Brand awareness is priority for marketers in 2014, says eMarketer’s Survey
Brand awareness has been, and will continue to be the main concern for marketing businesses in 2014, according to a recent survey conducted by eMarketer analysing the investment strategies of some of the UK’s leading companies.
The online authority on digital marketing and e-commerce has identified that a substantial 55.9% of businesses have said that they intend to raise their budgets for brand awareness in the upcoming year, suggesting that achieving this aim is now at the forefront of what strategists believe is most important for attaining success.
Whilst the size of the majority is surprising, the emergence of this trend is not, because the reality is that maximising brand awareness both locally and globally is now of paramount importance to achieving the best results from search engine optimisation (SEO) strategies.
The primary reason behind this is that well-known brands almost always perform superiorly in search engine results than contemporaries of the same industry who have not made such inroads with their business reputation.
In a recent interview with Danny Sullivan of Search Engine Land, Google’s Head of Webspam Matt Cutts dropped a hint that Google will begin to start phasing in reputation and social perception into their algorithm for rankings.
Cutts said: “Over time, Google will care more about identity and social reputation.”
Even though this wasn’t explicitly referred to as brand awareness, Cutts did go on to add that the search engine giants rankings do promulgate the idea that companies – irrespective of how big or famous they are – can assume the status as a top brand by simply releasing innovative content and raising their authority within their niche.
Visibility, rankings and exposure higher for brands
The point which Cutts seemed keen to convey was that brands aren’t simply just the Apples and Microsoft’s of the world; any business can become a brand and Google will not discriminate over whether they are a big business or not when it comes to their online search rankings. Instead, Google will discriminate favourably to businesses which have innovative content and insightful elements to their online sites, and a markters success in achieving this will determine where or not they eventually become a brand.
The reality of this was clearly illustrated in a recent annual study of Searchmetrics’, who concluded that there was a correlation between a business’s status as a brand and their ranking positions on search results. Essentially, the research highlighted that those who were brands tended to dominate the rankings and URLs over their competitions, and also enjoyed higher levels of visibility in the highest search positions.
Moreover, it found that businesses that are particularly niche-based can enjoy far larger coverage from long-term keywords by bolstering their brand awareness, further highlighting the importance to focus on this area in the future to achieve success with your business.
How to enhance your company’s brand awareness
With the public access of information and the levels of sharing it is subjected to now larger than ever, it is hugely important to focus on your companies brand awareness.
Essentially, the businesses which are more evocative and impressive than their counterparts will ascend to the top of their niche whilst the others will be lost in a world of low visibility and minimal publicity. But how can you go about making your business stand out and improve your brand awareness? I suggest optimising your content releases and sharing strategy in order to attain higher levels of industry authority, greater exposure and enhancement in your company’s general exposure.
Try and attach trademark graphics or media videos to your content articles that you share, in order to try and create a synonymous impression of your brand and company in the mind of various readers across the globe. Ensuring that your content is also useful and relevant to its target audience is also of paramount importance to achieving regular visits from search engine users, who might spread the word to people they know until you have generated a considerable buzz worldwide.
I’d also recommend including a business overview video, top quality infographics to supplement your pieces, interviews with prominent people in your profession, catchy captions and standout headlines. After achieving this, making sure you put it out in the right social media platforms, at the best times of the day, on a regular basis, will ensure that you get the coverage you deserve, whilst targeting trends on Twitter should ensure that your subjected to an audience that you might have taken years to attract in years gone by.