BRAND EXPOSURE VS. MARKETING
TWO MAIN GOALS THAT YOU WANT TO ACHIEVE WITH YOUR MARKETING EFFORTS:
• Brand exposure
• Actual marketing
You cannot easily see these blurry logos but you probably recognize most of them.
Brand exposure encourages repeat purchases and helps to generate new revenue.
When customers trust a company, vendor or partner and feel like they know a lot about them, they will be more likely to make repeat purchases or even referrals. Automation can play a big part in this.
Do not think you need to take on all of these at once, you will quit, it is too much. But a slow and steady plan can more you forward to greatness and I have faith in you. 🙂
Loyalty is vital to a business’s success, and if there is no brand awareness, there can’t really be any loyalty.
WHAT’S THE DIFFERENCE?
Marketing, on the other hand, is actively working to get sales or convert leads.
WHY IS BRAND EXPOSURE IMPORTANT?
It keeps your brand at the forefront.
It helps achieve your goals and objectives.
It casts a wide net for the top of your funnel.
Building brand awareness is important and that is why it is, or should be, a top goal for B2B and B2C marketers.
We are also being trained to be cynical…. with a 61% increase in the rate of phishing attacks in 2022 compared to 2021. Companies struggle to get thru to their prospects even if they do that the perfect solution to a painful issue.
HOW DOES BRAND EXPOSURE HELP YOUR BUSINESS ?
Brand exposure, Increases market share and sales, scales content across new channels., attracts more leads, improves brand perception and builds audience data.
Brand awareness can transform your marketing strategy by driving more conversions, creating more opportunities, and giving you insight into your audience.
1. CONTENT MARKETING
Consumers are much more likely to purchase from a brand they feel they know and trust, which is what content marketing is really good at.
BRANDED CONTENT HELPS YOUR EXPOSURE IN SEVERAL WAYS:
• Show your knowledge and expertise, which builds trust with your audience.
• More content = more exposure = the more you can widen your audience.
• Express your brand voice and strengthen your commitment to your values.
ESTABLISH YOUR BRAND’S AUTHORITY AND EXPERTISE
The content does not have to mention your product or even hint at a sales pitch in order to be highly effective for brand awareness.
While your audience may not immediately be ready to purchase, with every piece of content they read, they begin to associate your brand as an expert in the field.
QUALITY CONTENT BUILDS TRUST
The more your audience gets to know your brand, the more likely they will be to trust you.
Most adults agree that trust is an important factor in their major purchase decisions.
DEVELOP YOUR BRAND PERSONALITY
The content you publish should always reflect your brand values and your mission.
Your tone will completely depend on your audience, the market you’re in, and how you’re trying to position your brand.
IT’S CRITICAL THAT YOU:
• Clearly define your brand
• Establish your mission
• Provide value
• Develop a consistent voice
• Specify a content strategy that pulls it all together
If you don’t develop your content with your brand personality on full display, it could result in a weakened brand, which will make awareness even more difficult.
EXPAND YOUR AUDIENCE
When a person shares your content, they are effectively giving it a vote of confidence.
BUILD LOYALTY BY CONSISTENTLY PUBLISHING NEW CONTENT & YOU CAN:
• Keep in touch with your existing customers
• Give them the opportunity to share your content and products with others
• Keep your brand at the forefront of their minds
AVOID UNDERESTIMATING ORGANIC SEARCH
2. HARO (HELP A REPORTER OUT)
If you want to get the journalist’s attention, offer them something to make you stand out and get noticed. Haro gives you the opportunity to build a relationship with the press while gaining exposure for your business in the process.
WHAT IS HARO ?
THE REQUESTS INCLUDE:
• The query
• The requirements needed for inclusion
• The submission deadline
• An anonymous email address for you to pitch your
expertise and insights
The journalist then lists you as a source for their article, perhaps with quotes or information directly from you with a link back to your website.
HOW HARO HELPS BUILD BRAND EXPOSURE
Journalists with The New York Times, The Wall Street Journal, and ABC News are a few of the
big names who use this service.
HARO (Help a Reporter Out) is a free platform that gives you access to its database of requests and basic support. Premium plans are available, starting at $19 per month, that give you first access to journalists’ requests and premium support.
5 STEPS TO USING HARO
Step 1: Set Up An Account – When you sign up for a free subscription, you will start receiving the master email list three times per day. The emails are categorized by industry.
Step 2: Start Discovering Opportunities – CONSIDER THESE QUESTIONS:
• Is the publication legit?
• Is it a mainstream publication?
• Is it relevant to your brand and what you’re trying to accomplish?
• Will your target audience be reading it?
• Would it be awesome to be mentioned in this publication?
Step 3: Follow Best Practices for responding to HARO Queries
HERE ARE SOME THINGS THAT JOURNALISTS ARE LOOKING FOR:
• A concise answer with details
• A unique viewpoint
• Digestible soundbites
• Use actual industry expertise.
Journalists will often need your URL, a headshot of you, and your social media handles.
Step 4: Monitor the content
Step 5: Share the resulting content
3. PARTNER WITH INFLUENCERS
MEGA, MACRO, MICRO,AND NANO
Mega – 1 million + followers
Macro – 100,000 – 1 million followers
The thing you want to pay attention to is engagement rates.
Micro – 10,000 – 100,000 followers
It will also be less of an investment on your part as they don’t command nearly the payout that mega or macro- influencers do.
Nano – 10,000 followers or less
You might be wondering how to choose the right influencer for your brand awareness campaign, so here’s a quick guide to help you out…
Mega influencer: If you have no budget limitations and you want to increase the exposure and awareness of your brand and products
Macro influencer: If you want to target a certain audience but reach a large market
Micro influencer: If your goals are to increase conversions and generate leads with a specific audience
Nano influencer: Local businesses and brands with a tighter budget
BRAND REPRESENTATIVES | PRODUCT REVIEWS | SPONSORED POSTS
4. START AN AFFILIATE PROGRAM
WHAT IS AFFILIATE MARKETING?
The affiliate has a vested interest in getting their audience to click on the link for your
product because they are paid on a CPA basis. Cost per action, whether that is a click, a form submission, a lead or a % of sale.
USING AFFILIATE MARKETING FOR BRAND AWARENESS
By creating an affiliate channel, you’ll be engaging with bloggers, influencers, and
content creators in your niche. Be sure to choose affiliates that are within your niche.
5. COLLABORATE WITH OTHER BRANDS
By working together with companies similar to yours, you can promote your brand, minimize
costs, and increase sales.
Find Brands to Team Up With
Find Ways to Collaborate
Use Contests and Giveaways
6. INCREASING EXPOSURE WITH GUEST POSTS
FINDING A BLOG TO GUEST POST ON
Your post should solve a problem for their audience and be relevant to your audience at
the same time. Some blogs will have information on their website about how to submit a guest post. If not, you’ll need to send an email to them pitching your idea. Remember, this is a symbiotic relationship and they are getting increased engagement from your post as well.
Remember that in order to get the most out of these channels, you need to provide good results for them whether that is more traffic, free content, exposure.
My Mindset has ALWAYS been that you need to be a good partner before you get a good partner.. Let’s go out there and thrive through collaboration and alliances.