duo to drive brand recognition and authority in the inbound marketing arena.

9. Create Branded Infographics

Infographics offer a visually engaging way to present information that resonates with our intrinsic preference for visual content. Their high share ability also broadens your brand’s reach.

Canva, a design tool platform, often uses infographics to illustrate tips and tricks, effectively expanding their brand recognition.

10. Empower Your Brand’s Secret Agents

Unleash the potential of your employees as brand ambassadors.

They can significantly amplify your brand’s online presence by sharing content and advocating for your brand.

Imagine a local craft brewery encouraging its passionate employees to share their experiences of making their favourite beer on social media. It’s like influencer outreach and content marketing combined!

11. Unleash the Power of Competition

Social media contests are a treasure trove of opportunities to generate buzz, supercharge engagement, and grow your follower base.

Remember, though, the prize should resonate with your audience’s desires.

Picture a tech startup running a contest where the winner gets early access to their innovative software. The fun of participating in such contests will bring in people who just might stick around even after the competition is over.

12. Try LinkedIn Publishing

social media jargon

LinkedIn isn’t solely a job-hunting platform; it’s a potent tool for disseminating thought leadership and industry insights.

Thinking about the platform in this way can enhance your brand credibility and reach. For example, brands like Microsoft frequently use LinkedIn publishing to share industry insights and enhance brand credibility.

But you don’t have to be a multi-trillion-dollar company like Microsoft to make a dent through LinkedIn publishing. By regularly sharing useful content in your niche, you can win serious attention from ideal customers.

13. Give Your Brand a Unique Personality

Your brand personality is your secret sauce.

Let it resonate in all your interactions, be it fun and quirky, or serious and professional.

Think about Apple, and how its innovation and sleek design comes through in every product.

Similarly, if you’re running a quirky novelty gift store, let that fun personality pop in your social media posts and customer interactions.

14. Try Podcasting

Podcasts are a thriving media platform, offering a unique opportunity to engage with your audience.

Hosting your own or being a guest on others can catapult your brand awareness to new heights. Companies like Shopify often use podcasts to share e-commerce insights and success stories, attracting potential customers with their knowledge.

Audio content is another highly effective way to let people know about what you do.

15. Experiment with Remarketing and Paid Social Advertising

Remarketing is your friendly reminder to customers about your brand.

Paired with paid social advertising, it’s a potent strategy to keep your brand at the forefront and re-engage past prospects.

Brands can use remarketing ads to remind their customers of items they left in their cart.

Visualize a SaaS company using paid social ads to remind users of their powerful features and offer a discount for subscription renewal. It can turn a moment of client hesitation or forgetfulness into a sale!

Measuring the Success of Your Brand Awareness Campaign

After you’ve rolled out your brand awareness campaign, it’s time to gauge the results.

It’s crucial to identify if the effort and resources invested have borne fruit.

But how do you do that?

By keeping tabs on your brand’s quantitative and qualitative metrics…

Quantitative Metrics

Start by examining the hard numbers.

Your website traffic, social media followers, click-through rates, impressions — these are all tangible measures of how well your campaign has reached and resonated with people.

Think of these as your campaign’s vital signs.

For instance, if your campaign’s goal was to drive website traffic, a surge in visitors would be a clear indicator of success.

It’s important to keep an eye on these numbers over time, as well, and not just one-and-done. That way you can notice patterns that can help you adjust your strategy, as needed.

Qualitative Metrics

Quantitative data is essential, but don’t neglect the human side of things.

How are people reacting to your campaign? Are they engaging, sharing, commenting? Are the comments positive, neutral, negative?

Customer testimonials, brand sentiment, and engagement rates tell you more about how your brand is perceived and how deep your connection with the audience runs.

Every retweet, share, or heart is a small victory towards stronger brand affinity.

Ultimately, what makes a brand awareness campaign click is a blend of understanding your audience, crafting captivating content, picking the right channels, and a dash of creative magic.

Keep in mind, there’s no universal recipe for success. What clicks for one brand may not for another. It’s about perfecting your unique brew, one campaign at a time.

Wrapping Up Your Brand Awareness Campaign Journey

Each brand awareness tip you’ve learned is a stepping stone towards a winning campaign.

But remember, no one has it all figured out on the first try. The magic happens when you learn, apply, analyse, adjust, and go at it again.

Consider every campaign as an opportunity to learn, to evolve, and to get better. It’s about not giving up until you’ve crafted your perfect strategy.

Just imagine the satisfaction when your brand starts popping up everywhere, when it becomes THE choice for consumers.

So, go out there and craft a brand awareness campaign that shakes up your industry!

By Sarah Cha

Sarah Cha is an avid writer, reader, and lifelong learner who loves making magic behind-the-scenes at Smart Blogger. When she’s not wrangling words onto a screen or page, you can find her strumming a guitar, tickling a canvas, or playing fetch with her favourite four-footed friend!

Sourced from SmartBlogger

By Chitra Iyer

Only about 30% of marketers use original research in content marketing strategies, despite numerous benefits. Why?

The Gist

  • When data is the story. Executed effectively, original research as content can put your content marketing on steroids, bringing in outsize ROI and sustaining your content calendar for months. 
  • So, why aren’t 70% of marketers telling the story? Although it’s the most trusted source for B2B buyers, fewer than 30% of content marketers generate their own original research, while nearly all writers incorporate others’ statistics in their content.
  • Because not all research is created equal. High-performing original research combines credible data, an engaging story and a solid plan for distribution and amplification through various content formats. Getting it wrong can cost your brand its credibility.

B2B content writing 101 emphasizes the importance of incorporating “evidence” — that is, trustworthy quantitative or qualitative data to substantiate our claims. By doing so, we enhance the credibility of our content, increasing the likelihood that the article will be referenced by others.

And that makes perfect sense. Even in a world where disinformation and propaganda often come cloaked in smart-looking pie charts, almost half of B2B buying committees trust research reports as their most preferred source of product research.

In fact, this 2021 report found that buying committees look for “research-backed content experiences that tell a valuable story.” That’s almost a textbook definition of original research reports.


That is why it is almost unbelievable that while 100% of content marketers use someone else’s original research stats in their content, only about 30% challenged themselves to create their own original research as a key component of their content marketing strategy.


Content Assets chart


Why? Because creating credible research is a challenging process, costs time and money, and demands an authentic and original approach. Even though the payoff is huge and the resulting content has a longer shelf life than average, the risks can be equally dramatic.

Imagine being trolled on social media by users who find chinks in your research methodology, share data that directly contradicts what your report finds, or worse, question your credibility by questioning the numbers themselves.

But first, the good stuff. Data analytics platform Databox, which has produced more than 1,300 reports over the last six years, swears by original research surveys as a key content marketing pillar. “As a result of all of the content we’ve produced on a wide range of topics, we generate nearly 300k sessions to our website every month, mostly from organic search and word of mouth. This traffic turns into 6k+ signups for our free product every month. We get all of our customers from these signups,” said Peter Caputa, CEO at Databox. That’s pretty straightforward ROI math.

So tip No. 1: Approach original research as a long-term, high-value content initiative. And if you really want people to trust the research coming out of your content marketing stable, pick a niche or a topic, and own it.

Consistently bringing out an annual survey report or update about the same topic positions you as the go-to expert in that topic, said Sarah Kimmel, vice president of research at Simpler Media Group (which owns CMSWire). The Content Marketing Institute, for example, has put out the annual B2B content marketing survey for 13 years now, and it is the first stop for anyone wanting to know the latest trends, patterns and insights about the state of content marketing.

Original research done right can supersize your content marketing ROI by sustaining the content calendar for months, building unmatched visibility, credibility, and thought leadership, and even generating leads.

The experts boil down the secret of high-ROI original research to five elements.

1. Why Original Research? The Right Purpose

“Original research” in the content marketing context is a high-value piece of content for your external audiences (not to be confused with “market research,” which is conducted to better inform internal product or strategy design).

Think of it as another arrow in the content marketing quiver, albeit the “meta arrow” with the power to turbocharge all your other arrows — blogs, articles, social media posts, event and podcast appearances, and even sales pitches.

But designing, executing, and amplifying original research is not as easy as hitting publish on a Survey Monkey form. Too many companies, said Michele Linn, co-founder of Mantis Research, end up executing without properly thinking through the purpose. When you approach it as a “content” project, you will naturally start with clarity on:

  • Who is our primary (content) audience?
  • What do we want to tell them?
  • How will original research help us get there? Why is an original survey report the right content format to help us get there?
  • What do we want them to do/feel after consuming this content?
  • How will we leverage and amplify this content to make that happen?

These questions may sometimes reveal that original research is not even the best bet for your purpose. For instance, said Linn, if you want to showcase product benefits, use case studies instead. If you want to understand consumer behaviour instead of consumer beliefs, rely on user data instead because surveys tell us what people think, not what they actually do. Beliefs and attitudes are not the same as actions and behaviour.

Key takeaway: Approach original research as a high-value content project. Start by asking the same questions you would ask before embarking on any new long-form piece of anchor content.

2. Who Will Run the Project? The Right Team

While original research will no doubt be helmed by the content marketing team, Linn suggested the project team should consist of roles such as:

  • A content strategist who will define the audience, the purpose and the narrative and help create a compelling story around the findings in a way the audience finds interesting.
  • A data analysis expert who can help ensure rigor in the research execution, data tabulation and interpretation for statistical significance and accuracy.
  • An amplification expert who can create and execute the promotion, distribution and content repurposing plan for the research to derive the maximum reach and visibility.

These resources can be expensive and hard to come by, especially for smaller teams. Teams seeking to establish credibility in new markets where they are relatively unknown may also need additional support. In these cases, third parties such as research agencies, consulting firms or industry publications can help design and execute the project, said Kimmel. People trust the editorial quality and integrity that comes from credible media companies, she added, and the brand benefits from the halo effect.

Key takeaway: Choose to commission, sponsor or co-publish research with a third-party partner, or do it in-house based on available resources and your goal, be it lead generation, building brand credibility, entering a new market or thought leadership.

3. What Story Do You Want to Tell? The Right Narrative

For original research to succeed as compelling content, you need both — the data and the story — to come together in a concrete and cohesive way. But at its core, the content you generate with original research is really a compelling story validated with data.

When asked what made content memorable enough to warrant a sales call, respondents in the 2021 B2B content preferences study noted they want content that:

  • Tells a strong story that resonates with buying committees (55%)
  • Uses data and research to support claims (52%)
  • Is research-based (40%)
  • Is packed with shareable stats and quick-hitting insights (40%)
  • Is personalized/tailored to their needs (32%)

The best approach is to start with what your customers want or need to know. What data-backed insights about their industry would really help them? Try to find angles or topics that have not been covered before.

Obviously, the topic should also be as close as possible to your own brand story, said Kimmel, which may be better served by a narrow research focus. For instance, a data analytics vendor whose brand narrative is “ease-of-use” may choose to focus research on the “data team composition.” The angle of the research could be to study how business teams use analytics software, why they don’t or can’t use them to their full potential, or what under-use of fully-loaded analytics software may actually cost the business. Adding actionable insights to fix the gaps is a bonus that the brand can add at the end of the research.

The goal, added Linn, is to study some aspect of the industry with genuine curiosity instead of trying to prove something or contriving the research to support your brand story.

So tip No. 2 is to use the research to test your hypothesis, not validate it. For that, start with a few different hypotheses about your audience and the problems they may be facing. For instance, in the above example, the hypothesis could be that marketing teams don’t fully use the analytics software they buy. The research could reveal why. Or that companies are spending more on data analytics teams despite investing in “DIY” data analytics software.

Manipulating data to suit your pre-decided narrative is obviously not useful, agrees Kimmel, so while you think of a theme and angle, don’t assume what the findings will show. “We once had a client that assumed their audience would cut benefits due to the economic slowdown. But the research found that only 1 in 6 respondents planned to cut benefits,” she said. “The best surveys can roll with such surprise findings and still tell a compelling story, warts and all.”

Key takeaway: With original research, the data is the story, but how you tell it is what really counts. Finding a unique angle to hold up the research and weave the story around is where your expertise about your industry and the audience comes in. No matter what findings emerge, find an angle to create an interesting and educative story for your audience.

4. Executing the Survey: The Right Process

Execution is made up of several moving parts. The process could take months, but the results can also sustain your editorial calendar and drive organic traffic for months, if not years.

The survey questions can make or break the research outcomes. Asking the wrong questions or the right questions in the wrong way can seriously impact data quality and credibility. The Databox team often “pre-qualify” their survey questions on social media to crowd-source feedback before actually creating the formal survey questionnaire.

The hardest part of original research surveys in the B2B context is getting enough of the right respondents. “Aside from a list of respondents we’ve built over several years, and one-on-one interviews, we’ve recently started partnering with other organizations to run joint surveys, which is a win-win in terms of reach,” said Caputa.

Smart survey tools like Survey Monkey and Alchemer help design better questions, translate and administer surveys at scale, distribute them across multiple platforms, etc. Survey analysis tools such as ResearchStory help with cleaning the data and the technical and statistical analysis needed to find meaning in the numbers. Conversational AI and AI for text or speech analysis help mine deeper insights at scale. AI also aids processes like survey scripting, content development and data visualization to tell the story better.

Turning the insights into a compelling narrative — and if possible, actionable insights is where the real magic happens. The most important thing, said Matt Powell, VP & executive director of of B2B International, a Merkle North America company, is to deliver something that customers actually need and value including useful, practical insights. A report that’s full of stats and data without context, interpretation or a unique point of view is just not useful, no matter how thorough the research process was.

So tip No. 3 is that original research needs to tell a great story and tell it well.

Key takeaway: Primary research surveys may be the last bastion for marketers seeking to say something new and original, but AI-powered tools can help make the execution more efficient, accurate and scalable.

5. Being Seen and Heard: The Right Amplification

The wonderful thing about original research is its sheer versatility. Depending on your purpose, you can do quantitative research with an online survey tool, dipstick surveys via smaller and snappier social media polls, in-depth qualitative research to a highly representative sample population, etc. And you can turn those results into a wide range of content. This annual research report by MOPros, for example, uses a combination of quantitative and qualitative research to bring readers both — the stats and the unique individual perspectives that enrich and support the data. Linn also highlights this ‘State of Workflow Automation’ report that was repurposed into a report, webinars, a podcast, an assessment tool, sales enable materials, blog content and a conference presentation among other formats.

Research content can also be used at all stages of the marketing funnel, said Powell. Recently, for instance, his team helped a B2B brand use research-based thought leadership to reposition their brand from being a provider of legacy, commoditized products, to being a solutions provider in an adjacent category, and marketing at the top of the funnel to a whole new decision-making unit. At the bottom of the funnel, the content can add to lead-gen activity and bring customers through nurture pathways.

Too many clients invest in a research project but don’t do enough with it because they did not factor that in at the start of the project, says Kimmel.

Tip No. 4: Know when you begin what you plan to do with the research. The report is just one piece of content — but the findings and the narrative should be credible and engaging enough to support a full suite of content — conference presentations, webinars, infographics, blogs, white papers, podcasts, sound bytes, social posts, etc., to amplify and deliver optimal ROI.

Key takeaway: The shelf life of original research data can often be years, not days or weeks. The more you amplify, the more backlinks you get, the higher your search engine authority and the more organic traffic you generate. An added bonus would be ChatGPT amplifying your research findings by citing them in its responses!

Done right, original research is a gift that keeps on giving. But success depends on approaching it as a high-value content project designed to serve your audience, not your agenda.

By Chitra Iyer

Chitra is a seasoned freelance B2B content writer with over 10 years of enterprise marketing experience. Having spent the first half of her career in senior corporate marketing roles for companies such as Timken Steel, Tata Sky Satellite TV, and Procter & Gamble, Chitra brings that experience to her writing. She has authored over 500 articles, white papers, eBooks, guides, and research reports on customer experience, martech, salestech, adtech, retailtech, and customer data and privacy. She holds a Masters in global media & communications from the London School of Economics and Political Science and an MBA in marketing

Sourced from CMSWIRE

By Amy Balliett

88 percent of audiences value brand authenticity, but the majority of marketers are ignoring the one strategy that will meet this demand.

Feature Image Credit: Getty Images

By Amy Balliett

Sourced from Inc.

By Emily Heaslip

Social media giveaways can be a great way to boost engagement and increase brand awareness, but pay attention when designing your incentives.

Social media giveaways can serve many purposes. You can use a giveaway to boost engagement, increase your email list, add more followers and gain visibility for your brand through cross-promotion. When designing a social media giveaway, it’s important to know your goal and create incentives that will help you be successful. Otherwise, you’re just handing out free stuff.

Here are some best practices to keep in mind when hosting a giveaway on social media.

Set your goal from the beginning

There are many reasons why you might host a giveaway on social media. Your ultimate goal will help determine the format of the giveaway and the social media channel you’re going to use. Here are some examples:

  • Increase follower count.
  • Grow your email list.
  • Improve brand awareness.
  • Increase engagement.
  • Promote a new product.
  • Recruit brand ambassadors.

Giveaways can often satisfy more than one of these goals, but pick your primary purpose and build your campaign toward that outcome. Your goal will help you determine the prize, the mechanics of the campaign, and even the social media channel on which you host the giveaway.

Most of the rules for hosting a giveaway are relatively straightforward, but if you don’t follow the rules, it’s likely that the platform will delete your campaign.

Choose your channel wisely

With your goal in mind, decide which social media channel — or channels — you will use to host your giveaway. The channel you decide to use will also be determined by the format of your giveaway, where you have the most active audience, and each platform’s giveaway terms and conditions.

“If you want to increase your following, request entrants to follow your page or profile to enter. This is especially popular on Instagram,” wrote SproutSocial. “If you want to generate more leads and increase your email list, you can request that people sign up or enter their email before entering. These can be done on a landing page and linked from any platform, or you can create a Facebook tab specifically for your contest.”

Follow the platform rules

Keep in mind that Twitter, Instagram and Facebook all have different rules for running contests. Read those carefully before you get too far into planning. Most of the rules for hosting a giveaway are relatively straightforward, but if you don’t follow the rules, it’s likely that the platform will delete your campaign. You could also risk being banned or having future posts penalized by the algorithm.

Partner with other brands

Team up with a like-minded brand to cross-promote your giveaway and raise the stakes. For example, Klean Kanteen, a water bottle brand, worked with Biolite headlamps, Public bikes, and Forsake footwear to create a bike kit giveaway worth $1500. The brands benefitted from promoting the giveaway to each other’s followers, increasing their reach and engaging with new customers in the process.

Look for other merchants whose products and services complement yours. A bookstore might partner with a café, or an event photographer might partner with a caterer. Think about which brands might have similar audiences and put together an incentive that showcases the best of both brands.

Match the reward to the effort

The goal of your giveaway is to incentivize your audience to do something: share your story, join your email list, follow your account. The prize you’re offering needs to match the relative effort you want your followers to make on your behalf. Offering a free coffee if someone posts, comments, shares and likes your page is probably asking too much. Offering a chance to win a month of free coffee, however, might be more enticing.

Likewise, you’ll want to make sure that your giveaway is exciting and meets your customers’ needs. For example, if you are hoping to generate buzz around a product launch, the giveaway should probably be the product you are launching. The prize of your giveaway should be relevant to your brand. Otherwise, you risk attracting entrants who are not going to be customers.

Feature Image Credit: Getty Images/YakobchukOlena 

By Emily Heaslip

Sourced from CO


Online marketing is the new-age reality and has opened a bold new world for entrepreneurs. However, the plethora of opportunities and promotional strategies available can be crippling to many entrepreneurs. Several startups and small businesses struggle with developing an effective strategy for enhancing their brand awareness. Given below are 5 expert-curated strategies to help entrepreneurs build their brand awareness.

1. Stay Updated About What Is Going Around You

Building brand awareness also calls for ‘awareness’ from your side. Based on the niche of your brand, stay updated about what is happening in the industry. Also, constantly analyze whether the requirements of your target audience have changed. It’s also essential that you remain in constant light about the latest marketing trends. For example, online video consumption has enormously risen in recent times. A study says that 83% of marketers believe that video is an important way of constant marketing, and it’s not a trend to be simply ignored. Hence, staying updated about all that’s happening around is very crucial for building brand awareness.

2. Create Resources For Your Audience

What do creating resources suggest? Brands can provide ‘how-to’ information and educate the audience about how their products or services are beneficial and provide solutions. Also, resources help the audience to understand the expertise of the brand and the team behind it. Most importantly, resources are shareable. Audiences share and re-share resources they find interesting and engaging. Infographics, tables, slides and how-to guides and videos are all examples of resources.

Confluencr – India’s largest influencer marketing agency partnered with Mirraw- a humble young brand with ambitious goals. Mirraw focuses on Indian ethnic wear, jewellery, and accessories with a clientele across India, Europe, and the United States. Mirraw’s goal was to build an enhanced presence in the market in the coming few years. The campaign that Confluencr designed for Mirraw was pivoted around building brand awareness across Instagram. Our campaign involved the promotion of resourceful content and hence we launched the ‘Your Kurti Fit’ campaign. What was it about? It was about spreading awareness about the importance of finding the perfect fit for apparel- because every person is unique. Micro and nano influencers collaborated with the brand for this campaign many of whom were lifestyle, fashion, and mom bloggers. The campaign received 43K+ engagement, 325K+ total views, 23K+ total likes, and 2,301 comments. That’s how powerful resourceful content is.

3. Build Your Brand Around Community And A Sense Of Belonging

A sense of belonging is a basic human need. People respond positively when they feel that they belong to a certain place or people. A study says that 13% of consumers are willing to pay 31-50% more if they notice that a certain product or service is making a positive impact on society. Hence, people’s sense of self is hugely reliant on the feeling of being a part of a community. Hence, if a brand promotes a sense of ‘we’ and relates itself to a bigger collective, people will sense that it shares common values and purpose. Hence, position your business with the community and people will realise that your brand is not just another name for a product or a service, but an extension of their lives.

4. Enhance The Customer Experience And Satisfaction

A brand, especially a young business should always go above and beyond to provide both potential and present customers ultimate satisfaction. This should be the ultimate goal of a business. Unsatisfied customers are a piece of bad news in the age of online reviews. Happy and satisfied customers will leave positive feedback and will likely recommend the brand to several others.

5. Consistency Is The Key

A lack of consistency will create a barrier between the customers and the brand. Hence, consistency is one of the most effective strategies for amplifying brand awareness. People will not remember everything they see or hear on social media or online platforms. Hence, Entrepreneurs should keep in constant touch. Research says that consistent presentation of a brand will enhance the revenue by 33%. Hence, a brand should stay consistently connected with the audience until it builds significant momentum.


Effective strategies can amplify brand awareness, help reach more prospective customers and also build value for your brand. They positively impact the scalability of your brand, helping you to inflate your brand awareness with each step you take. Don’t rely on quick fixes. Rather, think of long-term benefits. That way you will be able to increase brand awareness in the right manner with the right audience.


Sourced from odyssey


2020 was an interesting year, to say the least, and many of us are relieved to see it gone. Cannabis business leaders faced a plethora of new challenges, such as the loss of new business from in-person events, trade shows and conferences, a struggle to build community, and the inability to travel freely or shake new hands like before.

Still, there’s a lot that we can learn to set ourselves up for success in 2021, including a strategic approach to public relations. Most of us aren’t betting on the return of in-person events anytime soon. We understand that taking a digital approach to staying top-of-mind, relevant, and expanding is not only the safest bet also a requirement.

Here are three boxes you need to check in your PR strategy.

1. Amplify brand awareness

You can have the best product and the best service, but if nobody knows, then it’s not serving anyone any good. To drive awareness, focus on collaborating and cross-promoting with others who have robust networks, audiences, and followings that could benefit from what you have to say. For example, participate in more podcasts. When you join a show as a guest and share your brand narrative, showcase your expertise, and cultivate an insightful conversation with the host, listeners will remember you and your brand. You’ve tapped into a brand new pool of business partners and collaborators. Guest blogs, press interviews, and writing thought-leader stories for media publications are also useful.

2. Create quality content

Have you ever heard of thought leadership but been confused by what it actually is? Here’s a little primer that my team and I use: Break down the phrase into two segments: thoughtfulness and leadership.

Thoughtfulness is when you’re genuine, authentic, and thoughtful in your response to a particular subject matter. So ask yourself, Are you just siding with the masses, or are you adding an original, new, innovative idea and perspective to a conversation that’s already taking place?

Leadership represents you being a pioneer and someone who is leading the conversation. By bringing a new perspective to an existing discussion with information and data to back up your thoughts and ideas, you’re leading the way for a new way of thinking, planning, and taking action. Each time you communicate, make an effort to bring something new and game-changing to the conversation so that if this is someone’s first time coming across you and your name, they won’t forget it, and they’ll want to learn more.

Content (whether it’s owned, earned, or paid media) needs to be thoughtful, relevant, and valuable to whoever is consuming it. You want them to respect you and your brand. Otherwise, it’s not thought leadership. It’s just mindless rambling.

3. Focus on community building

Content wrapped in community will drive attention to your brand, build an audience, and develop your business. But with the lack of in-person events, it’s up to the innovators and change-makers to figure out how to establish a sense of community virtually and at a distance. We already see this with virtual conferences implementing virtual booths and networking events using Zoom and virtual communication tools.

I believe one of the best vehicles for creating content wrapped in community is a podcast. When you have a podcast, a lot of great things start to happen. You’ll notice your network and your reach begin to expand. Why? Well, the cross-promotion that takes place when your guest shares the interview on their network results in reaching a brand new audience, which might have taken months or even years for you to get on your own. Multiply this effect by 50 if you’re able to publish fifty episodes in one year. You’ve just expanded your network exponentially over 12 months.

On top of the network expansion, you’ll start to feel more creative and innovative with each new person you talk to. This will naturally lead to greater business development and increasing your chances of boosting business.

It’s exciting that 2021 is finally here, but don’t forget that we need to hit the ground running in ways that embrace distant, digital connections and help us rethink and rebuild how we do business moving forward. Starting with making sure you have the right PR strategy in place is a sure-fire way to kick off the new year in the right direction.

Feature Image Credit: Sky_Blue | Getty Images 


Sourced from GreenEntrepreneur

By Prabalta Rijal

Live streaming has gained massive popularity over the past few years. Its popularity on social media and other digital platforms has turned it into an important digital marketing tool that can be used by big and small companies to raise brand awareness.

Nothing lures people in more than a good story. American story consultant, Robert McKee once said, “Storytelling is the most powerful way to put ideas into the world.”  And in an age of , storytelling has become a cakewalk.

Gen Z, the youngest generation of consequence, comprises approximately 72 million Americans and 27% of the population.  For Gen Z, storytelling and digital engagement is a daily priority as they connect on the Internet and social platforms for over 10 hours every day, according to a survey made by Adobe. They seek real-time with content creators, chat with trusted peers, engage in political discussion and answer live polls. They are, in effect, the primary active target sought after by video livestreaming services.

survey by software company Livestream and New York Magazine shows that 80% of audiences prefer livestreamed videos to blog content. Moreover, with livestreaming becoming a popular feature on social platforms like Facebook, Twitter and , brands have accepted it as a vital component of and invested 28% of their budgets on livestreaming shows.

Create authentic connections

Accelerating the importance of livestreaming is the fact that Gen Z is evolving into a critical consumer category. The “Next Generation Report” from  Insider Intelligence says Gen Z will shortly become the largest consumer population in the U.S. According to Business Insider, they are already estimated to influence $143 billion in spending in the U.S. alone. With their ability to influence purchasing decisions, Gen Z is transforming livestreaming into an industry worth over $30 billion, which is expected to be worth over $70 billion by 2021.  A new study by ABI Research further estimates there will be 91 million subscribers utilizing livestreaming by 2024.

What is more, Gen Z completely shuns traditional media, seeking instead platforms where they can directly connect with brands. Characteristically, this generation is partial to honesty and transparency, which livestreaming offers, with all the glitches of spontaneous reality. Savvy brands, therefore, are creating fresh strategies incorporating livestreaming, especially during these challenging times, bringing events in real time to locked-down audiences.

Recycle content once and build new video assets

marketers are discovering the value of livestreamed content beyond the event, incorporating livestreamed content in subsequent videos and building an arsenal of marketing collateral.

Vogue used the livestreamed Met Gala for a live video on behind-the-scenes activity in making it happen. The video received over 200,000 views. After National broadcaster KBS launched BMW’s M2 on Periscope, it subsequently used the launch to return with the brand’s first interactive live-action adventure, on the app.

Similarly, many brands are recycling livestreamed content as live video footage on regular brand videos, as an important part of subsequent , to draw new customers. Forbes quotes Brandlive as stating that nearly 95% of brand and agency executives said live video would be an important part of their marketing strategy.

Brand marketers, thus, see it as two for the price of one, and an opportunity to capture new customers.

Bridge the virtual and physical worlds

Not long ago, there were significant gaps in streaming media technology that made inaccessible to many organizations and limited their brand expansion within the boundaries of their business’ country of origin. Today all this seems like prehistory, as the technology leapfrogged into its current user-friendly format, providing digital marketers the option of using livestreaming to get their brand in front of global audiences in real time.

Generate Valuable Market Insight

At a live event, a brand cannot quantify how many in the audience are captivated or bored. But livestreaming allows brands to obtain information by asking questions like:

Were there more viewers at the beginning of livestreamed event that at the end? If so by how much?

When people return to re-watch the presentation, what do they watch?

What does the audience say about the presentation?

These features unique to livestreaming video provide critical feedback on real audience reactions that cannot be obtained in any other way.

Essential for improving brand awareness

Using livestreaming video has the potential of becoming a clear growth hack for almost any brand, as you will be better positioned to form those invaluable connections with your clients. If you know how to make use of the technology available, creating those connections could be easier than ever. Understanding why livestreaming matters could be crucial to improving your business’ brand awareness.

Feature Image Credit: Jasmin Merdan | Getty Images 

By Prabalta Rijal

Sourced from Entrepreneur Europe

By Adam Feiner

Business to business (B2B) digital marketing provocatively communicates your unique value proposition in different formats, to different segments, and across several channels to gain awareness and earn consideration. Consider a company engaging in B2B marketing without first-party data, like a start-up or a business entering a new market. Where would they present their brand and value proposition to gain awareness? What content would they reveal and to whom? How would they respond to interactions with their brand? How would they capture and organize data?

The answers to these questions will define your digital strategy and illuminate your target audience. First-party data, like intent data, reveals information about your prospects that can help you earn consideration and win deals by delivering increasingly relevant content to your audiences. Accumulating first-party data requires that you elicit a response and add it to the profiles of your prospects to enrich personas. This enriched data is used to determine what content to present next. Email, mobile, social and website interactions (i.e., clicks, downloads and demo requests) and self-identified preferences are your opportunities to acquire first-party data. Data is perishable. It takes patience and persistence to build and maintain first-party data.

Website Experience

Your website reflects your digital strategy. Effective website design naturally guides visitors toward information they seek in as few clicks as possible. This requires a customer-centric perspective acknowledging user experience and customer journey focused on need, value proposition and solution rather than products and capabilities. Your prospects should see themselves as they navigate and consume content.

In 2008, the Nielsen Norman Group estimated that visitors will read only 20% of the text on an average page, so sharpen your writing and create engaging videos. Less is more when it comes to web design, and too much information risks confusing visitors and losing their attention. Clearly articulate your value proposition on your homepage to support your keyword strategy, create a site map that simplifies navigation, and make sure your CTAs are present but not intrusive. Your website should capture visitor data with cookies to identify first-time and repeat visitors and employ gated content to enable direct marketing. Once prospects reveal interest and share their email or mobile number, your odds increase. Because Google said in 2016 that over 50% of searches come from mobile devices, optimize for mobile.

Whether you’re creating or refreshing a website, tools like Google Analytics can help identify best- and worst-performing pages. Google Search Console can reveal technical problems skewing results, and you can use visualization techniques (i.e., heat maps) to illuminate how visitors see your site.

Search Engine Optimization (SEO)

SEO strategy is designed to help website pages rank higher on search engines like Google and Bing. Focus on keywords that decision-makers search. Target low volume keywords with high cost-per-clicks (CPCs), publish highly tactical content for key decision-makers, and leverage social media to amplify content distribution and cover a wider audience.

There are several steps to create and leverage a B2B SEO strategy. First, know your buyer and build personas of individuals inside the companies of your target verticals. Second, understand how they search for what you sell and know the keywords they use. To uncover keywords, utilize available free crowdsourcing applications, search engine auto-complete suggestions and SEO tools (such as SEMRush and Ubersuggest) that search competitors’ keywords to uncover their strategies. When bidding on keywords, do not shy away from high CPCs. Those are likely the words that prospects use when they’re ready to buy. Third, identify the topics and content to share with your audience. This is your chance to differentiate and illuminate your solution. Successful outcomes might include capturing an email address or being mentioned on social media, which takes patience and time. Fourth, use on-page SEO to optimize each webpage for terms that indicate buying signals. Keywords in short URLs, latent semantic indexing (LSI) keywords and long content publications help search engines understand what you do and increase SEO rankings. Fifth, publish high-quality blogs to increase your landing page rankings. For best results, select related topics that are impacted by your solution. “Shoulder” topics can draw more links to content. Finally, while it is not easy and takes time to get quality backlinks for your B2B business, they are important. With all the content and research required, this could easily be a full-time job.

Social Media

A successful social media strategy communicates your unique value proposition to your followers by sharing compelling content that resonates. Your brand’s story should be told to spark interest and engage the right audience. Maintain an active presence to stay current and shape industry dialogue. Social media in your marketing mix can amplify awareness, generate demand and improve content marketing campaigns. No other channel can provide the same immediate impact.

Listen to and monitor your social channels. By listening to your potential customers’ daily conversations, you can begin to see topic patterns, momentum and current market concerns. You can help guide the conversations as the subject matter expert who understands customer challenges and delivers positive outcomes. As you monitor specific prospect activities, respond to unique questions they post to establish credibility and trust.

Centralize your social profiles onto a single platform that enables monitoring and listening simultaneously. Create alerts to keep apprised of instances where your brand is mentioned directly or indirectly. Listening effectively will help you anticipate future campaigns and improve messaging. Listening can keep you ahead of your competition, help you construct an effective influencer program and even build more impactful brand partnerships.


Effective digital marketing authoritatively communicates your value proposition to an identified audience, guides them toward your unique content and website and educates and differentiates. Purposefully present your brand and value proposition where your audience will gain awareness of it. Become a trusted partner with relevant content and help search engines understand what you do. Listen to your audience and guide the conversations by responding to questions as a subject matter expert. Enrich your first-party data by eliciting responses and capturing information that can help you deliver more relevant content. Gain awareness, earn consideration and find in-market buyers for healthy digital pipelines.

Feature Image Credit: getty

By Adam Feiner

Follow me on LinkedIn. Check out my website.

VP Sales at Loyalty Builders, accurate and affordable pioneering predictive customer intelligence for retail and wholesale marketing. Read Adam Feiner’s full executive profile here.

Sourced from Forbes

By Kevin Nathanson

Sponsorships and partnerships are evolving to inspire brand loyalty and advocacy.

In 2003, said, “People will forget the things you do, and people will forget the things you say. But people will never forget how you made them feel.” It has been almost two decades, but it seems that sponsorships and partnerships have started to listen to Maya Angelou. The nature of sponsorships has evolved.

Sponsorships bring brand awareness

At the origin, we have sponsorships, such as when pay a large fee to have the naming rights to a given property. Think of MetLife Stadium. There is not much brand alignment if you think about it. What does MetLife have to do with professional ? Not much. But the naming right provides the brand, in this case MetLife, an immense amount of brand awareness. Yet awareness is all the brand gets. So, when looking at the brand funnel — which begins with awareness, and goes to consideration, purchase intention, , and ends with brand advocacy — only getting awareness isn’t ideal.

Partnerships build a deeper connection

Then, we began to see a transition toward traditional partnerships. This is when the marketing world started to heed Maya Angelou’s advice. Like sponsorships, there is typically a large fee involved. With partnerships, however, the occurs more deeply, allowing the brand to receive both awareness and consideration from their partnership. Think of and the . Microsoft paid a large fee to be associated with the NFL and is seen by millions of viewers on the side-lines being used by professional coaches and athletes to improve the game of football. Consumers see the brand, and if they believe the brand improves the game they are likely to consider it. This goes a step beyond a normal sponsorship. Microsoft, in tandem with their partnership, launches campaigns to deepen their connection with the consumer. If you haven’t seen Microsoft’s Create Change campaign, you should. It details how Microsoft is used to help young children transition out of the hospital to at-home living, while still getting the attention and care they need. The campaign focuses on NFL player Greg Olsen and his child, and how Microsoft’s technology impacted their lives. This deeper emotional connection, in tandem with the partnership, leaves an impact on consumers.

The future of partnerships: experiential marketing and beyond

Going even further, we are starting to see the emergence of non-traditional partnerships. Unlike their predecessors, non-traditional partnerships have brand alignment and often have no fee involved — or at least the fee is not the focal point of the deal. At their core, there is a value exchange where each brand leverages the other’s IP to raise both of their brands’ value. A unique aspect of non-traditional partnerships is that their cultural relevance unlocks brand loyalty and advocacy. Think of Microsoft and . More specifically, Microsoft and Stranger Things season three. Stranger Things celebrates unlikely heroes who have the power to change the world but just don’t know it yet. Microsoft’s brand purpose is to help people unlock their potential. The brand alignment is there. Microsoft launched “Camp Nowhere” at all of its stores, offering STEM workshops for children using Microsoft’s technology. If you don’t know “Camp Nowhere,” it was made famous in Stranger Things. This partnership campaign utilized multiple touchpoints, storytelling, and a brand-new event. It elevated both brands’ images and helped kids everywhere feel seen. Consumers wanted to go to Camp Nowhere, watch Stranger Things, and use Microsoft products. It provided Microsoft and Netflix not only with brand awareness and consideration but also with purchase intention, brand loyalty, and brand advocacy.

If more brands want to take their target market through the entire marketing funnel, they should listen to Maya Angelou and look for non-traditional partnerships to leave a mark on consumers’ minds, hearts, and wallets.

Feature Image Credit: PeopleImages | Getty Images 

By Kevin Nathanson

MS Sports Management

Sourced from Entrepreneur Europe