Wondering why you need a memorable presence online? We can tell you why — and how— you need to set your brand apart from the rest! 

If you’re like most people, you’ve probably used a search engine like Google to shop. (Fun fact— the average person typically conducts 3 to 4 Google searches each day.) Whether you’re looking for a local plumber or searching for a garden center to purchase plants for your backyard, grabbing the phone book to find the best option is no longer the go-to.

A whopping 99.5% of consumers say they conduct online research at least sometimes, with 87% saying they do so regularly or even always. 63% of these people depend on search engines to learn more about products that are new to them. 

When folks are shopping, they often use their mobile devices to help them make purchases;  59% of shoppers are conducting research in-store to help make a decision, increasing the likelihood of conversion. Over half of conversions that occur after a mobile search occur within an hour. 

But how do you ensure that you have an impactful online presence and that it commands the attention you want? One of the most effective ways of cutting through the noise of the internet is by creating brand awareness through a memorable online presence. 

Why is it so important to create brand awareness online? And what do you need to do to make it happen? Read on to learn more. 

Why is Online Brand Awareness So Critical?

How often have you used a search engine to find a new hair salon or a restaurant in an unfamiliar area? You depend on the search engine to find the location, and then Google reviews to decide if you want to take a chance on a new spot. 

When a business has a strong online presence, it lends credibility to an otherwise unknown entity and drives business. There’s an outlet for happy customers to spread the word, and an attractive and professional-looking website makes any business look competent and qualified to provide goods and services. 

Cohesive branding, including an eye-catching logo, further builds trust; clients know they’re in the right place when they see signage that matches the images on the website.  

Without an online presence, you wouldn’t have found the place that gave you the best haircut of your life or one of the most delicious meals you’ve ever eaten. Greatness alone won’t get the word out— there are a lot of restaurants and hair salons out there. Every business needs some digital assistance.

So how do you do it? What does it take to create brand awareness online?  Here are a few ways to effectively boost your online presence and get your brand in front of the right audience. 

#1: Update Your Website

If you haven’t touched your website since it was first built, it’s probably in need of a facelift. Visual appeal is a huge component of establishing credibility with your audience; if your site looks like it hasn’t been updated for decades, your audience might dismiss you as out-of-touch or not up to speed with current trends. 

Additionally, you must ensure that any relevant information about your services or products is on display so customers can find what they seek quickly and easily. You don’t want to bury vital information twelve pages deep into your website. Your website should be a valuable resource, not hard to navigate. 

Make sure all the links are functioning and consider utilizing online scheduling tools or enabling customers to make purchases online. Convenience is the name of the game, and customers appreciate having the ability to handle their business without a phone call. 

Is all of your content current? Are you advertising expired promotions or sharing information that’s no longer relevant? Do an audit of the content on your site to ensure that the info within is the latest and greatest— you want to be the last place your customer has to stop before making a purchase. 

#2: Optimize Your Website

While a website is important, just having a website isn’t enough. You need to ensure that your website stands out from the rest and that it ranks high enough on search engines to stay on the first page of any search your prospects might make. 

Why is a search engine’s first page so important? Well, fewer than 1% of searchers bother to click beyond the first page of a Google search. In other words, if your site isn’t on the first page of the search, it’s not going to be seen at all. 

How do you ensure that your site will hit the front page of your prospective audience’s searches? Optimize your website, specifically for search engines.

Search Engine Optimization, or SEO, is the best way to get as many eyes on your site as possible. It improves your site’s ranking on search engines by strategically implementing best practices, including: 

• Utilizing relevant keywords
• Increasing site loading time
• Simplifying navigation
• Adding meta descriptions
• Increasing backlinks to improve website ranking  

Wondering how your site stacks up? A quick SEO audit will give you the lay of the land, telling you where improvements can be made that can boost your brand awareness online. 

#3: Curate a Robust Email List

One of the best ways to get your brand in front of people is to build a robust email list. This allows you to engage directly with current and potential clients regularly, keeping your brand in front of them in a way that can provide them with beneficial information too. 

Creating gated content that requires users to sign up for future mailings is a great way to ensure you’re connecting with folks who are interested in what you have to say. If they’re willing to provide contact information to get your content, that’s an excellent sign that they’d appreciate further communication from you down the road. 

A call-to-action at the end of blog posts, on your website, and on your social media posts can also help gather emails from prospective leads and current customers. Just make sure that you’re producing email content on a regularly scheduled basis— avoid inundating them with emails. 

#4: Boost Your Social Media Presence

There are 5.35 billion internet users around the globe, and 5.04 billion of these people are social media users. In other words, it’s time to up your social media game if you want to meet your audience where they already are. 

Not only will social media help get your brand in front of your desired audience, it will also help build all-important credibility. If prospective customers can’t find your brand on any social platforms, they might begin to question your legitimacy. Social media allows them to get to know you— how do you interact with customers? What do you have to say? 

Find out which platforms your ideal customers routinely visit, and establish yourself there. Whether that’s Facebook, Instagram, or LinkedIn, the sooner you get there, the faster you’ll create brand awareness online. 

#5: Create Content

Bottom line: the more content you have, the more likely you are to show up in online searches. That’s not to say that you should just throw anything on your site— using best SEO practices will help you rank higher on search engine pages, ensuring that you’re getting the attention you want from the audience that’s most likely to convert. 

Gated content will help grow your email list; case studies will provide evidence to prospects that you can deliver on your promises. Ebooks and whitepapers establish you as an authority figure, while social media content helps you stay abreast of trends in your field. 

However, content creation goes beyond updating your blog regularly; today, you can get even more attention by moving beyond traditional mediums. YouTube videos, Instagram captions with compelling photos, and even Pinterest posts can further cement your brand’s reputation as an expert in your field. 

Multichannel visibility increases the opportunities for your prospective customers to find you, and it can help you cater to different segments of your audience. 

Ready to Create Brand Awareness Online? We Can Help! 

If you’re a little overwhelmed, that’s totally okay! We are here to help you take the first steps to getting your brand the attention it deserves! 

11outof11 provides you with access to an entire marketing department that can help you develop your online presence. Ready to hear more? Contact us today for a free consultation with one of our marketing specialists!