How to Leverage Artificial Intelligence in Marketing

Artificial intelligence has been reshaping the landscape of digital marketing in recent years. AI provides valuable customer behavior insights, automates complex processes and facilitates marketers in decision making. These factors are crucial to accomplish business goals.

Components of AI Marketing

AI offers ways to bridge the gap between data science and performance. The process of analyzing vast amounts of data was once a complex and long process, but nowadays it’s quick and easy. 

Think about all the new technologies that have been introduced to the market. We have all heard about Google’s driverless cars, Snapchat Glasses, or Elon Musk’s city on Mars. What about particular marketing technologies?

Artificial intelligence in marketing is composed of several components, involving big data, machine learning and dynamic marketing solutions.    

Big Data

Big data is a very simple concept. In marketing, it includes collecting, examining, and using massive amounts of digital information to improve business operations. One of them is getting a 360-degree view of their target audiences. As a result, marketers ensure that the right message is delivered to the right people through the channels they choose.

Machine Learning

Machine learning platforms can help marketers try to make sense of this vast amount of data. It helps identify trends and common occurrences and effectively predict common insights, responses and reactions. This helps marketers understand the root cause and the likelihood that a particular action will be repeated. 

Marketing Solutions

Marketing solutions powered by AI truly understand the world as humans do. This means the platform can identify insightful concepts and themes within various datasets incredibly quickly. AI solutions also interpret emotions and communications like humans do. Therefore, it enables platforms to understand open content such as social media, natural language, and email replies.

Benefits of Chat GPT in Marketing       

A recent PwC study shows 72% of marketing professionals view AI as a “business advantage.” One of the most recent innovations of artificial intelligence is Chat GPT that is expected to transform how marketing works. This instrument developed by OpenAI is a specifically designed variant of GPT for conversational language. In the following paragraphs, we explain how Chat GPT can impact marketing outcomes.

Create Automated Chatbot Responses

Once trained, GPT-powered chatbots can generate responses to new customer queries in a way that mimics human conversation. The model can also be fine-tuned for specific use cases, such as customer service or e-commerce, to improve its performance in those areas. This can free up time for human customer service representatives to handle more complex issues. Impressive, isn’t it?

Generate Personalized Product Recommendations

ChatGPT can generate personalized product recommendations in marketing by using a combination of natural language processing and machine learning techniques. The model can be trained on a dataset of customer interactions, such as past purchases and browsing history, to learn patterns and preferences. This information can then be used to generate personalized product recommendations for individual customers. Additionally, the model can take into account external factors such as current promotions and inventory levels to make even more accurate recommendations. These factors can increase the likelihood of conversions.

Content Creation 

If you are struggling to brainstorm about new content ideas, Chat GPT can help you. It can be used to generate a variety of marketing content, such as email subject lines, product descriptions, social media posts, and even blog articles. However, it is important to keep in mind that GPT is a language model, and while it can generate human-like text, the content it produces may not always be accurate or appropriate. It’s always a good idea to have a human review the content before it is used in a marketing plan.

Voice Search Optimization

Chat GPT can be used to optimize content for voice search, which is becoming increasingly popular among consumers. It can also be integrated with speech recognition software to improve the accuracy of transcribing spoken queries into text, which can then be used for search optimization.

Automated Email Marketing

Yes, the list goes on! Chat GPT can be used to generate personalized email campaigns by analyzing customer data and identifying specific segments to target. As a result, the language model can then generate personalized email content that is tailored to the interests and behaviors of those segments, increasing engagement. To drive conversions, GPT can also be utilized to optimize subject lines and generate calls-to-action.

Personalized Surveys

Furthermore, Chat GPT can be used to generate personalized surveys by analyzing customer data and identifying specific segments to target. It can produce survey questions that are tailored to the interests and behaviors of those segments, growing the likelihood of engagement and response rate. Additionally, GPT can be used to generate multiple versions of the survey to test which questions are most effective in gathering the desired information. These personalized surveys can be used to gather customer feedback and improve marketing efforts, as well as to inform product development and customer service.   

Conclusion

AI, in particular Chat GPT, automates data collection and analysis, empowering marketers to make more effective data-driven decision making. It accelerates the speed at which consumer data is processed and delivers valuable insights. As a result, marketing messages can be tailored to specific target audiences.       

How to Do a Competitive Analysis in Digital Marketing

weaknesses of your competitors to identify opportunities and threats for your business. By understanding the strategies and tactics of your competitors, you can develop a more effective digital marketing plan that will help you stand out in the marketplace. This article will discuss the steps in conducting a competitive analysis in digital marketing.

Step 1: Identify Your Competitors

The first step in conducting a competitive analysis is identifying your competitors. Defining your competitors as broadly or narrowly as you wish is essential. For example, you may consider direct competitors that offer similar products or services, or you may also include indirect competitors that offer complementary products or services. Once identified, you can research their digital marketing strategies and tactics.

You can start by searching for keywords related to your business on search engines such as Google and Bing to identify your compeCompetitive analysis in digital marketing is a process of evaluating the strengths and titors. It will give you an idea of your competitors and what they offer. You can also look at industry reports and trade publications to see the significant industry players.

Step 2: Gather Information About Your Competitors

Once you have identified your competitors, the next step is to gather information about them, such as their products or services, pricing, marketing strategies, and target audience.

You can gather information about your competitors by visiting their websites and social media profiles. Look at the design and layout of their website and the content they publish on their blog and social media channels, such as blog posts, infographics, videos, and case studies. These actions can give you an idea of the content that resonates with their target audience, their branding messaging, and how they are positioning themselves in the market.

Another way to gather information about your competitors is to conduct a SWOT analysis. It involves evaluating your competitors’ strengths, weaknesses, opportunities, and threats. This approach can help you identify areas where your competitors are excelling and where they are falling short.

Step 3: Analyze the Information

Once you have gathered information about your competitors, the next step is to analyze it. It is crucial to look for patterns and trends in your collected data.

For example, you may notice that your competitors focus on a particular type of customer or target a specific geographic area. You can use this information to develop a more targeted digital marketing strategy that will help you reach your target audience.

You can also use your gathered data to identify areas where your competitors are weak. This can include customer service, product quality, or pricing. Focusing on these areas allows you to differentiate your business from your competitors and stand out in the marketplace.

Step 4: Develop a Strategy

After analyzing the information you have gathered, developing a strategy is next. This step will involve identifying the areas where you can improve your digital marketing efforts and capitalize on the weaknesses of your competitors.

For example, if your competitors need to focus on a specific type of customer, you can develop a digital marketing strategy targeting that audience. Or, if your competitors need to improve in customer service, you can create an approach emphasizing your exceptional customer service.

When developing your strategy, it’s essential to consider your strengths and weaknesses. These factors will help you create a balanced strategy that considers your capabilities and limitations.

Step 5: Implement and Monitor

Finally, once you have developed a strategy, the next step is to implement it. This process will involve creating an action plan and taking the steps needed to implement your system.

It’s also essential to monitor the results of your strategy to see if it’s working, such as tracking your website traffic, monitoring your social media engagement, and measuring your overall online presence.

Conclusion

In conclusion, conducting a competitive analysis in digital marketing is critical in developing a successful digital marketing strategy. By researching and analyzing the strategies and tactics of your competitors, you can gain valuable insights into the market and identify growth opportunities. By benchmarking your digital marketing performance against your competitors, you can identify areas where you need to improve. And by keeping track of your competitors’ activities over time, you can stay informed about new developments in the market and take steps to protect your market positioning.

Social Media Marketing: What to Expect in 2023

The social media landscape is constantly evolving and representing exciting opportunities for marketers to take advantage of due to the rise of new technology and shift in consumer preferences. As a result, marketers must change their strategic approach and keep up with the latest trends to maximize their results. We have listed some of the top social media marketing trends you can expect to see in 2023.

A More Personalized Algorithm

The massive success of the video-sharing platform TikTok in recent years has caused some competitors to rethink how their algorithmic systems work. TikTok’s recommendations are highly personalized and effective at engaging users and providing them with an incredibly customized experience.           

During the past months, Meta has made several attempts to improve its systems by utilizing AI-driven algorithms. However, Facebook and Instagram users have been unsatisfied with the quality of the suggested content, leading Meta to increase its research efforts in building more efficient personalization.  

Many platforms strive to create a much more personalized experience for their users; therefore, we expect them to continue improving their AI and suggestion algorithms.

Domination Of Short-Form Video Content

Humans’ attention span has decreased significantly in the past decade. This factor has made short-form videos so popular that platforms like TikTok, Youtube Shorts, and Instagram reels are thriving.

Users spend approximately 1.645 billion hours watching videos on the platform per month, entailing that video posts have a higher engagement rate and a better performance than other content types on social media. According to Cisco Annual Internet Report, as much as 82% of online content will consist of videos this year. This trend is encouraging social media companies to build new options for short-form videos.

Launch of Audio Options by social media giants

Podcasting has grown in popularity over the last 15 years. In the upcoming months, social media channels are expected to capitalize on users’ willingness to consume audio content. Tech analysts state that text is not enough and video is too much; therefore, audio is the perfect medium for social connection and empathy.            

Additionally, social media giants are rolling out their audio-focused features. Twitter has developed voice tweets and Spaces, allowing users to create live conversations with other users. Facebook is making new audio creation features to enable users to create short-form audio clips and launch Live Audio Rooms.

Utilization Of User-Generated Content

Businesses will increasingly incorporate user-generated content into their online marketing strategies as they are 81% more likely to convert. UGC offers various benefits, including that it can help brands look more authentic and is more cost-effective than traditional advertising. Brands that integrate user-generated content have a 20% increase in return on visitors and a 90% boost in the time potential customers spend on their websites. As a result, UGC will become a crucial part of the branding strategy, which will be reflected on several social media platforms this year.

Live Shopping

Live streaming is already a highly profitable industry. Streaming platform Twitch, which focuses on video game content, reported $2.6 billion in revenue in 2021. The e-commerce industry has already integrated live streaming into content and services since many consumers view it as a way to research potential purchases. 

Live stream shopping lets consumers preview products live, have their questions answered by experts, and buy products in real-time. This interactive experience fosters trust between the brands and their customers. Moreover, through livestream shopping, the decision-making period shortens significantly, leading to instant sales.

Nevertheless, in today’s influencer-driven marketing industry, live shopping will offer a new type of entertainment that will combine retail information with larger-than-life social media influencers and creators.

Augmented Reality & Artificial Intelligence

Augmented reality technology is considered the next big thing in digital advertising. 3D models and representations of products that can be placed in real-life user environments can differentiate brands from the crowd. Companies, small businesses, and creators seek new ways to drive engagement, and AR offers several innovative tools.    

Moreover, artificial intelligence is forecasted to revolutionize how content is created, distributed, and consumed. By employing automation, AI can help creators develop better and more engaging content in dramatically less time. AI-generated content can also reach more people by targeting specific audiences. However, there is considerable debate over the ability of AI to replace the human voice.

Conclusion

Being informed about the latest social media marketing developments is essential to crafting effective strategies and achieving fruitful results in social media. Utilize these trend predictions as thought starters in developing a competitive advantage and differentiating yourself from the crowd. 

5 Ways Influencer Marketing Can Be Beneficial For Crisis Management

PR crisis is an entrepreneur’s biggest nightmare. Negative stories can damage your brand reputation, negatively affect your customers’ trust and lead to declining sales. You need a crisis management plan with specific actions to undertake a challenging situation. Your brand’s crisis response should be on different communication channels. 

With their public reach and compelling content, influencers can help in your attempts to regain public trust. Here’s how influencer marketing can help you in a PR crisis.

Shifts the Conversation 

Be part of your PR crisis management plan. Customers want brands to acknowledge the situation and ask for honest answers without corporate jargon. Your influencer partners should do the same. After you’ve recognized the issue, you can utilize influencer marketing to focus on something else.

Improves Brand Image

Influencers are trusted authorities in their respective niches. They have loyal communities, which are affected significantly by the influencers’ words and actions. Thus, you can leverage their reach and expertise in your PR crisis management campaign to shift the conversation, eliminate doubts, and build brand credibility. Since influencers may be perceived as trustworthy sources by the audiences, their endorsements can improve your brand image and alter public opinion to your side.

Drives Engagement With the Brand

In social media, commonly, trending conversations and false gossip can easily be labeled as ‘news’ about your brand. As a consequence, brands might face criticism from social media users. Influencers can intervene by filtering this news and ensuring you get positive engagement on your social media channels. They can act as social listeners and gatekeepers that help to shed positive light during a social crisis. 

Enhances Google Search Results

When negative news bursts, the first thing people do is search on Google. Some say that all press is good press; nevertheless, you don’t want a Google search of your brand to yield crisis-related results. Influencer marketing can help you fill Google result pages with positive content. If the audience likes the created content, the SEO ranking will improve, and the negative content will be pushed down.

Ensures You Regain Customer Trust

You gain immediate access to your target audiences when incorporating influencer marketing into your PR crisis campaign. Influencer marketing is built firmly on social proof theory – people take action accordingly only if they value the influencer. By associating with your brand, influencers cultivate trust and credibility in their followers’ perceptions of your company. You should consider authenticity and audience trust more than the number of followers when collaborating with influencers to resolve a crisis.

Influencer Marketing – A Powerful Component of a PR Management Crisis Plan 

A bad interaction can go viral instantly and have detrimental consequences in today’s fast-paced world of social media communication. It is impossible to avoid a PR crisis, but you can efficiently manage it if you apply influencer marketing in your PR crisis management plan. 

Influencers are valuable assets due to their emotional connection to their audiences, enabling them to manage evolving situations and shift the conversation. Their unique voice can help you improve your brand image, decrease reputational damage, and rebuild trust.

 

Why Newsletters Are an Effective Way to Boost Your Business

A newsletter is a digital publication containing valuable information about a business’s recent news, activities, and offerings that is sent regularly to its subscribed audience. This form of content marketing strategy is one of the most significant assets a business or organization should build. 

Think about Amazon, Netflix, or Walmart. Their immense databases of customers and potential prospects make these companies so valuable and profitable. And you should consider starting a newsletter for your business for the following reasons:

Grow Your Business Authority

Prospects may have encountered your business on social media or in advertisements and know little about your company. You can showcase everything you want to put across and increase awareness through newsletters. You develop strong brand expertise when regularly delivering information that interests subscribers, answers questions, and solves issues. For a business to succeed, its audience must view it as a credible authority in its space and trust that it offers something of value.

Higher Brand Recall Value

Consistent communication can lead to higher brand recall value. After purchasing a product or service from you, your customers may forget about your company. Consequently, you lose the opportunity to cross-sell or up-sell the same customer. Through newsletters, you can maintain communication, increase engagement, share valuable tips, hacks, and information, and boost sales by adding your products’ links. Most importantly, when your customers discover another business providing the same offerings, they will choose you because they have an emotional connection with your brand.

Personalized Content

Sending tailored content based on your customer’s position in the sales funnel is crucial in moving them to the next phase and converting sales. Customers have different needs, interests, and preferences. Depending on your customer’s age, you may have promotions to offer to those who have just subscribed. You can categorize email lists according to demographics, geographical location, and more. 

Using purchase histories and business analytics, you can segment your newsletter mailing list and send different versions to your subscribers based on their interests. As a result, you can maximize your newsletters’ efficiency through personalization.

Newsletters Increase Web Traffic

Newsletters offer you the option to provide subscribers with links to access the conveyed information or promotions. Traffic is driven to your website, where potential customers can explore your offerings and purchase what satisfies their needs and wants. Therefore, you can utilize this feature by creating content related to your products and services, discounts, and seasonal offers to motivate people to click the links and get directed to your site. This process will boost your conversion rates.  

Ready to Get Started?

A well-crafted newsletter with a targeted mailing list is a highly effective approach to growing your business authority and credibility, igniting higher brand recall value, creating emotional connections with your customers, and increasing your website traffic. 

 Wondering where to start? Alter New Media can help you build a compelling email marketing strategy to strengthen your brand recognition, inform and persuade prospects to purchase from you and develop a loyal customer base. Contact us today to get started.

 

Three challenges that small businesses face on social media and their solutions

Social media is an integral part of any business’s digital marketing plan. Nevertheless, 93% of small business owners report facing various challenges with social media due to their limited time and budget and the increasing complexity of these mediums.

In this article, we will look at the most common social media marketing issues that small businesses encounter and provide you with efficient solutions that you can apply today.

Challenge 1: Limited time

As a small business owner, you are responsible for ensuring effective operational processes, handling accounting and financial reports, and taking care of customer experiences. It translates into fewer hours dedicated to social media content creation and scheduling.

The solution: Design and schedule in advance

The digital world offers a diversity of professional tools that you can use to design your social media posts, structure your aesthetics, and schedule specific posts to specific times and days.

Challenge 2: Choosing the right platforms

There are various social media platforms with potential target audiences that can transform into your customers. Choosing the most convenient and profitable social media channels can be challenging, and sometimes small business owners go for all of them. As a result, you might spread yourself too thin.

The solution: Develop a strategic mindset

Choose a few social media platforms you can focus entirely on to avoid wasting your time and resources. Here are a few tips to keep in mind:

  • Who is your target market?

Different audiences use different platforms. Facebook could better fit your business if you aim for older generations. Conversely, if you are marketing toward Gen Z, TikTok is a perfect choice.

  • What is your brand identity? 

Stay authentic to your brand when selecting the platforms you want to be present on. If your brand is centered more on fun and relatability, then TikTok and YouTube are suitable alternatives. However, you should develop a strong presence on Facebook and LinkedIn if selling products to professional audiences.  

  • What are your business objectives?

Each social media platform has a particular usage. To develop leadership and expertise, you should consider long-form channels like LinkedIn and Facebook. Furthermore, if your primary goal is making sales, you should consider Pinterest, Instagram, and TikTok, where you can link your products directly. 

Challenge 3: What is working?

It’s common for small businesses not to be able to identify what is having results and what is not. Are you getting anywhere with all your effort and the resources you are utilizing?

The Solution: Use analytical insights

Social media platforms come with robust analytics where you can easily track your posts’ progress and success. Ensure to regularly check your posts’ statistics and recognize which has the highest performance. You can use this information to develop a more strategic social media marketing plan and repurpose content that has been performing well to new posts. In this way, you are maximizing your business sales!

Social media marketing is an entire industry, with so many factors playing a role. Nevertheless, you can still achieve successful results for your business. We hope our suggestions help you overcome social media challenges and achieve your business goals.

New Google Ads Performance Max features to implement in your holidays campaign

Are you in the process of planning and executing your Google Ads holiday strategy? Well, you heard it from us first – Google just announced a few updates that can help your business drive website traffic and boost holiday sales.

What is a Performance Max campaign?

A Google Ads Performance MAX campaign is a goal-based campaign type that allows marketers to access and manage their entire Google Ads inventory from a single campaign dashboard. Complementing full keyword-based search campaigns across all Google channels, including Display, Discover, Search, Maps, and Gmail, helps you find higher-quality and convertible leads. As a result, marketers can run comprehensive campaigns that align with your specific sale business objectives. 

Predict P-MAX results with Performance Planner

Performance Planner, previously only available for Search, Shopping, Display, Apps, Video, and Local, is now supported for P-MAX campaigns. It permits marketers to forecast performance and assess what will happen to their campaigns if they adjust particular budgets, goals, and Call Per Action strategies.

Asset Group Planning

You can now create automatic rules for asset groups. For example, you can schedule your ads to run on specific dates and times.

Explanations

Using the product feed, Google has expanded the P-MAX campaign documentation for online sales campaigns to provide additional insight and explanation. You can see analytics about your product’s performance and popularity, identify issues and receive suggestions on how to improve the future performance of your ads. Furthermore, this information helps retailers determine which products have the most sales growth during the holiday season.

Three best practices for P-MAX campaigns this holiday season:

1- Adjust your P-MAX campaign budget and ROAS or CPA goals before the holiday season. It improves visibility for consumers as they shop.

2- Consider using seasonality adjustments if you have a promotion, sale, or event that you want to improve your conversion rate quickly.

3- Create a separate campaign with your goals and budget if you’re promoting a particular product this holiday season.

Now you know the most significant Google Ads updates and recommendations for improving your ads’ performance. We wish you lots of sales this holiday season!

 

5 Influencers Making a Difference with their Platforms


Ever since the evolution of social media, so many contributors have established a strong following through their dedication to sharing their time and talents that have inspired millions online. These dedicated contributors, known as influencers, have risen by the millions and can be found on nearly every social media platform of every industry, from lifestyle to design, beauty, food, photography, and countless others. Through their work, they have become today’s celebrities and everyday superheroes by recommending simple hacks and products that their followers live by to help them get through life’s daily challenges. Below met some of Instagram’s top influencers and how they have made a profound impact within their industries.

Annette White

Influencer Annette White has over 100k followers on Instagram and counting. She inspires others to live out their true bucket list dreams with the help of her inspiring images of places she’s traveled posted on social media and actively sharing her experiences on her website, bucketlistjourney.net. Annette also shares fun facts on creating a bucket list, money advice, facing your fear, and giving you the proper motivation to go after what you’ve always imagined. Creating consistent and powerful content like this has inspired millions to start their journey and to live their best lives, just like Annette.

Michael Yamashita

 

In photography, professional photographer Michael Yamashita has more than 1.8 million followers on Instagram. After seeing his work posted on Instagram and his website eastmeetswestfilms.com, he houses films and images created by Yamashita that are simply breathtaking. The gentle and innocent way he captures his nature shots to the truth and evokes images of everyday human beings working their way through life has the audience wanting more from this artist. And continuing to watch him take his journey on National Geographic takes his followers more profoundly into the art and historic world throughout his travels.

Jay Caesar 

Jay Caesar is an artist and entrepreneur who inspires others with his commitment to fashion and photography. His website jaylifeandstyle.com endorses some of the most highly profiled brands like Giorgio Armani, Volvo, and more. The new digital marketing era is all about endorsements like these endorsements. 

Marie Kondo

Marie Kondo is the queen of organization with her book “The Life-Changing Magic of Tidying Up” and the star of her popular Netflix series “Tidying Up with Marie Kondo.” Her ideas and lifestyle hacks have inspired millions by solving their problems with everyday organizational challenges. With over 4 million followers on Instagram, Marie continues to inspire her followers by showing that there is a place for everything and everything in its place. Followers will continue to watch for what solutions Marie will share next. A true superhero for those continuously seeking a solution within the world of clutter and disorganization.

Michelle Phan

Michelle Phan is one of the most influential online influencers. Phan has a solid following of 1.9 million followers on Instagram, where she continues to feature some of the best makeup tips in the industry. She is popular with her dynamic beauty and makeup tutorials on YouTube. Michelle has endorsed some of the world’s most famous makeup and skincare brands.

Today’s influencers can come in all forms of popularity, no matter which industry. As mentioned, their level of dedication and their work within their respective sectors is imperative. As marketers, it is essential to encourage business owners to harness this talent pool to get their brand names out there and to take advantage of it by tapping into a new audience that can soon become a valuable part of your business. 

 

3 Out of the Box Marketing Strategies

Many articles are published online dedicated to growing your small business with the help of digital marketing. Many possess tried and proven methods that have given small companies the leverage they need to succeed within various industries. We ask ourselves, what are the most successful strategies guaranteed for business owners to achieve success?

Partner with Influencers

Social media influencers today do not just come with their immense followers. They also come with solid expertise on a subject that initially attracts their followers and consistently helps build loyalty over time amongst their fan base and they are content creators. Pairing up with like-minded groups and individuals like this, small businesses can expand their knowledge and tap into a particular clientele base they might have been unable to reach. With this type of attention gained, influencers can make strong recommendations towards these small businesses where they can eventually watch their brand’s profit margins improve in the long run. For the influencers, the more small companies they encounter, they continue to add to their content by expanding their horizons on what is out there within that particular niche. Meanwhile, the fan base loves it because they get to see and experience something they have never heard or seen before and learn more. 

Use Both Organic and Paid Social Media Post 

To reach potential customers, paid search is a great platform to feature quick promotions to tease your audience and continuously introduce new product features and services throughout the year to clientele already familiar and committed to your brand. In a paid vs. organic search world, we know it’s easier to set your target criteria to attract your desired audience. However, it can be more rewarding when clients can automatically identify your brand just by knowing what you do and trusting that your brand will consistently deliver no matter what. This is the power of organic search by simply finding your brand through trusted content, reviews, and other digital sources that place your brand name into the expert category in the audience. However, through consistent content development, an increase in engaging activities with the audience helps to establish trust where the audience continuously remembers your efforts and is more willing to commit to your brand in the long run. 

Expand your Horizons

Every day we see all sorts of growth and changes in the digital space. New social media platforms are being introduced to the market daily. These new social media platforms allows small business owners to be featured on more than one platform to expand their horizons. But having a good understanding of where your audience can be found frequently is crucial. Knowing when the landscape changes and even when the brand’s voice changes over time is essential to know if this digital space is still adequate for the brand. The constant growth of the digital space gives small businesses a chance to pivot as we see new tech and digital spaces emerge over time. Meanwhile, for companies to be ready for this digital growth, they should remain at the forefront by staying current on their website and social media platforms. They should remain consistent by sharing new promotional features and continue to engage and manage their online reviews to strengthen the brand’s connection with their audience.

Digital Marketing to Enhance Brand Awareness

In today’s digital marketing, brand awareness is key. Every day marketers work with clients to ensure that their target audience recognizes their brand name as easily as how they would identify any other brand like Coke, Dial, Band-Aid, or Sticky notes. With so much competition in every industry, companies must continue to be creative on how they can push their brand names to the forefront and stand out ahead of the competition. So that their target audience chooses their brand every time. But to get to this stage, marketers have the huge task of making their client’s brands relatable to their target audience. And on a digital platform, there are multiple marketing channels, tools, and strategies on how to get this done. The first thing that clients need to know are the benefits that a digital platform can offer to strengthen their brand awareness with their audience such as the capability of reaching more people, its cost-effectiveness, and how results can be easily measured. It also helps to level out the playing field, especially for small emerging companies. The direct interaction between your brand and its audience is seamless and allows brands to personalize to certain clients and meet new ones at the same time. But here are the various channels, tools, and strategies used by marketers below.

SEO Roles

Of course, when we think about SEO we automatically think about Google, Bing, YouTube, and other search engines that optimize some of the top web pages. But many want to know how can their website get to one of the top ten if not the top three of the search engines to increase their visibility. One solution is the use of keywords used throughout the content which will strengthen the brand’s awareness by showing its authority on the subject matter, giving solutions to everyday problems, and creating value for your target audience. This type of content creation is vital to brand awareness because it allows the audiences to see the brand as informative, cutting edge, and committed to the cause rather than trying to gain a sale. But to get this to the stage, the brand should also have a strong understanding of its audience, their needs, and how to communicate effectively.

Knowing your audience

For instance, storytelling on various social media platforms is one strategy that most brands use to keep their audience informed, engaged, and entertained. It’s important to know the tone of your audience so that you select the best social media platform available and that content remains relatable and a strong connection is established between the brand and its audience. Successful brands also approach this strategy with specific goals in mind which keep them on track of how far their overall brand has reached their audience through impressions, likes, comments, and shares. Once brands have gained the attention of their audience. Their level of continuity in sharing information and keeping clients engaged is vital to keeping the brand relevant in the eyes of the audience.

The Strategy

To leverage this, many brands get creative and form partnerships with influencers or other brands to strengthen their brand name. For some brands, this has proven to be effective and can allow each brand to tap into a wider audience that would have been difficult to reach. Another strategy is retargeting and remarketing campaigns towards audiences that have initially opened the original content from email marketing efforts and paid-per-click ads. This allows brands to explain to their audience in more detail what their brand has to offer and have a higher chance of converting this audience into a client in the future. In essence, the name of the game is to introduce your audience to what you can do for them and to show them how your brand can produce value and change their lives for the better. As the brand’s original content continues to syndicate and is shared amongst a wider audience places the brand in a stronger position where the audience gets to know them better, trust is built and clients are soon created.