Creating brand awareness should be part of any firm’s marketing strategy. Brand awareness is how clients are able to recognize and remember your firm. If you successfully build brand awareness among your target clients, you become top of mind when they, or those they know, require your services. It is also a way to tell your firm’s story and build bridges connecting you with potential clients. Here are three ways you can help boost brand awareness, no matter what industry you specialize in:
Oh, how some of us love to hate on social media, but when used effectively can be an excellent tool for creating brand awareness. There is no reason to be on every platform out there, though. Make sure you choose the right platforms to help you reach your target audience. Think about which ones your potential clients are using and make sure you are there. Then begin to engage with your audience because this connection with them is how you will create a name for your firm. Avoid only promoting your services. Instead, remember to showcase the human side of your firm and show who you are and the things that your brand values.
Articles, blogs, videos, and podcasts help get your brand and story out into the universe. If you do not have one already, add a blog section to your website as your first step. Having your blog allows you to have complete control over the content shared there. It can be used to help educate and tell your story in a way that resonates with your potential clients. Content creation also helps build trust in your brand as a trusted advisor and expert. You can use video to share quick tips and tricks and write articles that address issues within your industry niche. Want to take it a step further – Reach out to colleagues and see if you can post guest blogs or jump in on their podcast. Use your network to collaborate and share each other’s stories. The best part, all of this then becomes content to share on your social platforms.
What better way to build brand awareness than having current clients advocate on your behalf? Creating a referral program helps get people talking about your firm, thereby creating more legitimacy and making your firm worth considering. You can use a free or discounted service as an incentive to not only your current clients, which is a common approach. Consider looking a little bigger and see who comes into contact with the right potential clients for your firm. Perhaps you can offer those groups incentives for new clients they send your way.
When you focus on your brand awareness, you can build connections and trust your clients and potential clients. It does not take much to get started; remember to be authentic to your brand’s voice.