{"id":40674,"date":"2020-07-01T00:00:00","date_gmt":"2020-07-01T00:00:00","guid":{"rendered":"https:\/\/newrcblog.wpengine.com\/brand-awareness\/"},"modified":"2025-07-03T04:47:39","modified_gmt":"2025-07-03T11:47:39","slug":"brand-awareness","status":"publish","type":"post","link":"\/us\/en\/blog\/brand-awareness\/","title":{"rendered":"8 ways to build brand awareness\u2014without spending millions"},"content":{"rendered":"<p><i><span style=\"font-weight: 400;\">Updated September 1, 2020<\/span><\/i><\/p>\n<hr \/>\n<p><span style=\"font-weight: 400;\">Website up and running? <\/span><i><span style=\"font-weight: 400;\">Check.\u00a0<\/span><\/i><\/p>\n<p><span style=\"font-weight: 400;\">Social media accounts secured? <\/span><i><span style=\"font-weight: 400;\">Check.<\/span><\/i><\/p>\n<p><span style=\"font-weight: 400;\">Business cards printed? <\/span><i><span style=\"font-weight: 400;\">Check.\u00a0<\/span><\/i><\/p>\n<p><span style=\"font-weight: 400;\">Okay\u2026 now what?\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Promoting a new business can feel like a mystery, or worse: like you\u2019re shouting into the abyss. You know you\u2019re selling something worthwhile, but how do you get your name and services in front of ideal customers? How can you bust through the noise of your competitors and make a splash with the people you most care about reaching\u2014without going broke?\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Whether you realize it or not, you\u2019re wondering about <\/span><i><span style=\"font-weight: 400;\">brand awareness. <\/span><\/i><span style=\"font-weight: 400;\">You know how the big dogs do it: pumping millions into flashy ad campaigns, billboards, and commercials. Fear not: there are some easy, affordable techniques and tools that can help you increase your reach and recognition, and we\u2019ve rounded them up for you.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">In this post, we\u2019ll look at:<\/span><\/p>\n<ul>\n<li><a href=\"#one\"><span style=\"font-weight: 400;\">What exactly is brand awareness?<\/span><\/a><\/li>\n<li><a href=\"#two\"><span style=\"font-weight: 400;\">8 affordable ways to increase (and measure) brand awareness<\/span><\/a><\/li>\n<li><a href=\"#three\"><span style=\"font-weight: 400;\">The difference between brand equity and brand affinity<\/span><\/a><\/li>\n<li><a href=\"#four\"><span style=\"font-weight: 400;\">7 questions to help you create a killer brand awareness strategy<\/span><\/a><\/li>\n<\/ul>\n<h2 class=\"heading h2\"><span style=\"font-weight: 400;\"><a id=\"one\"><\/a>So, what is \u201cbrand awareness\u201d?<\/span><\/h2>\n<p><span style=\"font-weight: 400;\">Brand awareness is a broad term used to describe how well-known or easily identifiable a brand is.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">By its definition, it sounds like there should be some kind of quantitative or specific measurement scale for you to get an accurate view of your brand. But in fact, it\u2019s all relative. Every small business has different resources, audiences, and goals, so a brand awareness strategy isn\u2019t a one-size-fits-all deal. This is great news! It means you have the freedom to decide what metrics are meaningful enough to track and what success will look like for your business. That\u2019s a lot more rewarding than trying to live up to someone else\u2019s arbitrary marketing objectives.<\/span><\/p>\n<div class=\"tip\">\n<div class=\"tip-heading\"><b>\ud83d\udca1\u200a Pro-tip: <\/b><\/div>\n<p>When it comes to brand awareness, there\u2019s no definitive \u201cright\u201d or \u201cwrong\u201d way to get your name out there. What matters is tracking which efforts do and don\u2019t work for you and your brand. This is why setting brand awareness benchmarks is necessary.<\/p>\n<\/div>\n<h2 class=\"heading h2\"><span style=\"font-weight: 400;\"><a id=\"two\"><\/a>8 affordable ways to increase (and measure) brand awareness<\/span><\/h2>\n<p><span style=\"font-weight: 400;\">There are a few different ways to measure brand awareness and lots of tools to add to your marketing stack if you\u2019re willing to invest some coin. Let\u2019s start with the most analog way (which would be the best starting point if you\u2019re running a small business).<\/span><\/p>\n<h3 class=\"heading h3\"><span style=\"font-weight: 400;\">1. Delighted customers = more referrals<\/span><\/h3>\n<p><span style=\"font-weight: 400;\">Each customer interaction is your chance to improve word of mouth: the lifeblood of small business brand awareness. One inexpensive way to ensure more referrals is to delight your customers at every point of the buying journey. Make the <\/span><a href=\"https:\/\/www.ringcentral.com\/us\/en\/blog\/customer-service-vs-customer-experience\/\" target=\"_blank\" rel=\"noopener noreferrer\"><span style=\"font-weight: 400;\">customer experience<\/span><\/a><span style=\"font-weight: 400;\"> central to your mission from the beginning, and you\u2019re more likely to have <\/span><a href=\"https:\/\/www.ringcentral.com\/us\/en\/blog\/return-customer\/\" target=\"_blank\" rel=\"noopener noreferrer\"><span style=\"font-weight: 400;\">repeat customers<\/span><\/a><span style=\"font-weight: 400;\"> who sing your praises to friends and family.<\/span><\/p>\n<div class=\"tip\">\n<div class=\"tip-heading\"><b>\u2753\u200a Take the quiz: <\/b><\/div>\n<p><b><a href=\"https:\/\/netstorage.ringcentral.com\/documents\/quiz_how_customer_obsessed_your_business.pdf\" target=\"_blank\" rel=\"noopener noreferrer\">\u201cHow customer-obsessed is your small business?\u201d\u00a0<\/a><\/b><\/p>\n<\/div>\n<p><span style=\"font-weight: 400;\">One affordable way to delight your customers is to improve your <\/span><a href=\"https:\/\/www.ringcentral.com\/us\/en\/blog\/first-call-resolution-industry-standard\/\" target=\"_blank\" rel=\"noopener noreferrer\"><span style=\"font-weight: 400;\">first call resolution rate<\/span><\/a><span style=\"font-weight: 400;\"> (FCR): the ability to fully resolve a customer\u2019s needs the first time they contact you. Whether they reach out by phone, email, or on social media, people tend to walk away happier if they can get answers without multiple conversations. Luckily, there are affordable tools that can really help your FCR.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">A powerful cloud communications service like RingCentral offers <\/span><a href=\"https:\/\/www.ringcentral.com\/contact-center\/automatic-call-distribution.html\" target=\"_blank\" rel=\"noopener noreferrer\"><span style=\"font-weight: 400;\">omnichannel routing<\/span><\/a><span style=\"font-weight: 400;\">, so <\/span><a href=\"https:\/\/www.ringcentral.com\/us\/en\/blog\/inbound-calling\/\" target=\"_blank\" rel=\"noopener noreferrer\"><span style=\"font-weight: 400;\">incoming calls<\/span><\/a> <i><span style=\"font-weight: 400;\">and <\/span><\/i><span style=\"font-weight: 400;\">messages arrive at the right team member on the first try:\u00a0<\/span><\/p>\n<p><img decoding=\"async\" class=\"aligncenter wp-image-43569 size-full\" src=\"\/us\/en\/blog\/wp-content\/uploads\/2020\/02\/image7.png\" alt=\"brand awareness for small businesses\" width=\"697\" height=\"248\" \/><\/p>\n<p><span style=\"font-weight: 400;\">Faster, more <\/span><a href=\"https:\/\/www.ringcentral.com\/us\/en\/blog\/proactive-customer-service\/\" target=\"_blank\" rel=\"noopener noreferrer\"><span style=\"font-weight: 400;\">proactive service<\/span><\/a><span style=\"font-weight: 400;\"> goes a long way toward delighting your customers and improving your word-of-mouth reach.\u00a0<\/span><\/p>\n<h4><strong>How to measure it: Referral tracking<\/strong><\/h4>\n<p><span style=\"font-weight: 400;\">The quickest and easiest way to tell if your word of mouth is growing? Check how many of your phone calls and emails are from referrals. If you see an increase in inbound referral traffic, that\u2019s a good sign that you\u2019re making your customers happy enough to talk you up.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">You don\u2019t have to track these numbers manually, either. There are tools that track the number of calls you\u2019re getting and even things like call wait times and call length. For example, <\/span><a href=\"https:\/\/www.ringcentral.com\/office\/features\/analytics-portal\/overview.html\" target=\"_blank\" rel=\"noopener noreferrer\"><span style=\"font-weight: 400;\">RingCentral\u2019s analytics portal<\/span><\/a><span style=\"font-weight: 400;\"> shows you pretty much everything you need to know about incoming calls in easy-to-read, customizable dashboards:\u00a0<\/span><\/p>\n<p><img decoding=\"async\" class=\"aligncenter size-full wp-image-43563\" src=\"\/us\/en\/blog\/wp-content\/uploads\/2020\/02\/image1.png\" alt=\"brand awareness for small businesses\" width=\"974\" height=\"764\" \/><\/p>\n<p><span style=\"font-weight: 400;\">Plus, you can integrate your customer relationship manager (CRM) with RingCentral to track all contact with these new leads all in one place. For instance, <\/span><a href=\"https:\/\/www.ringcentral.com\/office\/features\/salesforce-integration\/overview.html\" target=\"_blank\" rel=\"noopener noreferrer\"><span style=\"font-weight: 400;\">RingCentral pairs seamlessly with Salesforce<\/span><\/a><span style=\"font-weight: 400;\"> to keep tabs on every single customer interaction, for truly comprehensive relationship records:<\/span><\/p>\n<p><img decoding=\"async\" class=\"aligncenter size-large wp-image-43568\" src=\"\/us\/en\/blog\/wp-content\/uploads\/2020\/02\/image6-1024x692.png\" alt=\"brand awareness for small businesses\" width=\"1024\" height=\"692\" \/><\/p>\n<p><span style=\"font-weight: 400;\">Decide on some reasonable benchmarks and use them to track the level of customer delight you\u2019re creating.\u00a0<\/span><\/p>\n<div class=\"tip\">\n<div class=\"tip-heading\"><b>\ud83d\udca1\u200a Pro-tip: <\/b><\/div>\n<p>Don\u2019t be afraid to tweak processes along the way, but try not to change too much too often. (Best to change one thing at a time while testing as a best practice.) Otherwise, it\u2019ll be hard to know which changes truly impacted your numbers.<\/p>\n<\/div>\n<h3><span style=\"font-weight: 400;\">2. Pay attention to direct traffic<\/span><\/h3>\n<p><span style=\"font-weight: 400;\">Direct traffic is the number of people over a period of time who land on your page by directly typing your unique website\u2019s URL into the browser.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Anyone who comes to your website via direct traffic is a person who has remembered the name and URL of your business, which is a great indicator of brand awareness. This also means your brand has good \u201cbrand recall\u201d: that your name is sticky, or memorable, to new potential customers.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">So, how can you increase direct traffic? If you\u2019re still in the planning stages of your small business, try to choose a catchy name that tells people who you are and what you sell in a memorable way. Make sure your website domain is also easy to remember. Direct traffic is also tied strongly to word of mouth, so don\u2019t sleep on Suggestion #1!\u00a0<\/span><\/p>\n<h4><strong>How to measure it: Google Analytics<\/strong><\/h4>\n<p><span style=\"font-weight: 400;\">One of the most common ways to measure direct traffic is with tools like Google Analytics. Google Analytics is a great platform that gives you metrics about your website and web traffic. You\u2019ll be able to see not only how many people come to your website via direct traffic, but also how long these visitors stayed on your site, where they clicked, and more.\u00a0<\/span><\/p>\n<p><img decoding=\"async\" class=\"aligncenter size-large wp-image-43571\" src=\"\/us\/en\/blog\/wp-content\/uploads\/2020\/02\/image9-1024x622.png\" alt=\"brand awareness for small businesses\" width=\"1024\" height=\"622\" \/><\/p>\n<p><span style=\"font-weight: 400;\">Here\u2019s the extra-good news: Google Analytics offers a pretty substantial free version that\u2019s great for small businesses. You might need to level up as your business grows and you require more in-depth traffic reporting, but their basic tier is a good start.\u00a0\u00a0<\/span><\/p>\n<div class=\"tip\">\n<div class=\"tip-heading\"><b>\ud83d\udca1\u200a Pro-tip: <\/b><\/div>\n<p>While viewing direct traffic data, reflect on what campaigns or events you\u2019ve been involved with recently. If you see a spike or increase in traffic, try to pinpoint the reason for the spike so you can recreate the same circumstances for a more sustainable bounce.<\/p>\n<\/div>\n<h3 class=\"heading h3\"><span style=\"font-weight: 400;\">3. Stay active on social media\u00a0<\/span><\/h3>\n<p><span style=\"font-weight: 400;\">Here\u2019s the secret to <\/span><a href=\"https:\/\/www.ringcentral.com\/us\/en\/blog\/social-media-best-practices\/\" target=\"_blank\" rel=\"noopener noreferrer\"><span style=\"font-weight: 400;\">getting popular on social media<\/span><\/a><span style=\"font-weight: 400;\">: there truly is no secret. There are two things that consistently work when it comes to brand awareness in the social sphere: consistency and active, authentic engagement.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">It\u2019s no longer enough to write a post and slap some hashtags on it. Every social platform has a complex algorithm for what posts they show and to whom. The best way to stay relevant is to post regularly\u2014especially multimedia content like images and video.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Here\u2019s a great example of someone who knows their brand and how to make it sing: Cassie Stephens, an elementary school art teacher, who has taken TikTok and Instagram by storm. How did she do it? With easy art projects and fun videos of her dancing in homemade, colorful outfits:<\/span><\/p>\n<p><img decoding=\"async\" class=\"aligncenter wp-image-43565 \" src=\"\/us\/en\/blog\/wp-content\/uploads\/2020\/02\/image3.gif\" alt=\"brand awareness for small businesses\" width=\"584\" height=\"416\" \/><\/p>\n<p><span style=\"font-weight: 400;\">The numbers speak for themselves: tens of thousands of views and interactions on most of her posts.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Think about Cassie as you develop your voice on social media. Maybe you\u2019re a terrible dancer or have never sewn a thing in your life. What makes <\/span><i><span style=\"font-weight: 400;\">your <\/span><\/i><span style=\"font-weight: 400;\">brand unique? What do you offer that people would genuinely love to see on their timeline?\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">You should also interact often with both current and potential followers in threads on topics that align with your brand. The more you interact and the more followers engage with your content, the more the algorithm gods are likely to smile upon you. You might even find some truly social-savvy customers out there who are thrilled to sing your praises in exchange for a share or spotlight on your page!\u00a0<\/span><\/p>\n<div class=\"tip\">\n<div class=\"tip-heading\"><b>\ud83d\udca1\u200a Pro-tip: <\/b><\/div>\n<p>More and more people are using social media to express concerns and complaints about the stuff they buy, and they expect a quick response. Treat social media service needs as seriously as you do phone calls and emails, and you\u2019re sure to win over customers who prefer to interact with brands on their favorite social networks.<\/p>\n<\/div>\n<p><a href=\"https:\/\/www.ringcentral.com\/digital-customer-engagement.html#ring-cc\" target=\"_blank\" rel=\"noopener noreferrer\"><span style=\"font-weight: 400;\">RingCentral Engage Digital<\/span><\/a><span style=\"font-weight: 400;\">\u2122 lets you organize and respond to your customers all in one place, no matter how they reach out. If you\u2019re on multiple social media platforms like Instagram, Facebook, and Twitter, then this can help you minimize the amount of time and energy you spend toggling between a bunch of open tabs and windows:\u00a0<\/span><\/p>\n<p><iframe sandbox=\"allow-scripts allow-same-origin allow-presentation\" title=\"Digital Customer Engagement | RingCentral Engage Digital\" width=\"500\" height=\"281\" src=\"https:\/\/www.youtube.com\/embed\/PZC3o5YN90E?feature=oembed\" frameborder=\"0\" allow=\"accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share\" referrerpolicy=\"strict-origin-when-cross-origin\" allowfullscreen sandbox=\"allow-same-origin allow-scripts allow-presentation\"><\/iframe><\/p>\n<h4><strong>How to measure it: Platform growth\u00a0<\/strong><\/h4>\n<p><span style=\"font-weight: 400;\">This one\u2019s simple. You\u2019ll know your brand awareness is growing on social media if your follower counts trend upward. Plus, with Facebook, Twitter, and Instagram, you get simple, built-in analytics for free. You can track your increased followers as well as other forms of engagement over time: likes, comments, and shares.\u00a0<\/span><\/p>\n<h3 class=\"heading h3\"><span style=\"font-weight: 400;\">4. Find partners for external links<\/span><\/h3>\n<p><span style=\"font-weight: 400;\">External links are links to your website that exist on other websites. If your website is being linked to from another source\u2014say, <\/span><i><span style=\"font-weight: 400;\">Forbes<\/span><\/i><span style=\"font-weight: 400;\"> or <\/span><i><span style=\"font-weight: 400;\">Inc<\/span><\/i><span style=\"font-weight: 400;\">.\u2014that means your business is now in front of that source\u2019s target audience, which can exponentially increase your brand awareness. Think of this as a digital stamp of approval from another company. Just like person-to-person word of mouth, having a larger brand co-sign your awesomeness can really drive traffic and new customers.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Not only is this a great indicator of brand awareness, but it can also help with SEO (search engine optimization). According to Moz, pages that rank highly in search engines tend to have more external links. Why? Because if other businesses and people out there are going out of their way to reference you, that\u2019s a good sign that there\u2019s something noteworthy about your brand\u2014or at the very least, it shows your site is a reliable and useful one (which is good if you post lots of educational content).<\/span><\/p>\n<h4><strong>How to measure it: Tracking URLs<\/strong><\/h4>\n<p><span style=\"font-weight: 400;\">Supercharge your external links by tacking on some tracking parameters. That way, you\u2019ll be able to see with ease which external links are driving the most traffic. This can be done easily in your free Google Analytics platform.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">You can create individual campaigns for each external partner for clear, straightforward tracking of performance: for example, a <\/span><i><span style=\"font-weight: 400;\">Forbes<\/span><\/i><span style=\"font-weight: 400;\"> campaign and an <\/span><i><span style=\"font-weight: 400;\">Inc.<\/span><\/i><span style=\"font-weight: 400;\"> campaign. Once you\u2019ve created your campaigns, add the desired campaign\u2019s parameters to your website URL, then send that optimized URL to the appropriate partner for sharing. From there, you can run reports on these links\u2019 performance with the click of a button.<\/span><\/p>\n<h3 class=\"heading h3\"><span style=\"font-weight: 400;\">5. Focus on inbound content<\/span><\/h3>\n<p><span style=\"font-weight: 400;\">If you\u2019re just starting out as a business, your target audience might not know how much they need you. So how do you find the people who could really benefit from your product but don\u2019t know where to find you?\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">The answer: inbound marketing. Inbound marketing is the art of creating engaging content your target audience really wants to read. The key is to focus on providing helpful information that positions your business as a thought leader who\u2019s here to answer the reader\u2019s questions\u2014not sell them something.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">(Psst\u2026 here\u2019s a hint\u2026 you\u2019re reading inbound content right now!)<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Not sure where to start? Think about the main questions customers ask your team when they call, or the stuff people should know in order to navigate your industry as a customer. For example, if you\u2019re an insurance company, you could write an eBook with tips for first-time homebuyers or a blog post about why tenants should have renter\u2019s insurance.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Here\u2019s another example. As a leader in cloud communications software, we know a thing or two about remote work. So we put together an entire toolbox to help businesses make the most of collaboration in a post-COVID world. We call it <\/span><a href=\"https:\/\/www.ringcentral.com\/remote-work-playbook.html\" target=\"_blank\" rel=\"noopener noreferrer\"><i><span style=\"font-weight: 400;\">The Remote Work Playbook<\/span><\/i><\/a><i><span style=\"font-weight: 400;\">:<\/span><\/i><\/p>\n<p><a href=\"https:\/\/www.ringcentral.com\/remote-work-playbook.html\" target=\"_blank\" rel=\"noopener noreferrer\"><img decoding=\"async\" class=\"aligncenter wp-image-43572 size-large\" src=\"\/us\/en\/blog\/wp-content\/uploads\/2020\/02\/image10-1024x623.png\" alt=\"brand awareness for small businesses\" width=\"1024\" height=\"623\" \/><\/a><\/p>\n<p><span style=\"font-weight: 400;\">Content like this will drive organic traffic; folks find you by searching for the topics they care about. Remember, the point of inbound content isn\u2019t to create customers overnight with a hard sell; this is a long-tail game for brand awareness and recognition that slowly nurtures people at the top of the sales funnel.<\/span><\/p>\n<h4><strong>How to measure it: Website analytics<\/strong><\/h4>\n<p><span style=\"font-weight: 400;\">There are some paid services you can use to measure your organic traffic, like Moz and SEMRush, but these will run you about $100 per month for their most affordable platform. If you\u2019re just starting out in the organic traffic game, it\u2019s likely your business\u2019s website comes with some built-in analytics tools that won\u2019t cost extra.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Squarespace, for example, pairs with Google Analytics to show you both traffic sources and Google search keywords, so you\u2019ll learn what people are typing into the search bar before clicking on your content. In this way, Google Analytics works like an <a href=\"https:\/\/www.airops.com\/use-case-guides\/ai-powered-seo-tool-for-squarespace-blogs\">SEO tool for Squarespace<\/a>.<\/span><\/p>\n<p><img decoding=\"async\" class=\"aligncenter size-large wp-image-43570\" src=\"\/us\/en\/blog\/wp-content\/uploads\/2020\/02\/image8-1024x700.png\" alt=\"brand awareness for small businesses\" width=\"1024\" height=\"700\" \/><\/p>\n<p><span style=\"font-weight: 400;\">This data can help you decide what kind of posts are working and what stuff isn\u2019t landing at all.\u00a0\u00a0<\/span><\/p>\n<h3 class=\"heading h3\"><span style=\"font-weight: 400;\">6. Try some affordable digital ads<\/span><\/h3>\n<p><span style=\"font-weight: 400;\">We\u2019ve talked about social media in terms of follower engagement and support, but these platforms are also a place to try some targeted advertising. You\u2019ll only need a small budget and the ability to make a normal post.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">We suggest starting with Instagram, since they make it incredibly easy, and the price is right. You\u2019re also likely to see more engagement than you would on Twitter. Follow these steps and you\u2019ll be on your way:\u00a0<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Make sure your account is an Instagram Business account; it costs nothing to make the switch.\u00a0<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Create a dynamic post with a high-resolution photo that you have permission to use for promotion.\u00a0<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Publish the post, and click the little \u201cPromote\u201d button underneath the image.\u00a0<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Choose your budget (as little as a few dollars a day) and your target audience: age, location, gender, even common interests.\u00a0<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">As you adjust the parameters, including how many days to blast your post, you\u2019ll see the cost per day and potential reach.\u00a0<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Plus, you\u2019ll get some built-in analytics as the promotion runs, including clicks, webpage visits, and new follows garnered.\u00a0<\/span><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">While the analytics can be fun to review, remember: brand awareness isn\u2019t always about conversion, so set realistic expectations for performance. That might mean focusing more on impressions (eyes on your post) than actual website visits, which will no doubt be a much smaller number, as in any ad campaign.\u00a0<\/span><\/p>\n<div class=\"tip\">\n<div class=\"tip-heading\"><b>\ud83d\udca1\u200a Pro-tip: <\/b><\/div>\n<p>Don\u2019t fall into the trap of \u201cvanity metrics\u201d: data that seems important on the surface but doesn\u2019t really impact your success. This is a classic marketing time-suck. One example of a vanity metric would be how many people open an email you send. Some email programs automatically open or preview messages as someone scrolls through their inbox. Focus more on engagement: how many people clicked the links you shared in that email?<\/p>\n<\/div>\n<h4><strong>How to measure it: Search clicks\u00a0<\/strong><\/h4>\n<p><span style=\"font-weight: 400;\">Measuring advertising impact is more of an art than a science. The hard numbers from an actual campaign only tell a piece of the story. What about the people who see your promoted post and are intrigued but hate clicking ads? They\u2019re likely to search for you later on without ever interacting on that original post\u2026 and that won\u2019t be in the campaign\u2019s attributed traffic.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">To supplement the direct attributions, analyze the type and volume of keywords used to find you via search engines during any given promotion. If you see a spike in people searching for your brand and clicking on the search results, this could be a good sign that your promotion was worth the money.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">With tools like Google Analytics and Ahrefs, you can learn more about how your online presence is represented in search engines and get ideas for ways to give it a boost.\u00a0<\/span><\/p>\n<h3 class=\"heading h3\"><span style=\"font-weight: 400;\">7. Track your lead sources<\/span><\/h3>\n<p><span style=\"font-weight: 400;\">By identifying how people found out about your brand, you can decide if you should pursue other ways to promote your business or if you should just focus on building on the steps that you\u2019ve already been taking.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">For example, maybe you\u2019ve learned that not very many people came to you because they saw your newspaper ads; most people are actually finding out about you through word of mouth or on social media. You can use that data to decide if you should stop focusing on offline advertisements altogether\u2014or if you should try to put in more effort to reach potential customers offline.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">No matter which option you choose, you\u2019ll know that you\u2019re making a decision that\u2019s based on real data rather than just hunches or assumptions about your audience.<\/span><\/p>\n<h4><strong>How to measure it: Simple surveys<\/strong><\/h4>\n<p><span style=\"font-weight: 400;\">Whether it\u2019s a question your sales and service teams ask at the top of a phone call with a new lead or a one-click survey sent out via email or text at the end of an <\/span><a href=\"https:\/\/www.ringcentral.com\/us\/en\/blog\/customer-interactions\/\" target=\"_blank\" rel=\"noopener noreferrer\"><span style=\"font-weight: 400;\">interaction<\/span><\/a><span style=\"font-weight: 400;\">, survey your customers to learn how they found you. It\u2019s truly as simple as \u201cHow did you hear about us?\u201d and either jotting down the answer in their record or having them self-select from a drop-down menu.\u00a0<\/span><\/p>\n<p><img decoding=\"async\" class=\"aligncenter size-large wp-image-43564\" src=\"\/us\/en\/blog\/wp-content\/uploads\/2020\/02\/image2-1024x578.gif\" alt=\"brand awareness for small businesses\" width=\"1024\" height=\"578\" \/><\/p>\n<p><span style=\"font-weight: 400;\">SurveyMonkey is just one of several apps that includes the option for this kind of simple <\/span><a href=\"https:\/\/www.ringcentral.com\/us\/en\/blog\/customer-survey\/\" target=\"_blank\" rel=\"noopener noreferrer\"><span style=\"font-weight: 400;\">customer satisfaction survey<\/span><\/a><span style=\"font-weight: 400;\">, and a single-user account will only run you $25 per month. Find out where your fans come from, and how happy they are with your service, in one fell swoop to keep that positive word of mouth on track.\u00a0<\/span><\/p>\n<h3 class=\"heading h3\"><span style=\"font-weight: 400;\">8. Go for some earned media<\/span><\/h3>\n<p><span style=\"font-weight: 400;\">Earned media is just a fancy way of describing when your brand gets attention through public announcements or content. Think news articles or mentions of your brand in an interview on a talk show.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Brush up on how to write a professional press release ahead of any events you might have lined up. If your business has a local footprint, team up with other small business owners during National Small Business Week on events and around the holidays to give back to the community. Share the details of these events with local newspapers and TV news teams. Be sure to send photos for post-event wrap-ups, in case the media didn\u2019t attend.<\/span><\/p>\n<h4><strong>How to measure it: Social listening<\/strong><\/h4>\n<p><span style=\"font-weight: 400;\">This can be a bit tricky to measure and track since earned media can take place both on and offline. (Though most of what happens offline these days gets recorded online, too.)<\/span><\/p>\n<p><span style=\"font-weight: 400;\">One way to pick up on the vibe generated by these media blasts is social listening. With tools like Hootsuite and Awario, you can track mentions, share of voice, and other earned media metrics to see how much your brand is being talked about and shared publicly.\u00a0<\/span><\/p>\n<p><img decoding=\"async\" class=\"aligncenter size-large wp-image-43567\" src=\"\/us\/en\/blog\/wp-content\/uploads\/2020\/02\/image5-1024x640.png\" alt=\"brand awareness for small businesses\" width=\"1024\" height=\"640\" \/><\/p>\n<p><span style=\"font-weight: 400;\">Awario is available for $25 a month for small businesses. You can also sign up for Google Alerts about your business, which is totally free but a lot less sensitive, especially to social media mentions. It\u2019s still a good idea, since you\u2019ll get email alerts any time your brand is mentioned in the media.\u00a0<\/span><\/p>\n<h2 class=\"heading h2\"><span style=\"font-weight: 400;\"><a id=\"three\"><\/a>Bonus: Brand equity vs brand affinity<\/span><\/h2>\n<p><span style=\"font-weight: 400;\">Two other terms that are good to know when thinking about brand awareness are brand equity and brand affinity. They may sound similar, they\u2019re distinct concepts that\u2019ll help you during your analysis if you want to be more creative with your brand awareness strategies.<\/span><\/p>\n<h3 class=\"heading h3\"><span style=\"font-weight: 400;\">Brand equity\u00a0<\/span><\/h3>\n<p><span style=\"font-weight: 400;\">Think of a product. Are you thinking of the product itself, or are you thinking about the brand? Brand equity describes the value that\u2019s added to a product when a brand is associated with it.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">If you were thinking of a brand, like Q-tips, over a product, like a cotton swab, then that brand has pretty good equity\u2014it may even be valuable because some people would rather buy Q-tips over any old cotton swab.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Brand equity describes an overall perception of value that a brand adds to a product, even if that product is pretty much identical to the same product under a different brand\u2019s name.<\/span><\/p>\n<h3 class=\"heading h3\"><span style=\"font-weight: 400;\">Brand affinity<\/span><\/h3>\n<p><span style=\"font-weight: 400;\">Brand affinity is about the loyalty of a customer to a brand. It has more to do with someone\u2019s individual customer experience rather than a general perception.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Brand affinity can be shaped by things like a customer\u2019s past experiences, <\/span><a href=\"https:\/\/www.ringcentral.com\/us\/en\/blog\/customer-review-examples\/\" target=\"_blank\" rel=\"noopener noreferrer\"><span style=\"font-weight: 400;\">customer reviews<\/span><\/a><span style=\"font-weight: 400;\">, or what they\u2019ve been told about the brand from other people they trust.\u00a0<\/span><\/p>\n<h2 class=\"heading h2\"><span style=\"font-weight: 400;\"><a id=\"four\"><\/a>7 questions to create a killer brand awareness strategy<\/span><\/h2>\n<p><span style=\"font-weight: 400;\">Now that you\u2019ve learned about what brand awareness is, how you can track it, and what tools to use, it\u2019s time to put it all together.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Let\u2019s look at how to create a brand awareness strategy. Here are a few questions you\u2019ll need to answer as you\u2019re developing the strategy:<\/span><\/p>\n<h3 class=\"heading h3\"><span style=\"font-weight: 400;\">1. Who am I, or who do I want to be?<\/span><\/h3>\n<p><span style=\"font-weight: 400;\">Don\u2019t worry, this isn\u2019t a deep, philosophical question. It\u2019s simply a question that you should ask yourself in order to identify how you want your brand to be portrayed to the public. What kind of personality does your brand have? Should you use fun, casual language, or are you more edgy and assertive?<\/span><\/p>\n<p><span style=\"font-weight: 400;\">By accounting for \u201cwho\u201d your brand is first, you can make sure you\u2019re communicating it consistently across all your platforms so that other people can identify your brand in an instant. (Even if your brand name isn\u2019t mentioned!)<\/span><\/p>\n<h3 class=\"heading h3\"><span style=\"font-weight: 400;\">2. Who\u2019s my audience, and what do I want to measure?<\/span><\/h3>\n<p><span style=\"font-weight: 400;\">Once you identify who your product or service is meant for, you can identify who exactly you want to become aware of your product. From here, you can learn more about who your audience is and the best way to reach out to them or get their attention.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">With all of the brand awareness methods you\u2019ve learned about above, you should be able to tell if the audience you\u2019re targeting is becoming aware of your brand or not. Or you may even learn something new and realize that a completely different kind of audience is really into your brand. This way, you can start to find out more useful information about the audience, such as \u201cDo they actually buy my products?\u201d And \u201cAre they my best customers?\u201d<\/span><\/p>\n<h3 class=\"heading h3\"><span style=\"font-weight: 400;\">3. Which social media platforms are best for me?<\/span><\/h3>\n<p><span style=\"font-weight: 400;\">There are a lot of social media platforms available\u2014but that doesn\u2019t mean you need to be on all of them.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Some platforms will work for you, and some won\u2019t. For example, a hair salon business would probably be popular on Instagram, but not LinkedIn. Test out different areas and use those handy social engagement tools above to decide if a certain platform is right for you.<\/span><\/p>\n<h3 class=\"heading h3\"><span style=\"font-weight: 400;\">4. Are there other companies I can partner with?<\/span><\/h3>\n<p><span style=\"font-weight: 400;\">Working together with other companies can help you both increase your brand awareness and learn something new about different markets. Effective teamwork can really help you achieve more with less effort here. See who else is out there\u2014there should be businesses that are complementary to yours without being competitors, for example, like a gym partnering with a smoothie shop. Then, set up a call to begin your new partnership!<\/span><\/p>\n<div class=\"tip\">\n<div class=\"tip-heading\"><b>\ud83d\udca1\u200a Pro-tip: <\/b><\/div>\n<p>Partnerships are also a great way to generate more external links to your website and boost your rankings in search engines. Plus, you might generate some more earned media attention with joint events.<\/p>\n<\/div>\n<h3 class=\"heading h3\"><span style=\"font-weight: 400;\">5. What are my short- and long-term goals?<\/span><\/h3>\n<p><span style=\"font-weight: 400;\">Of course, you know you want your brand to be successful and grow, but that might be an overly broad way of thinking about it\u2014it\u2019s important to think about how you can achieve that incrementally, step by step, too.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Look at the data you\u2019ve collected on brand awareness and think about the benchmarks you want to set. Then, think about how you\u2019re going to make them happen in terms of smaller specific projects and goals.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">For example, your overall goal is to get more people talking about your brand or to have a high customer retention rate. You might make your short-term goals to get more followers on Twitter and Instagram; then, get more likes and comments; then, get people clicking to purchase straight from Instagram, and so on.<\/span><\/p>\n<h3 class=\"heading h3\"><span style=\"font-weight: 400;\">6. How will I start growing my brand awareness?<\/span><\/h3>\n<p><span style=\"font-weight: 400;\">Growing your brand can have its challenges, but it\u2019s doable, even if you have a small team (and a small budget). You don\u2019t need to try all the things at once, either. Sit down with your team and make a plan for the year. Select a few areas to focus your efforts, set a goal, and some milestones along the way. Then brainstorm ways to reach these milestones, and get to work!<\/span><\/p>\n<h3 class=\"heading h3\"><span style=\"font-weight: 400;\">7. How are my competitors garnering brand awareness?\u00a0<\/span><\/h3>\n<p><span style=\"font-weight: 400;\">No need to reinvent the wheel here. Your competitors might already have the answer to some of your questions, like who your target audience is and how they prefer being reached.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Learn lessons from what these other businesses have done well\u2026 and not so well. Put your own spin on the well-performing approaches, and see how they pay off.<\/span><\/p>\n<h2 class=\"heading h3 h2\"><span style=\"font-weight: 400;\">Brand awareness: mystery solved<\/span><\/h2>\n<p><span style=\"font-weight: 400;\">With the right tools in place, specific goals, and a little creativity, you can build a brand presence both online and offline that rivals some of the oldest companies out there. That\u2019s the magic of having a brand awareness strategy.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Just remember to constantly monitor how you\u2019re doing and be ready to make adjustments whenever you learn something new!<\/span><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Updated September 1, 2020 Website up and running? Check.\u00a0 Social media accounts secured? Check. Business cards printed? Check.\u00a0 Okay\u2026 now what?\u00a0 Promoting a new business can feel like a mystery, or worse: like you\u2019re shouting into the abyss. You know you\u2019re selling something worthwhile, but how do you get your name and services in front &#8230;<\/p>\n","protected":false},"author":29,"featured_media":43574,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[17901,43335],"tags":[5369,2358,770,17920,254,162],"class_list":["post-40674","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-business-leadership","category-marketing","tag-brand-awareness","tag-brand-recognition","tag-branding","tag-how-to-brand-a-company","tag-marketing","tag-small-business"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v19.3 (Yoast SEO v27.2) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>8 ways to build brand awareness\u2014without spending millions | RingCentral Blog<\/title>\n<meta name=\"description\" content=\"You don&#039;t have to break the bank to grow your brand recognition. 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