Your Introductory Guide to Brand Awareness
Brand awareness is one of those terms used in marketing, but what does it mean for your motorcycle brand? How can you increase it and measure it? We have put together this short guide in 3 easy sections to answer just that.
Firstly, what is brand awareness?
Simply put, it’s how ‘aware’ your customers are of your brand. Will they think of your company when they think about getting new tyres or next season’s motorcycle jacket?
It’s about using your marketing efforts to make sure people know who you are, what you do and communicate why you are the best.
1 ) Why Brand Awareness Matters
If people can’t see you on social media or websites, you don’t exist. Nobody can buy from you if they aren’t aware of your products and services!
71% of customers said it was vital that they recognised a brand before they bought from them. In another study, 52% stated this familiarity with a brand to be the biggest factor in their buying decision.
This awareness is a crucial part of the buying process for every business, but it is especially useful for brands that are:
- Starting up and entering a new market.
- Smaller brands with many competitors.
- Premium brands that take more consideration from the buyer.
- Companies that rely on specific high seasons of income.
Brand awareness matters for 3 key reasons:
- It creates trust for the brand.
- It associates actions and products with the consumer.
- It increases a brand’s value.
All of these 3 reasons end in a sale conversion, which builds your business.
2 ) How to Increase Brand Awareness
Social Media
People expect to see brands on social media. If they search for you and find a dead Facebook page, for example, they will think you are not in business anymore.
Over 91% of people keep up with the businesses they like/use, and 63% assume they can receive quick customer service from those same pages too.
You need to research where your audience is and what they want to see to build your awareness and convert this into revenue. Remember that consistent posting is not a substitute for having a strong social media presence. You need to create a plan for your social media posts that is in line with your marketing strategy to get any results.
Blogging
Blogging is another marketing staple that nurtures your potential leads into sales.
There’s a reason why 90% of brands have used blogs in the last year to build brand awareness in their marketing campaigns. WordPress reports a whopping 70 million new blog posts every month in 2022!
When done correctly, blogging brings authenticity to your company name and can set you apart from your competitors. The informative content in a blog builds an authoritative voice in your industry. It shows you are a reliable and trustworthy brand to learn and buy from.
Blogging also includes Search Engine Optimisation, which helps you get seen on the search engines by driving traffic to your store or website.
Influencer Marketing
Influencer marketing is a hybrid between a review/testimonial and a social media campaign.
We all rely on word-of-mouth recommendations or look to the review section on an Amazon product, and Influencer marketing is no different from this. 49% of customers depend on this kind of marketing to buy a product/service.
This marketing tactic helps build trust as these influencers know their audiences well. Their followers are more likely to believe the products are of great quality and will suit their lifestyle as the influencers have been building their audience through their authentic content.
Check out our other blog for specific support on Finding Great Influencers here.
3 ) How to Measure Brand Awareness
As noted by HubSpot: brand awareness can be difficult to understand and measure as it cannot be analysed in a ‘traditional sense’. Yet, there are quantitative and qualitative brand awareness measures that they suggest:
1. Quantitative Metrics
(The Amount/Quantity of Brand Awareness)
- Direct traffic to your website from knowing and typing in your name/URL.
- Record all site traffic numbers.
- Measure social engagement like comments, retweets etc… on your page.
2. Qualitative Measures
(The Quality of Brand Awareness)
- Use Google Alerts that tell you when your brand is mentioned.
- Use social media management tools to see who is talking about your business / using your hashtags.
- Have brand awareness surveys that request direct feedback from your customers or people in your market.
Most importantly, you need to make sure your team knows exactly what brand awareness means to the business. Every company is different and will have a different way to measure its success online. Have regular conversations with your team and stakeholders about specific goals to achieve this.
How you choose to increase and measure your brand awareness should be decided by the marketing goals and strategies you have from these brainstorming sessions.
If you need further support for increasing your brand awareness, get in touch at hello@motorcycle.marketing or view our other blog resources here.
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